The previous few months of the yr are a useful alternative to say thanks to purchasers, have a good time the season, and strengthen group connections. It’s a chance to foster belief and remind folks of the worth you convey as a neighborhood skilled and a considerate useful resource, spurring repeated referrals and long-lasting relationships.
From consumer appreciation presents and native household gatherings to VIP events and group workshops, there are various methods to create a vacation season crammed with significant experiences that make a long-lasting impression. Planning and executing these experiences takes time, which is why Charlotte Savoy and The Savoy Group at The KW® Collective market heart in Maryland make it a precedence to satisfy each November to debate their annual occasion plans for the yr forward.
Charlotte Savoy’s Seven Steps to Profitable Occasion Planning
Charlotte’s seven-step course of for creating profitable occasions helps her staff execute a number of each single month. However, she says, should you’re not able to construct out a whole yr’s value of occasions, concentrate on the fourth quarter – and comply with these seven steps that may maintain you high of thoughts together with your purchasers in the course of the vacation season and past.
Charlotte Savoy’s Seven Steps to Profitable Occasion Planning
1. Plan Occasions in Advance
2. Take a look at Previous and Future Occasions
3. Determine Theme and Price range
4. Section Database
5. Join With Distributors
6. Set Targets
7. Execute Calendar in Advance
Step 1: Plan Occasions and Consumer Presents in Advance
Your vacation occasion plan can take many types. At its core, the plan ought to articulate the kind of occasion, the time-frame, the target market, and your funds. It also needs to define your communication and advertising and marketing technique, in addition to the theme, expertise, actions, presents, giveaways, and any taking part companions or distributors.
Like Charlotte, Tanya Kerr, founding father of T. Kerr Property Group on the KW Realty Lone Star in Georgetown, Texas, views the fourth quarter as important for her enterprise momentum. She refers to this era as her “vacation blitz,” a rigorously curated marketing campaign designed to create a number of touchpoints all through the quarter.
Tanya’s staff kicks off the marketing campaign in October with a family-friendly “Trunk or Deal with” occasion. Some years, they’ll host informal and kid-friendly Halloween-themed group gatherings referred to as “Boo Bashes.” This yr, they gave away canine bandanas.
November facilities on gratitude and togetherness, with a particular concentrate on their purchasers and farm. The staff begins with mailing gratitude playing cards – handwritten, personalised notes with details about their upcoming December occasions. Later within the month, Tanya hosts a celebration at her residence with the assistance of her stager. She encourages everybody to convey a pal, with the objective of cultivating a snug get together setting whereas including to her sphere.
December is a busy one. The staff hosts “Fristmas,” an adults-only get together that’s enjoyable and purposeful. Donations are collected over the course of the occasion and later given to that yr’s chosen charity. Their family-focused Christmas occasions characteristic images with Santa, face portray, wreath-making, and music, they usually additionally hand out personalised ornaments with branding on the again. In terms of constructing digital connections, social media performs an enormous position within the success of their gingerbread contest. The staff delivers gingerbread homes and asks purchasers to share their distinctive decorations on-line. “This makes nice social media content material and engagement,” Tanya says.
Tanya’s vacation blitz results in $50 million in quantity yearly, she says. “By beginning our yr in October, we super-charge the gross sales pipeline and explode into the promoting season.”
Step 2: Take a look at Previous and Future Occasions
Throughout their annual planning course of, Charlotte and her staff take time to debate the earlier yr’s occasions. “We take a look at what went properly, what didn’t go properly, what themes labored, what occasions labored,” she stated.
The Savoy Group has the good thing about a full yr of occasions to mirror on. In case you don’t have a historical past of occasions simply but, consider the actual property occasions you’ve attended and ask your self the identical or comparable questions. Think about reaching out to knowledgeable occasion planner. Supply to purchase them espresso in alternate for some speed-dating-style mentorship on creating and executing memorable occasions.
Step 3-6: Determine Theme and Price range, Section Your Database, Join With Distributors, and Set Targets
The most effective occasions prioritize the expertise over rapid gross sales. Nonetheless, setting clear objectives is crucial. Are you aiming to extend referrals or develop your database? Select one to 3 objectives to concentrate on this vacation season.
Subsequent, section your viewers. Is your consumer base primarily households, younger professionals, retirees, or a combination? Tailor your occasions and presents to resonate together with your essential goal demographic.
Finally, your enterprise finest – your lead era objectives, your best consumer, your database measurement, and its demographics. Your occasion and gift-giving technique ought to help your objectives and affect the complete expertise.
A former lawyer and inside design fanatic, Meg Daday of KW® ONEChicago loves bringing folks collectively for distinctive, curated occasions. All year long, she hosts smaller, high-quality occasions tailor-made to high purchasers. Her micro-events embody actions like wreath-making and mixology nights, every designed for about 20 friends. “It’s actually extra of a VIP expertise,” Daday explains.
For Erica Deuschle of KW® Predominant Line in Pennsylvania, greater is best. Though her essential occasion is in Could, not the vacations, Erica’s Could Soiree gives the chance for purchasers to convey associates, mingle, and store from amongst 25-30 vendor cubicles – a lot of whom are purchasers themselves.
Erica markets her huge occasion by means of social media first. Because the occasion date will get nearer, she reaches out with a private telephone name or group textual content message in a TCPA-compliant approach. “I believe it really works as a result of it’s private. There’s a lot noise on the market. Present individuals who you’re and convey folks collectively and be that connector,” Erica stated.
Harrison Beacher, one in all three managing companions of Coalition Properties Group with Keller Williams® Capital Properties in Washington, D.C., is equally keen about creating connections in his group. Every time there’s a gathering of individuals, he recommends asking how one can vertically combine it into your greater mission for your enterprise, your purchasers, and your group
”Our purchasers and our group wish to assist us reside out our mission. Giving again is on the core of what lots of people wish to do. And in the event that they may give again whereas attending a lit, wonderful get together with scrumptious meals whereas assembly new folks, it makes it that a lot better,” Harrison stated.
Step 7: Execute Your Calendar in Advance
In terms of planning prematurely, The Savoy Group exemplifies excellence. They begin making ready six weeks earlier than every month’s occasions, guaranteeing they keep away from last-minute pricing and logistical hiccups. Mapping out each electronic mail, social media publish, and communication prematurely is essential to an outreach marketing campaign that drives occasion participation and engagement.
Small Gestures, Large Influence
Creating memorable vacation connections doesn’t all the time require intense planning or an enormous funds – particularly if actual property occasions are new to your enterprise technique. Even small, considerate gestures can create vital impression. Whether or not it’s a handwritten observe or a customized decoration, the essence of your outreach ought to mirror your model values and resonate with the group you serve.
9 Inexpensive Consumer Reward Concepts
