When I first entered the New York City real estate scene, I had ideas of high-stakes negotiations over martinis and sealing million-dollar deals with a handshake. The reality? I spent many nights alone, hunched over my laptop responding to an endless stream of emails. It wasn’t until I noticed other agents in my office hosting exciting client appreciation events that I realized I was missing out.
Not only were these agents having a great time, but they were also cultivating strong client relationships that led to valuable referrals. After a decade in the industry, I can confidently say that these events are an invaluable source for growing your business. To help you create memorable experiences that your clients will love—and talk about—real estate coach Trevor James and I curated this list of unique client appreciation event ideas.
High Energy Social Events
Host a Trivia Night With Real Prizes
Difficulty: Easy
Fun factor: High
Cost: $$
Take your clients on a nostalgic journey back to their college days with a fun trivia night. This event is incredibly easy to pull off—all you need are some great prizes and a roster of engaging trivia questions. Many bars love to host local trivia nights. Get in touch with your venue and see if you can host your event there. That way, you’ll have a built-in audience and might even snag a new client!
Tips for a Successful Event
Don’t make your questions too insanely hard or too easy. Stick to entertaining and diverse topics to keep everyone engaged. After all, no one wants to solve math problems in their leisure time.
A Cocktail Class & Tasting With a Local Mixologist
Difficulty: Easy
Fun factor: High
Cost: $$
Cocktail culture is booming, and it’s not just about sipping on aesthetically pleasing drinks—people are increasingly interested in crafting them too. Why not seize this trend for your client appreciation event? Hire a skilled local mixologist to offer a hands-on cocktail-making class, followed by a tasting session.
Tips for a Successful Event
The key to a memorable cocktail event is a captivating theme. A run-of-the-mill bartender serving gin and tonics won’t make an impact. Instead, opt for a mixologist who’s passionate about the art of cocktail creation and can help you develop an exciting theme—be it Tiki-inspired concoctions, historically significant drinks, or reverse-engineered favorites from high-end establishments.
Cultural Events
Behind-the-Scenes Guided Tours of Galleries or Museums
Difficulty: Easy
Fun factor: Medium
Cost: $$$
There are all sorts of special events you can put on at museums. For example, did you know that the American Museum of Natural History in Manhattan allows sleepovers?
While an overnight stay beneath the imposing skeleton of a Tyrannosaurus Rex might be too adventurous for some, there are countless local museums and historic landmarks that offer private tours that could make for a memorable client appreciation event.
Tips for a Successful Event
To make the event more meaningful and relevant, consider focusing the tour on the history or architecture of your city, subtly tying it back to real estate. For example, NYC-based agent Jeffry Goodman hosts his own guided tours of iconic Manhattan neighborhoods, attracting a strong turnout from former clients and broadening his professional network.
Host a Wine or Scotch Tasting
Difficulty: Medium
Fun factor: High
Cost: $$$
This is an experience that’s sure to impress your clients. Collaborate with a local wine shop, an upscale restaurant, or a certified sommelier to create an exceptional wine-tasting event. These partners can help you select a curated list of five unique wines or spirits that your expert can elaborate on during the tasting.
Tips for a Successful Event
Attendance is key for a mixer, right? The way to ensure a full house is by making your wine-tasting session genuinely captivating. Opt for a sommelier who’s not only knowledgeable but also entertaining. Have them curate a list of wines designed to intrigue your clients—be it rosés, local varietals, or specialized options like port or Riesling. The goal is to offer something compelling enough that your clients won’t want to miss.
Private Film Screening & Talk
Difficulty: Easy
Fun factor: High
Cost: $$$$$
If you’ve got some artsy types or film aficionados in your client list, this is a perfect way to connect. Renting a small theater to showcase an art house film, followed by a discussion led by a film studies expert, could provide an enriching and memorable experience.
Tips for a Successful Event
The key to a successful event is its uniqueness. While screening a mainstream movie like “Ferris Bueller’s Day Off” might be entertaining, aim for a film that offers more substance and warrants a deeper conversation. Pair that with a knowledgeable speaker, and you’ve got an event worth booking a babysitter for. And of course, adult beverages and snacks will elevate the entire experience.
Rent the Chef’s Table at a Local Restaurant
Difficulty: Easy
Fun factor: High
Cost: $$$$$
If your former clients include foodies, reserving the chef’s table at a high-end restaurant will be something special they will talk about for weeks. If you’re unfamiliar with the concept, many restaurants have a special table set up in or near the kitchen for VIP guests, or—you guessed it—people with deep pockets.
Your clients will not only get to watch their food being prepared, but often get individual service and attention from the head and sous chefs. They may prepare a special tasting menu for the chef’s table only, so this is definitely something that offers more of an event feel than a regular dinner.
Tips for a Successful Event
While a chef’s table isn’t going to be available everywhere, you can still try to pick someplace special and interesting. The whole fun of the chef’s table is to get access to food regular guests don’t get, and hopefully to learn something from the experience.
VIP Experiences
A Night at the Theater
Difficulty: Medium
Fun factor: High
Cost: $$$
Sure, you’re known for your real estate prowess and market insights, but why not showcase your appreciation for the finer things in life too? Offer your clients an unforgettable night by taking them to a live theater show. It’s an opportunity to offer something a little more upscale to your client base.
Tips for a Successful Event
To make your event a hit, focus on the details that matter most. Book a block of tickets well in advance, especially if the show is popular, to ensure you have enough seats. Consider starting the evening with a pre-show dinner or drinks to set the mood and allow for mingling. Lastly, don’t forget to send a follow-up thank-you note to remind your clients of the wonderful experience they had, reinforcing your relationship with them.
VIP Sports Tickets
Difficulty: Medium
Fun factor: Very high
Cost: $$$
Give your clients a taste of the superfan lifestyle with an exclusive outing to a local sports game. Snag some great tickets and a few drink vouchers—this is great for bonding with your clients too.
Tips for a Successful Event
Elevate your outing by reserving a luxury suite or a special seating area. If you’ve got some really VIP clients, box seats can give them that truly elite experience. You can even set up some exclusive perks like a behind-the-scenes tour of the arena. After the event, send out some of the photos or a highlight reel to keep the memories alive!
Educational Events
Home Improvement Workshop
Difficulty: Medium
Fun factor: Medium
Cost: $$
Show your clients how to get the most out of their house by hosting a home improvement workshop by featuring insights from a local contractor or interior designer. You can partner with a staging company to give your clients some practical tips (and maybe even get them thinking about selling). Don’t forsake the ability to make this educational, interactive, and fun!
Tips for a Successful Event
Choose broad topics to ensure that everyone leaves with something valuable. You don’t want to be doing a session on replacing windows and invite a condo community, after all. Remember to make the workshop interactive—include live demonstrations or hands-on activities. Enhance the experience by providing handouts or even a small branded gift like a mini toolset to make the event memorable.
Financial Planning Seminar
Difficulty: Medium
Fun factor: Low
Cost: $
Express your appreciation for your clients by hosting a financial planning seminar centered around homeownership topics like equity and investment options. You can even pair this with a home improvement seminar—something like “making the most of your home equity line of credit.” While it may not feel like a party, the valuable insights offered can be a game-changer in your clients’ financial journey. This is another way to show that you care about their future far beyond the closing table.
Tips for a Successful Event
Choose a speaker who is not only knowledgeable but engaging to keep your clients focused and interested. Complement the seminar with informational handouts that attendees can take home for future reference. After the seminar, send out an FAQ or summary document to further reinforce the important points discussed. Make sure to stock up on booze and snacks to provide people the opportunity to mingle.
Seasonal & Outdoor Activities
A Good Old-fashioned Barbecue
Difficulty: Easy
Fun factor: High
Cost: $
At the end of the day, there’s nothing wrong with enjoying some delicious food in the backyard. Hot dogs, hamburgers, corn on the cob, and ice-cold beer. What’s not to love? If you want to spice things up a bit, come up with some fun games for the kids, or better yet, rent a house with a pool for the afternoon.
Tips for a Successful Event
Remember to include vegetarian options for your clients who don’t eat meat, and consider hiring someone for the day to help you cook, set up, and clean up, so you can play the charming host.
Winter Wonderland
Difficulty: Medium
Fun factor: Very high
Cost: $$
Partner with a local venue for a client appreciation event for the whole family—an ice-skating rink or Christmas tree farm can transform into a winter wonderland complete with hot cocoa, carolers, and wreaths. If you’re in an area that has a Christkindl market, organize a special night for your clients.
Tips for a Successful Event
Make sure you have enough help to keep everything running smoothly, from skate rentals to food service. Try to connect with each client at least once. Consider giving away branded mittens or scarves as keepsakes, or partner with the venue to provide a tree or wreath for your guests, free of charge.
FAQs for Agents Throwing Events
Should I be aware of RESPA rules with events?
Of course, we recommend you talk with your broker before throwing an event if you’ve got any doubts. According to the Consumer Financial Protection Bureau, gifts over a certain amount can be seen as buying a client’s favor. A hard-and-fast rule that most agents go by is that no gift should exceed $50. However, meals, sporting events, and entertainment events are usually excluded in these rules. You can view the National Association of Realtors (NAR) RESPA rules here.
Should I send a follow-up to my clients?
Sometimes agents are worried about following up too soon or that some people might miss out. Keep in mind that these memories should be shared with your clients—preferably the next day if you can. And don’t forget to make some notes in your customer relationship manager (CRM) about who attended so you can reference the great time you had the next time you speak with them.
How often should I throw an event?
It’s honestly up to you. Each agent is different. Social butterflies will probably love doing an event once a month, but for those who find them draining, even just once a year might feel like too much. But if you put on a great annual event a few times, word gets out and you can make it something that your client base looks forward to every year! Make it an event to remember and don’t worry about comparing yourself to others.
What’s the benefit of throwing an event?
Overall, real estate is about connecting with people so that when they’re ready to transact, they remember you. Life happens fast, and people often make the decision on who to hire as their agent quickly. Plus, how often do you get the chance to connect with a lot of your sphere at once? Events are important in forming lasting connections with your clients. The return on investment (ROI) of an event can be in the thousands of dollars if you make one sale from it.
Over to You
Have a great idea for a client appreciation event or a pointed opinion on ours? Let us know in the comment section or join us on our Facebook Mastermind Group to discuss.
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