What Is Soi In Real Estate? A Guide To Building Your Sphere Of Influence
Wondering what SOI means in real estate — and why top agents say it’s their #1 lead source? In this complete guide, you'll learn how to build, grow, and work your Sphere of Influence (SOI) to generate consistent referrals, repeat clients, and long-term success. Whether you’re a brand-new agent or refining your outreach strategy, this article gives you the tools, scripts, and systems to turn your network into a lead-generating machine.
If you’ve spent more than five minutes in the real estate world, you’ve probably heard the phrase “SOI” — but what exactly does it mean, and why does every top-producing agent swear by it?
In real estate, SOI stands for Sphere of Influence. It refers to the network of people who already know, like, and trust you — and who are most likely to hire you or refer you when it’s time to buy or sell a home. For most agents, especially those who want to avoid relying solely on cold leads or expensive ad campaigns, your SOI isn’t just a contact list — it’s your most reliable pipeline for referrals, repeat clients, and long-term business growth.
In this guide, we’ll break down everything you need to know about SOI in real estate — what it means, why it matters, how to build and grow your sphere, and exactly what to say to stay top-of-mind with the people who matter most. Whether you're a brand-new agent or a seasoned pro looking to sharpen your relationship marketing strategy, this article will give you the tools and scripts to turn your SOI into your most valuable business asset.
What Does SOI Mean in Real Estate
What Does SOI Mean in Real Estate?
In real estate, SOI stands for Sphere of Influence — the group of people who already know you personally or professionally and could potentially help grow your business. This includes friends, family, past clients, coworkers, vendors, neighbors, and anyone else you’ve built a relationship with. Your sphere is not just a contact list — it’s a trust network, and trust is the foundation of every successful real estate transaction.
Unlike cold leads, people in your SOI are more likely to return your calls, open your emails, and consider your advice. These are the people most likely to hire you, refer you, or connect you to someone who needs an agent.
Here’s how SOI differs from other lead sources:
SOI leads are warmer — they come from people who already have a connection to you.
SOI business is repeatable — one client can refer many more.
SOI is cost-effective — you don’t need to spend big on ads to nurture it.
SOI outreach feels more natural — it’s about relationships, not sales pitches.
The best part? Every agent already has an SOI — you just have to identify it and learn how to work it intentionally. And that’s exactly what we’ll show you how to do in the sections ahead.
Who Belongs in Your Real Estate SOI
Who Belongs in Your Real Estate SOI?
Your sphere of influence includes anyone in your life who knows you — not just close friends or family, but also casual acquaintances and professional contacts. If they recognize your name, have shared a conversation with you, or follow you on social media, they belong in your sphere. The goal is to build mindshare with people who could one day use your services or refer someone who will.
Before you start growing your SOI, you need to map it out. You probably have more people in your sphere than you think.
Here are the most common categories that make up an agent’s SOI:
Family and Friends Your most obvious supporters — the ones who want to see you succeed and are likely to refer you out of loyalty.
Neighbors and Community Members From your HOA to the barista who knows your name, these everyday interactions build recognition and trust.
Business Contacts and Vendors Mortgage lenders, contractors, title reps, insurance agents, or anyone you’ve partnered with in real estate or business.
Social Media Connections Don’t overlook digital contacts. Your Facebook, Instagram, and LinkedIn networks are part of your SOI if they engage with your content or know what you do.
Local Organizations and Groups People from church, the gym, PTA, or networking groups — these “third place” relationships often translate into long-term clients.
Start by writing down every name you can think of, import your contacts, and go through your social media followers. The size of your SOI doesn’t matter as much as how well you stay in touch with the people in it.
Why Your Sphere of Influence Matters
Why Your Sphere of Influence Matters in Real Estate
Your Sphere of Influence (SOI) is more than just a list of contacts — it’s your most predictable, cost-effective, and scalable source of business as a real estate agent. When nurtured properly, your SOI becomes a consistent stream of warm leads, referrals, and repeat clients who already trust you — no cold calls, door knocking, or high ad spend required.
Real estate is a relationship business. People don’t hire strangers to help them make six- or seven-figure decisions — they hire someone they trust. That’s where your SOI comes in.
Here’s why a strong SOI strategy gives agents a major advantage:
Higher conversion rates SOI leads close more often because they already know, like, and trust you.
More referrals, less hustle A single well-nurtured contact can refer multiple friends and family members over time.
Repeat business opportunities Satisfied past clients often become lifelong clients when you stay in touch.
Lower cost per lead Staying in touch with your sphere is far cheaper than paid lead generation campaigns.
Faster trust-building You don’t need to “sell” your value — your reputation has already done that work for you.
Whether you're a brand-new agent or moving to a new market, building a Sphere of Influence from scratch is absolutely possible — and often faster than you think. The key is to start with people you already know, expand intentionally, and focus on relationships over transactions.
Even if you don’t think you “know anyone,” you do. You just haven’t organized or activated those relationships yet. Here’s how to begin.
Step-by-step process for building your real estate SOI
Start with your personal connections Make a list of friends, family, neighbors, former coworkers, college classmates, service providers, etc. Don’t overthink it — if they know your name, they go on the list.
Go through your digital footprint Export your phone contacts, email list, and social media followers. These platforms are often packed with potential clients and referrers you’ve forgotten about.
Categorize and organize in a CRM Use a spreadsheet or real estate CRM to group your contacts and record details (location, relationship, last contact date, referral potential, etc.).
Let them know what you’re doing Send a warm, personal message announcing that you’re in real estate and that you’d love their support or referrals. This doesn’t need to be salesy — just sincere.
Ask permission to stay in touch This can be as simple as, “Would it be okay if I added you to my monthly newsletter?” You’re building a relationship, not blasting a cold list.
If you’re starting in a new city, consider joining community groups, volunteering, or attending local events to build real relationships from the ground up. Your SOI doesn't have to be large — it just has to be active.
How to Stay Top-of-Mind with Your Sphere
How to Stay Top-of-Mind with Your Sphere
Once you’ve built your SOI, the real magic happens through consistent, thoughtful follow-up. Staying top-of-mind doesn’t mean spamming your contacts — it means showing up in ways that are helpful, memorable, and relevant. The goal is for people to immediately think of you the moment they (or someone they know) needs a real estate agent.
The most successful agents don’t just collect names — they nurture relationships.
Proven ways to stay connected with your SOI:
Send a monthly email or market update Share local real estate insights, tips for homeowners, and a quick personal update. Keep it simple, valuable, and consistent.
Use social media strategically Post helpful real estate content and occasional behind-the-scenes glimpses of your life. Comment on others’ posts — real engagement builds familiarity.
Pop-by gifts or drop-offs Small, thoughtful items (like branded notepads or seasonal treats) delivered in person can spark conversation and leave a lasting impression.
Host client appreciation events Invite your SOI to a fun, casual event — even if they haven’t worked with you yet. It’s a great way to connect without a sales pitch.
You can also use tools like Follow Up Boss, Homebot, or your real estate CRM to automate reminders, track conversations, and send timely messages — but remember: authenticity beats automation every time.
The best agents build a rhythm of connection. Whether it’s once a month or once a quarter, consistent contact builds trust — and trust builds referrals.
Scripts for Reaching Out to Your SOI
Scripts for Reaching Out to Your SOI
Knowing what to say can be the biggest barrier to staying in touch with your Sphere of Influence — especially if you’re worried about sounding too salesy or awkward. The good news? SOI communication works best when it feels genuine, casual, and relationship-based.
Whether you’re reaching out for the first time or following up with a longtime contact, these scripts will help you start conversations that feel natural and lead to real business.
Script: Announcing You’re in Real Estate
Use this when: You’re just getting started and want to let people in your network know.
Hi [Name], I hope you're doing well! I wanted to share some exciting news — I've officially launched my real estate business. If you or anyone you know is thinking about buying, selling, or just has questions about the market, I’d love to help. I really appreciate your support as I grow my business!
Script: Checking In with a Past Contact
Use this when: You haven’t spoken in a while and want to reconnect without pushing an agenda.
Hey [Name], it’s been a while! I saw [something personal from social media/news] and thought I’d check in. Real estate has been keeping me busy — if you ever need anything or just want to know what’s going on in the market, I’m always happy to help.
Script: Asking for Referrals (Without Being Pushy)
Use this when: You’ve already established rapport and are looking to generate referrals organically.
I really appreciate having you in my corner! Just a quick ask — if you ever hear of someone thinking about buying or selling, I’d be grateful if you passed my name along. I promise to take great care of them.
Script: DM or Text to a Casual Acquaintance
Use this when: You want to keep it low-pressure with someone you know casually (gym friend, neighbor, barista, etc.).
Hey [Name], I don’t know if you saw, but I’m in real estate now! I’d love to stay in touch — let me know if you ever need anything or have questions about the market.
Every outreach should feel like it’s coming from you — so feel free to adapt these scripts with your personality and tone. The most important part is simply starting the conversation.
How to Grow Your Sphere of Influence
How to Grow Your Sphere of Influence as a Real Estate Agent
Your SOI doesn’t have to stay static — in fact, the best agents are always expanding their network with new relationships. Growing your SOI is about being visible, approachable, and valuable in your community, both online and offline. The more people who know what you do and trust your expertise, the more your business will grow.
You don’t need to be a social butterfly or a master networker — just someone who shows up, contributes, and follows up.
Smart ways to grow your real estate SOI
As your SOI grows, keep track of new contacts in your CRM and schedule regular follow-ups. A larger network only works if you maintain it.
Attend local events and meetups Join networking groups, Chamber of Commerce events, or community workshops. Don’t pitch — just connect, listen, and follow up later.
Volunteer or get involved in your community Whether it’s coaching youth sports, serving on a school committee, or helping at local fundraisers, this builds authentic, trust-based relationships.
Collaborate with local businesses Partner with coffee shops, gyms, or boutiques for events, giveaways, or cross-promotions. Their audience can become your audience.
Leverage content marketing Share helpful, hyper-local real estate content through email, social media, or your blog. Valuable content draws people in and builds authority.
Use social media intentionally Follow people in your area, engage with their posts, and share your expertise casually and consistently. DMs often lead to real conversations.
Common Mistakes Agents Make with Their SOI
Common Mistakes Agents Make with Their SOI
Even the most well-intentioned agents can fumble their Sphere of Influence if they approach it the wrong way. The biggest mistake? Treating your SOI like a leads list instead of a group of people you genuinely care about. Your SOI isn’t just a pipeline — it’s a relationship ecosystem, and it requires trust, authenticity, and consistency to thrive.
Pitfalls to avoid when working your SOI
Avoiding these common mistakes will help you turn your sphere into a long-term, referral-generating machine.
Only reaching out when you need something Don’t be the agent who shows up only when you’re trying to hit your quota. Your outreach should be valuable even when there’s no transaction on the table.
Failing to organize your contacts If your SOI lives in random spreadsheets, email threads, and phone contacts, you’re going to drop the ball. Use a CRM to keep track of who’s who and when you last reached out.
Treating all contacts the same Not everyone in your SOI is equally connected to you or equally likely to refer. Segment your list by strength of relationship, referral potential, and communication preferences.
Over-automating your follow-up Automated emails are helpful, but if that’s all your sphere ever hears from you, you’ll lose the personal touch that makes SOI marketing work in the first place.
Neglecting social channels If you're not engaging with your SOI on platforms like Instagram, Facebook, or LinkedIn, you're missing one of the easiest ways to stay top-of-mind.
Your SOI will only work if you do — but the good news is, it doesn’t take much. Small, consistent actions go a long way when they’re rooted in real connection.
Tracking and Managing Your SOI Over Time
Tracking and Managing Your SOI Over Time
Your Sphere of Influence isn’t something you build once and forget — it’s a living, evolving asset that needs to be tracked and nurtured consistently. The more intentional you are with managing your SOI, the more likely you are to generate predictable, recurring business from it.
Think of your SOI like a garden — if you plant seeds and consistently water them, they’ll grow into something valuable. If you ignore it, nothing happens.
Use a real estate CRM (not just your phone contacts) Tools like Follow Up Boss, Wise Agent, or even a Google Sheet help you track details like last contact date, birthdays, referral history, and lead status.
Set recurring follow-up reminders Create automated tasks to check in with each contact every 30, 60, or 90 days depending on the relationship strength. Most CRMs make this easy.
Segment your sphere for better targeting Break your SOI into categories — A-list referrers, past clients, casual acquaintances, etc. This allows you to tailor communication based on closeness and influence.
Track interactions and conversations After each call, DM, or pop-by, log a quick note. This context helps make future outreach more personal and meaningful.
Review your SOI regularly Once a month or quarter, do a quick audit: Are there people you haven’t contacted lately? Anyone you should remove or add? Managing your SOI is an ongoing process.
Real-Life SOI Success Stories
Real-Life SOI Success Stories and Examples
It’s one thing to talk about building your SOI — it’s another to see how real agents use it to grow thriving businesses. These examples show how everyday agents have turned their personal networks into powerful, sustainable lead sources — all by being consistent, authentic, and relational. You don’t need a massive following or decades in the business to see results — just a willingness to reach out and follow through.
Examples of real estate SOI success
These stories all have one thing in common: consistent, thoughtful contact with people who already knew the agent. That’s the power of SOI.
The new agent who launched with 3 transactions in 60 days One agent emailed 50 friends and family members with a simple message: “I’m officially a licensed agent — if you or someone you know needs help, I’d be honored to assist.” Within two months, she closed three deals, all from referrals.
The pop-by strategy that generated 12 referrals in a year A mid-level agent created a system of monthly drop-offs for her top 50 SOI contacts — things like pumpkins in October or coffee gift cards in January. These small gestures kept her top of mind and led to over a dozen warm introductions.
The social media DM that turned into a $1.2M listing A seasoned agent saw a high school acquaintance post on Instagram about moving. He replied with, “Hey! If you need a local agent or just have questions, I’d love to help.” Two weeks later, he was hired to list the property.
The client who became a lifelong advocate After closing a deal, one agent added the client to her monthly newsletter, sent a handwritten birthday card every year, and invited them to two events annually. That client has now referred her to five different buyers over five years.
Managing your SOI doesn’t have to be overwhelming — especially when you have the right tools in place. Whether you’re a tech-savvy solo agent or part of a busy team, there are affordable and easy-to-use platforms that can automate your follow-up, organize your outreach, and keep your SOI growing without dropping the ball.
These tools save time, reduce guesswork, and help you stay consistently top-of-mind — even when you're juggling multiple deals.
Recommended tools to manage your real estate SOI
When your tools are working for you behind the scenes, you free up time to focus on what really matters: the relationships themselves.
Follow Up Boss A real estate-specific CRM that makes it easy to track conversations, set follow-up reminders, and view your entire SOI at a glance. Bonus: Showable integrates with Follow Up Boss to ensure every open house lead gets added automatically.
Homebot Send your SOI monthly, personalized home value reports that position you as a helpful expert — even when they’re not actively buying or selling.
Canva Create branded thank-you cards, pop-by tags, email templates, and social media content that’s professional and personalized.
Google Sheets or Airtable A no-cost option for agents who are just starting out. Organize your contacts manually, then upgrade to a CRM as your list grows.
BombBomb Send short, personalized video messages to your sphere via email or text. Great for birthdays, check-ins, or post-closing follow-ups.
Why Every Agent Should Prioritize Their SOI
Conclusion: Why Every Agent Should Prioritize Their SOI
In a business where relationships are everything, your Sphere of Influence is not just another lead source — it’s the heartbeat of a sustainable real estate career. Agents who commit to consistently working their SOI enjoy more referrals, stronger client loyalty, and a business that grows with less stress and lower cost.
The best part? You don’t need a huge budget or a massive following. You just need a list of people who know you, a plan to stay in touch, and a mindset focused on service, not sales.
If you're serious about building a long-term business, don’t wait until your pipeline is dry to start working your sphere. Take action today:
Make a list of your SOI contacts
Organize them in a CRM or simple spreadsheet
Reach out authentically — just to reconnect, not to pitch
Commit to regular, helpful, personalized follow-up
Because in real estate, people don’t hire the best agent — they hire the one they know and remember. That can be you.
