Your sphere of influence (SOI) is your most valuable lead source, and when nurtured intentionally, it can generate consistent referrals and repeat business. At Agent Operations, we help real estate professionals turn their SOI into a thriving pipeline through smart, personalized marketing strategies.
Here are seven effective ways to strengthen your connections and grow your business.
1. Segment Your Sphere
Start by organizing your contacts. Group them into categories like past clients, friends, family, community partners, vendors, and potential buyers/sellers. Understanding your audience helps you tailor your outreach, making your communication more relevant and meaningful.
🛠 Agent Tip: Use a CRM to tag and sort your SOI for efficient follow-up.
2. Send Consistent Monthly Value-Driven Emails
Email marketing still works…when it’s done right. Create monthly newsletters with helpful content like home maintenance tips, market updates, community events, or spotlight stories on local businesses. Keep it simple, personable, and branded to you.
💡 Pro Tip from Agent Operations: We craft custom email campaigns that speak directly to your SOI: no cookie-cutter templates here!
3. Use Social Media to Stay Top of Mind
Be active on social platforms, especially Facebook, Instagram, and LinkedIn. Mix in real estate content with lifestyle posts, behind-the-scenes moments, client wins, and community highlights. Authenticity is key: people want to work with someone they know, like, and trust.
📅 Try This: Share “Client Success Stories” once a week or do a quick video tip on navigating today’s real estate market.
4. Pick Up The Phone
Yep, the good old-fashioned phone call. Checking in on a past client or congratulating someone on a life event (like a new job or birthday) can make a bigger impact than a text. Don’t overthink it, just be genuine.
📞 Agent Insight: Calling 5-10 SOI contacts weekly can transform your pipeline over time.
5. Host Client Appreciation Events
Whether it’s a happy hour, ice cream social, or holiday pie giveaway, events are a powerful way to show appreciation and stay connected. They also create buzz and natural referral opportunities, because who doesn’t talk about a fun party?
🎉 Bonus Tip: Invite your top referrers and ask them to bring a friend who’s “thinking about buying or selling.”
6. Mail With Meaning
Yes, print still works! From handwritten notes to branded postcards, direct mail leaves a lasting impression. Aim for quarterly mailers with a personal touch, like home anniversary cards, market updates, or neighborhood spotlights.
✍️ Client Favorite: We help agents create custom “Year-at-a-Glance” mail plans that align with their brand and local market.
7. Be A Community Connector
Position yourself as a local expert who gives back. Sponsor school events, collaborate with small businesses, or volunteer at community causes. It’s not about self-promotion, it’s about visibility, trust, and building authentic relationships.
🌟 Local Love: Share stories of the people, places, and nonprofits that make your town special. Your SOI will notice (and appreciate it).
Your sphere of influence is full of people who already know and trust you. With the right strategy, support, and consistency, you can turn those relationships into referrals, reviews, and repeat clients. At Agent Operations, we’re here to help you stay in front of your SOI: strategically, authentically, and with purpose.
🧠 Want help with your SOI marketing strategy?
Let’s craft a custom plan together. Contact us at AgentOperations.net and take the guesswork out of your real estate marketing.
