Events Case Study
Elevating Sales Engagement Through Annual Conferences and Reward Trips
As a creative director with extensive experience in event branding and execution, I have played a pivotal role in developing and executing two flagship events—an annual Sales Conference and a Sales Reward Trip—first at PrimeLending and now at Supreme Lending. These events serve as key opportunities to strengthen the cultural ties of loan officers, who work on 100% commission, to their mortgage company, which provides operational support, warehouse lines for loan funding, and post-closing investment.
Challenges & Objectives
Fostering Connection
Strengthen loan officers' loyalty to the company through engaging, content-rich experiences.
Provide Valuable Insights
Equipping attendees with the tools and knowledge necessary to succeed in a volatile housing market.
Enhance the Experience
Ensuring a seamless, enjoyable, and highly valuable event through well-thought-out branding, messaging, and content delivery.
Approach
Theme Development & Branding
The event development process begins 6-8 months in advance with in-depth research into audience needs and preferences.
Themes are carefully crafted to resonate with attendees and align with business goals. A micro-brand identity and design system are created for each event to guide content development across various teams.
Content Creation & Delivery
Sales Conference
Leadership messaging is refined, and guest speakers are selected to align with the theme. Training sessions focus on industry trends, new technologies, and sales strategies. Content is delivered through a combination of main-stage presentations, breakouts, and digital platforms.
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At PrimeLending, an event program replaced scattered vendor flyers, reducing costs by 60% while improving the attendee experience. The program evolved into an interactive workbook in 2019, facilitating engagement in breakout sessions.
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At Supreme Lending, content was streamlined and housed in an event app, with scavenger hunts used to drive app engagement.
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Sales Reward Trip
A destination survey ensures that each trip aligns with attendee preferences. Pre-trip packages build anticipation and provide essential details, including agendas, packing lists, and personalized luggage tags.
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In 2024, Supreme Lending’s package included Shoe Dog by Phil Knight, reinforcing the company’s mission shift. Attendees received custom running shoes as an on-site gift, reinforcing the theme "Get Ready to Run."
Execution & Production Leadership
Detailed agendas and run-of-show documents ensured seamless event execution.
As technical director, I led third-party production teams, overseeing sound, lighting, media, and video. Rehearsals were meticulously planned to ensure flawless presentations from speakers and entertainers.
Adapting to Adversity
For PrimeLending's 2021 conference, a key challenge was adapting to changing market conditions, audience needs, and the restrictions imposed during the COVID-19 pandemic, which led to a virtual conference supported by a Sales Rally in a Box.
Sales Forum 2024
President's Club 2024
President's Club 2025
Ready to Run 2024
Results & Impact
These events have significantly strengthened company culture and deepened engagement among commission-based loan officers. By consolidating marketing materials and moving toward digital platforms, we dramatically improved cost efficiency. The shift to immersive, branded experiences created a more seamless, memorable event for attendees, resulting in higher satisfaction and stronger alignment with company values.
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Additionally, leadership messaging was more effectively communicated through curated keynote content and thoughtful speaker alignment. These events consistently delivered actionable insights to help loan officers navigate industry challenges, while fostering a sense of belonging and shared purpose. My leadership in branding, theme development, and technical production played a key role in ensuring the success and sustainability of these cornerstone experiences.