Real estate agents understand the importance of connections—the relationships they nurture over time and the networks they build within their communities. In the aggregate, many marketing professionals refer to all those groups and individual contacts as an agent’s sphere of influence (SOI).
But what exactly is a real estate SOI, and why is it so crucial for success in the industry? In this comprehensive guide, we’ll delve into SOIs, exploring what they entail, how to leverage their potential, and most importantly, how to expand your sphere of influence to new heights.
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What is your real estate SOI?
A real estate agent’s sphere of influence refers to the network of people the agent knows personally and professionally, who can potentially refer business or become clients themselves. This network includes:
- Family and friends
- Neighbors
- Past clients
- Other real estate professionals
- Business associates
- Ancillary service providers such as mortgage brokers, appraisers, inspectors, and contractors
- Members of local community groups, clubs, organizations, and associations
- Community leaders
- School and alumni groups
- Social media followers
- Email list subscribers
- Contacts through professional networking sites such as LinkedIn
Leveraging one’s sphere of influence is a critical aspect of a real estate agent’s marketing strategy. It involves nurturing relationships, providing value, and maintaining regular communication to stay top of mind for the moment when someone in or adjacent to the network needs real estate services.
Why your real estate SOI is important
While there may be some overlap, no agent or broker has the same SOI as any other, making it a unique pool of potential for each real estate professional. By building strong relationships within their network, agents can establish themselves as trusted advisors and gain valuable insights into local market conditions and trends.
A sphere of influence offers the potential for referrals, as satisfied members of the SOI are likely to refer friends, family, and colleagues who require real estate assistance. Past clients within the SOI may provide repeat business, fostering long-term loyalty and enhancing the agent’s credibility and trustworthiness. The SOI also serves as a supportive network, offering encouragement, feedback, and assistance, while providing various business growth opportunities, such as partnerships and access to exclusive listings.
Leveraging your sphere for referrals and repeat business can be both cost-effective and personally fulfilling, as agents establish meaningful connections and help clients achieve their real estate goals. Ultimately, a strong real estate SOI is one of the most important assets to a real estate agent.

Identify your SOI
Start with your customer relationship management (CRM) system and really dive into your contacts. A great first step is to divide your SOI into different segments such as past clients, potential buyers, sellers, referral sources, and professional contacts. Use tags or labels to identify key characteristics of your contacts, such as first-time homebuyers, investors, or those interested in luxury properties.
You can then send personalized messages to different segments. For example, send first-time buyers information on financing options and experienced investors updates on market trends. Most quality CRMs not only manage your contacts, but also track interactions and set reminders for follow-ups. This helps in maintaining consistent and personalized communication.
Not every single contact qualifies as being part of a useful SOI. The exact number of contacts depends on where you are in your career — newer agents might have 100 or 200 contacts, while those further along in their careers might have as many as 500. The capabilities of your CRM will also impact your SOI.
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Invest in your SOI
A real estate agent can leverage their sphere of influence (SOI) through various strategies to generate leads, referrals, and repeat business. While it’s important to constantly be growing your SOI, you need to spend real time and energy investing in the contacts you already have. Here are some effective methods.
Provide value
Share valuable content such as market reports, home maintenance tips, and investment advice through blogs, emails, and social media. This positions you as a knowledgeable resource.
Maintain regular communication
Send monthly or quarterly newsletters with market updates, homebuying or selling tips, and local real estate news. Actively post on social media platforms to engage with your network and share listings, success stories, client testimonials, and real estate advice. Send handwritten notes for special occasions such as birthdays, anniversaries, or holidays — this personal touch can do wonders to strengthen relationships.
Automate your touchpoints
Most CRMs allow you to set up automated email campaigns for different segments. For example, you should be able to automatically send past clients anniversary emails on their home purchase date, while potential sellers get updates on market conditions. If your CRM is on the rudimentary side, you can still set automated reminders in your calendar or to-do list to send regular follow-ups, ensuring consistent communication without letting anyone slip through the cracks.
Many CRMs can also send out post-transaction surveys to gather feedback. Encourage satisfied clients to leave reviews on social media and real estate platforms. Track these requests and follow up as needed.
Track your progress
Keep track of all interactions with your contacts in your CRM, including calls, emails, meetings, and events. Monitor engagement metrics like email open rates, click-through rates, and response rates to gauge the effectiveness of your communication strategies. This all helps in understanding their preferences and needs better.
By strategically utilizing these CRM capabilities, a real estate agent can maintain a robust and proactive relationship with their sphere of influence, leading to increased referrals, repeat business, and a stronger presence in the market.
Put on events
Host events such as holiday parties, summer barbecues, or client appreciation nights. This demonstrates your investment in past clients and keeps you in their minds for future real estate needs.
Conduct seminars on homebuying, selling, or investing in real estate. Invite your SOI to these events to provide valuable information and position yourself as an expert. Attend local events, join clubs, and participate in community activities to expand your network and stay connected with your SOI.
Socialize with your SOI online
Engage with your SOI’s social media posts by liking, commenting, and sharing. This keeps you visible and shows that you care about their lives outside of real estate.
Identify and segment your SOI on social media
- Take the SOI list you created and cross-reference it with the platforms you’re active on. Ensure you are connected with your SOI on each shared network.
- Use features such as Facebook’s friend lists or LinkedIn’s tagging to organize your SOI into categories such as past clients, potential clients, and referral sources. This allows for targeted communication.
Engage with your SOI
- Regularly interact with your SOI’s posts by liking, commenting, and sharing. This increases your visibility and keeps you top of mind.
- Use private messages to check in, congratulate them on personal milestones, and offer personalized advice and assistance.
- Encourage satisfied clients to share their experiences on social media and tag your business. When they do, repost their content to your profile.
Host virtual events
- Conduct live Q&A sessions on topics like homebuying, selling tips, and market trends. Promote these events to your SOI and invite them to join.
- Host virtual tours and open houses on platforms like Facebook Live or Instagram Live. Engage with viewers and answer their questions in real time.
Pop-bys and gifting
Order branded items like calendars, magnets, or notepads that include your contact information. These small items keep your name and brand visible in the daily lives of your SOI. Pop by to deliver these, or drop off a small gift like brownies or a bottle of wine.
By consistently engaging with and providing value to their SOI, real estate agents can build strong, lasting relationships that lead to more referrals and business opportunities.
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How to expand your sphere of influence
Increasing your SOI as a real estate agent involves actively expanding your network, building relationships, and positioning yourself as a trusted and knowledgeable professional.
Networking and community involvement are crucial — attending local events, joining clubs and organizations, and volunteering allow you to meet new people and build connections. The more hands you shake and email addresses you gather, the farther your sphere reaches.
Educational seminars and workshops provide opportunities to share valuable information and establish yourself as an expert in your field. Client referrals and testimonials play a significant role in expanding your network, as satisfied clients are likely to refer you to others.
Partnering with local businesses and engaging in cross-promotional activities can help you reach a wider audience. Professional development through continuing education and obtaining relevant certifications enhances your expertise and credibility. Hosting open houses and community events provides opportunities for networking and increasing visibility.
By implementing these strategies, you can effectively increase your sphere of influence, build stronger connections, and grow your real estate business through expanded networks and enhanced credibility.
Your SOI + Luxury Presence
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