Relational leaders, great to see you.

First off, thank you for all the feedback on last week’s topic about “demonstrations of value.” I’ve loved hearing how many of you are putting those ideas into action.

Let’s keep going on that theme, because as we build referral-based businesses, there’s one thing that separates the good from the great.

Emotional loyalty.

That’s the moment when someone doesn’t just like you or trust you. They’re for you. The kind of loyalty where your partners would run through a brick wall to refer you.

That kind of loyalty doesn’t happen by accident. It happens when we invest time and intention into relationships.

So let’s talk about one of my favorite ways to demonstrate value and build emotional loyalty: events.

Imagine this. You’re a small business owner, a sales professional, or someone whose income depends on referrals. You need people in “shoulder industries,” those strategic partners who serve the same clients, to not just know what you do, but to believe in you.

(Check out the video for more, or read on below...)

​

​

Hosting or attending events is one of the fastest ways to make that happen.

As you plan your 2026 calendar, think about three types of events:

1. Events you attend
2. Events you sponsor
3. Events you host

For today, let’s zero in on the first and third.

First, find an event your ideal referral partners already love. A place they naturally gather. Maybe it’s monthly, quarterly, or even once a year. Whatever it is, commit to it. Be a consistent face in that room. Show up long enough that people start saying, “You’re always here.”

Consistency builds credibility.

Second, if you can’t find an event that fits, create one.

That’s exactly what I did with The Mastermind Project. Over 12 years, we welcomed more than 20,000 attendees from 80 different professions. That event became the cornerstone of my business and my relationships.

It gave me a place to invite current and future referral partners into something valuable. Something that wasn’t about me or mortgages, but about them.

Here’s the key. Design your event around helping people solve a problem they already have.

When people gather around a shared problem, and you help them find a solution, especially one outside your main business, trust skyrockets.

I’ve got a coaching client in eastern Tennessee who’s doing this brilliantly. He’s a mortgage professional who started hosting events for local realtors. Each event tackles a common challenge agents face, and guess what? He’s already getting incredible feedback.

He’s building relationships, not just leads.

So here’s my encouragement for you today.
Find an event you can attend that will help you build deeper relationships in 2026. Make it a bedrock part of your marketing calendar.

And if that event doesn’t exist, create one.

Because when you gather people together around purpose and generosity, you don’t just grow your business. You grow influence, trust, and community.

Go be a light in your community.

​

Appreciate you,
​Brian

PS – If you’d like ideas for events that align with your referral strategy, shoot me a message. I’m happy to help brainstorm.

​