The holidays are just around the corner, and that means it’s time to start planning your real estate clients' appreciation party! Last year, we shared a blog in which one of our Rockstar coaching clients, Donna Molet, broke down her strategy for throwing memorable, high-impact client appreciation events. Since it’s that time for you to be thinking about yours, I want to revisit Donna’s wisdom to give you some inspiration and guidance for throwing your own.
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A client appreciation event is an opportunity to strengthen relationships, show gratitude, and create lasting memories. For real estate agents, these events can also serve as a powerful marketing tool, helping to generate referrals and attract new listings from your database. By hosting a thoughtful and engaging appreciation party, you not only express your gratitude but position yourself as a trusted resource in your clients' lives. This is especially important for first-time homebuyers who may need additional support and homebuyer education. It may not be about education, but showing that it’s available in a friendly context can work wonders.
Throwing a successful client appreciation event is all about early planning, leaving a lasting impression, and engaging with your database in a meaningful way. Start by choosing a unique venue that offers a memorable experience. Next, consider the space and logistics—secure your venue and send out invitations well in advance.
Here's a full list of Donna's advice for planning your client appreciation party.
Hosting a holiday client appreciation party at your office is nice, but it doesn’t exactly scream “memorable experience!” And while hosting a holiday movie screening is a fun and popular idea, Donna believes it doesn’t allow you the opportunity to talk and connect.
For Donna, it’s all about leaving a lasting impression. “Your holiday party is about rewarding your clients for being a part of your business and your life,” Donna says. “Come up with something that’s actually going to reward them.”
Her’s takes place at the botanical garden in her area, which hosts a magnificent holiday lights display every year. The experience is open to the public, but tickets sell out quickly, and that’s why Donna works with the venue to arrange her party and secure a block of tickets ahead of time.
“People may want to come and hang out with me a little, but they REALLY want to get access to this venue.”
The New England Botanic Garden at Tower Hill’s “Night Lights: Starry Skies” event sells out almost every night from November 25-December 31. This requires her to get the tickets two months in advance, as soon as they become available.
Her event is open to all past and current real estate clients, with invitations that allow them to request as many tickets as they’d like. RSVPs are required, but if someone wants to request six tickets to bring all their children and other members of their family, this is allowed (though not ideal considering the 80-person cap).
80 tickets at about $30 a piece is just the beginning of her expenses, as she also rents a function room to house her gathering and then arranges for catering. This is not a cheap event – with catering and everything, it cost her about $8,500 – but for Donna, it’s more than worth it as it allows her to build lasting bonds with the people in attendance.
In a brilliant move, she also co-shared these expenses with the lender, closing attorney, and a moving pod company.
If you want your party to serve its intended purpose and be worth the money for you, you need to be there. By that I mean, get a greeter. You can’t talk with people and nurture relationships if you’re standing at the door all night.
A greeter helps guests navigate the reception area, provides them their ticket or wristbands, and helps them with whatever else they need. Donna’s greeter gives her guests blinking green and red neon bands to wear around their necks – which she orders in advance. This distinguishes members of her party from the general public, allowing them to get together and meet each other.
Free up as much of your own time as possible so that you can simply connect with your past clients and the people they bring. The things you learn here can inform your touches later such as pop-bys, closing gift ideas, or other thoughtful gestures.
You don’t need to serve a lavish meal to impress your guests. Instead, focus on carefully selected appetizers that cater to both kids and adults. Donna’s party features a charcuterie board for adults and kid-friendly options like grilled cheese and soup. She also adds a fun twist with a hot chocolate bar, creating a unique experience that everyone can enjoy.
Timing is everything when it comes to scheduling and promoting your party. Donna strategically chooses a Thursday for her event to avoid conflicts with other holiday gatherings. Comms go out three weeks in advance, starting with an e-vite and followed by text messages to all of her past and current clients, ensuring they know that they can bring whomever they’d like but must RSVP them.
While some agents may feel inclined to ask for referrals during their appreciation parties, Donna does not. “It’s about showing appreciation and genuinely thanking them for working with you, not turning a thoughtful event into a reciprocal deal.” This strategy not only fosters goodwill but also naturally leads to referrals without the need for direct requests.
Donna’s successful client appreciation holiday parties are a goldmine for marketing. She hires a videographer to capture the event, including client testimonials, which she then shares online and in email newsletters. This not only showcases her commitment to her clients but also serves as a powerful marketing tool for attracting new business.
Pay attention to what unique gems your city has to offer. Getting your clients tickets to Disney would obviously be a memorable experience but might not necessarily be a wise financial decision. You’d be surprised by the great experiences that can be had on a reasonable budget.
Here’s the paradox that successful real estate agents like Donna Molet have mastered – when you give freely without expectation, you receive more than you could possibly expect. It’s a difficult thing to feel and execute on, but once you learn to let go and just give more of yourself, the referrals you want will come.
Just like anything else in life, you get out what you put in. This is how coaching works, except with coaching, your investment is guaranteed. When you sign up for coaching, you're making a bet on yourself, and I’m making a bet on you, and I don’t lose.
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