Bridging the Post-COVID Social Gaps
Agents who leverage events, such as pet parties or bagel breakfasts, can build relationships and generate new business.
NEW YORK — As we move past the isolation of the COVID-19 pandemic, a crucial question arises: How can agents reconnect with clients and cultivate new leads? For many of the nation’s top agents, like Mauricio Umansky of The Agency, the answer is clear: leveraging events can build relationships and generate new business.
Umansky embraces what every successful agent also knows in his event-marketing strategy: Human connection is at the heart of successful real estate relationships. As real estate agents shift away from client Zoom calls and virtual-only interactions, in-person events are once again becoming an effective strategy for real estate agents looking to make deeper connections with clients and their communities.
Hosting and attending special events allow agents to stay highly visible and expand brand awareness, as well as strengthen bonds with past, current, and prospective clients.
Research shows that in-person connections are more powerful
Various studies underscore the importance of in-person interactions. Researchers note that humans naturally crave face-to-face contact. It’s how trust is built, which is crucial for long-lasting relationships, especially in a business like real estate where personal connections often translate into future sales — and trust is paramount.
The Harvard Business Review echoed these findings, noting that 95% of people say in-person meetings are crucial to maintaining long-term relationships. Another study by MIT’s Dynamic Lab found that the more often people meet in person, the more likely they are to experience higher performance.
After years of social distancing and Zoom fatigue, the demand for in-person experiences is higher than ever. Agents are uniquely positioned to fill that gap, and one of the best ways to do so is by hosting well-planned events that allow clients to engage on a personal level.
Why events are a winning strategy for agents
Hosting events allows agents to stand out in their market, showcase their personalities, and build trust. By creating memorable experiences for clients, agents can strengthen existing relationships and attract new prospects. These events serve as a natural way to increase brand visibility, making them a vital part of any real estate agent’s strategy.
Whether you are attending or hosting a small, intimate gathering or a large community event, agents successfully using events as part of their business growth plans will reap the benefits.
Here are a dozen practical and creative event ideas for agents looking to bridge the post-COVID social gap and connect with clients in meaningful ways.
Client appreciation picnic: A client appreciation picnic offers a relaxed, casual setting for clients to mingle with you and each other. Set up in a local park with food, games, and giveaways, and you’ll create a friendly, informal atmosphere where relationships can grow. It’s also a great way to reconnect with past clients, helping you to turn one-time business transactions into lasting relationships.
Celebrate a milestone anniversary ; Whether it’s your 5-year, 10-year, or 20th business anniversary, celebrating these milestones with an event allows you to reflect on your journey and thank your clients. Highlight your most significant achievements, showcase success stories, and create a sense of community by sharing the celebration with those who have supported you along the way.
Organize a local movie night: Host a movie screening at a local theater or, if the weather allows, hold an outdoor screening in a park or large backyard. Invite clients and their families to enjoy a classic film with popcorn and refreshments. These events are family-friendly and create opportunities for personal conversations. At the same time, the movie serves as a built-in icebreaker and creates a shared experience that everyone can enjoy — and talk about when they meet again later.
Host or participate in a fundraiser: Hosting or participating in a fundraising event allows you to give back to your community while networking with current and potential clients. Choose a cause that resonates with you and your audience — it should “fit” with your brand. Whether it is a silent or live auction, fun run, or donation drive, the key is to be personally involved and visible. These events strengthen relationships and position you as a community-focused agent.
Throw a holiday open house or host holiday light tours: During the holiday season, invite your clients to an open house at your office or a new listing, or schedule a local tour of holiday lights. Festive décor and seasonal treats give guests the opportunity to enjoy each other — and you — in a relaxed environment. Holiday events are an excellent way to keep your business top-of-mind while spreading cheer and goodwill, as you can support a local food bank, asking clients to bring a gift — a bag of nonperishable groceries — for donation.
Celebrate client home anniversaries: Host an annual event, perhaps at a local tasting room, celebrating your clients’ successes as homeowners — such as the anniversary of buying their home. Hand out buttons with anniversary numbers to use as an icebreaker. Send them personal invites with their anniversary date, original sales price, and current AVM estimate, reminding them of their great investment and having an impact even if they don’t attend. These personal touches can have a lasting impact on your relationship and encourage referrals.
Host a neighborhood block party: Bring your neighborhood together by organizing a block party — or sponsoring one already in place. Work with a local food vendor, provide entertainment, and set up family-friendly activities. Not only will this create buzz, but it also establishes your role as a community leader who fosters connections among neighbors. A casual setting makes it easy for you to network with potential clients while showing them you’re invested in the neighborhood and community where you work.
Educational seminars and workshops: Providing an in-person educational workshop is a fantastic way to establish yourself as a trusted local real estate expert. Host a seminar or workshop on relevant topics like home investment tips, new real estate laws, market outlook reports for the next year or next six months, renovation tips, navigating mortgage processes, or a first-time buyers class for parents of first-time buyers. These events allow you to connect with clients on a deeper level by offering them actionable information while showcasing your knowledge — and, if you involve partners, connections.
Host a pet party in the park: Pets are part of the family, too, so invite clients to pet party their four-legged companions. Provide treats and play areas for pets, making the event both memorable and engaging for animal-loving clients. Hire a professional photographer to take pet portraits — with their owners and just the pet. It’s a light-hearted and fun way to create a relaxed environment where clients feel comfortable.
Organize a “home design” event: Homeowners always look for ways to change, fix, and improve their homes. Hire a professional designer to host a book club-type party (with wine, of course) that allows for a Q&A with your home design expert. The event offers free consultations on how to improve their homes by focusing on design trends and tips. This kind of event provides valuable insights to homeowners and establishes you as a real estate professional who delivers ongoing value to clients.
Host a “What home means to me” art contest: By hosting a “What Home Means to Me” art contest, you can engage clients and residents of all ages. Invite participants to create and submit artwork that reflects their interpretation of home — whether it’s a feeling, a place, or a cherished memory. The contest will showcase creativity and foster a deeper connection between you and your clients by celebrating the heart of what real estate is all about: home. Work with a local gallery or community meeting place, such as a library or local mall, to display the winning works.
Monthly bagel breakfast: Host a recurring monthly networking breakfast for business owners, colleagues, and key clients. These regular gatherings build community, provide opportunities for referrals, and strengthen your business connections. Contracting with the best bagel shop in the area to deliver fresh bagels and spreads, along with coffee and tea, is a low-cost way to have a high impact. Establishing yourself as a connector within your community will build trust and generate new business.
Face-to-face events can create lifelong memories
While virtual meetings have become the norm, nothing replaces the most potent way to connect with clients and build lifetime relationships: face-to-face interactions. Research shows the value of these in-person gatherings, but agents know this instinctively. Hosting events gives you something you can’t get any other way: clients sharing their experiences with you and with each other.
Beyond the immediate benefits of networking and the potential for lead generation, events also create lifelong memories for clients. When clients look back on that client appreciation picnic, fundraiser, or milestone celebration, they’ll associate those positive experiences with you. Since one of your most significant sources of future business is client referrals, creating events that bring people together can be one of the most subtle yet effective ways to build your future business — and leave a lasting impact on those you serve.
Finally, keep in mind that for just about any event you create, you may run into technical challenges, from sending out mass personalized emails to your sphere to creating invitational videos. Whatever questions you have about the tech you use for your event, the Tech Helpline can help.
Source: Tech HelpLine
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