During Episode 101 of the HyperFast Agent Podcast, Lana Rodriguez, a top-producing realtor in Colorado Springs, shares how to build your referral business with client appreciation events. You’ll hear several ideas for different events you can hold in 2020 that will help you build a happy client community and keep the referrals coming in all year long.
- Lana is originally from Latvia. She came to America fifteen years ago. She lived in Austin, Texas for ten years. Her husband served in the military.
- In 2015 she moved to Colorado Springs and wanted to have a baby but her husband told her she would need to go back to work. She got her real estate license and got pregnant. She did 31 transactions in her first year.
- In 2016 she did 119 transactions.
- At that time she felt overwhelmed and needed more help so she built a team.
- In 2018 she did 204 transactions. This year she is on track to do 250 transactions.
- In her retail experience, she learned about clienteling.
- In 2016 she became a mom and merged into the mom niche.
- She hosted happy hours, painting with a twist, and more.
- Her goal is for her clients to think of her every time there is a calendar holiday notification.
- One of her top events is Easter brunch.
- This May she did Zumba and mimosas for moms.
- They host a family event in June or July when kid movies come out.
- She took 60 clients to the Backstreet Boys concert.
- Almost 600 people were touched with her pumpkin patch event.
- Lana bought 80 pumpkin pies and hand-delivered them.
- Last December they did a Great Gatsby themed party.
- Her main marketing dollars go to these events.
- These events are completely complimentary for their clients.
- As soon as they decide on an event and time, they post it in their private client group.
- They send out mailers because it is important for your clients to have something tangible.
- They also add an official invite to their newsletter.
- All the agents call and text follow-up to get a confirmation or RSVP.
- She loves it when clients tag her in their photos of events.
- Ask how you are going to promote yourself without being annoying.
- Her ultimate goal is to create a client community.
- Client events absolutely work.
- A few years ago, Lana's business was growing very fast and she didn't feel like she knew what she was doing. Her goal was to find a female mentor.
- She saw Keri doing a video on the Lab Coat Agents Facebook group. She decided to go to the Sales Summit. She has participated in HyperFast group coaching for the last year. When she had a crisis she texted Keri and Keri responded with a call in the middle of the night.
3 Key Points:
- There are many opportunities throughout the year to hold client events around holidays.
- Consider holding family events that can include kids.
- When clients tag photos from your events on social media, this helps expose you to their sphere.