Use this Realtor event marketing plan to maximize the contacts to an agent database leading up to a successful real estate agent client appreciation event.
There are many misconceptions about Realtor events and the Realtor event marketing that is done around these events. Before we dive in, let’s break it down to the basics so that you can reframe the way you think about Realtor events.
I couldn’t care less about the event itself. It is natural to get excited about the prospect of hosting an event. But the problem is that many Realtors get carried away. All of a sudden, they are event planners.
Now let’s discuss what Realtor event marketing IS all about.
VIDEO: Realtor Event Marketing Plan
Real event marketing: it’s all about the CONTACTS
It’s not about the event itself. It’s about the contacts around the event.
I know, I know. You might be rolling your eyes right now. Most Realtors hate making contacts. It’s their least favorite part of the client event process. But hear me out.
The reason events have become so popular in recent years is because they create a very positive purpose to make contacts.
Contacts are the name of the game in real estate. The more contacts you make with your sphere of influence (SOI), the more your business will grow. However, when you make contacts and you’re always asking for business, it feels kind of icky. That’s why Realtors hate doing it. No one wants to be that salesman that is always asking for business.
Because of that, Realtor events provide a reason for reaching out to your SOI. Suddenly, you have a fun conversation to initiate. Your phone call isn’t asking each person if they are thinking about buying or selling. Now, it’s about your Photos with Santa event next month.
Realtor events provide a reason for reaching out to your SOI. Suddenly, you have a fun conversation to initiate. Your phone call isn’t asking each person if they are thinking about buying or selling.
Brian Icenhower
Adding value & coming from contribution in your Realtor event marketing
Remember, the point of hosting an event is to provide some sort of value. This is what really separates you from your fellow Realtors who spend all their marketing efforts putting flyers under doormats with their headshot and the question, “Are you looking to buy or sell?”
This is not your father’s type of marketing. You aren’t always trying to sell something.
You are coming from contribution. This is new-age, progressive marketing. Realtor event marketing allows you to do something positive and have a positive impact and relationship with everyone you touch.
Once you establish this positive relationship with your community, and you do it over, and over, and over, you create a social obligation. Suddenly, it would almost be rude for them to choose a different Realtor over you. You’ve taken their holiday card photo for the past 4 years, after all.
Lure them in by giving back, by adding value, and by coming from contribution.
This is the whole idea.
Stay first of mind with your Realtor event marketing plan
By staying first of mind, you are showing everyone that you want their business. You are putting out effort to be on their mind. You are coming at them again and again with value. And, you are showing your consistency and your involvement in the community.
Nobody wants to work with a “part-timer.” Everyone wants to work with a Realtor who wants to work for their business. When you show up, again and again, offering items of value, potential clients notice. You start to stand out from your competition in a big way.
Contact plan example
The example Realtor event marketing contact plan that we provide our clients here at ICC spans 12 weeks. (You can download this plan here.) As you read though each week’s tasks, you can see all the reasons you will have to reach out and make contact with your people.
As a rule of thumb, if you don’t have at least 2 months to market your event, don’t hold the event. It won’t be worth it because you won’t have enough time to make enough touches. You need to plan. You need to have a system.
If you don’t have at least 2 months to market your event, don’t hold the event. It won’t be worth it because you won’t have enough time to make enough touches.
Brian Icenhower
Diversify your contacts within your Realtor event marketing
If you look at our contact plan example, you’ll notice that we aren’t telling you to do the same thing over and over and over. That’s a great way to get your calls blocked and your emails marked as spam.
It is absolutely key to diversify your contacts, for two reasons.
- It is less annoying to receive a variety of messages on a variety of channels
- Some people prefer one contact method over another
For example, I’m an email person. I am much more likely to open your email (and respond) than a Facebook direct message. Everyone has their preferences.
Everywhere they look they should see you. Everywhere they look they should see marketing for your upcoming event.
Boy, this makes you look so professional! The recipients start to think, wow, this Realtor must be successful. They start to remember your name, and when they do, they think about how hard you must work and how busy you must be to market so successfully.
By the time you’re done with this contact plan, you’ve made 15 diversified contacts for every single member of your SOI database.
It is amazing to me how powerful that can be.
Everyone is going to love you.
Why use a contact plan for your Realtor event marketing?
If you don’t have an event contact plan that you are following, you will only make two or three contacts. It takes all of the value out of holding an event. You will simply become a party planner, which will not benefit your real estate business.
Don’t run your events on the fly. Use a system. It’s all about the contacts. You should, at a minimum, have 10 contacts leading up to your event. If you don’t, you may as well cancel the event.
Take our online course on Realtor Events
Be sure to take our Realtor Events online course for training on your Realtor event marketing and contact plan, and so much more! You’ll also have access to all of our Realtor event resources, like the contact plan we reference in this video/blog.
