Client appreciation events give your sphere a reason to see you that isn't "do you want to buy or sell?" Done right, they remind people you're their agent, and guests bring friends who become clients. Done wrong, they're expensive parties nobody remembers. Here's how I plan events that actually lead to business.
The short answer
Pick a simple, repeatable event your people will enjoy. Invite your past clients and sphere, and let them bring a friend. Collect RSVPs so you capture contact info. Spend the event connecting, not selling. Follow up within 48 hours with every guest. Run one or two events a year, the same time every year, so people look forward to them.
Step by step
- Pick the event. Ideas: pie pickup before Thanksgiving, a summer ice cream social, a family movie night, a shred-and-recycle day, a pumpkin patch morning, a local brewery or coffee meetup, or a client trip to a local festival.
- Set the budget. Decide per guest. Simple events cost less and repeat better.
- Build the list. Past clients, sphere, current clients, and good leads from your CRM. See sphere of influence marketing.
- Invite three ways. Mail or email, a text a week out, and a personal call to your top 50.
- Make it "bring a friend." That's where new clients come from. Get the friend's name and contact at RSVP.
- Run the event. Greet everyone by name, take photos (with permission), and keep it about them. No pitch from the stage.
- Have a soft way to connect. A home value card, a market report sign-up, or a raffle with a contact form.
- Follow up in 48 hours. Thank-you text or call to every guest. Ask a light question. See three-ask script.
- Log it. Note attendance and conversations in your CRM.
- Repeat yearly. Same event, same time. It becomes a tradition.
Event ideas by budget
| Budget | Idea |
|---|---|
| Low | Coffee meetup, park picnic, shred day |
| Medium | Pie pickup, ice cream social, movie night |
| Higher | Private event at a local venue or festival outing |
How to invite your sphere
"Hey, it's [name]. Every November I do a pie pickup to say thanks to the people who've trusted me. Come by Saturday, grab a pie, and bring a friend if you want. I just want to see you. Can I put you down?"
Watch-outs
- Gift and event rules. Follow RESPA and your brokerage rules on things of value, co-sponsors and referral partners.
- Alcohol. Check liability and your brokerage policy. Use a licensed venue if serving.
- Photos. Ask before posting anyone online.
- Fair housing. Invite broadly. Don't pick or exclude guests based on protected classes.
- No hard selling. It kills the goodwill.
Further reading
- Festivals and events that define Denver living on kennarealestate.com
- Real estate careers at the Kenna Group on kennarealestate.com
This is training for real estate agents. It isn't legal advice. Check with your managing broker.
Questions
How many events should I hold a year?
One or two good ones beats four rushed ones.
Who should I invite?
Past clients, sphere, current clients and warm leads, plus their friends.
Should I talk business at the event?
Keep it light. Follow up after.
How do I measure success?
RSVPs, new contacts, follow-up conversations and referrals over the next year.
What if only a few people come?
That's fine. Ten good conversations beat a hundred name tags. Call everyone who RSVPd and missed it, and invite them to the next one.
Should I invite leads I haven't met?
Warm leads, yes. An easy, no-pressure event is a great first in-person meeting. Keep it social and follow up the same way you do with past clients.
Can a lender or title company co-sponsor?
Follow RESPA and your brokerage rules. Ask your managing broker first.
Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.