Succeeding with Your Sphere of Influence is an Attitude… not a System

Education & Training with Sell with Soul

SOIThis Thursday, July 19th, I'm doing a teleseminar show in the SWS Virtual Studio about running a Sphere of Influence (SOI) based business (see below to register). Not that I haven't talked on this subject a time or two (or 100), but for this upcoming show, I wanted to tackle it from a different direction - and from the perspective of someone who has never heard my thoughts on the matter.  

I quickly realized that making an elevator speech out of my approach to SOI is not an easy task. Why? Because it’s not simply a system to follow, or a tool to implement or even a letter to write. You can’t order an SOI Business Model over the internet, or pay someone else to do it for you. You can’t add “SOI” to your daily to-do list and later check it off as complete. Running an effective Sphere of influence business is not cut-n-paste, point-n-shoot, one-size fits all. 

It’s not a System. It’s an Attitude. A Lifestyle, even.

Oh, there are some who would like to convince you that you can buy an SOI-Business-in-a-Box; that you can “build relationships” with postcards, calendars, magnets and magazines; or inspire loyalty with gimmicky promotions.  And yes, some of these things can be a part of an effective SOI business model, but they don’t make the model a success alone.

Generating business from one’s sphere of influence is a more of an approach to life than it is a system to learn.

It requires that you do things every day to inspire the people you know and the people you meet to think of you as a Reasonably Competent Human Being who is capable of handling their real estate business and referrals.

It involves being authentic and natural (which is definitely NOT something that comes in a box!) and attracting people to you with whom you have things in common.

It’s about remembering that every single person who crosses your path on a daily basis could be (or lead you to) your next biggest client… but never, ever treating ANYONE as if all they are to you is a potential lead.

It requires that you are GOOD at what you do… and that you KNOW you are good at what you do… and that you continually strive to get better at what you do.

Inspiring the people you know and the people you meet to care about and support your business is much easier than you may think… Just be YOU… just be GOOD… and show up every day with a smile…it really can be that simple!



To register for Thursday's "SOI for Advanced Practitioners" show, just go here for details:



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Mark Loewenberg
KW of the Palm Beaches - Palm Beach Gardens, FL
KW 561-214-0370

it needs to be done in a systematic day, but agreed it is a life style of staying in touch

Jul 15, 2012 10:14 PM #1
Richard Burge Realty/ Burge Homes
Richard Burge Realty/Burge Homes - Conway, SC
Broker in Charge/Owner

It is very annoying when I am called by a friend that I have not heard from in months and viewed as a potential lead for their business venture.  Call and say HI but not are you interested in buying such and such...

Jul 15, 2012 10:43 PM #2
Karen Salmon
Royal LePage Benchmark - Okotoks, AB
Okotoks Real Estate Agent

Looking forward to this one!!

Jul 15, 2012 10:43 PM #3
Laura Murray
Weichert - Silver Spring, MD
Search Montgomery Co., MD for homes

I have registered for this event & I am looking forward to it.  i have read your book and I find your approach very appealing.

Jul 15, 2012 11:41 PM #4
Daniel J. Brudnok, REALTOR
Berkshire Hathaway Home Services Fox & Roach, REALTORS - Exton - PA License #RS-225179-L / Delaware License #RS-0025038 - Downingtown, PA


Well written and I will try to make one of the events......SOI balance is very delicate

Jul 16, 2012 12:10 AM #5
Nancy Conner
Olympia, WA
Olympia/Thurston County WA
I've been surprised at how much Facebook has helped me really stay connected with past clients so that the interaction is natural, casual, and means I don't have that bad realization that it's been six months since I talked to someone....and then it feels very awkward to try to reconnect. Best of all - referrals from people I really enjoy staying in touch with are almost always equally cool people to get to know!
Jul 16, 2012 01:31 AM #6
Shannon Milligan, Richmond VA Real Estate Agent/Associate Broker
RVA Home Team - Richmond, VA
RVA Home Team - Winning with Integrity.

It took me awhile to learn this...I don't need to scream to everyone I know what I do and that I do it well. I am learning the best approach for me building an SOI in a place where I am still fairly new requires me to be authentic and really go to events that I care about and engage in meaningful conversations.

Have a great seminar!

Jul 16, 2012 06:51 AM #7
Matt Thomson
Fathom Realty Colorado - Littleton, CO
Helping you find success through real estate

But don't you think having a system in place to help you remember to contact people is useful?  It's an attitude for me that I love wishing folks happy birthday in person, with a card, or over the phone.  I want to send anniversary cards to all my buyers on the anniversary of the date they purchased their home. I want to make sure all my SOI knows what's going on in the real estate market in their neighborhood.

I need systems for all of those things.  I need a database with automatic reminders to remind me to send those cards or make those phone calls.  I need a system set up in my MLS to alert me of new listings, price reductions, and sales in my SOI's neighborhoods.

Systems aren't bad things.  They're tools that make being authentic easier.

Jul 16, 2012 02:23 PM #8
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Matt - I definitely think systems are a necessary part of running a business, don't get me wrong. But a system in and of itself is not a sphere of influence business model... it's how you use those systems to help you do things that inspire the people you know and the people you meet to think of you as someone they'd trust with their real estate business and referrals... and that's not something you can buy in a box. It takes your personal involvement and touch!

Jul 16, 2012 09:49 PM #9
Shannon Lewis
Beringer Realty - Champaign, IL
Realtor, Broker - Champaign-Urbana, IL

I love this post. It's a concept that so many people in this business just don't get! Wish I could join the teleseminar...I'll be sure to look for the recording!

Jul 17, 2012 03:45 AM #10
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL
Richard nailed something that comes across as so insincere - if you haven't kept in touch and call to ask for a referral, that is something that would offend many people. Sharon
Jul 23, 2012 08:56 AM #11
Charles Stallions Property Manager
Charles Stallions Real Estate Services - Pace, FL
Pensacola, Pace & Gulf Breeze Property Management

Great post Jennifer and I think of this daily, I try too always be about the relationship.

Aug 02, 2012 03:11 PM #12
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