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Building a successful real estate business depends on cultivating strong relationships. Real estate agents will often rely on their network or sphere of influence (SOI) to land their next deal. It’s one of the most valuable tools in an agent’s toolkit, and for good reason. Your sphere is made up of people you already know and can become a steady source of referrals and repeat business.
Let’s be honest – traditional networking doesn’t work for everyone. Not every real estate agent will be comfortable in a room full of strangers, making small talk. And that’s perfectly fine, you don’t have to! Expanding your SOI is about more than just handing out business cards. This guide breaks down what your sphere actually is, how to start building one and proven strategies to grow and nurture your sphere authentically and with confidence.
What is a sphere of influence in real estate?
A sphere of influence in real estate, or SOI, refers to all the key contacts with whom a real estate professional maintains relationships. It includes past and current clients, friends, family, colleagues and other individuals in the real estate industry. Building and nurturing a strong SOI in real estate is crucial because these are the people who can provide referrals, repeat business and recommendations — which are essential for a successful career.
Continuous effort is required to stay connected with your sphere through regular communication, networking events, social media and other means to ensure that you remain top-of-mind and continue to receive business opportunities from your SOI. Successful real estate agents run their business through building and maintaining, and then growing relationships, not making business merely transactional.
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Why is a real estate sphere of influence important?
You may be asking yourself why a sphere of influence in real estate is so important. Let’s take a look at the stats for a moment. According to NAR, 66% of home sellers found their agent through a referral or an agent they have used in the past. On top of that, 88% of home buyers recommend their agent to others if they plan on using them again. Overall, 82% of all real estate transactions are the direct result of a referral or repeat business.
Why does this matter? Most buyers and sellers work with the first agent they meet. This means if you stay top-of-mind with your sphere, chances are you’ll be the first call they make when they are ready to make a move. When you invest time into your SOI, you’ll see higher conversion rates, better client retention and lower lead generation costs.
When your sphere is strong, your business will be strong as well.
How do I start building my real estate sphere of influence?
You’ll want to start by making a list of everyone you know – yes, everyone. Think about contacts in your phone, on social media, email lists, past clients or community groups you’re involved in. This initial list will become the foundation of your network.
Once you get going, you’ll find it’s likely much larger than you thought. When you have your list put together, categorize your contacts based on how well they know you or how likely they will be to refer business to you in the future. This will determine what messaging to use and identify follow-up strategies.
Here is a quick checklist to get you started building your real estate sphere of influence:
- Write down a list of everyone you know. This includes friends, family, coworkers, neighbors, classmates, etc.
- Go through contacts in your phone, email lists and social media connections
- Add all of your contacts into a spreadsheet or CRM
- Organize contacts based on how well they know you and how likely they are to refer business to you
- Include personal details, including phone numbers, email addresses, birthdays and how you know them
- Tag contacts as potential clients, past clients and those most likely to refer business your way
- Create simple messaging that speaks to your audience, that reminds people you’re in real estate and here to help when they’re ready to move
- Set reminders to follow up regularly and stay in touch
A simple spreadsheet will do when you first start building out your list, but you will want to consider using a client relationship manager (CRM) to make it easier to manage communication over time. The goal of building your real estate sphere of influence is to remind people of what you do and stay top-of-mind when opportunities present themselves. You want to add value whenever you interact with your network. Think of your SOI as your first and most important audience because chances are, your next client already knows you.
If you’re ready to take your lead organization to the next level, meet Top Producer’s most powerful CRM yet. It’s designed specifically for real estate agents to help organize all of your contacts in one place. You’ll be able to categorize your SOI, track your conversations and never miss a follow-up. Top Producer grows with your business, making it easier to stay connected as your network grows.
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8 proven ways to expand your sphere of influence
Now that you’ve started to build out your sphere of influence, let’s take a deeper dive. In this section, we’ll make sure you’ve captured everyone you know and provide ways to expand your sphere of influence.
1. Reach out to those you already know
Now that you have your SOI built out, let’s take things a few steps further and actually reach out to them. The key is to start a conversation, not throw out a sales pitch. While you want to make the conversation meaningful, you also want it to feel authentic.
Here are a few ways to naturally open the lines of communication:
- Send a “just thinking of you” text
- Encourage local engagement by posting a local event or helpful tip on social media
- Comment or reply to other social media posts
- Congratulate them on a life event, like a new job, birthday or new family member
- Offer to help them solve a problem: “I saw you need a dog sitter, I have a great recommendation!”
- Follow-up after running into someone: “It was great seeing you today! Let’s have coffee soon.”
A sphere of influence outreach should start with the people closest to you and continue circling out. Your family and friends, social groups (FB/ IG), local school teachers (especially if you’re a parent), neighbors, accountant, attorney, doorman, etc. It’s easiest to start with people you have existing relationships with or people who already recognize you.
Don’t limit yourself to meeting only with people who are immediately looking to move. You’re not trying to close a deal, you’re planting seeds. Remember, the goal is to stay top-of-mind and be the person they want to call when it’s time for them – or someone they know – to buy or sell.
2. Ask for referrals
Your real estate sphere can be your biggest referral engine, but people need to know you’re open for business. Asking for the referral is only half the battle, but it’s easier than you may think. Try a more conversational approach to asking for referrals, rather than a sales-based approach.
| Instead of this… | Try this… |
|---|---|
| “Do you know of anyone looking to buy or sell?” | “If you hear of anyone thinking about moving, I’d love an introduction.” |
| “Can you send me referrals?” | “I’m always happy to be a resource for your friends or family if they ever need real estate advice.” |
| “I need more clients. Can you connect me with someone?” | “If someone in your circle has questions about the market, feel free to send them my way.” |
| “Who do you know that’s looking to buy right now?” | “I’m working with a few buyers right now. If you hear of a neighbor thinking of selling, I’d appreciate the heads up!” |
You can also create opportunities for referrals by finding different ways to stay connected. You shouldn’t only rely on your immediate circle of contacts to send you referrals. Always be on the lookout for ways to grow your SOI.
Consider hosting a backyard BBQ, starting a book club or holding a monthly coffee meetup for locals. If there is something you’re passionate about, consider organizing local groups that meet and discuss topics like gardening, art or hiking. When people feel like they have a personal connection to you, they are more likely to trust you with a professional referral.
Pro Tip
You don’t know if you don’t ask. Stay authentic and don’t be afraid to ask for an introduction or referral.
3. Market yourself consistently
One of the most effective ways to stay connected with your real estate sphere of influence is through consistent, strategic marketing — whether it’s your Instagram feed, Facebook posts or LinkedIn articles. Post genuine storylines or items of interest. For example, if you love outdoor family activities, choose fun, spontaneous photos or posts and you will attract others with similar interests.
People like connecting with people, not just listings or other content. Focus on being relatable by posting funny videos or memes to attract people with the same sense of humor. After all, real estate is a relationship business, and people want to work with people they like. Share engaging content, respond to comments and interact with your audience regularly.
Here are a few ideas to help guide your content:
- Share local insights on parks, local events or hidden gems in the community
- Post fun, relatable memes, quotes or stories that match your personality
- Highlight behind-the-scenes moments from your day as an agent
- Use video to talk to your audience about the local real estate market
- Engage with your audience in the comments and respond to messages
If you’re looking for a simple way to stay visible with your sphere through print or mail, Wise Pelican is a great option. This direct mail platform was built for real estate agents and offers beautifully designed, customizable postcards you can send to your SOI – without a huge budget or a minimum order. You can even upload your own mailing list or purchase a targeted list based on your farm area. It’s a smart way to stay in front of your sphere with consistent, branded touchpoints.
Visit Wise PelicanRemember, it isn’t just about posting – it’s about connecting with people. The goal is to share content that is consistent with who you are and that reflects your brand. Be sure to share how you can help, so when someone in your sphere needs an agent, they are sure to think of you first!
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4. Find networking opportunities
When agents think of networking, they tend to think of formal industry events or association mixers. However, not all networking opportunities are reserved for these types of events. In fact, the most meaningful connections happen during everyday interactions. That’s why it’s important to take advantage of all networking opportunities.
Participating in local real estate events, local gatherings and volunteering in the community, along with attending industry conferences, will help expand your network. Be sure to engage in conversations, exchange business cards and follow up with potential contacts afterward.
So, how do you find these real estate sphere of influence growth opportunities? Start by looking at the places where you typically spend your time.
- Do you volunteer at your child’s school or coach a local team?
- Are you part of a church group, hobby club, gym or neighborhood association?
- Are there any local spots that you visit frequently?
- Do you bring your dog to the neighborhood dog park?
If not, consider joining a local chamber of commerce or signing up for local classes and workshops. Be sure to take advantage of any networking opportunities that may be hosted by your brokerage or local realtor association as well. The secret to successful networking is about showing up, interacting with others and building trust with them over time – the referrals will naturally follow.
Pro Tip
Every time you do a deal with another agent, save their number and remember them when you see their name on another listing. When you build a repertoire with other agents in the community, they won’t be your competitors, they’ll be your collaborators and referral sources.
5. Focus on building lasting connections
Building a sphere of influence in real estate requires continuous effort and relationship-building. After making the initial contact or connection, make sure to keep track of important information to keep the relationship growing. Focus on ensuring your relationships are always deepening and becoming more meaningful.
Start by showing genuine interest in the people you’re connecting with. Take note of their personal details like their kids’ names, birthdays, hobbies or their recent milestones in life. These little touchpoints give you a reason to check in with them and will show that you really care. An easy way to do this is to log all your new contacts in your CRM. More on this below.
6. Organize and personalize your contacts in your CRM
What’s the point of a contact if you don’t know who they are or how you know them? That’s where a CRM comes in and becomes your best friend. Build up your contact list in your CRM by noting the basics about everyone you meet, including their name, phone number, email address and how you know them. Are they a friend from school, your CPA or someone your friend Laura introduced you to? Make a note of it.
As your relationship develops, make some miscellaneous notes in the CRM, including unique details about your contact.
- How many kids do they have, and what schools do they attend?
- What’s their birthday, favorite wine or neighborhood?
- Include any shared interests, mutual friends or even zodiac signs – whatever helps you connect more meaningfully.
We discussed the role of a CRM for building out your sphere of influence earlier in this article. But, there are also CRM add-on tools that enhance your CRM to help you decide where to focus your time and attention in a sea of data.
Fello is an AI tool that connects to your existing CRM and provides strategic insights for each contact. It helps you manage your entire real estate sphere of influence with smart automation, conversation tracking, lead scoring and real-time data analytics. With Fello, you can focus on building relationships with those who are the most likely to engage with you, turning casual conversations into closed deals.
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7. Keep in touch
Now that you’ve laid down the foundation of your real estate sphere of influence, you have to keep growing the relationship. Create a plan for consistent, meaningful communication. The key is to stay visible without overwhelming your contacts. For example, set a cadence to reach out to close contacts once a quarter, while checking in with past clients once every six months.
Mix it up. Communicate with your sphere of influence through various channels such as phone calls, emails, social media, text messages or in-person meetings. Keep them updated on market trends, new listings in their area of interest and any relevant information that might be of interest to them.
8. Always provide value
People don’t want a sales pitch – they want someone they can trust. Every time you connect with your sphere, you should aim to be helpful. Share something useful, answer a question or simply check in without an agenda. When people see you as a valuable resource, they’ll naturally think of you when it’s time to make a move.
Here are a few examples of ways to provide value in your interactions:
- Share a quick market or interest rate update
- Recommend local vendors or service providers that you trust
- Offer seasonal home maintenance tips
- Check in after recent storms to see if they need anything
- Invitations to local events or client appreciation gatherings
Pro Tip
Strive to deliver outstanding service to your clients and exceed their expectations during every interaction. Satisfied clients are more likely to refer you to their friends, family and colleagues.
Sphere of influence: FAQs
How often should I reach out to my sphere of influence?
You should aim for at least four touchpoints during the year for each person in your SOI. This could include a mix of personal check-ins via text, newsletters and local market updates via email or holiday cards by mail. The key is to stay top-of-mind without overwhelming your contacts.
What’s the best way to keep track of my sphere and follow-ups?
Honestly, it all comes down to staying organized. You’ll want one place where you keep everyone’s contact info, how you know them and when you last reached out. That could be a spreadsheet, your phone or a CRM—whatever works for you. Just make it a habit to jot down little notes after conversations and set reminders to follow up. The more intentional you are, the easier it is to build real relationships that actually last.
What kind of content should I share with my sphere?
Just be real and authentic. Share things people actually care about – like what’s happening in the local market, tips to get their home ready for the season or even a heads-up about a fun event in town. It doesn’t always have to be about real estate, people want to get to know you, too. If you find a great coffee shop or a painter you love, talk about that. People want to hear from someone they trust, not just someone constantly selling to them.
The full picture
At the end of the day, the real estate business is about people. Building your sphere isn’t something you check off a list. It’s something you work at, little by little, over the life of your business. It takes time and requires you to show up consistently – even when it feels like nothing’s happening.
Keep showing up, stay in touch and show the people in your circle that you actually care. The hard work will pay off. They’ll remember you, and when someone needs an agent, they’ll call you because you’ve already earned their trust.
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By: Kayla Lee, Gina Baker
Title: 8 ways to expand your sphere of influence in real estate in 2025
Sourced From: www.housingwire.com/articles/sphere-of-influence-real-estate/
Published Date: Tue, 15 Jul 2025 19:53:53 +0000
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