The party is not the point
By Ken Taylor, REALTOR® at RE/MAX Signature Properties
In this blog, Ken Taylor, a Buffini Member of 20 years, shares the eight-touch point system his team uses to turn every client event into 45 days of intentional connection that generates referrals before, during, and after the party.
Client appreciation events have been a big part of our business for years. We love bringing people together, as a way to say thank you and spend quality time with the clients who have helped us build our business.
But somewhere along the way, with the help of Buffini coaching, we realized something important:
The party is not the point.
Today, about 95% of our business comes from referrals. That didn’t happen because we throw great parties. It happened because we follow a repeatable system for staying connected with our clients.
Client events are simply one of the tools that make that system work.
One party. Eight touch points.
Our team hosts four client events throughout the year, from smaller gatherings for our A+ clients to family events with 150 people or more.
But while the party itself might last only a couple of hours, our event system lasts about 45 days.
We start with the event date and work backward, creating eight intentional touch points:
- Save the date – Let clients know early that we’re planning something and would love to have them there.
- Invitation – Send the details and make it easy to say yes.
- Personal call – Call to make sure they received the invitation (which also provides an opportunity to chat.)
- RSVP text – A few days later, follow up by text to see if they’ll be joining us.
- Two-day reminder – Send everyone who RSVP’d the important event details.
- Day-of reminder – One final, helpful touch with the time, location and anything else they need to know.
- The event – Enjoy some face-to-face time with our clients.
- Handwritten thank-you – Send everyone who attended a personal note afterward.
The most important call isn’t about the RSVP
One of the most valuable touch points is the personal phone call. And here’s the key: We don’t use that call to ask for the RSVP. Rather, we use it to check in and ensure they have received the invitation.
That then leads to a conversation where we may ask:
- “How’s the family?”
- “What’s new?”
- “What’s happening in your world?”
Instead of calling someone because “I need a referral,” your call shows you are interested in them on a personal level. You may start to hear things like:
- “My daughter is thinking about buying.”
- “We may move next year.”
- “My neighbor needs an agent.”
- “We’ve been thinking about some land.”
By the time the party starts, the work is done
When the day finally arrives, we don’t concentrate on referrals or even necessarily talk real estate with everyone. We can just be good hosts, making everyone feel welcome and introducing them to each other.
The party’s vibe feels genuine because it is genuine.
After the party is over, everyone who attended receives a handwritten note thanking them for spending their time with us.
Measure the system, not just the party
Changing the way we approached our events also changed the way we measured them.
If you only count the referrals that happen at the event itself, you’re missing much of the impact. The entire 45-day process creates opportunities for conversations and connections that also lead to referrals.
That’s the real value of the system: frequency, relationships, and consistency.
