Strategy #14 - Consistent Leads Through Investor Education Events (12 minutes)

Your event must address the current pain points of property investors in your area. You need to be reading the market of what questions are people asking when they call you, when they call a sales agent or anyone in your office.

If they’re calling you for something, it’s a potential topic to educate on, as they’re calling because they don’t know the answer.

• Are quality tenants scarce, and how do you avoid bad tenants?

• Are interest rates rising and a threat to rent returns?

• How long will my property sit vacant?

• How do you calculate how much rent we should advertise for?

• I’m worried the tenants will damage the property and won't do the gardens.

There are so many topics you can cover from the rental department side of things, one of my favourites that worked well for me was, “How do I know what price I can get for my property?”

Tailor your topics to provide solutions to the challenges.

Power Tip: Position yourself as the local expert by bringing in speakers to answer these questions. For example, if owners frequently ask, “Can I claim your agency fees on my tax as a deduction?” invite an accountant to discuss this at the event.

If you have a topic that’s also not well known, this works in your favour as well. A great example for Australians is tax depreciation schedules, using your superannuation to purchase a property, while others can also use government resources, where there might be any grants available to help purchase a property.

This approach builds trust and demonstrates your expertise.

Further example topics: Understanding Real Estate, Build or buy your investment property, {local town/city name} market update, Future of real estate in {local town/city name}.

To maximise attendance, schedule your events at convenient times, such as weekday evenings on a Tuesday, Wednesday or Thursday starting at 6:30 or 7:00 p.m.

The people that you’re attracting, no doubt, will be working, so you need to ensure these are run outside of the standard working times.

Use local neutral venues like RSL clubs, golf clubs, or even cafes to create a welcoming environment. Avoid hosting these events in your office, as neutral spaces tend to be more inviting and trustworthy.

You can use your space if you’re running an event, like behind the scenes of a real estate office, or even if you’re blending an event with an office opening.

Don’t forget: Online Zoom-based events are equally effective!

Record them for social media and stream live on platforms like Facebook, LinkedIn and YouTube to expand your reach.

All of the sessions can be cut up and used for short video format marketing, future education and can be used on your website for frequently asked questions.

Don’t forget, once you have uploaded the content to your YouTube channel, you share the links with speakers so they can add to their websites and social media.​

Spread the word through multiple channels:

• Include flyers in leasing packs or property management kits.

• Leverage Facebook by creating a buzz around the event.

• LinkedIn.

• Instagram, TikTok and YouTube (Yes, create a short marketing video).

• Let your business networks know.

• Ask your guest speakers to promote the event to their clients—your databases will overlap, expanding your reach.

• Sales should also add to their listing kits.

• Front desk and window display.

• Email marketing / Newsletters.

• Add to your letterbox drops.

Power Tip: Consistency is key. Just like regular letterbox drops, these events need to happen frequently (e.g., quarterly) to build momentum and attract leads over time. You can’t expect to get results from the first one you do; these are all about building a reputation and working with your strategic alliances.

Your work doesn’t end when the event concludes. Follow up with attendees to thank them for coming and start conversations about their investment needs. When you do call them to thank them for attending the night, don’t just ask them if they have any further questions.

Ask them,

[Script] “What did you like about the night? What caught your attention the most from the event? Are there any topics that you wish we had covered? What caught your attention to attend our event?”

A great way to help work out who you need to be calling first after the event is to find out who attended is your prime target potential. An easy way to do this is by running a competition on the night. A guessing competition where people have to complete a form with the answer on it. On the same form, you can ask relevant questions about the night.

First thing is you require all contact details, name, number, email and address, then you can ask questions like:

[Script] “Do you own your property? Do you own an investment property? Would you like to own an investment property? Would you like a financial health check? Would you like an updated sales evaluation? Would you like to know how much rent you could get for your property?

Ask questions related to the speakers as well, as you can pass on the details to them after the event is completed.

So, what are some prizes you can use for the competition?

I would have each speaker donate something relevant to their industry or topic; this could be a promotion, such as complimentary marketing of your investment property.

A great way to catch the attention of any potential investors, and if you’re feeling game, donate something even bigger to catch their attention.

Power Tip: One of my clients I was working with gave a coffee card away to all attendees. The card was co-branded with the local cafe, with the wording of 50% off your first coffee purchase. He would give the card to them and say, “If you grab a coffee, make sure you let me know, as I would love to have it with you.”

So if they did grab Hamish, he knew they wanted to talk real estate and effectively build relationships with him.

Having a ‘Goodies Bag’ Branding can go a long way, and you can collect things from each speaker to give to the attendees. Promotional material, branded pens, pads, coffee cups and lollies are all good examples, don’t forget the tote bag can be branded too.

Action points:

• Lock in a start date.

• Create your name for the event.

• Arrange topics and select speakers according to the relevant topics.

• Select your venue of choice.

• Book a photographer and videographer.

• Create a marketing plan.

• Start calling, inviting and social media marketing everything.

• Get testimonials on the night in video, so you can use this for the next event promotions.

Be smart with your marketing, you can announce the event, then one by one announce the topics and speakers, and even create a lucky door prize.

Other Types of Investor Events

• Landlord Appreciation Night

• Tradesperson appreciation (USA call them Vendors)

• New Office opening

• Office Anniversary

• End of Financial Year Celebration

• End of Year

Investor education events are a mid to long-term strategy that yields consistent, high-quality leads. They generate warm to hot leads as the trust is ignited with your company running such events.

By collaborating with experts, addressing relevant topics, and building lasting relationships, you’ll create a powerful pipeline of engaged property investors in your local area. Don’t forget about the marketing before the event, during the event, and afterwards creates a large chunk of top-of-mind marketing as mentioned previously.

Ready to get started? Visit LeadMachineSystem.com for guidance, coaching and accountability, or book a free consultation at LeadMachineChat.com.

Start hosting your own events today and watch your rent roll thrive!
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