Sphere of Influence Marketing & Real Estate
Eric, May 19, 2023
Understanding Sphere of Influence Marketing
In the simplest terms, your sphere of influence comprises those people within your personal and professional networks who know you, trust you, and, most importantly, are likely to recommend you. This might include past clients, personal acquaintances, professional connections, and even people you engage with in community activities or social groups.
Sphere of influence marketing, then, is the strategic process of nurturing these relationships and staying top-of-mind so that when a need for your services arises – such as someone deciding to sell their home or a friend looking for a realtor recommendation – you are the first person they think of.
The Importance of SOI Marketing to Real Estate Agents
Now that we’ve defined sphere of influence marketing, let’s delve into why it’s crucial for real estate agents.
1. Builds Trust and Credibility
Real estate transactions are significant and often emotional events in people’s lives. Buyers and sellers need to trust their agents implicitly. By maintaining and developing relationships within your sphere of influence, you’re not just a face on a business card or a name on a website. You’re someone they know and trust. This trust often translates into new business and referrals.
2. Cost-Effective Method of Attraction
One of the most significant advantages of SOI marketing is cost-effectiveness. Traditional advertising methods like direct mail, print ads, or online marketing can be costly, with no guarantee of a good return on investment. On the other hand, maintaining relationships within your sphere often requires just your time and attention.
3. Sustainable Source of Referrals
A well-nurtured sphere of influence can act as a perpetual referral machine. People within your sphere who have had positive experiences with your services are more likely to recommend you to their connections. This word-of-mouth marketing is priceless and can be a sustainable source of new business.
Harnessing the Power of SOI Marketing
To fully utilize SOI marketing, real estate agents need to regularly engage with their sphere. This could be through a mix of personalized communication, useful industry insights, or casual social interaction. The key is to be authentic and genuine, not salesy or pushy. Remember, the goal is to build relationships and stay top-of-mind, not to sell at every interaction.
Sphere of influence marketing is an invaluable tool for real estate agents. It helps build trust and credibility, is cost-effective, and can provide a sustainable source of referrals. By investing time in nurturing their sphere of influence, real estate agents can ensure a steady flow of business opportunities, even in the most competitive of markets.
