- Start by building a list of everyone you know — even if you think your list will be short, you’ll be surprised how quickly it grows. Think about:
- * Local businesses you visit, such as:
- * Birthday wishes – automate with services like:
- * Drop‑bys / seasonal send‑outs – deliver small gifts like:
- Events are a powerful way to deepen connections and generate referrals. Examples:
SOI / Past Client Marketing
Why Your Sphere is Your #1 Source of Business
Referrals, repeat clients, and your sphere of influence (SOI) consistently make up over 40% of all real estate transactions — more than any other lead source. These are the people who already know, like, and trust you. Nurturing these relationships is one of the most efficient and cost‑effective ways to grow your business.
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Step 1: Organize Your Database
Start by building a list of everyone you know — even if you think your list will be short, you’ll be surprised how quickly it grows. Think about: #
Friends and family
Current and former classmates
Neighbors
People from your place of worship
Teammates or group members (sports, clubs, hobbies)
Your social media friend/follower list
* Local businesses you visit, such as: #
Doctor, dentist, hairdresser/barber, massage therapist
Grocery store, nail salon, auto repair, coffee shop, library, gym
Once compiled, import your SOI into your CRM (like Sierra) and start adding context: birthdays, anniversaries, job updates, family notes, etc. This personal info makes future follow‑up more meaningful and natural.
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SOI Marketing Ideas & Activities
Consistency is key. Use a mix of personal and scalable touchpoints to stay top‑of‑mind.
High‑Impact Personal Touches
Phone calls / one‑on‑one time – these are irreplaceable
Handwritten notes – simple, personal, and powerful
Home anniversary messages – gifts, cards, emails, or texts
* Birthday wishes – automate with services like: #
CardSnacks, SendOutCards
Scalable Systems
Email newsletters – biweekly or monthly updates, market info, lifestyle tips
Direct mail – postcards, market updates, lifestyle tips
Giveaways – social media promos to engage your SOI
* Drop‑bys / seasonal send‑outs – deliver small gifts like: #
Spring: seed packets
Summer: s’mores kits
Fall: pumpkin spice gift cards
Winter: cocoa kits or holiday treats
Client Appreciation Events
Events are a powerful way to deepen connections and generate referrals. Examples: #
Movie theater rental
Happy Hour or Food Truck event
Hire Santa or Easter Bunny
Gingerbread house or pie party
Ice cream social or beach day
Coloring contest or hot cocoa stand
Monday Night Football watch party
Spring cleaning or photo mini‑sessions
Digital Touchpoints
VIP Facebook group – invite top contacts for exclusive value and updates
Messenger/DM outreach – check in casually and build rapport
Social media visibility – be consistent and genuine, not salesy
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🧩 Tips for Expanding and Engaging Your SOI
Be social on social: Like, comment, and DM your SOI regularly
Wear your real estate swag – spark conversations at the gym, store, etc.
Join a networking group – meet other local professionals
Engage in your hobbies – real connections come from shared passions
Volunteer in your community – contribute and connect
Leave your card everywhere – coffee shops, libraries, notice boards
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Final Thought
Your SOI isn’t just a list — it’s a living, growing community of people who already believe in you. Be present. Be valuable. Be intentional.
