Designing a Real Estate Speaking Event Your Agents Will Still Reference Months Later

Most agents can’t tell you who spoke at last year’s event.

That’s not because the speaker was bad.
It’s because the format didn’t allow the message to stick.

In my work coaching leaders and speaking nationally with Tom Ferry, I’ve learned that memory is not created by excitement—it’s created by participation.

Start With Segmentation, Not Scheduling

One-size-fits-all events are the fastest way to lose your top producers.

Segment your audience:

• New agents
• Mid-level producers
• Team leaders
• Top performers

Then design content for each.

Segment	What They Need	Format
New Agents	Confidence + clarity	Short workshops
Mid-Level	Systems + consistency	Case studies
Top Producers	Efficiency + leverage	Peer panels

Why Attention Collapses After 15 Minutes

Data shows attention drops sharply after 12–15 minutes without interaction.

That’s why the best events:

• Reset formats frequently
• Use live polling
• Encourage note-sharing
• Build reflection time into sessions

The Speaker’s Job Has Changed

Today’s speaker is not there to perform.

They are there to:

• Translate complexity
• Validate agent experience
• Introduce usable frameworks
• Reduce overwhelm

Agents don’t want hype. They want direction.

Measuring Event ROI (Most Leaders Don’t)

If you don’t measure outcomes, your event was entertainment.

Track:

• Attendance vs registration
• Post-event engagement
• System adoption
• Retention changes
• Behavior shifts at 30, 60, 90 days

Events with follow-up see 2–5x ROI.

FAQs

Q: Are full-day events still effective?
Yes, if formats change regularly and outcomes are clear.

Q: Should speakers tailor content to your brokerage?
Absolutely. Generic content fails fast.

Additional Resources

• The Broker’s Guide to Agent Retention
• Using AI to Reinforce Training
  www.coachemilyterrell.com