# How to get event planner clients.

To get event planner clients, publish case studies that show the brief, your work and the result, define packages by scope (full planning, partial, day-of), and price from the hours each phase takes. Build referrals with venues and vendors, and use a contract that spells out what is and is not included.

_Updated 2026-10-11._

## Referrals first, then search, and what to show them.

- Venues, caterers, photographers and other vendors refer planners they have seen work well. Treat them as your sales team.
- Past clients refer family, friends and employers. Ask while the event is fresh.
- Search and Instagram bring people who compare planners before calling. Show specific event types and your city.
- Organizers and community groups need planning help for fundraisers and festivals. Offer a trial service for a smaller event.
- Attend vendor and venue events. Planners are hired by people who have already met them.
- Write case studies: the client's brief, the constraints, what you did, what the client said.
- Show a sample timeline, vendor list and budget layout (anonymized) so clients see how organized you are.
- Be clear on your specialty (weddings, corporate, cultural events, markets and festivals) so searches and referrers know when to send people your way.
- Give your process in a few steps: consultation, proposal, planning, day-of, wrap-up.

## Pick a pricing model and know your hours.

Planners price in a few ways: a flat fee by scope, an hourly rate, or a share of the event budget. Whichever you use, estimate the hours behind each phase: meetings, vendor sourcing, emails, site visits, timeline and the event itself. The fee needs to cover the hours you will actually spend.

- Full planning, partial planning and day-of coordination are common packages. Define what each includes.
- Decide in advance how you handle vendor commissions or discounts, and disclose them.
- Add a fee for events that grow in scope, and for work outside normal hours.
- Track your hours on every event for a season. The data shows which packages pay.

## Scope, signatures and who pays whom.

Contracts for planners usually cover scope, deliverables, fee and payment schedule, who signs and pays vendor contracts, what happens when the plan changes, cancellation, and the limits of your liability. Say clearly who the vendors work for.

Take a retainer when the contract is signed, and schedule the rest around milestones. This is not legal advice; have your contract template reviewed by a lawyer and check your insurance needs.

## Respond like the event is already yours.

- Reply to inquiries promptly, with a short list of questions and an invitation to a call.
- Send a written proposal after the call. The planner who follows up clearly often wins.
- Ask for reviews that mention organization and calm under pressure.
- In slow months, sell consulting calls, planning workshops, corporate events, holiday parties and vendor sourcing for organizers.

## One place for proposals, deposits and messages.

Optional, and they work for service businesses of any kind.

- A storefront with your packages, case studies and an inquiry link.
- Send quotes and invoices that customers pay online.
- Contracts for the customer to sign before they pay.
- Keep every client, booking and message in one client list.

## Questions

**How do event planners get clients?**

Mostly through referrals from venues, vendors and past clients, supported by case studies and local search. Meet the people who recommend planners.

**How should I price event planning services?**

Choose a flat fee, an hourly rate or a share of the budget, and estimate the hours behind each phase so the fee covers the work.

**What should an event planner contract include?**

Scope, fees and schedule, who pays vendors, changes, cancellation, liability limits and the timeline. Have a lawyer review it.

**How do I get my first event planning client?**

Plan a smaller event for a community group or a friend, document it as a case study, then ask the vendors you worked with to refer you.

## Related

- [Decor and florals guide](https://bzar.app/guides/decor-and-florals-get-clients)
- [Photography guide](https://bzar.app/guides/photography-business-get-clients)
- [Vendor break-even calculator](https://bzar.app/tools/vendor-break-even-calculator)