The references and recommendations of your customers may be the most effective advertising that can exist. Surely, more than once you have tried a product or service simply because someone told you about its benefits. The same happens in real estate marketing, so we want you to make your sphere of influence in real estate the best reference generator.
What is the first advice for a real estate consultant? Start with your Sphere of Influence. But how many real estate agents really apply it? Most real estate brokers fear working with their Influence Spheres. Maybe they are afraid of failure, rejection or talking on the phone. These are some very real mental obstacles that take them away from their main source of customers and possible massive income.
And there is no reason to leave all that money on the table.
If you are ready to follow in the footsteps of real estate agents who have succeeded in transforming their Sphere of Influence into a multi-million dollar reference generating team, this article is for you. We are going to give you everything you need to work your Sphere of Influence in Real Estate like a professional.
What Does Sphere of Influence Mean?
It’s understood as a community of people you meet personally.
Regardless of whether it is a client that you have not seen in 10 years or a member of your family with whom you wake up every morning, the central idea of the term “Sphere of Influence” is that, simply by knowing them, you have the possibility of impacting them.
And maybe that’s an awkward idea for many of us. But the truth is that, as humans, we currently influence each other all the time. It is our nature to evaluate and decide whether or not to trust each person we know.
So, if you are attached to the belief that your Sphere of Influence is weak or that you do not own one, because you are new to the city, you are on the wrong place or whatever, believe this: You are not only self-deceiving yourself, but also you are losing a lot of profits.
No matter who or where you are from, if you have ever interacted with another human being, you have a Sphere of Influence.
Who is in your area ofSphere of Influence?
Now that you know you have a Sphere of Influence, let’s see who is in it.
Grab your laptop, an excel sheet or a real estate CRM APP like Aidy and take note of all the names you can remember, including:
- Co-workers (even if your last job was as a cook)
- Your friends (also count those from high school that you haven’t seen for 20 years).
- Co-workers and friends of your partner.
- Your children’s friends or their parents (according to age)
- Your children’s teachers and school workers.
- All your family and neighbors.
- Friends and acquaintances of some group such as the neighborhood board, the Club, among others.
- Anyone with whom you interact regularly (even if it is only every two months) for example: your stylist, accountant, doctor, dentist, and the person that attends you at the bank.
Stop thinking about what you are going to say when you communicate or if you do not really know this person very well.
The first step is just to write the names, and at this point, it is absolutely crucial that you do not leave behind any candidate on your list.
What is Sphere of Influence in Real Estate?
Organize your list to expand your contacts.
There is no right or wrong way to segment your list. But when you start communicating with your Sphere of Influence, it is ideal to organize them according to who you know in person and classify them.
For example, friends, family, acquaintances, among others. Once you know them a little better, you can consider your prospects for sale or rent.
The means you use to make your list will depend on where you carry out your work. A simple excel list may be enough for a new real estate agent. But once the number of your sphere begins to grow, you will want some type of Real Estate software that will allow you at a glance to see the last added contact and so you can be permanently connected.
Tip: Give priority to people you know that are most influential in your Sphere of Influence. They always know many homeowners, such as professional builders; surely they must be leading the association of parents and teachers of your children’s school; or must also be the most outgoing in your family or friends circle.
To achieve a better organization of your Sphere of Influence, a real estate CRM like Aidy can help you generate personalized labels for each client, classify them and have a quick view whenever you want.
Get in touch as you normally would
Communicating with your Sphere of Influence in a very natural way is not only the most cost efficient (invoices and prices) course of action, but it is even more effective.
Put yourself in your contact’s shoes. If you have a friend with whom you usually talk on WhatsApp, it will be rare for that person if you call her for business and start asking if she knows someone who is looking to buy a house.
Instead, send her a quick message sharing a recent achievement, a funny story or something you found in the Real Estate market. Try to do this with each person on your list. And remember, you are not a seller.
Tip: just show yourself as a real estate agent, simply by sharing that part of your life. You can use the real estate CRM Aidy, easily and freely to use social media marketing tools and share nice content about your life as an agent.
Go a little further
The best thing about real estate marketing with your Sphere of Influence is that it helps you establish yourself online and offline as an expert real estate advisor in your area. There are three main ways of making your name well-known:
- Become active in your community
- Expand your presence in social networks
- Use online and traditional advertising
Plan one or two days a month to attend a local community or a charity event. Start the interaction in social networks. Send emails to your Sphere or use a real estate marketing tool, such the Real Estate CRM system Aidy, to increase your online visibility with this particular group.
Potential clients and referrals will start meeting with you, so it is important that you keep track of each of them. Use your list or Real Estate software, to indicate key details such as the client’s reference, some initial question you have asked, and some personal note such as the names of their children and even the dog.
Tip: Never discard anyone. You don’t need a lot of business experience to have a great connection. And you never know where your next potential client will come from. So dedicate all your attention to each person you meet because each client is always important.
Keep it easy
We have talked about working with your Sphere of Influence, organizing thousands of emails, dedicating nights and weekends doing interaction and monitoring, among others. It can be easy to feel that the work you are doing with your Sphere of Influence is difficult and exhausting. But it does not have to be like that.
All good agents with 80% growth in their businesses have one thing in common: an easy work system to nurture and grow their Sphere of Influence. This is crucial because not everyone on your list would be able to buy or rent a home or make a suggestion when you approach them.
You need a Real Estate software like Aidy, one of the tools for easy and agile real estate agents that will help you keep track of your Sphere of Influence. This will allow you to make sure that it will always be growing and generating leads. You can use the automated function of Aidy to send emails to your customer base and always keep in touch.
How to Boost your Sphere of Influence
If the idea of nurturing every contact in your Influence Sphere, from your babysitter to your aunt, causes you anxiety, don’t fear. It won’t be that way for a long time.
Once each person on your list knows that you are a real estate consultant, you will begin to see the recommendations. And when you see where the references come from, you can mark these members on your list and give them priority.
This does not mean you should stop nourishing your entire contact list, but it can help you to get better results.
How to Promote your Sphere of Influence Via Email
According to the Washington Post, people spend an average of 20.5 hours per week checking their Inbox. Like it or not, emails cannot be ignored.
Most CRM software makes it easy to configure email campaigns to send it automatically to the relevant segment of your list. This is much easier by using the templates provided by Aidy, the real estate CRM, that will help you reach your potential customers.
Sending newsletters is a good resource to be always present with tips on how to modernize the house, news about the local market, among others.
Just be sure to ask for their permission first (there is nothing more annoying than receiving an email that you don’t remember registering, right?)
How to Ask your Sphere of Influence for Permission to Send them Emails
Assuming you’ve been showing your contacts as a real estate advisor, here is a quick and friendly template to help you have them on your email list.
How are you?
Every time I see a beautiful landscape you come to my mind – and the house I showed yesterday had an amazing garden! – (It’s just around Las Peritas street, Mexico City
I will start sending a newsletter via email about houses and gardens (maybe some advice from experts in the market) and I would love to have an expert like you on my list.
Can I include you?
If you have done a good job being in touch, they will probably be happy to be on your list. They may also have some good content ideas. After you add them, you can remind them that you are always there in case they have any questions about the real estate market.
How to Request a Referral Via Email
In real estate or any other business, this is important. You cannot reduce the influence of a customer.
But asking can be overwhelming. Take a break. If you have recently been checking and providing some value to your contact list, they will not hesitate to give you a recommendation.
I hope you are having a great week!
Have you seen my previous email about “Five big market estimates for real estate agents in Mexico City”?
Buyers have a great opportunity – but unfortunately they don’t always get the contract they deserve. (One of my recent clients almost got a bad result from an overrated proposal)
Do you happen to know someone who is thinking of buying a house in the future?
I’d love to share this kind of wisdom, answer questions, and even let them know what questions they’re expected to ask.
Talk to you soon!
Don’t worry if you don’t have an automated campaign yet.
You can easily change the second line to refer to some relevant experience, community or social event.
How to Strengthen your Sphere of Influence in Social Media
Obviously, you can’t talk about connecting with people without talking about social networks. And each network has its own value.
But it’s true that you can’t be everywhere, all the time.
Focus on the social network that your contacts use the most and the one you like and connect regularly.
Interact and recruit with your home buyers and sellers permanently to succeed in social networks.
Plan an hour a day to interact with your contacts on social networks. You will be a little more intentional at the time you use it.
Instead of passing and just seeing, take a second to give likes or comment. Unlike making political publications or sharing animal videos, take a minute to share your recent achievement or something new in the real estate market.
Why not even go deeper sometimes? Share your opinion about being a real estate agent. What do you love about it? How did you get started? What are the biggest changes and rewards (not monetary)? People love to know about the lives of others and that is why they love social networks.
Again, it is not necessary to sell here. In real estate, being active and interacting as a friend is becoming active and attracting business owners.
If you do it consistently, it is enough. If people still see you on Facebook , Instagram or some other social network, you’re going to be the first one to come to their minds anytime they, or anyone they meet, is about to purchase or sell.
Tip for Facebook: Create a list of your Sphere of Influence different from your Facebook friends, who is always active in the community, and set up notifications to be in touch with them frequently.
Tip for LinkedIn: Try to publish an article per week about a real estate topic, so it is useful to your contacts. If it’s too much, start with an update of your status once a week with an interesting story or quick tip.
Tip for Twitter: Always publish local content, with important hashtags from your city. And whenever possible, always publish images. Twitter posts with images have 5 times more interactions
Never assume anything!
If there is professional advice about the Spheres of Influence, it is this: Never assume.
Never assume that your friends or family do not want to hear about your real estate business. Never assume that your acquaintances already have a real estate agent (85% of people do not know how to contact a real estate broker)
Just never ever assume. That can make you lose millions, literally.
Letter to Sphere of influence real estate: Always be Thankful for the Recommendations
Many agents will send appreciation gifts just to say show gratitude and for remembering them. Run an extra mile and do this for any member of your Sphere of Influence list, who has given you a recommendation, even if it is an old client.
In general, keeping in touch is a good way to show appreciation. Using the real estate software Aidy, will make this task much easier than you think, you can create reminders for any holiday festivity and you can send letters or emails of celebration to be in contact throughout the year. And who doesn’t love a bottle of wine or a box of chocolates?
Even a small handwritten letter or personal email can strengthen friendship for a long time, simply by letting them know how much you appreciate them, and that you will always be there to help them.
As a real estate agent, you have the privilege of being available every day to carry out your activities with a lot of commitment.
Accepting and thanking is what makes an excellent real estate business enjoyable.