As we gear up for another season filled with vendor and vibrant community events, I will share best practices from a recent successful event builder booth training session. So, if you’re a builder sales or marketing pro planning for events like summer or fall festivals, local markets, community socials, or association events, this blog is for you.
During my 30+ years in sales and marketing, I’ve planned, hosted, worked, and participated in more events than I can count—vendor fairs, community fests, trade shows, and other customer facing events. I’ve seen the brilliant, the basic, and yes, even the downright baffling. And, I can confidently say: success at these events doesn’t happen by accident. It’s all about planning with purpose and showing up with intention.
Let’s walk through the highlights of the training session—what works, what to avoid, and most importantly, how to stand out in a sea of booths.
Why (Successful) Events Matter (Even When You’re Not “Selling”)
Here’s the truth: most people aren’t coming to these events with the intent to buy a home. For example, if it’s a community event, they’re coming for the fun—social, activities, music, and food trucks. Or, if it’s a broker association event – they’re coming for a mix – networking, giveaways, and intel. Either way, the success of your builder booth isn’t about closing deals on the spot. It’s about connection and engagement.
Your mission?
- Showcase what makes your community(s) amazing
- Start meaningful conversations and give value
- Plant seeds that will grow into future visits, referrals, and relationships
This is the an opportunity for sales and marketing teams to truly align for greater impact. Successful event execution, requires planning and marketing.
BEFORE THE EVENT: Successful Event Planning with Purpose
1. Define Your Objective
Start with a clear, measurable goal. Are you aiming to:
- Collect 20+ qualified leads?
- Book 5 model home visits within the next two weeks?
- Re-engage with past prospects or homeowners?
Knowing your “why” informs your strategy and keeps your team focused.
2. Create Your Attraction Plan
Undoubtedly, you’re competing with other vendors and activities, so your booth (and your reps) need to pull people in. Try:
- Interactive elements: Spin-the-wheel, mini-games, or trivia
- Giveaways: Offer something valuable (not just branded pens). Think “visit our model (in the next # of weeks), get a free pumpkin”, “enter to win a fall-themed prize”, or “sign up for emails for a chance to win a gift card”.
- Comfort and conversation zones: Provide a place for attendees to relax and engage in conversation, to make your booth feel inviting.
Remember: interaction beats information overload every time.
3. Plan Your Conversations
At these types of events, you’re not talking to active buyers—you’re sparking interest. So, shift from pitch to connection.
Prepare the questions you will ask to spur dialogue. Include questions that allow you to learn about the individual and help uncover their living situation, timeline, and motivation. Additionally, the insights will also be helpful for follow-up and future personalized visits or tours.
Also, be ready for common questions and objections with confident, upbeat responses. Keep the tone light, letting them do most of the talking.
4. Promote Ahead of Time
Be proactive, so you are not relying on foot traffic alone—start building excitement before with an event marketing campaign.
Invite your homeowners, backlog buyers, and broker partners personally. Let them know what you’ll be doing at your booth and encourage them to stop by and invite them to bring a friend or client.
Post consistently on social media using provided assets or your own behind-the-scenes content. And, try reverse marketing—reconnect with past leads and let them know it’s a great time to revisit the community in a fun, low-pressure setting. The more people you invite, the more meaningful conversations you’ll have.
TIPS TO STAND OUT: Booth Design & Materials
- Keep your setup clean and uncluttered. Too many signs or heavy text can overwhelm and be distracting.
- Ditch the swag bag. Instead, provide flyers with education and real value, for example top QMI listings, community amenities, or limited-time incentives. Be sure to include a Call to Action and Sales Associate(s)’ contact info to get in touch.
- Use QR codes. Link to your model home tour, schedule a visit, or connect them to your social channels.
- Go digital. Tablets or iPads are perfect for capturing lead info (and avoiding the “is that a 6 or an 8?” problem on paper forms). If you stick with paper, confirm you can read their contact info.
DURING THE EVENT: Show Up & Stand Out
1. Dress the Part
Your booth team should look approachable and aligned with the event vibe. If there’s a costume contest—join it! If it’s casual—ditch the slacks and go for branded polos, fun tees, or seasonal gear. Just wear comfortable shoes and be ready to move!
2. Be Present (Literally and Figuratively)
The worst thing you can do is disappear behind your table. Set the table at the back of the tent and get out in front greeting attendees. This means no phones, texting, or sitting unless there’s a lull.
Coordinate your team schedule ahead of time and avoid “booth abandonment.” Arrive early, stay the entire event, and bring backup to allow for breaks. If your team needs a lunch break, have someone cover the booth and go eat away from your booth. It’s more professional and people get uncomfortable interrupting your meal.
3. Engage Authentically & Proactively
This is not about selling—it’s about connecting. Encourage dialogue and engagement with open-ended, non-salesy questions like:
- “Have you visited [Community Name] before?”
- “What do you love most about this event?”
- “What do you like about where you are living now?”
Greet attendees, as they walk by, with a friendly smile and a confident demeanor. I recommend approaching them before they approach you.
Engage in storytelling, listen more than you talk, and tailor your follow-up based on what they share. Invite attendees to visit your model(s), at a later time, for a more in-depth experience.
TIP: Take notes of your interactions—favorite floor plan, timeline, preferred contact method—so you can follow up like a pro, with personalization.
4. Plan for Objections
You will hear comments like “it’s so far out there”, “we’re just browsing”, or “I don’t have a buyer”. Anticipate these and craft confident, upbeat responses. For example:
“Yes, we’re tucked away a bit—that’s why so many people love it here. The mountain views and peaceful vibe are worth the drive!”
AFTER THE EVENT: Follow-Up Is Key
You’ve done the hard work—now keep those leads warm.
1. Debrief with Your Team
Schedule a post-event huddle:
- What worked?
- What needs tweaking?
- Which ideas should we build on next time?
Make notes while the event is fresh and save them for the next event or season. This will ensure easier and successful event planning strategies.
2. Commit to Follow-Up
If you’re not going to follow up, then the event is not worth your time. Seriously. Set time before the event for:
- Personalized thank-you emails or texts within 24-48 hours
- A follow-up call or appointment invitation based on their interest level
- Adding contacts to a segmented drip campaign (personalize versus generic blast)
3. Share Your Highlights
This is the extension of your event marketing campaign. Remember to post photos, stories, or highlights from the successful event on your socials. Tag the community, fellow vendors, or happy visitors. This builds visibility and keeps the momentum going.
BONUS PRO TIPS
- Bring water, snacks, and sunscreen (if outdoors)—you’ll need them.
- Agree on how you’ll split leads to avoid confusion or awkwardness later.
- Network with other vendors—you never know who’s sitting next to you or who they may refer.
To Sum It Up…
Community and industry events are one of the most powerful (and fun!) ways to connect with potential buyers and broker partners, showcase your community, and bring your brand to life. The key is to plan ahead, be present, and follow up.
Use this playbook to confidently prepare for your next big event and make it your most successful one yet. Whether it’s your first booth or your fiftieth, there’s always room to grow, improve, and make an unforgettable impression.
TIP: Streamline your builder booth planning process with my FREE downloadable resource: the Builder Booth Success Checklist. Get organized and set yourself up for success.
Let’s go into this season energized, organized, and ready to wow!
If you’d like help crafting your booth strategy, building your follow-up campaigns, or training your team for success—reach out. I’m here to support you.