Every new REALTOR® starts their career with an existing Sphere of Influence (SOI). Who is in your sphere? Everyone you know.
What is a Sphere of Influence?
In real estate, a sphere of influence is the network of contacts and individuals that a real estate agent has cultivated and maintained over time.
Your favourite barista? The other parents on your kid’s soccer team? Former coworkers? They are all in your sphere.
Your SOI is the place you can find clients or referrals. You want to be the name on their lips when talking about real estate. You want them able to say, “Oh, you’re looking for a REALTOR®, you should really talk to …”
But how to get started? Get comfortable. You can use a CRM tool, or something as simple as an Excel spreadsheet, but write down everyone you know. Everyone. You chat up your mailman frequently? He should be on your list.
Once you have your list you need to sort it, starting with your “A”s.
- Know you. Like you. Would use you. Would refer you.
- Know you. Like you. Wouldn’t use you but would refer you.
- Know you. May like you. Might refer you if asked to do so.
- Everyone else.
Next, you cultivate your list. Does your sphere know of your career change? You can use social media to let people know generally but get out from behind your devices to engage with your “A”s and “B”s. Set a target for yourself on how you will connect. Perhaps it is one coffee and one phone call a day to people on your list of “A”s and “B”s.
Connect with genuine interest. You are not looking to sell anything in the moment. Share your change of circumstance without looking for their business. The ASK is for your “A”s and “B”s to refer you when their friends mention a need to buy or sell their home.
Don’t be afraid to share your passion for real estate. If your “A” is interested in your services, they will let you know through their questions.
With your “C”s keep the conversation more casual, as you are going about your daily routines. You want them to know what you do, without pestering them for their business.
As for your “D”s, stay engaged by sharing occasional updates or helpful tips; you never know when they might turn into valuable connections in the future.
How do you maintain your list?
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Be a good friend/acquaintance: Pay attention to the lives of those in your sphere by remembering important details like birthdays and significant life events. Showing genuine interest in their well-being builds trust and strengthens your connection. Engage in conversations about their families, jobs, or hobbies, positioning yourself as a thoughtful individual. This personal touch makes it easier for them to refer you when real estate needs arise.
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Send a token of appreciation: A small gesture can make a big impact. Consider sending a handwritten note, a personalized card, or even a small gift to show your appreciation for their support. recognizing their contribution with a special gift can help strengthen that connection.
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Break the Ice Regularly: Make it a habit to check in with your sphere periodically. Whether it's a simple text, a handwritten note, or sharing an interesting article related to real estate, staying top of mind will keep you connected. You can also celebrate milestones-like birthdays or anniversaries-to show you care.
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Provide Value: Share insights about the real estate market, tips for homeownership, or local community events. By positioning yourself as a knowledgeable resource, you'll encourage your sphere to think of you when they or someone they know needs a REALTOR®.
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Stay Consistent: Make nurturing your sphere a regular part of your routine. Set specific goals for how often you'll reach out, whether that's weekly, bi-weekly, or monthly. Consistency builds trust and keeps you at the forefront of their minds.
By actively engaging with your sphere of influence, you'll cultivate relationships that can lead to referrals and future business.
Remember, real estate is not just about transactions; it's about relationships. As you build and maintain your SOI, you'll find that your network can be one of your most valuable assets as you grow your career in real estate. So, start today-reach out, connect, and let your passion for real estate shine!
