I've been writing for a few years now on tips, techniques and strategies to build and maintain a strong sphere of influence business model.
- Marketing to Your SOI? Don't You Dare!
- The Seduction of Your SOI: How Trying to Get Business is Kinda Like Trying to Get... uh...
- Rely on my SOI? I don't know anyone who wants to buy or sell!
But y'know what the all-time most powerful way to run a successful business based on the personal relationships in your life is?
Do a hell of a job for your clients.
Go above and beyond every chance you get. Don't ask what your client can do for you, ask what you can do for your client. DO that open house, even if you don't want to. Attend your buyer's inspection even if inspections bore you to tears. Call your seller every single week, even if you have nothing much to report. Cheerfully take your buyer back to the house for the 3rd time so he can measure the windows before writing an offer. Follow up with your buyer a few days after closing to see if any problems arose during move-in that you can help with.
And then, stay in touch with them on a personal basis forever and ever.
Did you notice that there's nothing in the above paragraph about buying them a fabulous closing gift or putting them on a canned drip campaign? Nothing about mailing them recipe cards or pestering them for the names of three friends you could contact with your sales pitch?
Nope. Gifts and drips won't change anyone's opinion of whether or not you are refer-worthy. If you did a lousy job for your client, but buy them a Rolex at closing, you just threw your money away on the watch. Following up with consistent sales pitches will only alienate someone who could otherwise be a huge source of business for you.
Especially if you're in your first year, please take this advice to heart. If you go all out for the clients you have today, they will enthusiastically support your business for years to come. After 3-4 years, if you've done a reasonably good job staying in touch, your phone will start to ring without any effort on your part.
It's a beautiful way to make a living.