How REALTORS® Can Host High-Impact Events That Build Referrals, Relationships, and Community
- Colby Casoria
- Jun 12
- 5 min read
In this EMC Monday Mastermind, Eva, Colby, Dylan, and the Every Move Collective community broke down how real estate agents can use events to stay top-of-mind, nurture past clients, build agent-to-agent referrals, and become a trusted presence in their market.
This recap is your cliff notes version of the full 1-hour conversation
1. The Social Media “Cheat Code”: Use Your Database to Drive Engagement
Tony Cruz opened the session with a powerful reminder: Instagram and Facebook are increasingly pay-to-play platforms. Instead of posting daily with little traction, agents should focus on creating one high-value piece of content per week.
The strategy:
Create one strong reel with a compelling hook, such as:
“Don’t buy new construction until you see this.”
Then email your database with a thumbnail that links back to the Instagram post. This drives organic traffic to your profile and helps boost visibility.
For new agents, Tony suggested prospecting through Instagram by identifying local builders, niche businesses, popular agents, or community pages, then engaging with people already showing interest in those topics.
2. Why Host Events as a REALTOR®?
Events help agents build deeper relationships, stay remembered, and become an “omnipresence” in their market.
Colby emphasized that real estate is not a short-term business. Hosting events creates long-term visibility and trust. Whether it is a small coffee gathering or a large annual mastermind, events allow agents to be seen as community leaders.
Eva added that events have been a major part of her referral business. At one point, approximately 70% of her business came from agent-to-agent referrals, built intentionally through relationship-driven events.
3. Client Events: The Cost of Being Forgotten
One key takeaway: many clients forget their agent’s name within a year of closing. That means missed repeat business, referrals, estate sales, divorce sales, downsizing opportunities, and more.
Client events help prevent that.
Instead of only checking in when you need business, events create natural, valuable touchpoints. They remind clients that you are their real estate advisor before they need one again.
4. Example Client Event: Annual Holiday Portraits + Pie Giveaway
Eva and the team shared one of their signature client appreciation events: a holiday portrait event.
They partner with a lender, hire a local photographer, offer family photo sessions, include crafts for kids, provide food, and give out Thanksgiving pies.
The event solves a real problem for families who often forget to schedule holiday photos. It also gives the team meaningful face time with past clients.
Important planning notes:
Announce the event early, around September or early October.
Work with a photographer who can deliver photos quickly.
Use Calendly or Google Calendar to schedule time slots.
Prioritize past clients, but consider inviting vendors or key partners too.
5. More Client Event Ideas
The team shared several approachable event ideas agents can adapt in their own markets:
Movie night
Pie pickup party
Wreath or flower arranging
Mini golf
Super Bowl watch party
Easter egg hunt
Halloween community event
Hiking group
Holiday photoshoot
A standout example was an Easter egg hunt hosted by another agent that attracted 1,200 people because it filled a gap in the local community. The lesson: look for what your market is missing, then create it.
6. Agent Events: Building Referral Relationships
Agent events are equally powerful because thousands of transactions each year come from agent-to-agent referrals.
Colby shared that attending and hosting agent events helped her receive referrals after moving into the Los Angeles market. Eva emphasized that being the only agent from your area in the room can be extremely valuable.
Agent events can include:
Annual training events
Coffee connections
Lunch and learns
Virtual masterminds
Regional networking events
Panel discussions
These events also make transactions smoother. When you already know the agent on the other side of the deal, trust is easier to build.
7. Vendor Relationships Matter Too
Events are not only for clients and agents. They also help build a strong vendor network.
Dylan shared how Coffee Connections helped the team connect with a moving company that became a trusted vendor partner. These relationships help agents provide better service and stronger recommendations to clients.
8. Start Small, Then Build Bigger
You do not need a huge budget to begin.
Colby encouraged agents to start with one event before the end of the year. It could be as simple as coffee, a hike, a small craft night, or a community gathering.
Larger events are often supported by the momentum of smaller events. The more consistently you show up, the more your community begins to recognize you as someone who brings people together.
9. Event Planning Timeline
The team recommended planning based on event size:
Large annual events: begin 9 months in advance.
Quarterly events: plan 4 to 5 months ahead.
Monthly coffee hours: can be planned more casually.
Virtual masterminds: schedule speakers several weeks or months ahead.
Client events: allow extra lead time to make the experience feel polished.
The earlier you plan, the easier it is to secure venues, sponsors, speakers, vendors, and promotion.
10. Free vs. Ticketed Events
Free events are welcoming and accessible, but no-show rates can be high, often around 40–50%.
Ticketed events usually have lower no-show rates, closer to 15–25%.
For free events, reminders are critical. The team recommends automated reminders, personal texts, and even phone calls leading up to the event.
11. Sponsors and Partnerships
Events do not have to be fully self-funded.
Eva explained that the team collaborates with vendors by giving them an opportunity to participate in an event they likely could not create alone.
For larger events, sponsorship tiers are helpful. Sponsors may contribute anywhere from a small amount for table placement to several thousand dollars for a larger package.
The key is to make sure the value matches the sponsorship level.
12. Promotion: Use Every Channel
To promote events, the team recommended using:
Your CRM
Email reminders
Social media
Personal texts
Phone calls
Eventbrite
Meetup
Local community connections
For public community events, platforms like Eventbrite can dramatically expand visibility beyond your existing database.
13. Day-Of Execution: Do Not Run It Alone
If you are too busy managing logistics, you will not be able to connect with attendees.
For a smooth event, consider having help with:
Check-in
Tech setup
Photography or videography
Operations
Speaker moderation
Food and drink
Guest support
Dylan also emphasized testing all tech in advance, including slides, sound, music, screens, and timers.
14. Capture Content
Photos and videos extend the life of the event long after it ends.
Event content can be used to:
Promote the next event
Attract sponsors
Show community involvement
Create social proof
Recap the experience online
Even if professional videography is not in the budget, agents can get creative with students, newer creators, or lower-cost freelance options.
15. Follow-Up Is Non-Negotiable
Post-event follow-up should be planned before the event happens.
The team recommended following up within 24 hours. Even if deliverables, like holiday photos, are not ready yet, send an email letting attendees know what to expect next.
Every event should have a clear next step or call to action.
Final Takeaway
Hosting events is not about throwing the biggest party. It is about creating meaningful experiences that help people remember, trust, and refer you.
Start with one event. Make it valuable. Follow up well. Then repeat.
That is how you turn events into long-term relationships, stronger referrals, and a more recognizable real estate brand.
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