8 Ways to Expand Your Sphere of Influence

Your Sphere of Influence (SOI) is your most valuable source of referrals and new business. These are the people who know you, or know of you, and they are also your most cost-effective audience to market to. You shouldn’t have to spend much to grow the circle of people who know, like, and trust you.

Your SOI goes beyond just friends and family. It includes:

• Your friends’ and family’s extended networks
• People you do business with daily
• Neighbors
• Children’s teachers, coaches, and classmates’ families
• Friends, family, or acquaintances in other cities and states who could refer or seek referrals in the future

The simplest way to grow your SOI is to make sure people in your life know who you are, what you do, and that you’re available to help with their real estate needs.

8 Ways to Grow Your SOI

1. Build a Presence on Social Media

Social media is one of the easiest and most effective ways to expand your reach. Consistency is key: post a mix of real estate content (listings, buyer tips, market updates) and personal posts that let people see the real you. Share behind-the-scenes moments, client success stories, and glimpses into your daily life.

Engagement is just as important as posting. Comment on friends’ milestones, cheer them on in their accomplishments, and share their businesses. This reciprocity keeps you top of mind without feeling pushy. Over time, your SOI will associate you with being approachable, knowledgeable, and ready to help when real estate comes up.

2. Wear Your Real Estate Swag

Think of swag as free advertising. A name badge, branded hat, or casual T-shirt with your logo can spark conversations in the most unexpected places. When you run into someone at the store, it gives them an immediate reminder of what you do, without you even saying a word.

3. Start Conversations

Your SOI isn’t just who you already know — it’s who you interact with every day. The barista who makes your latte, the parent sitting next to you at a soccer game, or the receptionist at your doctor’s office could all be part of your growing circle.

The trick is to start simple. Ask about their day, compliment their work, or comment on something you have in common. Once you’ve built rapport, naturally mention your work. For example, if someone talks about moving closer to family, you can say, “I actually help people with moves like that all the time!” Subtle cues can open the door to a referral.

4. Join a Networking Group

Networking groups connect you with like-minded professionals who can become referral partners. Think beyond real estate — hair stylists, insurance agents, financial planners, and small business owners all serve people who may need real estate services.

Commit to showing up consistently and building authentic relationships. Bring value to the group by making introductions, supporting others’ businesses, and offering helpful advice. When people see that you’re a resource, they’ll naturally want to send business your way.

5. Leave Your Card Everywhere

Never underestimate the power of a business card. Keep them in your wallet, your car, your purse, and even your gym bag. Hand one to your server after a great meal, slip one in when mailing a thank-you note, or leave a few at local coffee shops or community bulletin boards.

6. Use Your Email Contacts

Email marketing is still one of the most cost-effective ways to stay connected. Start by compiling addresses from your phone, social media, and past client lists. Send out a monthly newsletter with market updates, helpful homeowner tips, and a quick personal note.

Keep it light and valuable — something people look forward to opening. For example, include a seasonal checklist (like “5 Things to Do Before Winter Hits”) or a spotlight on a local business. Always close with a gentle reminder: “If you or someone you know is thinking about buying or selling, I’d love to help.”

7. Volunteer in the Community

Show up, contribute, and be visible. Whether you’re helping at a fundraiser, coaching, or ringing the Salvation Army bell, wear your name badge and keep cards handy.

8. Network With Other Agents

Other real estate agents can be an incredible source of support and opportunity. By building relationships with peers, you open the door to referral partnerships, especially with agents outside your market area. For example, if you know an agent in another city, they may refer relocating clients your way — and you can do the same.

Stay connected with fellow agents through conferences, brokerage events, or online real estate communities. Don’t just think of them as competitors — think of them as colleagues who “get it.” By collaborating, you’ll gain insights, encouragement, and new business opportunities.

✨ Ready to put these SOI strategies into action? Don’t do it alone. At Coffee & Contracts, we give you the exact tools, templates, and confidence you need to grow your business with ease. From social media content to email newsletters and client touchpoints, we make staying top of mind simple and effective.

👉 Join thousands of agents who are building thriving businesses with us. Become a Coffee & Contracts Member Today.