or other financial professionals. Don’t limit
yourself on who can come. You never know
what kind of connections you might make.
Encourage invitees to bring a friend, because
that friend could be another Realtor or perhaps someone in the market for a new home.
While an e-mail is appropriate for extending
the invitation, following up with a phone call
can make an enormous difference. Not only will
it boost your attendance, but it keeps you in
touch with your contacts and provides another
way to open a dialogue. You’re always looking
for a reason to call an agent, so what better
way to do that than inviting them to a marketing event?
Finally, once you have event creation under
your belt, make it a regular occurrence. You
should host at least one event per quarter, if not
one per month. Again, events don’t have to be
massive, expensive affairs. You can have some
low-key, simple gatherings and mix in a more
substantial effort every few months.
The Kentucky Derby is coming up and
you could host a viewing party at a bar with
reserved space. Lunch-and-learn events every
quarter are another way to stay in touch with
your agents. Catching up over a midday meal
while educating them on different financing
options also is a wonderful way to show you’re
someone they can count on.
Own your event
Planning a successful event is only the start,
however. Once you have potential referral partners attending your events, you need to use
that social time to nurture those relationships.
Get to know them and, more importantly, make
sure they get to know you.
To start, soak up the spotlight. First and
foremost, you’ve got to be a good host. The
best loan originator will definitely be the most
popular person in the room at his or her event.
Your goal is to throw an event that helps
you achieve that while discussing business and
the experience you can provide for their clients
along the way. If you do well, you’ll grow your
Mixing business with pleasure is the key.
Events are meant to be fun for everyone in
attendance. But don’t lose sight of the overall
objective, which is to let real estate agents or
other referral partners know why their clients
should come to you when they’re ready to buy
a new home.
Whether it’s a Realtor you’ve known for years
or someone you’ve just met, get to know your
guests on a personal level and discuss your
company’s newest jumbo loan product or a
tech tool that makes it quicker or easier to
secure financing. This will enhance your rela-
tionships and, in some cases, you’ll become
friends. If you’re getting invited to birthday par-
ties for an agent’s son or daughter, you’re on the
Finally, rely on your team: You’ve got a massive head start if your company has an events
team. It’s a night-and-day difference to not having one. An events team can take a lot of pressure off you. They know the ins and outs of event
planning, which can make the whole thing
turnkey for you, and take a lot, if not all, of the
work off your plate.
Make it happen
Whether it’s your first or 50th event, it’s important to be relatable. Getting referral partners
and past clients to your events is just half the
battle. Show them you’re friendly and allow
them to see you in a different light. Don’t just
be a voice on the phone. Be someone agents
will like and come to trust.
When that happens, they’ll be more inclined
to take your calls. They’ll come to your future
events and, suddenly, you’ve got momentum
on your side. Then, your referral partners will
tell other agents about how wonderful it is to
work with you, and your business will really
start to elevate.
It’s a numbers game. The more people you
meet, the more loans you close. n
<< Social continued from Page 148
Leslie Delworth is director of events
at Guaranteed Rate. She oversees the
planning, research and execution of all
executive-leadership events. She also
leads a team of 10 that is responsible for more than 300
monthly events nationwide. With a degree in graphic
design from Columbia College, Delworth is passionate
about infusing creativity and flair into each event she
plans. Reach her at firstname.lastname@example.org.
John Noldan is executive vice president of national sales at Guaranteed
Rate. He is an experienced veteran of
the industry who funded more than
$460 million in loans from 2015 to 2017 and has earned
the reputation as a knowledgeable and trusted originator in the Elmhurst, Illinois, area. The Benedictine
University graduate is a pro at assisting clients with
important financial decisions and helping them
achieve the dream of homeownership. Reach Noldan