Introduction
In today’s competitive real estate market, staying top-of-mind with your clients isn’t optional — it’s essential.
That’s exactly what Emily Terrell, Tom Ferry Coach based in San Antonio, Texas, teaches through her event planning strategies. With over 10 years of experience as a real estate agent and 4 years coaching professionals across the industry, Emily focuses on one thing: leveraging your business efficiently to create consistent opportunities.
One of the most powerful — and often underutilized — strategies
Without a title company, buyers could unknowingly inherit debts, legal disputes, or ownership issues tied to the property. That’s why understanding what a title company does is essential for anyone involved in real estate.
When done right, events don’t just create engagement…
They create relationships, referrals, and repeat business.
Client events are more than just social gatherings — they are strategic touchpoints that allow agents to:
- Strengthen relationships with past clients
- Stay visible within their sphere of influence
- Generate new leads organically
- Position themselves as trusted local experts
Why Client Events Matter in Real Estate
1. Define Your Objective
Every event should have a clear goal.
Ask yourself:
- Are you trying to generate CMAs?
- Educate buyers or sellers?
- Strengthen relationships with past clients?
2. Know Your Audience
Your event should reflect your audience’s lifestyle.
Professionals → Networking happy hours
Families → Kid-friendly outdoor events
Investors → Educational seminars
If the event doesn’t match your audience…
They won’t show up.
3. Choose the Right Venue
The venue sets the tone.
Consider:
- Accessibility
- Capacity
- Cost
- Experience
4. Create a Theme (Optional but Powerful)
Themes elevate your event and make it memorable.
Examples:
- Cocktails & Conversations
- Home Refresh Happy Hour
- First-Time Buyer Workshop
A theme helps with:
- Branding
- Invitations
- Social media promotion
5. Set a Budget & Timeline
Without a budget, you’re guessing.
Set clear limits:
- Venue
- Food & drinks
- Marketing
- Materials
👉 Pro tip: Plan 4–5 weeks in advance for best results.
Before moving forward, define:
- What is the goal?
- Who is attending?
- How many guests do you expect?
- Where will it take place?
- When will it happen?
- What is your budget?
- Is it educational or social?
- Are there any limitations?
These answers become your event blueprint.
ne of the biggest game changers?
👉 AI-powered planning tools.
Emily recommends platforms like Claude for more advanced planning and research.
AI can help you:
- Generate event ideas based on audience and budget
- Suggest venues and vendors
- Write email invitations in your brand voice
- Build timelines and checklists
- Automate follow-up messaging
This means:
👉 Less guesswork
👉 More efficiency
👉 Better execution
Executing the Event Like a Pro
Planning is only half the battle — execution matters.
Best Practices for Event Day:
✔ Create a run-of-show document
✔ Delegate tareas (no hagas todo tú mismo)
✔ Greet guests personally and professionally
✔ Use name tags to build connections
✔ Include icebreakers or group activities
✔ Provide kids’ activities if needed
✔ Stay present — don’t get distracted
This is where deals are actually made.
👉 Leads rarely convert immediately.
It takes 10–12 touchpoints on average.
Winning Follow-Up Strategy:
Within 1 hour:
Send personalized text messages referencingconversations
Within 24 hours:
Send email with photos + call to action
After:
- Handwritten notes or small gifts
- Add attendees to long-term CRM campaigns
Using AI for Follow-Up (Game Changer)
AI takes follow-up to another level.
You can:
- Record conversations during the event
- Transcribe them automatically
- Generate personalized messages instantly
Why This Matters for Your Business
Agents who master events don’t chase leads…
They attract them.
With the right system:
- You build trust faster
- You stay top-of-mind
- You create long-term relationships
- You generate consistent referrals
Creating a Repeatable Event System
The goal isn’t just one great event…
It’s building a repeatable system.
Your Event Workflow:
- Choose date + theme
- Book venue (4–5 weeks ahead)
- Create checklist + timeline
- Launch invitations
- Host event
- Follow up immediately
- Update CRM
- Plan the next event
How CLA Title Supports Your Growth
At CLA Title & Escrow, we don’t just help you close deals —
we help you grow your business.
Through our:
- Marketing support
- Event resources
- Technology tools
- Industry expertise
We make it easier for agents to:
👉 Stay consistent
👉 Stay visible
👉 Stay successful