- July 28, 2015
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Go Beyond the Open House: Fresh New Event Marketing Ideas for Real Estate Agents
The world of residential real estate has been turned upside, and no, we’re not talking about the collapse of the housing bubble.
The culprit causing such dishevel is technology. Today’s homebuyer or seller can find all the information they need about properties on the market, home values, mortgages and more just by going online to a few websites.
With consumers owning this power, what value do real estate agents offer?
Plenty, according to Inman, the leading source of real estate information.
As columnist Tyler Smith tells it, “A real estate agent is supposed to make the process of buying or selling a house as smooth as possible,” yet “there is only a 17 percent trust level of Realtors among the public.”
How can agents rebuild their brand image, get consumers to trust them and show potential customers their value?
Event marketing is the answer, according to Stephanie Lanier, founder and CEO of Lanier Property Group, a boutique real estate firm in Wilmington, NC.
Writing for Inman, she offers reasons why real estate companies should hold more events to engage consumers and elevate their brand.
Face time. Hosting events gives you the chance to provide value to your past clients and sphere of influence by being with them in person.
Support. Events with a charity angle – such as collecting toys around the holidays to give to a children’s organization – give you a chance to highlight a nonprofit as part of an overall social responsibility initiative. (To gain inspiration, check out this social responsibility case study.)
Mailing lists. With past and potential clients in attendance, it’s the perfect time to capture or update email addresses. After the event, take time to modernize your email marketing.
Personal touch. Don’t forget to follow up after your event. Take photos to document the event and then send copies to past clients.
Content, content, content. You can do an entire online campaign around inviting people to the event or as a retrospective to it.
Exposure. Your event can highlight what you’re passionate about — family, the outdoors, historic preservation, fashion, etc. — to connect with niche buyers or sellers.
And how about some clever event ideas? You could borrow a theme from Lanier:
- Hold neighborhood pop-up parties with an ice cream truck
- Celebrate a milestone with a champagne hour
- Organize a gratitude brunch for past clients
- Conduct informal trainings on topics people want to know, such as how to use social media
- Moderate a book club
- Put on an Easter egg hunt for kids of all abilities
As a final touch, give away clever promotional items that match your theme. You’ll make a brand impression that lasts long after the event concludes.
