The survivors’ guide on how to make the most of your UKREiiF experience

1. Decide what success looks like before you get on the train 

UKREiiF is intense by design. Thousands of people, hundreds of sessions, and more conversations than anyone can properly process in three days. Without a clear definition of success, it’s easy to mistake busyness for progress. 

Before you arrive, be honest about why you’re there. Are you trying to move a live opportunity forward, build future partnerships, secure profile, test the market for a new idea or simply understand where the sector is heading next? Each of those requires a different approach. 

The mistake many people make is setting goals that are too vague to be useful. “Network more” or “get our name out there” sound positive, but they’re impossible to follow up. Instead, anchor your UKREiiF around one primary objective and a small number of secondary ones, then attach tangible outcomes to them. That might be a set number of meaningful follow-up meetings agreed, specific stakeholders added to your pipeline, or insights gathered that directly inform your strategy. 

If you can’t explain how UKREiiF moved you forward six weeks later, you didn’t define success clearly enough. 

2. Get your story straight 

UKREiiF compresses the market into a single space. It creates a really powerful moment, but it also means everyone sounds the same if they haven’t thought carefully about their message. 

Too often, messaging is treated as something that will “come out in conversation”. In reality, pressure, time constraints and constant interruptions mean people default to safe, generic descriptions of what they do. The result? Polite conversations that are quickly forgotten. 

Before the event, take time to define what your story is right now. What problem do you solve better than others? What proof do you have that it works? What’s your point of view on where the market is heading, and why does that matter this year, not last year? Most importantly, how does your message land differently depending on who you’re talking to? 

Of course, as a marketing agency and UKREiiF’s official storytelling partner, we’re bound to say this, but the strongest conversations at the event feel purposeful because the people in them know what they’re trying to communicate. They can articulate it quickly, adapt it naturally and reinforce it consistently. When your message is clear, every interaction builds recognition rather than noise. 

3. Treat UKREiiF as the start of the work, not the end of it 

There’s a tendency to see UKREiiF as something you “get through”, particularly for those marketing professionals that have been living on coffee and adrenaline in the buildup. But the real value of the event isn’t what happens in Leeds - it’s what happens afterwards. 

The most effective attendees treat UKREiiF as a content and insight engine. Every conversation becomes a source of intelligence. Every repeated concern or emerging theme becomes something to explore further. Every moment on the ground is an opportunity to capture insight that can be turned into meaningful follow-up. 

That might be a LinkedIn post reflecting on what you’re hearing across the market, a client email that connects those insights to real-world decisions, or a piece of thought leadership that positions you as someone who was truly paying attention. When done well, three days at UKREiiF can fuel six to twelve weeks of relevant, timely content. 

If nothing changes in how you show up after the event, you’ve left a significant amount of value behind. 

4. Be deliberate about the fringe events 

Fringe events are often treated as the optional extra to UKREiiF - the things you attend if you do have the energy and the time, or don’t have a conference ticket. In reality, they’re where some of the most valuable conversations happen, precisely because they sit outside the formal programme. 

The mistake many organisations make is approaching fringe events reactively. People drift in because they’re nearby, because a client is hosting or because it feels rude not to go. That usually results in pleasant but unfocused conversations that don’t connect back to any wider objective. 

A more effective approach is to be intentional, so decide in advance which fringe events matter and why. Some are best for deepening existing relationships in a more relaxed setting. Others are ideal for meeting new contacts who may not engage during the day. Crucially, think about who from your organisation should be in each room. The right person in the right setting - with the right story - can unlock far more value than a scattergun approach. 

When fringe events are treated as an extension of your UKREiiF strategy rather than an afterthought, they become one of the most powerful tools you have for building relationships, testing ideas and strengthening your presence beyond the conference floor. 

But being in the right rooms is only half the equation - what you do with that visibility matters just as much. 

5. Use visibility moments to reinforce your thinking, not just your presence 

UKREiiF offers countless opportunities to be visible, from those aforementioned fringe events to panels, informal gatherings, competitions like One Big Idea and a constant stream of social content. The challenge isn’t finding platforms. It’s using them well. 

Visibility works best when it reinforces what you stand for. LinkedIn content lands more strongly when it shares insight rather than attendance updates. Competitions and speaking opportunities are most powerful when they signal a clear point of view, not just participation. And active networking such as walking or padel give you the opportunities to have the conversations that matter without feeling like you’re selling. 

The most effective presence at UKREiiF feels joined up. What people hear from you in conversation aligns with what they see online and what they associate with your brand. Over time, that consistency builds recognition and trust. 

At its best, UKREiiF isn’t about being everywhere. It’s about being remembered for something that matters. 

In conclusion 

Despite this piece’s slightly dismissive intro, there is plenty of place for making sure your experience at UKREiiF is as enjoyable as possible. So, pack your Sky Sports pundit trainers, make a bit of time to talk to those in the industry who you consider as friends rather than leads, and treat your team to a nice tea at the end of week when you’re all networked out. 

The key is to enter UKREiiF as prepared as you can be, be there with as much flexibility as you can muster and leave with as much direction as possible. 

If you can do that, those three days in Leeds can be the start of something much, much bigger. 

Looking to attend UKREiiF? 

Our One Big Idea competition is now open, with the shortlisted entries presented to an industry-leading panel at UKREiiF 2026. To enter and be in with a chance of a free ticket to share your One Big Idea for the built environment, visit our page here: One Big Idea