In the first segment we talked about the process of setting up a successful presentation using the example of a homebuyer seminar. This type of seminar is very popular across the country and is given by loan officers, real estate agents, real estate investment groups and more. We focused on the areas of goal setting, differentiation, the use of synergy partnerships, targeting and substance. Now we will focus on additional considerations such as location, timing, marketing, call-to-action, evaluations and follow-up.

Location. If you were purchasing real estate, your advisors would tell you that it is all about location. Well, location is just as important in setting up a successful seminar. Is it convenient to your target–especially during periods of high-traffic? For example, is it accessible via major highways? Is the location recognizable? If they saw the address would they say–I know where that is?

Timing. You have also probably heard the expression that “timing is everything.” Well, this certainly is the case with regard to seminars. If your target is a business such as a local employer, a “lunch and learn” during the week may be the best choice. If you are targeting the general public, having the seminar during the week at night or Saturday mornings might be preferable. The best days of the week for seminars are Tuesday, Wednesday or Thursday.

With regard to timing, it is not just the day and hour that is important. Timing it around certain events is also imperative. For example, holiday weeks do not represent good timing but if you are targeting renters, timing a seminar right after a rent increase is announced at a local apartment complex could increase participation and energy greatly. Right before or after April 15 is a great time because many will have just been advised by accountants that they are throwing their money away paying rent.

Marketing. Location and timing can facilitate response, but you still want to do the marketing to get the participants in the seats. Here are a few pointers

• Focus on your sphere. Your sphere includes previous prospects, personal contacts, vendors, associations, etc.

• Use synergy partners. We talked about this concept in Part I. If you are marketing by yourself, you are wasting synergy. Make sure you are presenting with other partners who can help you market.

• Reach the right targets. Remember that apartment complex? Slip a blank envelop under resident doors on Sunday morning when the office is closed. Residents will open the envelop because they will think the office sent it. Inside, you can have a flyer with money being thrown out the window. You could even include an actual dollar for emphasis.

• Make sure you have a response mechanism–one that would inspire targets to attend or at least contact you. This may be an article or even an entry to a drawing at the event.

• Use testimonials of those who have attended previous seminars. Be sure to use the actual names (that means obtaining permission) so the testimonials seem valid to the reader.

The day of the event.  Make sure you have good signage directing people to the location. You should also make sure you are there early to greet people and get to know them. This will result in a more comfortable atmosphere for everyone. If you have handouts, make sure they do not contain so much detail that the audience is reading while you are talking. We cover follow-up materials later.

Call-to-action. Relating back to the goal of the event, make sure there is a call-to-action that compels the attendees to take whatever action that will get you closer to meeting your goals. Perhaps they could commit to attending an open house you are holding or making a pre-approval application. Some may need to take interim steps to effect financial solutions before they become a client.

Evaluations. Make sure each attendee has the ability to assess the event. You will have no direction with regard to improving the event unless you have feedback. In addition, if the evaluations are positive, you can use these in marketing future events.

Follow-up. If you spend the time putting on a great event, you will have wasted money, time and energy if you don’t have adequate follow-up mechanisms in place. Following-up is the key to consummating a successful vendor-client relationship. Let them know during the seminar how you will be following-up. The evaluation can actually ask if they want to hear from you and the best method of follow-up.

You should also make sure there are follow-up materials. These materials should be valuable enough that the attendees are compelled to ask for your follow-up. You may offer an article on the subject of improving their credit scores or a list of recent sales in the neighborhood. Perhaps you can offer a “home-buyer” objective questionnaire. (Contact me if you would like an example of this questionnaire.)

If you are going to spend your time, money and resources–you want to do it right. Follow these guidelines and a successful seminar could move your business to the next level.