SOI Meaning: Harnessing the Power of Your Sphere of Influence
What Every Realtor® Should Know About SOI: The Most Valuable Source of Real Estate Referrals
Face-to-face moments like these are how Realtors® build a powerful, referral-driven Sphere of Influence.
Your next deal isn’t hiding in a cold lead list—it’s sitting in your phone, inbox, and backyard BBQ invite list. Your Sphere of Influence (SOI) is the most cost-effective, trust-based source of listings, referrals, and repeat business. Understanding how to build and nurture your SOI is what separates surviving Realtors® from thriving ones.
Let’s Start building your brand, growing your pipeline, and generating more high-quality leads with the full-service support of AmericasBestMarketing.com.
What Is a Realtor’s® Sphere of Influence (SOI)?
Your SOI includes all the people who know you, like you, and trust you enough to refer or do business with you.
This includes:
Family and friends
Past clients and prospects
School connections (classmates, teachers, alumni)
Neighbors and HOA contacts
Business service providers (hairdresser, accountant, dentist)
Community members (church, sports, charity groups)
Pro Tip: If someone would recognize your name in a text message or holiday card—they’re part of your SOI.
Why Your SOI Matters in Real Estate
According to NAR, 82% of buyers and sellers use an agent they know or were referred to. That means the better you nurture your SOI, the more listings, buyers, and referrals you'll attract without spending big on ads.
Top reasons to prioritize your SOI:
Higher trust = easier conversion
Referral potential compounds every year
Low-cost, high-ROI marketing
Lifelong clients come from relationships, not transactions
Pro Tip: Your SOI is the fastest path to consistency. Even a small, engaged list can generate 10–15 transactions per year.
How to Build and Grow Your SOI List
Step 1: Compile Your Contact List
Pull contacts from your phone, email, LinkedIn, Facebook, old CRM, community rosters, and even holiday card lists.
Step 2: Organize in a CRM
Upload everything into a real estate CRM. Tag your SOI by relationship type (e.g., friend, past client, PTA, gym).
Step 3: Expand Your Reach
Attend local networking events
Join neighborhood Facebook groups
Volunteer for charity events
Reconnect with old classmates
Pro Tip: Set a weekly goal to add 3–5 people to your SOI. Just 20 new contacts per month = 240 new people per year.
5 Strategies to Engage Your SOI and Stay Top-of-Mind
1. Send Monthly Email Newsletters
Use branded templates to share:
Market updates
Local events
Just Listed/Sold homes
Personal notes or milestones
2. Post on Social Media 3–5x Per Week
Mix personal and professional content:
Behind-the-scenes at showings
Client testimonials
Community spotlights
Real estate tips
3. Mail Quarterly Postcards
Send printed updates to your SOI to:
Showcase recent listings
Announce events
Offer home value reports
4. Make 5 Calls or Texts Per Day
Start each weekday with five quick check-ins:
Birthdays, job changes, anniversaries
Market updates
“Just thinking of you” texts
5. Host 2–3 Client Events Per Year
Ice cream socials, movie nights, BBQs
Invite SOI, friends, and neighbors
Capture RSVPs and follow up with a thank-you note
Pro Tip: The more channels you use (email + mail + events), the more trust and referrals you build.
How to Use Your SOI for Lead Generation
Your SOI can be both a direct and indirect source of leads. Here’s how to activate them:
1. Ask for Referrals (The Right Way)
Instead of saying, “Know anyone looking to buy or sell?” try:
“Who’s the next person in your life that might be making a move?”
“I’m never too busy for your referrals.”
2. Provide SOI-Exclusive Value
Give early access to listings
Offer free home value reports
Share local vendor recommendations
3. Track Warm Leads and Follow Up
Use your CRM to note:
Who’s mentioned plans to move
Who’s referring friends
Who’s opening your emails regularly
4. Highlight Referrers Publicly
With permission, shout out SOI members who send referrals via:
Social posts
Email spotlights
Handwritten thank-you notes
Pro Tip: Your SOI wants you to succeed—they just need reminders, value, and visibility.
What Successful Realtors® Are Reading
Frequently Asked Questions About SOI Marketing for Realtors®
Q: What’s the difference between a lead list and an SOI?
A lead list is people you don’t know yet. Your SOI is made up of people who already know and trust you.
Q: How many people should I have in my SOI?
Start with at least 100. Top agents build to 300–1000+ over time. Even 100 engaged SOI members can produce 10–15 deals per year.
Q: How do I keep track of everyone?
Use a CRM. Tag your SOI by type, interaction frequency, and relationship depth. Automate reminders to follow up.
Q: How often should I contact my SOI?
Aim for once a month at minimum across email, phone, mail, or events. Multi-channel touches increase effectiveness.
Q: Is social media enough to stay in touch?
No. It’s a good supplement, but direct contact (email, mail, calls) builds stronger relationships and drives more referrals.
There’s No Better Time to Start Growing Your Business Than Right Now. Let’s Get Started Today!
AmericasBestMarketing.com helps Realtors®:
Segment, organize, and grow your SOI list
Launch email and direct mail campaigns
Design client event promotions
Run automated SOI engagement systems
Provide monthly strategy coaching—with no long-term contracts
If you’re not engaging your SOI, you’re leaving referrals on the table. Let’s change that.
Discover our comprehensive Multi-Channel Marketing Program tailored for Realtor® success! In this video, we’ll walk you through our strategic approach that blends social media, listing marketing, IDX interactive websites, digital advertising, direct mail, and more.
