Sphere of influence marketing means staying in touch with the people who already know you, so that when they or someone they know needs an agent, they think of you first. Your sphere is friends, family, neighbors, old coworkers, your kid's coach, your dentist. Most new agents are scared to call them. They think they'll sound like they're selling. Here's how I teach it: you're not selling. You're being the person they trust about homes. I've done this since 2003, and a sphere worked with care keeps paying for years.
The short answer
Put everyone you know into your CRM. Tell each of them, once and clearly, that you're in real estate and you'd love their referrals. Then touch them about 33 times a year with a mix of calls, notes, useful emails and small visits. Make most touches about them, not about you. Ask for referrals in a calm, normal way a few times a year.
Step by step
- Build the list. Go through your phone contacts, social media friends, holiday card list, any group directory you have permission to use, and old work contacts. Don't judge who "would never buy." Add them all.
- Put them in your CRM. Name, phone, email, and how you know them. Add a tag for your sphere so you can pull the list. See Follow Up Boss setup basics.
- Sort them. A group for people you talk to often, B for people you like but rarely see, C for people you barely know. A and B get the most personal touches.
- Make the announcement call. Call, don't just post. Tell them what you're doing and why. Ask one easy question about their life.
- Make the ask, once, clearly. "If you ever hear of someone thinking about buying or selling, would you mind sending them my way? I'll take great care of them."
- Run the 33-touch year. See the plan below.
- Log every touch. A note after every call. A next task with a date. If it's not in the CRM, you'll forget.
- Thank every referral. A call and a handwritten note, every time, whether it turns into a deal or not.
A 33-touch year (sample)
| Touch type | How many a year | What it looks like |
|---|---|---|
| Personal phone calls | 4 (one a quarter) | Catch up. Ask about the trip, the job, the kids' sports. |
| Handwritten notes | 6 | Birthdays, home anniversaries, "saw this and thought of you." |
| Useful monthly email | 12 | A short local market update or a home tip. No hard sell. |
| Pop-bys | 4 | A small seasonal gift dropped at the door with a note. |
| Event invites | 2 | A client party, a pie pickup, a shred day. |
| Social media comments | 5 | Real comments on their news, not "likes." |
| Total | 33 |
Change the mix to fit you. What matters is steady, personal contact all year.
What to talk about on a sphere call
Don't open with "are you ready to buy yet?" Talk about their life. The last thing they told you. The season. Their work, their family, their hobbies. A quick story about a recent client like them. Then near the end: "How's the house treating you? Anything you've been thinking about changing?" Listen. If they mention a move, a remodel or a friend, that's your opening.
How to explain it to someone in your sphere
"Hey, I wanted you to hear it from me, not on social media. I've started my real estate career, and I'm really excited about it. I'm not calling to sell you anything. I just want to be the person you can text when you have a home question, even if it's about what your place is worth. And if you ever hear of someone thinking about moving, I'd love it if you passed my name along. I'll take great care of them."
Watch-outs
- Don't make every touch a pitch. Most touches should be about them. Ask for referrals a few times a year, not every call.
- Don't spam. No mass texts. One personal text beats a blast to 300 people.
- Respect "no." If someone asks you to stop emailing or texting, stop that day and mark it in your CRM.
- Follow advertising rules. Your emails and posts must show your brokerage the way your managing broker requires.
- Keep fair housing in mind. Market updates talk about prices and homes, never about who lives where.
- Don't let pop-bys get expensive. A small, thoughtful item beats a big gift. Check your brokerage's gift rules.
Further reading
- How the Kenna Group Finds Serious Buyers for Colorado Homes on kennarealestate.com
- Real Estate Careers in Denver on kennarealestate.com
This is training for real estate agents. It isn't legal, tax or lending advice. Check with your managing broker.
Questions
How big should my sphere be?
Start with everyone you know. Many new agents find 150 to 300 people once they really look.
How often should I contact my sphere?
Some kind of touch about every 10 days, with a personal call each quarter.
Is it OK to ask friends for business?
Yes, if you ask once clearly and then stay helpful. Most people want to help someone they like.
What's a pop-by?
A short visit to drop off a small seasonal gift with a note. Keep it to a minute at the door.
What if my sphere is small?
Grow it. Meet neighbors, join a club, hold open houses, and add every new person you meet.
Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.