In the bustling world of real estate, innovative team events are not just social gatherings but strategic tools to enhance market presence and build robust networks. At the recent Inman Connect Las Vegas, industry leaders Gretchen Coley of Compass and Heather Shimala of Reserve 76 Realty shared insightful tales of how their curated events have significantly bolstered their business operations and agent recruitment.

Heather Shimala, illustrated her journey from being a bourbon enthusiast to a networking pioneer. What began as a casual assembly of bourbon aficionados has morphed into a formidable monthly meet-up that not only entertains but also connects business minds, fostering both community ties and business opportunities.

Gretchen Coley leveraged her local fame from a popular YouTube series to launch an array of events that cater to diverse interests, making The Coley Group of Compass an established name in The Triangle. These gatherings, she revealed, contributed greatly to her team’s transactions last year.

Events serve dual purposes: they retain existing clients and attract new talent. Shimala and Gretchen emphasized how events act as magnets for agents who aspire to engage with their community meaningfully, transforming casual attendees into loyal clients and team members.

The key to these events is the blend of impeccable planning and the right thematic focus that resonates with the target audience. Whether it’s a bourbon tasting or a car show, the success hinges on attention to detail—from venue selection to the flow of the event.

Both team leaders spoke of the importance of linking it all to giving back. Cooley works closely with Realtor Giving Network, and Shimala is on the board with Mission Moms.

“We’re very fortunate. We’re very blessed with this business. You can do quite well. And I feel like [if] you’re not giving back, you’re probably not being as genuine as you need to be. And I feel like we’re gonna talk the talk, then walk the walk,” Shimala said.

Quantifying the success of these events is key to refining strategies and ensuring maximum impact. Both Shimala and Gretchen utilize feedback and performance metrics to gauge the effectiveness of their events, ensuring they continually adapt and optimize their approaches.

The strategic use of team events in real estate is not just about bringing people together but about creating a vibrant ecosystem that fosters business growth, community engagement, and brand loyalty. As demonstrated by industry leaders at Inman Connect, the blend of personal passion and professional strategy can transform simple gatherings into powerhouse networking events that drive significant business outcomes.