Published by Karthik Subramaniam
Reading Time: 13 minutes
Stepping into the real estate industry can feel like venturing into uncharted territory. One of the most pressing questions new agents grapple with is, 'Where do I find my first leads and clients?'
While cold calling or paid advertising can be effective, one of the most reliable and cost-effective approaches is tapping into your 'sphere of influence' (SOI). Your SOI in the real estate world is a group of people who already know, trust, and care about you—friends, family, former coworkers, and community members. This approach provides a solid foundation for your career, offering a reliable and cost-effective way to generate leads and acquire clients.
These familiar connections often provide the easiest path to initial deals and referrals. In this article, I want to define an SOI, explain why it's essential for new agents, and offer detailed strategies for building, engaging, and growing it over time. I will also delve into integrating digital marketing and social media more effectively and managing your SOI, so it continues to pay off throughout your career. Remember, your SOI is a powerful tool that can make your journey in real estate more manageable and rewarding.
What Is an SOI?
Your sphere of influence in real estate includes anyone with whom you have a direct, positive relationship. This might mean your immediate family, relatives, friends, former classmates, neighbors, people from church or social clubs, your child's soccer coach, hairstylist, and past business colleagues.
It's your extended network—the people who'd likely pick up the phone if you called.
Why It Matters for Real Estate Agents
Unlike reaching out to total strangers, you start with built-in trust and familiarity. The people in your SOI are more inclined to remember you when they or someone they know needs help buying, selling, or investing in property. This head start offers a sense of security: instead of spending large sums on ads that may or may not convert, you're nurturing relationships with people who are already on your side.
Steady Lead Generation
When you're new to real estate, generating a reliable flow of leads can feel like an uphill battle. Your SOI is often the most straightforward source of warm leads. Friends might mention your services to their coworkers; a former manager might introduce you to someone looking to relocate. Each connection in your SOI is a potential gateway to another lead. Over time, as you nurture these relationships, you'll find a steady pattern of introductions and referrals emerging.
Easier Conversions Through Warm Relationships
Converting a total stranger into a trusting client takes time. However, warm leads from your SOI often convert more easily. When people hear about you from someone they respect, they're more likely to trust your expertise. This shortens the time from introduction to closing a deal and sets a positive tone for all future interactions.
Building a Strong Early Foundation
For new agents, especially fresh from real estate school, standing out can be challenging. A robust SOI helps you build a foundation of credibility. By consistently providing value and staying in touch, you can position yourself as your network's go-to real estate professional. This leads to early deals and can set the stage for long-term growth.
Start With a Comprehensive List
Begin by listing everyone you know. Start with close family and friends, then branch out to acquaintances, former coworkers, service providers you trust, and community members. Include your dentist, mechanic, favorite local store owners, and anyone who might send business your way.
Community Involvement and Networking
Once you've listed your immediate circle, look for ways to expand it. Consider joining the local chamber of commerce, attending neighborhood association meetings, or volunteering at community events. If there's a local charity run, festival, or school fundraiser, show up and meet people. Being visible and helpful in your community is a great way to grow your SOI naturally.
Leveraging Digital Platforms
Your SOI isn't just people you know in person. Social media platforms and online community groups (like local Facebook groups or neighborhood forums) allow you to connect with potential clients digitally. For instance, you could join a local "Mom's Group" on Facebook and share tips on identifying good school districts or preparing a home for sale. LinkedIn is another powerful tool: by connecting with old colleagues, classmates, and local professionals, you can steadily expand your influence online.
Value-Driven Content Ideas
One of the best ways to stay on your SOI's radar is by offering consistent, high-quality, value-driven content. Here are some specific examples:
Authenticity and Consistency
Aim to connect with your SOI in a natural, helpful manner. For example, if you send a monthly email, include a short personal note: "Hope your summer is going well—mine's been busy helping first-time buyers settle into our awesome neighborhood!" On social media, comment on your connections' posts, celebrate their milestones, and share valuable resources. Over time, this kind of genuine interaction positions you as a trusted adviser, not an annoying salesperson.
Digital Marketing Integration for Engagement
Use social media platforms strategically. Don't just post listings—balance them with valuable, engaging content. For instance:
By integrating digital marketing into your SOI strategy, you amplify your reach, showcase your expertise, and stay front-of-mind.
Use a CRM or Organized Spreadsheet
A Customer Relationship Management (CRM) tool and online community groups (like local Facebook groups or neighborhood forums) allow you to connect with potential clients digitally. For instance, you could join a local "Mom's Group" on Facebook and share tips on identifying good school districts or preparing a home for sale. LinkedIn is another powerful tool: by connecting with old colleagues, classmates, and local professionals, you can steadily expand your influence online. helps you store contact details, track when you last reached out and set reminders for future follow-ups. Even a basic spreadsheet can work initially if you consistently update it. The key is to stay organized, so you never lose track of important dates, like birthdays, job changes, or home purchase anniversaries—perfect opportunities to reconnect and provide Value.
Automating Reminders and Personalization
Many CRM systems let you set automated reminders or create email templates. Use these features to ensure you don't accidentally go months without contacting your SOI. For example, schedule a quarterly reminder to send out a market update. When you reach out, personalize your message: include a detail like, "How's your new job at the marketing firm?" or "How was your family vacation?" This small effort makes your outreach feel sincere and tailored.
Gracefully Encouraging Referrals
Once you're consistently adding value, it's natural to let your SOI know you appreciate referrals. A gentle note can read: "If you know anyone planning to move, I'd love to be a resource. Feel free to pass along my info—I'm always happy to help." Keep it light and friendly; never pushy.
Offering Incentives and Showing Appreciation
When someone sends you a referral, thank them personally. Send a handwritten or small gift card to a popular local café. Highlighting your appreciation encourages them—and others—to continue referring people to you. Publicly acknowledging referrals on social media (with permission) can also motivate others in your network to think of you when the real estate subject arises.
Emphasizing Consistency Over the Long Haul
Building your SOI isn't a one-time task—it's an ongoing process. As years pass, people in your network may move, change jobs, start families, or invest in second properties. By staying in touch and offering valuable updates, you remain relevant to their changing needs. Aim to contact key members of your SOI at least once every 60–90 days so they never forget you're a resource they can count on.
Evolving Your Content Strategy
As your market and community evolve, so should your content. For example:
Encouraging Repeat Business and Long-Term Loyalty
Over time, you'll help some clients buy and sell multiple properties. To maintain these relationships, follow up after a sale to see how they're settling in, send a note on their home purchase anniversary, or share information on refinancing options or property tax tips. Showing you're a long-term partner—not just a transactional agent—will encourage repeat business and strengthen those relationships.
Measuring Your SOI's Performance
Track how many leads and deals come directly from your SOI. This could be as simple as adding a note in your CRM when someone mentions they found you through a friend. By measuring results, you can identify the most effective tactics and fine-tune your strategy over time.
Neglecting Regular Contact
Don't let your communication become a one-time blast of emails. If months go by without a peep from you, people may forget about your expertise. Maintain a schedule of reaching out with valuable and relevant content.
Overly Sales Messaging
Avoid making every message a push for a sale. Instead, offer helpful information, like neighborhood event reminders or tips on preparing a home for winter. Balancing your real estate promotions with valuable insights ensures your SOI enjoys hearing from you.
Ignoring the Long Game
Your SOI is a living, breathing network. If you treat it like a quick fix for immediate deals, you'll miss out on steady referrals and long-term growth. Cultivate relationships patiently, and recognize that trust and loyalty build over time.
Your sphere of influence is one of your most valuable business assets as a new real estate agent—at the start and throughout your career. By actively identifying and growing your SOI, regularly offering value-driven content, strategically using digital channels, and consistently showing genuine care, you'll transform your network into a steady source of leads and referrals.
Actionable Checklist for Building and Managing Your SOI:
With a well-managed SOI, you'll lay a solid foundation for your real estate career, ensuring that your network grows stronger over time, your reputation flourishes, and your pipeline of quality clients continues to flow.
Love,
Kartik