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