How do I see how a wedding planner finds clients two years ahead?

A wedding planner’s calendar is the best view of future work. Ask for a list of upcoming events with the date booked, the date of the event, the source of the enquiry and the deposit paid. From that you can see how early couples commit and where they come from.

Then group the sources. Referrals from venues, photographers and other vendors tend to be steady if relationships are strong, and weaker if they depend on one person. Past couples who return or recommend friends point to trust. Paid advertising and search are easier for a new owner to continue but can cost more.

Ask how couples are nurtured between enquiry and booking: consultations, proposals and follow-ups. Find out who runs those meetings. If couples are choosing the planner personally, the owner’s departure matters a great deal. Speak with a few venues and vendors about their relationship with the planner and whether they would keep referring under new ownership. Review contracts for the cancellation and transfer terms, and ask your lawyer whether couples must agree before their booking moves to a new owner. Look also at how many enquiries never become bookings, and why couples say no. Those answers show whether pricing or availability is holding the pipeline back.

Key takeaways

• List upcoming events with booking date, event date and enquiry source.
• Judge which referral sources depend on one person.
• Talk to venues and vendors about whether they would continue referring.