What To Do After the Party Ends
There is Gold in the Follow up
w/ Robert Schmolze, Marketing Director, Keller Williams Pasadena Realty
When the event is over and the chairs are stacked, the real work begins. In his insightful and engaging class, Robert Schmolze, Marketing Director at Keller Williams Pasadena, delivered a powerful reminder: “There is gold in the follow-up.” His training, What To Do After the Party Ends, equips real estate professionals with the mindset and tools to turn every event into a long-term business opportunity.
Why Follow-Up Is Where the Opportunity Lies
Whether it’s Red Day, a community fair, or a networking mixer, events are about more than showing up. They’re about building trust, creating visibility, and starting conversations that can lead to listings, buyers, and referrals. Even if you didn’t attend, your brokerage did—and you’re a representative of that impact.
You can still follow up, share the success, and position yourself as an engaged, community-minded professional.
Key Takeaways and Action Steps
1. Have a Follow-Up Plan Before the Event Ends
Set a personal goal: meet five people and get their contact info.
Ask open-ended questions like “What do you do?” and let the conversation flow.
Snap photos, tag participants, and build relationships through social media.
2. Automate and Personalize with SmartPlans and KW Command
Tag new contacts with the event name.
Use SmartPlans to schedule a text, call reminder, and follow-up email.
Keep your message simple and genuine: “Great meeting you at Red Day. Let’s grab coffee soon.”
3. Leverage Events Even If You Didn’t Attend
Share recap videos or photos from the office.
Add a donation link to your email signature or blog.
Post about the event anyway—pride in your brokerage builds credibility.
4. Maximize Social Media With Intention
If someone likes your post, send them a quick message.
Comment thoughtfully on others’ posts and tag collaborators when possible.
Invite others to co-author your posts—this extends reach and builds goodwill.
No Prep? No Problem. Start Today.
If you missed the prep or didn’t attend the event, you still have plenty of ways to engage. Ask a colleague about their experience and share their story. Follow up with vendors, Workshop Instructor, or other attendees. Repurpose a video recap and share it with a personal note.
Use the Tools You Already Have
KW Command: Sync contacts, assign tags, and automate your outreach.
SmartPlans: Build tailored follow-up sequences for open houses, events, or networking mixers.
Email Signatures and Newsletters: Add donation links, event recaps, and neighborhood updates.
The Sparkle Button in Command: Use KWIQ the built-in AI tool to write scripts, social posts, and find step-by-step how-tos.
Schedule Smartly
Red Day is always the Second Thursday of May. Block your calendar now so you can be fully present for next year’s event—and start planning your follow-up strategy in advance.
Robert also recommends building a routine around your quieter moments—whether that’s morning coffee or a few minutes in the car after a meeting—to handle your follow-up, post to social media, or send a thank-you text.
Final Thought from Robert Schmolze:
“Every event is a door. Follow-up is the key.”
Next Steps:
Reach out to five people you met at your last event.
Schedule one coffee meeting this week.
Post once about an event, even if you didn’t attend—link to a recap or highlight others’ contributions.
Check your Command tags and SmartPlans. Are they working for you?
If you need help, Robert Schmolze and the KW Pasadena team are here to support you with templates, resources, and accountability.
More Resources
