I had a little SOI* fun yesterday. Didn't mean to, just worked out that way.
I have a rental property in Denver that needs ... well... a renter. I no longer live in Denver, so it's kinda 
inconvenient for me to show the place. But I don't want a property manager, don't need one. I just need someone reliable and presentable to talk to pre-screened applicants on the phone, make (and keep) appointments, open a lockbox, hand over an application and lock up.
I couldn't think of a soul who might want the job.
So, I get the bright idea ask my SOI for help. BINGO! I was flooded with offers. My email inbox ding-ding-dinged and my phone started ringing off the hook (more on that below).
Apparently my SOI got the message out! Most of the people who wrote or called were NOT in my SOI; they were people my SOI knew. See where I'm going with this.....???
Now, granted, I wasn't trying to drum up business; I was offering to PAY someone to help me out. But literally within one hour, my SOI came to the rescue. And took a HUGE load off my mind.
Am I saying that you should bludgeon your SOI with pleas for business and referrals? Of course not. Do that, and I guarantee you'll be disappointed with the results. But when you need help - outside of begging for business - your SOI (if properly nurtured) will come thru for you.
Imagine if I were an active real estate agent, how many valuable contacts I'd have made with this little project?
Anyway, people ask me all the time HOW they should "respectfully" communicate with their SOI. This is just one example. For the record, I sent out 126 emails and got at least 30 responses (and counting). Not a bad ROI!
One additional observation... Some respondents called me, some emailed. I feel the strongest sense of "loyalty" and even obligation to those who called me. Just something to think about when you're responding to your own web prospects.
I"m screening the applicants right now. Such nice people. I have the best SOI...
*SOI = Sphere of Influence = People Who Know You
copyright Jennifer Allan 2007
