by Michele Newbern Gillis
Staff Writer
You’ve all heard the saying, “If you build it they will come.”
If you’re a builder and want to show a new product, there’s one sure thing - put food out and the Realtors will come running. You won’t ever bet on something that’s more of a sure thing.
Most Realtor promotional luncheons are held on Tuesdays thus the name: Fat Tuesdays.
At most companies, there’s a staff meeting in the morning and then a caravan to see listed properties. Where to eat?
That’s where the developers come in - the lure to stop at their place and see the product.
Usually, there are two or three luncheons going on at the same time, especially at the beach. Some Realtors hit all three and some only attend one.
“Through research, we have found that many Realtors prefer a luncheon event because they can fit it into their busy schedules,” said Amy Ogden, the marketing and public relations coordinator with Clockwork Marketing who put on several luncheons and Realtor events a year. “The primary reason that Realtors attend an event is to get product information and stay on top of current industry activity.”
Oh, yes, and also to eat.
The after-work Realtor events are also quite popular.
“I have found that while luncheons have been great in the past, the evening event bring more agents to the site,” said Naomi Lumley of Palencia, who directs about three major events a year. “Everyone in so busy during the day that sometimes it is hard to get away. In the evening, they don’t feel they are neglecting a customer.
“I think the good agents want to be informed about new products and communities. This gives them an opportunity to visit and learn. The difference between luncheons and after-hours events is that agents are not in a hurry. They can spend more time learning about the product. They don’t have to leave for an appointment. Maybe have a glass of wine and wind down. Now that we can use the Village Green at the new clubhouse, the views and breeze make a beautiful setting for any event.”
Lumley said the mission for her events is for every guest, agent or buyer, to leave her community with a good feeling - food is just part of good customer service.
“Just as anyone who invites someone to their home, I would have food and drink available,” said Lumley. “The agents are our guests and will be treated as guests in our home.”
Catering is also a big part of the luncheons. Catering by Liz handles many Realtor events and say that convenience is the key to a successful event.
“They usually try to go relatively healthy and easy to eat because they know as we do that Realtors are busy people,” said Holly Brown of Catering by Liz. “They want food that they can pick up and go with, like a sandwich or fruit. We get a lot of requests for Atkins and South Beach type foods. We do chicken Caesar salads or beef over spinach. We frequently do Cajun roll-ups or Southwest Chicken sandwiches. There is always a dessert. The finger-sized desserts like chocolate chunk brownies, cookies or chocolate dipped strawberries are always a favorite.”
Summer is here and there will be no shortage of Realtor events being held around the area.
What do the hosts do differently to attract Realtors to these events?
“I’ve done quite a few open houses for both Realtors and builders and the thing that seems to attract Realtors to come and where I’ve gotten the most response is when there’s good door prizes,” said Carolyn Minor of Countrywide Home Loans. “I’ve noticed that’s what seems to pull them in at other open houses that I’ve attended: big door prizes. That’s the trick.”
Showhomes of America hosts a Realtor luncheon in a plush, furnished homes almost every Tuesday afternoon.
“What we do differently is treat each and every house as it is the most important house in the world when we have a luncheon,” said Derrell Moore of Showhomes of America. “We consistently provide a very wide variety of both hot and cold food and a wide array of desserts to suit even the most picky of eaters.
“We provide Realtors who come to one of our regular luncheons an opportunity to not only see the house fully decorated and transformed into a ‘Showhome’, but a venue for networking in a relaxed and casual environment.”
| The most creative event I’ve ever attended was a few years ago at the beach, a preview of the new LandMark condominiums on the beach. When you arrived, you could remove your shoes and they provided flip-flops for those who wanted them or you could go barefoot and enjoy the sand in your toes. You stepped out into the sand under a canopy to enjoy numerous hors d’oeuvres from waiters circling the room, free beverages, alcohol and several entrees. It was so nice to be standing with your feet in the sand, enjoying the ocean breeze while sipping a Diet Coke and eating an asparagus chicken wrap. Oh, and there was information on the LandMark Condominium there as well.
- Michelle Newbern Gillis |
By very popular Realtor demand, they can always be counted on to serve their famous chicken and broccoli casserole, cheesy beef casserole and cheesecake.
“Once we tried not serving the chicken and broccoli and we were asked by nearly every Realtor that day to please not let another luncheon of ours pass without it,” said Moore. “When Realtors give us a house to turn into a ‘Showhome’, the very next thing they say is when can we have one of our luncheons at that house.
“We have a very loyal following for not just how we transform vacant homes into ‘Showhomes’, but for our luncheons as well and we are extremely grateful for both!”
Moore said they have had several homes they turned into a Showhome actually sell as a direct result of their luncheons bringing in just the right agent, and even have had an agent use the desk in the home to write up a contract on a home during the luncheon for that home.
Sometimes Realtors opt to hire a more diverse caterer to handle larger events.
“The best caterer and the only one I recommend without hesitation is Anthony’s,” said Lumley. “Mark [Stoddard] does everything including the bars and I don’t have to worry about a thing. He has done the small 10-person breakfast to over 1,000 at the NEFBA galas or my openings. He did three of the Symphony Showhouse VIP parties under the tent. Everyone was pleased. I give him a budget and expectation and he never disappoints me.”
So when Realtors are invited to an event, do they really pay attention to who is catering it?
“I usually add Catering by Anthony’s to my invites,” said Lumley. “It adds a sense of elegance to the event. Or if it is a barbeque, I will say it is being catered by Ben’s Port-A-Pit.”
Ogden said they use a variety of caterers depending on event theme and location.
Do they get a better turnout with better caterers?
“We usually don’t tell the guests who the caterer is, so their decision to attend is not determined by the caterer,” said Ogden.
Stoddard caters over 50 Realtor events a year and says the food he prepares depends on the time of the day and the budget.
“For lunch, it could be anything from roll-ups to hot food like lasagna,” said Stoddard. “They seem to like everything. Even if it is just roll-ups and potato salad, they love it.”
At a lot of events, he says, there isn’t a lot of seating so the food has to be something that they can stand up and eat.
“It has to be simple food,” he said. “If it is an after-hours event where there will be a bar, we usually make heavy hors d’oeuvres, not dinner type food. They can eat hors d’ oeuvres and be able to stand up and talk because Realtors like to talk.”
But, remember that the event has a purpose, and it’s not to eat.
“The primary incentive to attend any of the Realtor events is to have a good product to show, available inventory to sell, and the assurance that the product is offered by a reputable Realtor, builder, or developer,” said Phyllis Staines, Re/Max Coastal Real Estate. “So often we are invited to some of the newer developments and there is not even a completed model to preview. Or, there will be a Realtor luncheon and the Realtor is not even there, but rather their assistant is running the event. That is discouraging.
“Also, it’s not the food, the prizes, the hoopla or the grab bags. It’s the assurance that our clients will be provided with a quality home should they decide to purchase, and the fact that the person representing the product is honest, ethical, and reputable.”
Realtors attend for several reasons. Mainly it is to get information on the new product, but the food and prizes are always nice. too.
Ogden said theme-related giveaways can be a fun element at an event, but the Realtors are at the event to learn about the builder product and appreciate information about the product, builder and community.
“For me, the attraction to any of these events is usually the product, the education they are offering or the marketing,” said Jason Hoffman of Coldwell Banker Palazzo Realty. “If it is something that falls into the types of business that I do, than I am interested in seeing what they have to say. I know that I will walk away from the event learning at least one new thing.
“The food and giveaways [which I never win!] are nice and enticing, but not the attraction for me.”
Though Realtors get product information mailed to them in stacks, most say it is important to visit the product in person to get the full effect.
“While food and cool giveaways are nice, the primary reason for attending the open house/Realtor event is to learn about new inventory, new subdivisions and full particulars on what amenities are available in the community,” said Tom O’Connell of Watson’s Amelia Island office. “Remember, you can’t sell it if you don’t know anything about it.”
Realtors need to keep on top of what is on the market so they will be ready either for their existing clients or even new ones to come. Attending luncheons is a good way to learn about a product first hand while enjoying a nice lunch.
“I always have clients in mind,” said Jack McCarthy of Re/Max Unlimited. “I go to open houses hoping to find something that may fit the requirements of an existing or soon to be client. I do not like to take too much time at any one property. Just a cup of coffee early in the day is enough of an inducement. Later on, a bottle of water is very much appreciated.”