In real estate, success often comes down to building and nurturing relationships. Your Sphere of Influence (SOI)—friends, family, colleagues, and past clients—is your foundation. Staying in touch with these connections keeps you top-of-mind when they, or someone they know, need real estate help. In this post, we’ll discuss practical ways to engage with your SOI consistently, enhance your communication, and create genuine relationships that naturally lead to referrals.
The Importance of Practicing Real Estate Conversations
The goal of using a dialogue template or conversation framework is to ensure you feel confident and prepared for any interaction. You don’t want your words to feel forced or unnatural; instead, they should reflect your personality and approach. To master this, it’s helpful to start with a simple conversation framework, then adapt it to suit your style. Over time, this process will make it feel natural to handle a range of topics and responses effortlessly.
Connecting with Your SOI: Contact Updates and Lead Exploration
Maintaining relationships within your SOI is one of the most powerful ways to grow your business. Here’s a breakdown of how to reach out for contact updates and, subtly, to explore potential leads:
Stay Consistent with Your Outreach
- Aim to connect with each person in your SOI at least once per quarter. Regular communication keeps you relevant without overwhelming your contacts.
- Use CRM tools like Keller Williams Command or other systems to track interactions, update contact information, and set reminders for follow-ups.
Personalize Your Approach While Keeping It Professional
- Start with a casual reason for reaching out, like updating your holiday card list or simply reconnecting. By keeping the tone light, your contact will feel at ease.
- Use open-ended questions to invite natural conversation. For example: “How have you been lately? Any projects you’re working on?” This shows genuine interest and encourages a deeper connection.
Listen for Real Estate Signals
- As you catch up, pay attention to clues that might indicate a potential need for real estate services. If your contact mentions home renovations, job changes, or big family events, these could be signs of an upcoming move.
- Take a gentle approach, avoiding any hard sales tactics. A simple, “If you or anyone you know has real estate questions, I’d be happy to help,” positions you as a friendly resource.
Provide Value with Market Insights
- Send occasional updates about the local housing market or neighborhood trends that might interest them. Offer information like recent sales in their area or insights on how their home value may have changed.
- Adding value in this way keeps you connected as a trusted advisor rather than just a salesperson, reinforcing your position as a helpful contact in their network.
Role-Playing to Refine Your SOI Communication
Practicing SOI calls with a colleague or within a group is an effective way to feel more confident and natural in your approach. Here’s an example of a typical conversation for reconnecting with your SOI:
- Start with a Warm, Friendly Check-In
- Agent: “Hey [Name]! It’s [Your Name] from [Brokerage Name]. I just wanted to catch up and make sure I have your current contact info as I’m updating my list for the new year.”
- Contact: “Oh, hi! Yes, it has been a while!”
- Ask for Updated Contact Information Casually
- Agent: “I realized I might not have your most recent contact details. Could you update me with the best phone number or email to reach you?”
- Gently Explore Real Estate Needs
- Agent: “By the way, I heard home prices in the area are on the rise. Have you given any thought to future real estate plans, or do you know anyone considering a move?”
- Contact: “Actually, my neighbor was mentioning something about selling…”
- Express Appreciation and Offer to Follow Up
- Agent: “Thanks so much for sharing! I’ll send over a quick update soon—if your neighbor or anyone else you know could use some real estate advice, I’m always here to help.”
Balancing Friendliness with Professionalism
In maintaining these connections, you’re building genuine relationships, but you’re also representing your real estate business. For those moments when a conversation starts to run long, here are some easy, professional sign-offs:
- “It’s been great catching up! I’ve got a few other calls to make, but let’s connect again soon.”
- “I have an appointment coming up, but let’s schedule a coffee date or a call next week!”
Advanced SOI Strategies for Real Estate Success
- Organize Your SOI Contacts for Targeted Outreach
- Segment your contacts into groups like family, friends, and past clients. This allows you to personalize messages based on each group’s unique relationship with you.
- Enhance Consistency Using Technology
- CRMs can help organize contact details, track conversations, and set reminders for follow-ups. Send holiday greetings, birthday messages, or even home anniversary reminders to past clients.
- Attend Events and Host Gatherings
- Organize client appreciation parties or neighborhood meet-ups to stay visible in a low-pressure environment. These events offer a natural opportunity to connect while sharing valuable market insights.
Maintaining the Right Mindset: Positivity and Persistence
Every outreach is a chance to strengthen relationships and identify leads. Adopting a positive, open mindset before reaching out to contacts will make your interactions feel effortless. Regularly practicing and refining your communication skills keeps your conversations fresh and your network responsive.
Conclusion
Staying engaged with your Sphere of Influence is one of the most effective ways to generate leads and grow your real estate business. By consistently connecting with your SOI, adapting your conversations to sound natural, and always providing value, you’ll build lasting relationships that drive referrals. Ready to level up your SOI outreach? Consider joining a practice group or finding a mentor to help you refine your approach and stay on top of your communication game.
Call to Action: Looking to make your SOI conversations more natural and effective? Practice these approaches regularly to strengthen your network and expand your reach in the real estate market.
