A party with a purpose…

You need many different lead generation sources to create a dependable stream of new leads. Online leads and referrals are dependable, go-to options for the first two, but if you’re still looking for another reliable lead source, hosting lead generation events may be a good option. They work especially well if you undertake events as a brokerage, but individual agents can also find success hosting real estate and community events.

What is the difference between a real estate event and a community event?

The purpose of a real estate event is to, in some way, help or educate buyers, sellers, renters, or homeowners on a housing-related topic. A community event, on the other hand, doesn’t necessarily have anything to do with real estate; it simply provides you with an opportunity to reach out and interact with other members of your community and to have them mingle with each other.

What are some examples of real estate events?

Open houses are one of the most common real estate events. However, some agents take their open houses to a whole different level by inviting the neighbors, offering games, prizes, and catering. Open houses are a great way to impress other people in the area who may think about selling their home through you when they see how well you market your current listing.

Educational seminars are another example: teaching people how to buy, sell, or care for their home. You can use seminars as an opportunity to connect with people who will soon be entering the real estate market.

What are examples of community events?

There are endless opportunities for community events, from hosting an Easter egg hunt at your office to organizing a charity dinner or 5K run to raise funds for a good cause. It may be appropriate to share your contact information or branded goodies and giveaways at some events to help attendees remember you and the occasion.

What are the benefits of hosting an event?

Putting together a real estate or community event is a lot of work, but it can be very rewarding both emotionally and financially. Here are some of the benefits you may receive when you host an event.

  • Awareness – It takes serious, deliberate, and consistent effort over a long period of time to become a household name. With enough effort, you can spread awareness of yourself and your business so that people automatically think of you when they think of real estate. Hosting a recurring event that can eventually be counted on each and every year is one way to spread this awareness of your business.
  • Goodwill – When you do something to help people or offer them something of value for free, they remember. They’ll likely want to do something nice for you in return. This could be creating a social post saying what a great time they had at your brokerage’s egg hunt, referrals, or perhaps just keeping a copy of your business card in a drawer at home so they can call on you if they ever find themselves in need of a real estate agent.
  • Networking – Most people find a real estate agent in one of three main ways: they already know an agent, someone they trust referred them to an agent, or they find an agent online. Hosting an event gives you an opportunity to meet new people so that they don’t have to go looking for a referral or find an agent online. They can call you directly. Others who attend one of your events may also refer you to friends and family who are looking to buy or sell a home.
  • Leads – It all comes back to the leads you can generate through the awareness, goodwill, and networking that happens at a lead generation event. Be sure to collect your attendees’ contact information so that you can reach out to them in the future. Offering a prize drawing can be a good incentive to keep your attendees honest about their phone and email address.

How would I organize an event?

Putting together an event is a lot of work, but if done right, the results can be well worth the effort. First, decide whether you’ll host a real estate or community event, and what kind of event it will be. Once you know that, determine when and where your event will take place.

The next step is to spread the word about your event and find attendees. For community events, consider partnering with other local businesses. They can leverage their audiences to help you find attendees as well as help share any costs your event incurs. Some ways you can spread the word about your event is through social media, word of mouth, posters, radio ads, email alerts, mailings, event sites, and your partners.

When planning your event, you’ll also want to consider the following:

  • Will you provide food/drinks?
  • What takeaways can you provide?
  • How will you collect attendees’ contact information?
  • How many people do you want to attend?
  • Do you need to purchase event insurance?
  • Will you require pre-registration to attend your event?
  • Will you need help setting up the event?
  • How will you incorporate your partners into the event?
  • How will you convert leads you generate at your event?

For more ideas on spreading awareness, generating goodwill, and networking in your area, download the free Be the Local Expert eBook here. It will teach you how to position yourself as the go-to agent for local buyers, sellers, and renters as well as how to connect with your community through video, social media, and mobile marketing tactics to generate more leads for your business.