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Your sphere of influence is everyone who already knows you. Past clients, friends, family, neighbors and former colleagues count, and so do the people you see at the gym or around your community. They're the warmest leads you have, and many agents under-work them.
Usually there's no system behind it. You mean to stay in touch, then a busy month goes by, then a quarter, and the sphere fades. The plan below is simple enough to run every week. It also splits your sphere so your best relationships get the most attention.
Why the sphere matters
Cold calling builds a pipeline. Your sphere keeps it full, so you aren't starting from zero every month. Past clients sell again, buy again and refer their friends. If nobody manages those relationships, a lot of the work you put into finding a client is gone the day the deal closes.
It helps to think of every client as having a lifetime value. A past client who refers two friends over five years is worth far more than one commission.
The basic touch plan
This is the rhythm for everyone in your sphere:
- Call every quarter. That's a real conversation four times a year. Ask about their family, their work and their home, and mention something going on in their neighborhood.
- Email every week with something useful: a local market update, recent sales, a seasonal maintenance tip or a local event. Keep it short.
- Mark the home anniversary. On the anniversary of the home you sold them or helped them buy, call or send a note, and offer an updated value if they'd like one.
- Remember birthdays with a short, personal message. Nothing attached.
- Ask for referrals, regularly and simply: "If you hear of anyone thinking about buying or selling, I'd be grateful for an introduction. I'll take great care of them."
Thank everyone who sends a referral, whether or not it turns into a deal. A handwritten note is always safe. Ask your broker before giving anything tied to a referral, since many states bar referral fees or gifts to unlicensed people.
Split your sphere: VIP and everyone else
Some relationships deserve more of your time than others, so sort your sphere into two groups.
VIPs are people who have done more than one deal with you, send repeat referrals, have significant real estate needs, or are simply people you want to work with again and again. Everyone else covers friends, acquaintances, single-transaction past clients and people you know casually.
Then adjust the plan:
| VIP | Everyone else | |
|---|---|---|
| Personal contact | Weekly to monthly | Quarterly |
| In person | A meal, coffee or outing about once a month or every 45 days | Events and open houses |
| Weekly | Weekly | |
| Home anniversary and birthday | Call | Call or note |
| Client gifts | Larger share of the gift budget | Smaller, consistent gifts |
The time you spend in person with VIPs doesn't have to be about business. Coffee or dinner keeps the relationship real, and the deals tend to come from there.
How to split the gift budget
Put most of the client gift budget toward VIPs, since they produce most of the lifetime value. Closing and thank-you gifts to your own clients are common. Gifts tied to referrals are different: federal law (RESPA) bars giving or taking anything of value for referrals of settlement business, such as from lenders, title or escrow, and many states bar paying referral fees or gifts to unlicensed people. Ask your broker before giving anything tied to a referral.
Not legal advice. Check your state rules and your broker.
Put it on a calendar
The plan only works if it runs on a schedule.
Start by putting everyone in your CRM with the details that matter: birthday, closing date, family, interests and how they like to be contacted. Tag your VIPs so you can pull them up and call them first.
Schedule the quarterly calls as tasks and spread them across the quarter. A handful a day is manageable. Hundreds crammed into one week won't happen. Write the weekly email in one sitting, at the same time each week.
Birthdays and anniversaries should land on your list automatically a few days ahead, which gives you time to write a personal note instead of a rushed one.
What to say on a quarterly sphere call
Lead with the person, and bring up real estate after that.
"Hi Maria, it's Sarah. It's been a few months and I wanted to catch up. How's everyone? How's the new job going?"
Then give them one useful thing:
"By the way, two homes on your street sold this summer, both above what I'd have guessed a year ago. If you're ever curious what yours is worth now, I'm happy to put a quick estimate together."
Close with a light referral ask:
"If anyone you know is thinking about a move, I'd love to help them."
FAQ
What is a sphere of influence in real estate?
The people who already know you: past clients, friends, family, neighbors and professional contacts. Most repeat and referral business comes from them.
How often should you contact your sphere of influence?
A simple plan is a call every quarter, a weekly email, and a personal touch on birthdays and home anniversaries. Your top relationships deserve more frequent contact in person.
What is a VIP client in real estate?
A client who has done multiple deals with you, sends repeat referrals, has significant real estate needs, or whom you want to keep working with. VIPs get more personal contact and a larger share of your gift budget.
How do you ask your sphere for referrals?
Simply, and often: "If you hear of anyone thinking about buying or selling, I'd be grateful for an introduction." Then thank everyone who sends one.