If you tuned in for BAM’s cold calling event for “past clients,” you know we’re not fond of describing them that way. Because adding the word “past” is like saying those connections no longer matter.
Every client is a gift, even if you only get to serve them once. However deep the connection goes, these are people who know how good you are at your job. More than most, they know exactly what potential clients have to gain by working with you.
Even when they’re not recommending you to others, they remind you of what you learned from serving them—and how they’ve helped you become a better agent.
So, how do you stay in touch with your clients and show them how much you appreciate them? And what if, in doing so, you could also give them a chance to tell potential clients in your area what it was like having you as their real estate agent?
While big events like client appreciation parties get people together, the number of people involved can make it more difficult for everyone to connect beyond a surface level.
Also, they tend to cost a lot of money, and you spend the whole event going around and trying to make sure you talk to everyone who shows up.
The alternative? Host multiple micro-events instead.
Why micro-events?
Micro-events are great for a few reasons. But the main benefit is they’re meant to be small. You only have to invite 10-15 people to these events.
It helps that a lot of people would rather go to a smaller, more intimate event than a massive one full of people they don’t know.
Here’s how Tom pitches the event to his invited guests:
“I’m putting on this small, exclusive event for my very top people. I’d love to know if you could join us.”
And sure, the response will still depend on the kind of event you’re hosting. But so far, when he or an agent he knows has hosted the kinds of micro events we’ll share below, the response has been overwhelmingly positive.
Here are seven ideas for micro-events that have been a slam dunk for The Storey Team.
#1—Skating Event
For this one, you’ll rent out the ice hockey arena in your neighborhood—typically for a Saturday or Sunday. All you need to do is pay for the ice and maybe for skate rentals, too, along with hot chocolate or other hot drinks you can share with your guests.
It’s a fun way to meet people and get your clients out of their homes, especially if they’re getting cabin fever over the cold winter months. If you’re living in a hotter market, of course, think about alternatives to this that people in your area would enjoy doing.
This could be an outdoor sporting event, or you could make a group reservation at an indoor adventure park with climbing walls, trampolines, and obstacle courses for your clients and their families to enjoy.
#2—Movie in the Park
This is a community-style event, and it works best for agents who are heavily farming a specific area or neighborhood.
As Tom would tell you, these are a bit more to take on, but the benefit is you get to meet people living in the area who aren’t your clients—but who could be. Any clients of yours who know those potential clients can tell them what you did for them.
Plus, now you’re the one putting on this event that their kids want to go to to see whatever movie is playing.
You’ll want to make sure, though, that your guests have a chance to socialize either before or after the movie—or both.
#3—Manicures & Mimosas
This one is a personal favorite of Tom’s and an event he’s hosted many, many times.
Basically, you’re inviting a small-ish group of your clients to get their nails done, and you’re serving them alcohol.
You’ll need to rent out a nail salon and tell them how many people are coming. And prepare for an enthusiastic response to those invitations.
‘Oh, yeah! You’re gonna pay for my nails to get done and you’re gonna give me alcohol? When are you doing it? Of course, I’m going to come!”
To clients who are attending solo, you can always encourage them to bring a friend. The Tom Storey Group has sold many properties to friends of their clients who’ve come to these events.
#4—Profiles & Prosecco
Tom borrowed this idea from Emma Pace who runs a real estate team in Toronto.
What Emma did was hire a professional photographer, and her clients would come in, sit down, and get a professional headshot they could then use for LinkedIn, website, or whatever they needed it for. And after they got their headshot, she had an open bar.
A lot of people want to get a professional headshot, but it can be awkward to book one for yourself. Most will just use a photo from years ago because getting a new and flattering headshot can be an expensive headache.
This takes that out of the equation for your clients and also gives them a chance to connect with you and other clients over a drink.
#5—Pasta Making Event
While pasta is a popular option, this could really be any kind of event where your clients get to make food. Tom has rented out restaurants and had chefs come in to teach about 20 clients how to make ravioli or some type of pasta. And they’ve had a lot of fun with it.
Get your top people all in one room, so they can talk to each other. If they don’t know each other, the one thing they have in common is they worked with you, which gives them the perfect conversation opener:
- How did you meet Tom?
- In what area did Tom help you buy a home?
#6—Cocktail making event
This is another favorite of Tom’s. He hired a service that came in and taught his clients how to make three different types of cocktails. It’s only a 2–3 hour event, and everyone enjoys it.
He invites clients to his own home, where they get to see him in his casual clothing rather than the suit he typically wears to appointments.
So, he gets a chance to show more of his personality while also giving his guests a chance to relax, connect, and learn something new.
This should go without saying but, with events involving alcohol, you’ll want to be careful not to drink too much or to make it easy for your clients to over-imbibe. Have some fun, but don’t overdo it.
#7—Educational events
Educational events might sound dull, but they can be very effective. Getting people together in person will always be more effective than just having them watch you online.
By all means, keep creating high-quality online videos. But also consider how you can create opportunities to connect with your clients face-to-face.
So, when will you host your first micro-event for your clients? And which of these ideas will you try first?
