Real Estate Marketing Plan to Convert Your SOI Into Business (part 2)

Welcome back to part 2 of the 2 part series, how to convert your sphere of influence into business. Last week we covered what a sphere of influence is and how to keep track of them. Today we'll be covering communications and methods of delivery to your sphere of influence.

It's never too early to start building your reputation with the people you know. Oftentimes new agents focus on trying to build relationships with people they don't know (leads). However, it's much easier to build rapport with the people that already know you. 

You don't need to be in constant contact with your sphere. Consider touching bases twice a quarter or eight times a year. The goal is to stay top of mind. The best way to keep in front of your sphere is to talk to them. If you're struggling with what to talk to them about, think about FORD:

F = Family: How is the family?

O = Occupation: How is business? How is work?

R = Recreation: Do you have anything planned for spring break? Are you going on any trips this summer?

D = Dreams: This question may be tied to family, or what's next in their life (what does the future hold).

The second part to communicating with your sphere of influence will take you beyond the phone. It's important to know and try all of the methods of communication such as texting, email, mail, face-to-face, and even social media messaging including engaging with others (commenting on social media posts). Then find the one method your sphere prefers.

When you reach out to your sphere using the different methods, pay attention to how they respond. Are they rejecting you or do they simply not use that communication method? Meet them where they're at and cater to their preferred form of talking to you.

During the last episode, we discussed keeping track of your sphere of influence. You might want to add a column to your Google Sheet or Excel document to take note of your sphere's preferred, best, fastest, or most effective communication method.

Everyone is striving to be a "magnet" to business, trying to attract others to them in order to do business. What we've hinted at over this podcast and the last is that you describing what you do, and how you do it differently, is what determines whether people are going to ask you questions about real estate or not. If all you want to do is be general, such as saying you just got your real estate license, you're not likely going to get a conversation going. 

However, if you're out seeing houses every week, you're actively studying the market, or you know exactly how many houses are for sale in your neighborhood, and you integrate this into the conversations you have with people, then that immediately sets you apart from other agents who are talking generically about real estate. It doesn't take years to develop, it simply takes discipline. 

Press play to listen to the podcast episode:

...or watch the video below: