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How to Stand Out With Creative Real Estate Client Events · Unstoppable Real Estate Agents

• 0:00
  SPEAKER_00: Hi everybody, and welcome to the Unstoppable Real Estate Agents Podcast.
• 0:06
  SPEAKER_00: So today we're going to talk about client appreciation and how to hold an event, how to show your clients you appreciate them, and how that will work for you to bring in new business and referrals.
• 0:23
  SPEAKER_00: So stick around.
• 0:24
  SPEAKER_00: That's what we're going to talk about today, and it's very exciting.
• 0:29
  SPEAKER_00: Welcome to the Unstoppable Real Estate Agents Podcast.
• 0:33
  SPEAKER_00: I'm your host and real estate productivity expert, Kim Hughes.
• 0:37
  SPEAKER_00: Join me as we focus on real strategies and implement real solutions designed for you to achieve major success in your business and life while getting you organized.
• 0:52
  SPEAKER_00: So one of the things that we always want to look at when we're setting up for the year, you know, when we sit down at the end of the year and we're planning out everything for next year, right?
• 1:04
  SPEAKER_00: So what we want to look at is in each quarter of that year, are you going to hold a client event?
• 1:12
  SPEAKER_00: Which quarter are you going to choose from?
• 1:15
  SPEAKER_00: If you do it in the first quarter, you know, you have several events.
• 1:19
  SPEAKER_00: You have New Year's, you have Valentine's Day, you have St.
• 1:24
  SPEAKER_00: Patrick's Day, you have all these other holidays.
• 1:27
  SPEAKER_00: So you could pick a holiday around and pick one of those holidays and do an event around that holiday, which means, you know, like a big popular one that everybody's been doing for years and years and years is the Thanksgiving pie event, which that falls into the fourth quarter.
• 1:47
  SPEAKER_00: And, you know, a lot of agents do it.
• 1:49
  SPEAKER_00: It's very successful.
• 1:51
  SPEAKER_00: So, but what I want you to think about is is that the right client event for you and for your clients?
• 1:59
  SPEAKER_00: Are they gonna love the Thanksgiving pies?
• 2:03
  SPEAKER_00: If not, you have some choices.
• 2:05
  SPEAKER_00: So, with us talking about the upcoming year and what we're doing to market and what we're going to do to give to give back to our clients, this is something that if you already do a client event, that's great.
• 2:20
  SPEAKER_00: You can always pick up a nugget here and there to make it better.
• 2:25
  SPEAKER_00: If you've never done a client event, this is the podcast for you because I'm going to give you all the details.
• 2:31
  SPEAKER_00: But every client event is going to be different.
• 2:35
  SPEAKER_00: And I have been doing these for probably 20 years.
• 2:39
  SPEAKER_00: And I do them multiple times a year with my clients.
• 2:42
  SPEAKER_00: So whatever event you choose, just know that this will help pull it all together.
• 2:50
  SPEAKER_00: Okay.
• 2:51
  SPEAKER_00: So I might even suggest that in the second quarter you do Mother's Day, Father's Day, um, you know, I think spring, you know, you celebrate spring, celebrate the end of the school year, whatever it is that you want to do, that is an event.
• 3:10
  SPEAKER_00: And all you need to do is invite your past clients, okay?
• 3:14
  SPEAKER_00: And everything else will come together.
• 3:17
  SPEAKER_00: Then when you look at the next quarter, you know, now you're in the summer, you have July 4th, you have Labor Day, you have um some other holidays, I'm sure, in there somewhere.
• 3:28
  SPEAKER_00: So think about that.
• 3:29
  SPEAKER_00: Now, I will say that I have a client that we were talking a couple of years ago, and she had always done the Thanksgiving pie.
• 3:41
  SPEAKER_00: And she started doing that Thanksgiving pie event, and she had 25 clients.
• 3:46
  SPEAKER_00: That thing has grown into over 250 people now.
• 3:50
  SPEAKER_00: And so they do work and they are great, but there's several things that need to be considered before you even commit to doing it.
• 3:59
  SPEAKER_00: It does take a little time, it is gonna cost you some money, so you need to budget, and you need a resource.
• 4:06
  SPEAKER_00: Like, you know, if you're gonna have it at a at a uh office, if you're gonna have it at another business to maybe partner with them.
• 4:14
  SPEAKER_00: So this is what we're gonna talk about.
• 4:17
  SPEAKER_00: Okay, so I have a client, I almost told you about her, that she, you know, had always done the Thanksgiving pies, but other agents were also doing it.
• 4:29
  SPEAKER_00: So it wasn't as unique as it was when she first started it, right?
• 4:33
  SPEAKER_00: Her clients still showed up, obviously, because the numbers just went crazy every year.
• 4:39
  SPEAKER_00: But she wanted to do something different.
• 4:41
  SPEAKER_00: But she still they she knew that her clients would love the pie.
• 4:46
  SPEAKER_00: So we started brainstorming and we came up with July 4th.
• 4:50
  SPEAKER_00: So what she did was, you know, if July 4th is on a Wednesday, she did it the weekend before, right?
• 4:57
  SPEAKER_00: Because people do go out of town, they go camping, they spend time at the lake, they have family coming over and just like at Thanksgiving.
• 5:05
  SPEAKER_00: So what she did was she put her own spin on it, which I thought we had the we had more fun doing it because we gave them a choice.
• 5:12
  SPEAKER_00: Um, red, white, and blue.
• 5:14
  SPEAKER_00: So red was cherry, blue was blueberry, white was apple.
• 5:19
  SPEAKER_00: And um she went through the same process.
• 5:22
  SPEAKER_00: She just changed the date and changed the type of the pie.
• 5:26
  SPEAKER_00: But everything else stayed the same.
• 5:28
  SPEAKER_00: So that's where I want you to consider thinking about if you're doing the Thanksgiving pie and a hundred other agents are doing it, just pick a different type of event and do that.
• 5:40
  SPEAKER_00: I have a client that did a movie theater.
• 5:43
  SPEAKER_00: She rented out the movie theater.
• 5:45
  SPEAKER_00: She had two screens.
• 5:47
  SPEAKER_00: She had one screen for the children, like, you know, family-oriented and everything.
• 5:52
  SPEAKER_00: Then she had the other screen where it was more of an R-rated movie.
• 5:57
  SPEAKER_00: So the children weren't allowed to go to that one.
• 5:59
  SPEAKER_00: But not everybody brought their kids.
• 6:01
  SPEAKER_00: So we gave everybody an option and everybody was happy.
• 6:06
  SPEAKER_00: No complaints.
• 6:07
  SPEAKER_00: And what she did was she paid for them to see the movie and a popcorn and a coke.
• 6:12
  SPEAKER_00: And if you want to do that, great.
• 6:14
  SPEAKER_00: If you want to just buy the popcorn, do that.
• 6:16
  SPEAKER_00: But I'm going to recommend that you buy the popcorn and a drink per person.
• 6:22
  SPEAKER_00: Okay.
• 6:23
  SPEAKER_00: So if husband and wife show up, you know, one popcorn per each, unless they say no.
• 6:29
  SPEAKER_00: So you need to talk to the movie theater of how you're going to put that together.
• 6:34
  SPEAKER_00: Okay.
• 6:34
  SPEAKER_00: So I would make a call to the manager of the movie theater, pick your two movies, get all the details that they need from you, and then you need to sit down with your checklist.
• 6:45
  SPEAKER_00: And just remember, even though it's a movie, it's the same system.
• 6:52
  SPEAKER_00: Okay.
• 6:53
  SPEAKER_00: The event, it doesn't the the it does depend on the event, because of course, if you're taking them to the movie, you're you're giving them a movie and popcorn and a drink.
• 7:02
  SPEAKER_00: But if you're giving them a Thanksgiving pie, then you're giving them a Thanksgiving pie, you know.
• 7:07
  SPEAKER_00: So you have to know what you're doing in the event, but the back, the back part of it, the system part of it, stays the same.
• 7:15
  SPEAKER_00: Okay.
• 7:16
  SPEAKER_00: So I want you to look at what you can do in your area.
• 7:21
  SPEAKER_00: Um, I've had another client that did a photo shoot for Thanksgiving.
• 7:28
  SPEAKER_00: And she had it at a local nursery.
• 7:31
  SPEAKER_00: They decorated an area to with the hay bales and the chassant and the scarecrow.
• 7:37
  SPEAKER_00: And so when she invited everybody, it was a photo all.
• 7:40
  SPEAKER_00: So she not only had the nursery involved, she had a photographer involved.
• 7:45
  SPEAKER_00: So they shared the expenses, right?
• 7:48
  SPEAKER_00: So the photographer did not charge, of course.
• 7:51
  SPEAKER_00: Um, the nursery gave a discount.
• 7:55
  SPEAKER_00: Um, you can even say, can they have a little pot, you know, of a chathromal?
• 8:00
  SPEAKER_00: You know, something that you want them to have when they leave.
• 8:03
  SPEAKER_00: Is it a discount?
• 8:04
  SPEAKER_00: Is it a is it an object or a product?
• 8:07
  SPEAKER_00: And then um, you know, the photo ops where the photographer came in was she took all the photos, put them on her website, and then had a private link, you know, so that not the whole world had it.
• 8:20
  SPEAKER_00: And the people that attended the event could go to that link and download their pictures for free.
• 8:26
  SPEAKER_00: And if they wanted more pictures, they scheduled.
• 8:28
  SPEAKER_00: If they wanted something different with those pictures, they talked to the photographer.
• 8:33
  SPEAKER_00: Um, if they bought something at the nursery.
• 8:36
  SPEAKER_00: So if you think about it, you know, what a great event.
• 8:39
  SPEAKER_00: You know, you have everybody coming out and they're buying flowers because it's fall, you're getting your fall pictures made with the family, you're spending time outside and you're enjoying the day with your clients.
• 8:51
  SPEAKER_00: So this is a really good event.
• 8:53
  SPEAKER_00: But you can also take that same event that you're doing around for the Thanksgiving and you can do it in the spring.
• 9:00
  SPEAKER_00: You can do it for Mother's Day, for Father's Day.
• 9:03
  SPEAKER_00: You can do it for, you know, pictures with Santa.
• 9:06
  SPEAKER_00: Um, you could do depend and depending on where you live, you know, you may say, um, if if you're a big lake town, you might have the event out at the lake or have something out there where you're taking pictures and people are gathering and you have space, okay?
• 9:24
  SPEAKER_00: That's a key.
• 9:24
  SPEAKER_00: If you're gonna have these contained events, you've got to have space so that people are not buttoned up to each other.
• 9:31
  SPEAKER_00: Now, another event that has become very popular, and and I'm going to highly recommend it.
• 9:39
  SPEAKER_00: You, as the agent, hold the event.
• 9:42
  SPEAKER_00: You don't do anything, you just hold the event, right?
• 9:46
  SPEAKER_00: So, just like with the Thanksgiving pie, you're handing out pies, you're talking to people, but you need people to help you.
• 9:54
  SPEAKER_00: So, maybe this is where you bring in somebody else.
• 9:58
  SPEAKER_00: You bring in your lender, you bring in um maybe the local bakery where you're getting your pies, maybe your assistant, another agent, um, your husband, your kids at their appropriate age to help, um, your best friend.
• 10:13
  SPEAKER_00: Pull in the resources to help you so that you're not being bogged down with everything that takes place that day.
• 10:20
  SPEAKER_00: I want you to be able to walk around and talk to people.
• 10:25
  SPEAKER_00: And if you want to hand out pies, you can, but it's not mandatory for you, the agent, to do that.
• 10:31
  SPEAKER_00: Your job is to go out and talk to everybody as they pick up their pies or they come to that event, get their picture taken, you know, whatever the event may be.
• 10:42
  SPEAKER_00: I want the agent walking around talking and nurturing these relationships.
• 10:48
  SPEAKER_00: Everybody that you bring in can help you.
• 10:51
  SPEAKER_00: Um, you can have an assistant who has everybody's names because they did RSVP, and you can have them check off their names, and you can have somebody else making sure that everything is staying stocked.
• 11:03
  SPEAKER_00: You can have somebody over here doing whatever they need to do.
• 11:06
  SPEAKER_00: But you as the agent are free to do whatever you want throughout the day with your clients, okay?
• 11:13
  SPEAKER_00: I want you to embrace that because as people, we always want to, it's our event, so we want to get in there and start working.
• 11:21
  SPEAKER_00: No, you need to be walking around talking to the people, okay?
• 11:25
  SPEAKER_00: Talking to them about what they are doing for the holidays, what did they do this summer, you know, oh, your daughter got married, oh, you had a baby, you know.
• 11:34
  SPEAKER_00: Know who your past clients are and know what's going on in their lives so that you can have these conversations, whether it's a 30-second or a five-minute conversation.
• 11:45
  SPEAKER_00: Know what's going on with your people.
• 11:48
  SPEAKER_00: Okay.
• 11:49
  SPEAKER_00: Now, I'm not going to tell you that if you have 500 past clients that are coming to that event, that you have to know everything that's going on with 500 people, but your top people, you do.
• 12:00
  SPEAKER_00: And you know who your top people are.
• 12:02
  SPEAKER_00: Those are the people that keep coming back to you, they refer to you, they see you in town and talk to you, they see you at events, they show up and everything else.
• 12:13
  SPEAKER_00: Those are your top people.
• 12:14
  SPEAKER_00: Okay.
• 12:15
  SPEAKER_00: So, with that said, um, when you do these events, you know, there is you have to get on top of it.
• 12:22
  SPEAKER_00: So here we are.
• 12:24
  SPEAKER_00: Um, at the time of this podcast, it's October.
• 12:27
  SPEAKER_00: So we are a month, uh month and a half away from Thanksgiving.
• 12:33
  SPEAKER_00: So you need to start right now getting your list together, making sure your past client email addresses, phone numbers are updated.
• 12:43
  SPEAKER_00: You should start that really in September, and it should be always updated.
• 12:47
  SPEAKER_00: But here's the chance that if you got behind and you didn't have a time to do all that, now's the time to take an hour, sit down and do it, or have your assistant do it, or have your virtual assistant do it.
• 12:59
  SPEAKER_00: And then put together your marketing pieces.
• 13:03
  SPEAKER_00: Now, we do have the Thanksgiving Pie event system that is available to you.
• 13:08
  SPEAKER_00: And you can click on the link in the show notes below, and then you can go read what all it includes.
• 13:14
  SPEAKER_00: But you're gonna get the complete planning checklist from very the very beginning to the very end.
• 13:20
  SPEAKER_00: We're gonna give you the promotional templates to announce your event.
• 13:24
  SPEAKER_00: We're gonna give you the sign-in uh materials and the event materials, and then your follow-up templates because we want you to maximize the referrals after the event.
• 13:35
  SPEAKER_00: So everything is in Canva.
• 13:37
  SPEAKER_00: All you have to do is go in there and tweak it to your branding, print it, and then um mail it out, you know, and do your due diligence on how to put this system together for you.
• 13:49
  SPEAKER_00: But let me just say this.
• 13:52
  SPEAKER_00: I want you to do as many videos as you can to prepare.
• 13:58
  SPEAKER_00: So when you send that first email reminding your past clients to come to the event, you're sending a video.
• 14:06
  SPEAKER_00: You're putting a video um showing you picking up the pies or putting together whatever it is the event you're doing.
• 14:14
  SPEAKER_00: Um, I want you to show a video on setting up.
• 14:19
  SPEAKER_00: I want you to have somebody there to record the event.
• 14:23
  SPEAKER_00: I want people walk, somebody walking around recording and taking pictures of you with your clients.
• 14:29
  SPEAKER_00: Okay.
• 14:30
  SPEAKER_00: I want that all done.
• 14:31
  SPEAKER_00: So you need to find that person that's gonna do that for you, okay?
• 14:36
  SPEAKER_00: So once you have all of your event pieces, marketing pieces together, then now you have a system.
• 14:44
  SPEAKER_00: You have the whole system.
• 14:45
  SPEAKER_00: It's telling you step by step when to mail it, what to mail, and getting it all together, okay?
• 14:51
  SPEAKER_00: So you really don't have to think about it.
• 14:53
  SPEAKER_00: You just need to follow the system all the way through.
• 14:56
  SPEAKER_00: And just know that when you do this, it is not only going to make you feel really good because you're giving back to your community, but you're showing your community how much you love on them and they appreciate that.
• 15:10
  SPEAKER_00: And in the world that we live in right now, appreciation is really important for us to show other people, you know, that we see them, we see them and we recognize them and we celebrate them.
• 15:25
  SPEAKER_00: And the more you can do that, the better.
• 15:28
  SPEAKER_00: So this is just the beginning of the holiday season of the things that you can be doing to make a huge impact on your past clients.
• 15:38
  SPEAKER_00: So if you are not doing the Thanksgiving pie event or any type of client event, I highly recommend that you sit down and you brainstorm what kind of event you want to do, what is your clients are going to enjoy?
• 15:52
  SPEAKER_00: And this is going to be different in every market.
• 15:56
  SPEAKER_00: So, what somebody would enjoy doing maybe in Dallas, Texas, would be something totally different in, say, New York City, you know.
• 16:05
  SPEAKER_00: Um, I have had agents buy tickets to the baseball games and the first 50 get them, you know, the first 50 that RSVP get them, get the ticket.
• 16:17
  SPEAKER_00: And, you know, so you can do so many things.
• 16:20
  SPEAKER_00: Just look at your community.
• 16:22
  SPEAKER_00: What does it offer that people enjoy doing?
• 16:24
  SPEAKER_00: And then create that as an event.
• 16:27
  SPEAKER_00: And then use my Thanksgiving pie event to help you put your event together.
• 16:33
  SPEAKER_00: Don't let Thanksgiving pie deter you, okay?
• 16:38
  SPEAKER_00: Because when I created the Thanksgiving pie event, this is what I was doing.
• 16:43
  SPEAKER_00: Um, it is a great system.
• 16:46
  SPEAKER_00: So I'm going to highly recommend that you jump over there.
• 16:48
  SPEAKER_00: Again, the link is down below.
• 16:50
  SPEAKER_00: There is no reason for anybody not to be doing this.
• 16:53
  SPEAKER_00: And um, and it's just fun.
• 16:56
  SPEAKER_00: So I want to hear from you.
• 16:58
  SPEAKER_00: If you already do an event, drop it down in the notes uh in the comments below and let me know how long you have been doing it, what kind of event, and what kind of numbers do you work with?
• 17:11
  SPEAKER_00: That would be very interesting because you might have some people working with 20, 25 people, and you might have some people working with 300.
• 17:19
  SPEAKER_00: So I'm always curious to know what you're doing with your client events.
• 17:24
  SPEAKER_00: So there you go.
• 17:26
  SPEAKER_00: Let me know if you have any questions.
• 17:28
  SPEAKER_00: We look forward to talking to you next week on the podcast.
• 17:31
  SPEAKER_00: Have a good one.
• 17:33
  SPEAKER_00: Thank you so much for tuning in.
• 17:35
  SPEAKER_00: And if you know someone, and I bet you do, who would appreciate this podcast, please share it with them.
• 17:41
  SPEAKER_00: As a reminder, this podcast can be delivered directly to your favorite device by using the subscribe links you can find in the show notes below or over at unstoppable realestateagents.com.
• 17:55
  SPEAKER_00: Remember, it takes as much energy to wish as it does to plan.
• 18:00
  SPEAKER_00: Have a great day.