As a real estate agent, your job is, of course, to help in the purchase and sale of real estate. But when you think about it, there’s another part of your job that can take up just as much or even more time. Your real job—the one that makes it possible for you to work on the buying and selling—is doing all the little things that keep your name at the top of clients’ minds when a need for an agent arises in the first place. I’m talking about social networking, traditional advertising, phone calls, emails, and all the rest. But one of the most powerful and useful things you can do is hold an event.
I know what you’re thinking: What if I hold an event and no one comes? What if I go to the trouble and expense of creating a client appreciation event, and no clients show up to be appreciated? What if I hold cocktail party and I’m the only one standing there holding a cocktail? What if I invite a speaker and he or she winds up speaking to an empty room? My clients often voice these fears to me, and I always give them the same response: it doesn’t matter.
That’s right. If you invite everyone you know and no one, not even your mom, shows up, it doesn’t matter. The event has still been a success. Why? Because the purpose of the event isn’t just the event itself, and the points of contact happen in many other places besides the chit-chatat the event.
In other words, what matters about the event isn’t that they come, but that you invited them. By inviting them, you’ve made some form of contact, not just once, but several times: the initial invitation, the reminder, and then the follow up thank you after the event. At the very least. And the messages you send, whether they attend or not, are that you are successful enough to be holding interesting events, and that you value them and your relationship with them enough to include them on the guest list. It’s likely that you’ll get some response from most of the guest list. Whether they show up or not is immaterial.
Likewise, remember that the content of your event doesn’t really matter, either. So if you decide to do an event, do what’s easiest. Do what makes you feel the most comfortable. Do what’s the most cost-effective. Because whatever you do, you’ve already won.