SOI Real Estate Marketing Tips & Tricks To Grow Your Network

SOI real estate marketing turns your connections into a goldmine of opportunities waiting to be tapped.

But how can you use its full potential to skyrocket your real estate career?

This article explores:

  • What is SOI in real estate
  • How to grow your business through your SOI
  • Strategies to maintain and strengthen your connections
Written by: Deirdre Paige
Deirdre Paige

Deirdre Paige

Content Writer

Deirdre Paige is a content writer at Wise Pelican with nearly a decade of experience, specializing in data-driven content and social media campaigns for the real estate industry.

Published: October 15, 2021
sphere of influence in real estate

What is SOI in Real Estate?

Your sphere of influence isn’t just a fancy term—it’s the beating heart of your real estate business.

It encompasses everyone you know and everyone who knows you.

Think beyond your immediate circle:

  • Friends and family
  • Former colleagues
  • Neighbors
  • Fellow gym-goers
  • Parents from your kid’s soccer team
  • That barista who knows your coffee order by heart

Each of these connections is a potential gateway to your next big deal.

According to the National Association of Realtors, a whopping 65% of sellers found their agent through a referral from a friend, neighbor, or relative.

 

The typical REALTOR® earned 16% of their business from repeat clients, while 20% of their business came from referrals

NAR

 

Why Your SOI is Your Best Asset

You might be wondering, “Why focus on my SOI when I could be chasing new leads?”

The answer is simple: trust.

Your SOI already knows you.

They trust you.

And in real estate, trust is everything.

When someone in your network needs to buy or sell a home, guess whose name will be at the top of their list?

But it doesn’t stop there.
Your SOI is your personal marketing team, working 24/7.
When they hear someone talking about real estate, your name is the one they’ll drop.
It’s like having dozens (or hundreds) of brand ambassadors working constantly on your behalf.

Growing Your Business Through SOI Real Estate Marketing

So, how do you transform your SOI from a passive list into a thriving source of business?

Let’s break it down:

  1. Know your network

    Start by listing everyone you know.And we mean everyone!That old college roommate? Add them.Your dentist? They’re in.

    Leave no stone unturned.

  2. Categorize

    Not all contacts are created equal.Use a CRM system to segment your SOI.Create categories like “Close Friends,” “Neighbors,” or “Community Contacts.”

    This allows you to adjust your approach for each group.

  3. Consistent communication

    Out of sight, out of mind doesn’t work in real estate.Set up a communication schedule—whether it’s monthly postcards for your “Neighbors,” quarterly check-ins for “Close Friends,” or annual catch-up calls for “Community Contacts.”

Effortlessly stay connected with your SOI using Wise Pelican’s Set it and Forget it Campaign—automated postcard mailings designed to keep relationships strong year-round

Learn About Set It and Forget It

 

  1. Add value
    Don’t just reach out because you want something, like coming to your open house.

    Share market insights, home maintenance tips, or local event information.

    Be a resource, not a salesperson.

    Consider adding personal touches, such as small REALTOR pop-by gifts for special occasions. These thoughtful gestures keep you top of mind and show genuine appreciation for your connections.

  2. Use social media strategically
    Your online presence is an extension of your SOI.

    Share valuable content, engage with others’ posts, and showcase your real estate expertise.

    But remember, quality trumps quantity.

    It’s better to have meaningful interactions on one platform than a scattered presence across many.

  3. Host events
    Nothing beats face-to-face interaction.

    Consider hosting a neighborhood BBQ, a first-time homebuyer seminar, or a client appreciation event.

  4. Ask for referrals
    Don’t be shy about asking for referrals, but timing is everything.After a successful transaction, when your client is singing your praises, that’s your cue.

    A simple “Do you know anyone else who might be thinking about buying or selling?” can open doors to new opportunities.

    If you’re wondering how to market yourself as a real estate agent, leveraging your SOI is one of the best strategies. Your network already trusts you, making it easier to generate referrals and grow your business organically.

92 percent of consumers say they trust recommendations from friends and family above all other forms of advertising.

Nielsen

 

The Financial Impact of a Strong SOI

Let’s talk numbers!

A well-nurtured SOI can be a game-changer for your bottom line.

Here’s a quick breakdown:

  • Average commission per sale: About $12,000 (using the average US sale price)
  • Assume the average referrals from a satisfied client over their lifetime: 2
  • The potential lifetime value of a single client relationship: $24,000

Now, imagine multiplying that by the number of people in your SOI.

For example, if you have 50 people in your SOI, and each client brings two referrals over time, that’s $1.2 million in potential income!

But it doesn’t stop there.

As those referrals turn into clients, the cycle continues.

Each new relationship adds even more value to your network, growing your income exponentially over time.

Investing in these relationships can lead to long-term financial rewards that far exceed any other marketing strategy.

The potential is incredible, isn’t it?

SOI Real Estate Marketing Strategies

Ready to take your SOI real estate marketing to the next level?

Try these proven SOI marketing strategies:

1. Personal Touch

With so many automated messages, a letter for special occasions like birthdays or home purchase anniversaries makes a lasting impression.

It shows you care about more than a transaction.

You can make it even more special by sending a seller closing gift or handwritten note after closing.

Building these relationships is one of the creative ways to get real estate listings, as it keeps you top of mind when someone in your SOI—or their connections—needs an agent they can trust.

2. Community Involvement with Purpose

Strategically sponsor local events or volunteer.

Choose causes that align with your values and connect you with potential clients.

It’s a great way to give back while organically expanding your SOI.

For example, sponsoring a youth sports team or volunteering at a local charity gives back and puts you in direct contact with potential clients.

3. Send Out Consistent Direct Mail

Set up a regular schedule to send postcards or newsletters to your SOI.

Don’t just stick to market updates and home tips—mix in holiday postcards to keep it fresh!

Send out cards for Thanksgiving, New Year’s, or even a fun Fourth of July greeting.

It’s a great way to remind clients you’re thinking of them.

When you’ve closed a big deal, send a Just Sold postcard to let them know you’re great at what you do.

It’s a gentle reminder of your success, all the while keeping your services in mind.

Include a strong call to action, such as “Reach out if you ever have questions” or “I’m always here when you need real estate help.”

These cards keep the conversation going and give clients a reason to reach out when they have any real estate needs.

4. Host Educational Workshops

Host seminars on topics such as “How to Increase Your Home’s Value Before Selling” or “First-Time Homebuyer Tips for Today’s Market.”

Give attendees practical advice they can apply immediately and provide real solutions to their concerns.

Share insights they can’t easily find online to position yourself as the go-to resource in your community and become the person they rely on for real estate advice.

You can also follow up with attendees afterward to provide additional value.

This keeps the conversation going and strengthens relationships while expanding your SOI naturally.

5. Use Technology for Personalized Outreach

Use email marketing tools to send targeted, personalized content to different segments of your SOI.

For example, send market updates to investors and home maintenance tips to recent buyers.

Automate follow-ups to maintain consistent communication and build trust over time.

Track engagement to refine your messaging and deliver the most helpful information to each group.

6. Client Appreciation Events

Move beyond the usual wine and cheese gatherings.

Host an annual “Home Improvement Showcase” where local contractors and designers share tips and services.

Your past clients will enjoy the event and actually want to attend.

Host an annual Fourth of July client appreciation event, where everyone can have a good time while keeping those connections strong long after the sale.

Explore SOI Marketing Solutions

Neglecting Your SOI Limits Your Success

We all get busy.

Especially real estate agents.

While you are actively chasing actual leads or closing real deals, it is easy to put your SOI marketing at the bottom of your priority list.

But you can’t do that.

Neglecting your SOI because you are not getting immediate results is the same as neglecting your gym routine because you haven’t hit your goal weight after a week.

However, if you keep going to the gym and are consistent with it, you will eventually reap the benefits of your consistency.

Your SOI is exactly the same thing.

If you aren’t posting on social media, sending them holiday postcards, or calling to check up on them, they will forget that you are a REALTOR (unless it’s your sister or mom, maybe!).

You want to be the FIRST person they think of when they are having a conversation with someone who says, “I need to sell this house.”

Carve out time each week to connect with a portion of your SOI.

Your SOI is the Gift That Keeps Giving

Your sphere of influence is more than just a list of names.

It’s the foundation of long-term success in real estate.

Build strong relationships, offer real value, and create a community that supports you well after a sale is made.
Your network is your net worth.

Why not start today by reaching out to someone in your SOI?

Share something useful, ask how you can help, or simply check-in. Every interaction strengthens your connections and grows your business.

Ready to make your SOI your most powerful business asset?
Now is the perfect time to begin!

Looking to improve your SOI strategy? Explore our customizable SOI templates and CRM tools. Your sphere is waiting—let’s make it work for you.

Get More Leads from Your SOI

Direct mail is one of the easiest ways to start generating leads from your SOI.

Send out mailers to stay top of mind in your sphere. Do this consistently and you will be the first agent they call when the time is right.

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