Each winter, Redfin convenes team members to conduct five days of meetings and fun. The game-changing real estate firm uses this time – known as Redferno – to ignite its sales force, introduce new technology and discuss the company’s growth strategy for the coming year.
When we took over management of Redferno in 2014, we combed through budgets from previous events and found where to save significantly so the employee education and retention event could grow along with their national team. Our strategy was to consider fundamental expenditures and negotiate with key suppliers to realize savings across a number of line items to boost budgets.
Each event is as unique as the city where they gather. SHW works with the Redfin team to research and develop ideas to showcase the neighborhoods of the city – as any good real estate agent would.
SHW works on every element of the event: registration, air travel, hotel sourcing, housing, evening events, budget management, transportation, session production, branding and collateral, event app, and onsite management.
Redfin continues its astounding growth cycle. We can’t take credit for that, but we do understand that it helps to have a signature event that motivates its agents and recruits, bringing them closer to their cause. Attendance at Redferno witnessed exponential growth by more than 300% over 5 years.