Written by 8:55 pm Real Estate, Real Estate Marketing

What Does SOI Mean In Real Estate?

SOI in Real Estate

SOI in Real Estate stands for Sphere of Influence, the domain or area where a real estate agent has an influence. Let’s explain in another way. SOI refers to a real estate agent’s network of contacts, all the people they know personally and professionally.

Understanding and leveraging your SOI is vital in real estate marketing as it can help you generate leads, referrals, and repeat business. Your SOI can be a valuable source of potential clients, and nurturing relationships with your SOI can lead to long-term success in the real estate industry.

Let’s take a deep look into what Sphere of Influence means in real estate and how you can utilize it to generate more leads.

What is SOI in Real Estate?

As mentioned earlier, SOI refers to a real estate agent’s network of contacts, which includes individuals or groups with which the agent has a connection, such as past clients, friends, family, colleagues, and acquaintances.

What is SOI in Real Estate

SOI is an essential concept in real estate marketing and sales strategies, as it involves leveraging personal relationships to generate leads, referrals, and repeat business.

Real estate professionals use their SOI as a valuable resource for building and maintaining client relationships. By tapping into their sphere of influence, real estate agents can expand their reach and increase their chances of obtaining new clients.

Who is Included in Your Real Estate SOI?

Your real estate SOI, or Sphere of Influence, comprises individuals or groups with whom you have a connection and can become a source of business. Identifying and categorizing your SOI members is crucial for effectively targeting your marketing efforts and building meaningful relationships with potential clients.

Your SOI may include various individuals or groups, such as:

  • Past clients: These individuals have previously worked with you as their real estate agent. They can be a valuable part of your SOI as they may require your services again in the future, and they can also refer you to their friends, family, and acquaintances.
  • Friends and family: Your personal connections, including close friends and family members, can be an essential part of your SOI. They can provide referrals and spread the word about your real estate services to their own networks.
  • Colleagues and acquaintances: Your professional network, including colleagues from your real estate agent or other professionals in the industry, can also be included in your SOI. These individuals may refer clients to you or collaborate on business opportunities.
  • Business contacts: Individuals you have met through networking events, industry conferences, or other business-related activities can also be part of your SOI. They may be potential clients or referral sources in the future.
  • Community members: People from your local community, such as neighbors, community leaders, or members of local organizations, can also be included in your SOI. Building relationships with community members can help you establish a strong presence in your local market.

Why is SOI in Real Estate Important?

Having a strong Sphere of Influence (SOI) is crucial for real estate professionals as it can provide various benefits and advantages that can significantly impact their business success.

Repeat business

A robust SOI can lead to repeat business from past clients. Satisfied clients are more likely to work with you again when they have real estate needs, such as buying another property or selling their current one. Building a solid relationship with your SOI can result in repeat business and a loyal client base.


Your SOI can be a valuable source of referrals. Satisfied clients, friends, family, and colleagues within your SOI can refer you to their networks, generating new leads and potential clients. Word-of-mouth referrals from your SOI can effectively drive new business to your business.

Increased sales

A strong SOI can contribute to increased sales. As you maintain regular communication and stay top-of-mind with your SOI members, they are more likely to think of you when they or someone they know needs real estate services. This may result in increased sales opportunities and revenue.

Cost-effective marketing

Marketing to your SOI can be more cost-effective compared to broader marketing efforts. Your SOI already has a connection with you, which means they are more likely to be receptive to your marketing messages. By focusing your marketing efforts on your SOI, you can boost your return on investment and optimize your marketing budget.

Trust and credibility

Your SOI already knows you and has a level of trust and credibility with you. They are more likely to rely on your expertise and services regarding their real estate needs. Building and maintaining a strong relationship with your SOI can enhance your professional reputation and credibility in the real estate industry.

How to Build Your SOI

Building a strong Sphere of Influence (SOI) requires deliberate effort and consistent relationship-building. Here are some step-by-step strategies on how to create and cultivate your real estate SOI:

1.  Identify Potential Contacts

Identify individuals or groups that could be parts of your SOI, such as past clients, friends, family, colleagues, and acquaintances.

2.  Add Contacts to your SOI

Add identified contacts to your SOI by importing from email or social media or manually adding them to a database or spreadsheet.

3.  Categorize your SOI

Categorize your SOI based on factors like their relationship with you, interest in real estate, the likelihood of referring you, or potential as a client.

4.  Maintain Regular Communication

Keep in regular contact with your SOI through personalized emails, phone calls, social media, newsletters, or events.

5.  Provide Value

Offer value through helpful information, exclusive discounts, or relevant updates to keep your SOI engaged.

6.  Be Responsive and Attentive

Promptly respond to inquiries and be available to address questions or concerns from your SOI.

7.  Be Authentic and Genuine

Build trust and rapport by being authentic, sincere, and caring in your communication and interactions.

Final Thoughts

Understanding and utilizing SOI in real estate can be a game-changer for long-term success. As discussed, having a strong SOI can lead to repeat business, referrals, and increased sales.

By implementing strategies to build and leverage your SOI, you can tap into a valuable source of potential leads and referrals.

Remember to categorize your contacts, maintain regular communication, provide value, be responsive and authentic, and consistently work on nurturing your relationships with your SOI.

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Last modified: April 17, 2023