Several years ago, Re/Max hosted a “shredding event” near my home in Mission Viejo. The event was a public relations and marketing success, as the line of local homeowners wound through around the parking lot .
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Held at the brokerage’s office’s parking lot, it was a perfect setting for agents to “meet and greet” the local homeowners.
If your office is searching for a marketing event, consider a “green event” which showcases the brokerage’s commitment to the environment and ties to the community.
Step 1: There are 3 types of “shredding”
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Document Destruction
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Hard Drive Destruction
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Electronics Destruction
Document Destruction is the easiest, least expensive and most appealing to the homeowner.
2) Large or Small Event?
For a small event, only three or four people are needed to help; for a larger event, possibly 10 or 12 volunteers may be needed.
Step 3: Time and Date
Allow for at least 30 days of marketing. Homeowners will need sufficient advance notice so they can decide what needs to be shredded and what needs to be kept.
Weekends are best for homeowners, but avoid choosing dates with long weekends, religious holidays or competing local events.
Based on interviews with shredding companies Saturdays are the best between 10 a.m. -2 pm.
The first 3-4 months of the year (weather permitting) best targets homeowners, who are clearing out old tax returns, school records etc. (and hopefully)in anticipation of selling their home.
Step 4: Establish a Budget
Typically, shredders charge a flat fee “just to roll the truck” and another fee (based on weight) for shredding costs.
Ending an event early because of a shortage of funds, will be a PR nightmare. Set a weight limit per household (typically its 25-35 lbs).
Step 5: Staffing the event
Volunteers fall into 4 categories
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Support staff (i.e. office staff)
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Agents
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The shredding crew
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Sponsors: title, escrow, contractors home repair moving companies
It’s important to designate going to “meet and greet” the public” and who is going to do the heavy lifting.
Remember: There’s no better atmosphere for agents to “shine” than community service events; so it’s a “light touch event” and not a full blown sales presentation.
Step 6: Pick a Shredding Service
Choose a company with a history of producing mobile events & compare prices.
Step 7: Find a Great Place to Shred
The ideal space is:
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Large enough to handle a steady stream of people
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Easily accessible for attendees toting reams of documents and the shredding company, moving its shredders in and out of the location
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Easy to find, with sufficient parking
The best location is at broker’s office so the event’s public exposure can be maximized, or community centers, municipal buildings and schools.
Hotels and other buildings have large parking lots or open spaces, but may come with a hefty price tag for use of their location.
Step 8: Promote the Event
Great News: In the era of social media and the push for everything green so promot costs are minimal.
Post flyers in libraries, stores, community centers, places of worship, coffee shops, any green businesses. etc.
HOA newsletters can be a great way to reach homeowners and renters as well but may need significant lead time.
And get out a press release to the local newspapers. All promotions should emphasize the value of recycling and the prevention of ID theft.
Step 9: Team Prep
Agents and sponsors should have distinguishable attire so potential clients can pick them out at the event easily.Volunteers should arrive 30 to 45 minutes early to help set up and clarify everyone’s roles.
Encourage the team to be friendly and calm as the events can be chaotic.
Bring materials such as work gloves, first-aid kits, name tags, snacks and drinks.
Have plenty of tables, chairs and small corporate “give aways” like notepads pens etc.
Step 10: Let’s Shred!!!
Post signs pointing to the shredder
Keep track of time
Keep lines moving
How to Measure the Success
Step 11: Determine in advance what constitutes “success”.
Is this a “one-shot event” or can the event be an on-going integral part of the marketing plan.
Ultimately, the event has to pay for itself either thru sponsorships, advertising fees or future business.
Keep track of:
How many business cards were passed out?
CMAs requested?
Follow up appointments requested?
A mailing list compiled?
Number of attendees?
Costs of the Event?
Sponsorships?
Step 12: Post Event Follow Up
A successful event should bond the participants together.
Acknowledge and thank everyone who helped and attended.
“Toot your Own Success”
Once the event is over don’t hesitate to keep the buzz going by issuing a press release and social media post publicly celebrating the success of the day’s event and announce a future event?
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Daniel Dobbs (.org)
VP- Broker-
Mutual Home Mortgage
265 S. Randolph #120
Brea, Ca. 92821
Cell: 949 250-3981
Dandobbs6@gmail.com
BRE # 00986886 …..NMLS# 307631
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