For decades, real estate agents have pointed to their sphere of influence as the key to their success.
Before online leads and social media, word of mouth was the best lead gen there was. And even *with* new technology, we’d argue the old school technique reigns supreme.
So how does one get started with building and using a sphere of influence to generate business? If there was an official real estate guide, we could head over to the Sphere of Influence page and learn everything we need to know. Unfortunately, with no official guide or rulebook, everyone has a slightly different take and strategy.
For me, that’s my Core Sphere Strategy. As an agent averaging 60 transactions a month, this strategy was the engine that drove my success. I can help you build a goldmine, too, if you’re willing to put in the work.
In this post, I’ll outline exactly how I define a Core Sphere and what you need to do to create opportunities. This process doesn’t happen overnight. It takes consistency, courage, and creativity. The result? You get to stop chasing leads and build genuine relationships and friendships that fuel your business for years to come.
Who Is Part of My Core Sphere?
Your Core Sphere is made up of people who know and like you. I suggest you include 15-50 people in this group, but no more. This group should be small enough that you can maintain consistent contact with each and everyone of the members. What is it NOT? It’s NOT your entire database. Core Sphere members should know who you are. If you called them up and asked them to a coffee or beer, you can bet they'd say yes. And you can guarantee it would be a nice time.
Takeaways:
- 15-50 People that know and like you
- Closest Connections: Friends, Family, Past Clients, Neighbors, Past Colleagues
What Qualifies Someone for My Core Sphere?
These are your strongest connections, but they are also links to others. They may be people with a wide network, or a network that you are not personally part of. One of the most prolific members of my sphere headed up the local bridge club. Another great sphere member was very involved in the local schools. Most importantly, you are confident that these are people who would recommend you if someone they know considers a transaction.
Takeaways:
- Wide network OR part of a different network than you
- You have plenty in common
- Conversation flows easily
- Don’t forget: they know and like you!
How to Maintain Your Sphere:
Once you’ve determined that someone is a great fit for your sphere, it’s time to nurture and grow that relationship. I start this process by building what I call a Client Profile. This is a system for tracking key points and updates about your closest relationships. You’ll not only want to remember what you last discussed, but any life updates that might come up. Here are some examples of things you may want to know about your sphere:
- Partner/Spouse
- Children
- Favorite Sports Teams
- Line of Work
- Anniversaries
- Hobbies and Interests
- Favorite Restaurants
- Travel Plans
Armed with this information, you should call your sphere to check in every two weeks. Make these calls quick and casual. Don’t even mention real estate! Use your Client Profile to find a reason to call. Maybe you want to check in since they’re a recent empty nester! Maybe their favorite sports team is playing in the finals. Finding a reason to call helps you pick up the phone and that’s what matters. These calls should feel genuine and personal. Every time you hang up the phone, take the time to plan your next step.
How Do I Know If Someone Should Remain in My Sphere?
Building a Core Sphere can take some trial and error, and you shouldn’t be afraid to add and subtract people as needed. One good indication would be if they don’t pick up or return a few calls in a row. If you don’t have a significant history with them, it may be time to shift them into your general database.
Core Sphere vs Sphere of Influence
How does Core Sphere differ from other iterations of the Sphere of Influence? For one, this strategy limits this group to a smaller, more intimate group. This only works if you build strong, genuine relationships that you can commit to keeping up with every two weeks. You’ll want to follow the qualifications we listed above and pick wisely. Anyone can build a database, but the Core Sphere Strategy is not that. These are people that you can guarantee will mention your name if someone brings up real estate. This is your referral goldmine.
Want to know more about my Core Sphere Strategy? Check out my workshop free and download my talking points to start picking up the phone and building that referral network.
Aaron Hodson
Aaron Hodson is a keynote speaker, business strategist, and CEO of SellWell. He’s spent 25+ years in the real estate industry in various capacities — from selling homes, to becoming CEO of one of the fastest growing real estate companies in the world, to coaching high-level sales agents and executives. Fair warning: Aaron originally hails from New Zealand, so Kiwi-isms are to be expected.
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