Pretty much everyone agrees that one's sphere of influence can be a great source of business. But lots of agents hesitate when it comes time to actually implement a sphere of influence campaign - they don't know how to take the first step without coming across as phony or even mercenary.
I mean, really, you have this list of people - some friends, some acquaintances - to whom you've never, ever written, and most haven't heard boo from you in years... and suddenly you're just supposed to start communicating with them out of the blue?
Seriously?
I hear ya. Even I struggle every time I send something out to my sphere - worried they'll "see thru" my attempts to communicate with them and <gasp> realize I'm doing it to subtly promote my business. And I've BEEN in touch with my sphere on a fairly consistent basis!
But here are a few thoughts to, perhaps, get you past this emotional hurdle and back in touch with your SOI.
First, ask yourself how you'll feel if you find out that five old friends hired someone else to be their real estate agent because they hadn't heard from you lately? Or, shoot, just one old friend?
Or how you'd feel if you heard that someone you "used" to be really good friends with referred a sweeeet listing in your favorite neighborhood to someone else because she wasn't sure you were even selling real estate anymore?
Or if, as scrolling thru your MLS Hot Sheet one day, you see a new listing come on the market - one you sold to your buyers a few years back, but-never-got-around-to-following-up-with-and-now-it-feels-weird-to-do?
Does that motivate you a little bit?
If so, consider this... the holidays are a GREAT time to reconnect! And you can do it without much fear of being held in suspicion by your audience (as long as your reconnection attempt has nothing to do with begging for referrals!)
Just do one of those tried-n-true annual family newsletters - make it interesting, authentic and include pictures (and this can be done after the holiday season if you're overloaded with holiday stuff before). Or, personally signed and short & sweet-noted holiday cards, if that's more your style. Or a customized photo-postcard with a cute & clever message will do the trick. Or, of course, your annual doo-dad (calendar, magnet or whatever) delivered with a card with a nice note.
Then... the trick is... once you've reconnected, keep up the good work throughout the year so you aren't in this position again next holiday season.
Hey, I know it's a busy time, but since we're all making plans to ensure a sweeter 2011, this seems like a great place and time to start making that happen!
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You are right. This is a good time to connect to our sphere. I also downloaded the book. Thanks.
Hi Jennifer - great reminder post to do what we all should be doing. It is so basic and so core to this business. But sometimes it gets lost in the shuffle of trying to stay abreast or ahead of new-age internet and cloud marketing. And of course you are right about that fear of being "phony or even mercenary. We need to get over it, make those calls, and write those note cards and newsletters. So what if it is old-fashioned! It works!
Hey Jennifer, very timely post because it IS the perfect time to reconnect. I probably do a fairly good job of staying in touch with my SOI...but I do different things with different groups and in December, they all get a hand written card and as you say the infamous 2011 calendar. lol
Cindy in Indy
Yes, I even remember your previous post about the agent who at least connected once a year would have received that business. Christmas is a great time to re-connect.
Good morning Jennifer,
You are so right..reconnecting at this time of year is not only good for business it is fun!! I have just picked up a car full of poinsettias and Christmas cactus that I'm going to be delivering to past clients. My 20100 calendars went out at Thanksgiving (yes I still do them - I have some clients who tell me they wait for them every year).
Jennifer, On the flip side, how would you feel if you needed a service, used someone new and Then found out that someone you know and trust was already offering the service? Wouldn't you be disappointed that you did not know? We owe it to our SOI, new and old friends, to remind them what we can do for them!
I am on it. This is never an easy thing to do and once we start we should keep it up so we dont come back here next year.
Jennifer - AMEN!!! This is the perfect time to "touch" base with your SOI. Ever since Thanksgiving, I've been making a point of contacting with a bunch of people in my SOI and not only the really special ones who have actually referred people to me but others who I would like to have a better relationship with.
While phone calls and letters are nice, especially the for the really busy ones, I've actually been seeing others for a little visit. I've been making a little basket (for the really special ones) or just giving a bottle of wine or just something special for them. Fortunately for me, I have quite a few people in my SOI who are just as big of a wino wine lover as me. A good bottle of wine between friends is a wonderful way to spend some time catching up.
I also have another former client who loves this special kind of tea I gave her once and now I try and connect with her periodically for a cup of tea (she lives close by) and I always bring some new tea I discovered with those shortbread tea biscuits that she really likes.
The point is that rather than annoy a bunch of people, I tend to focus more on impressing a few, like the few who I have already established a more personal relationship with. While all of the people in my SOI are special to me, there are some that I was just able to develop a little more personal relationship with and those are the ones that typically end up being my biggest fans (ie. referrals).
What a great post! Our team was just discussing what to do for the holidays and then I saw this blog. We're going to make an effort to connect with our entire sphere instead of just the folks who send the most referrals!
Jennifer,
Our SOI is the single biggest source of business we have. I can't imagine not leveraging it...
-Brent
I was inspired last week when a past client called and asked for a calendar. Within an hour I had ordered them.
ooooooooooooh, I needed this little nudge! Thanks!
Great post. I am reconnecting with my sphere right now because things are a little slow. Some of them will get emails, some of them will get mailed Christmas cards.
I agree! Handwritten notes show them you took the time to care enough and actually write them out. Not hire a firm to do it for you. Thanks for sharing!
Jennifer,
Thanks for the inspiration.
Leah
You are so right! Christmas and the holidays are the perfect time to touch base and check in with those we might have missed throughout the year.
We have spent today doing our mailouts for our Christmas open house. This year the building tenants went together & bought a 32" LCD HGTV television to raffle for anyone who is bringing gifts for the Sheriff Santa. We felt it would bring in more gifts to offer an incentive.
But as we have done that I am realizing that I haven't done my cards for my SOI. Shame on me and thanks for this timely reminder.
Does an invite for an open house count instead of the Card?????
We have spent today doing our mailouts for our Christmas open house. This year the building tenants went together & bought a 32" LCD HGTV television to raffle for anyone who is bringing gifts for the Sheriff Santa. We felt it would bring in more gifts to offer an incentive.
But as we have done that I am realizing that I haven't done my cards for my SOI. Shame on me and thanks for this timely reminder.
Does an invite for an open house count instead of the Card?????
Rather than dropping off the typical christmas card I thought I would drop off a bunch of christmas seedlings to my SOI. Check out www.scottdolson.ca to view a sample of my SOI gift on my home page.
Get out there and get creative with SOI engagement.
I have ornaments that I send out to my sphere each Christmas. I've gotten a lot of business through the years because of these little gems!
Jennifer, What a great post and very motivating. I have had the experience of updating my SOI list and checking the MLS just as a habit only to find the home of a past client listed with another. Ouch. My fault completely as I new I had dropped the ball with them in terms of keeping in touch. After that, I have been really working on touching base in some way throughout the year and trying to do more personal pop-bys..not easy but I just have to think of how I felt at that moment like you said..seeing that house listed with another and viola.
Great post Jennifer...it's always a great idea to stay in tune with the basic fundamentals of maintaining a database.
I think you're on to something here. I'm going to go for it.
I downloaded the book and I'm looking forward to reading it - thank you.
Jennifer,
Completely true and I am guilty! Great way to put it all in perspective.
All the best, Michelle
Jennifer... excellent advice as usual. Not sure if what I did last week prompted this thought... but it does coincide with what I did and I even wrote about it here, in this challenge. The challenge is on the same page as what you are talking about. reaching out during the holidays.. good post. 31 Days of December Challenge - Day 2 - all done while flying my plane
Christmas time is a great time to reconnect with past clients or colleagues!
Hello Jennifer and your post is right on ... reconnect! Congrats on your feature let's keep this wonderful post alive with a "Highlight/ Feature" at one of my favorite groups ...
LOVE AT ACTIVERAIN
Vegas Bob ;-)
I had past clients that told me about their previous Realtor who delivered the biggest poinsettia to EVERY one of her past clients every year at Christmas....they raved about her!
Jennifer I just went to rain camop and the combination of what I learned there and this post shoudl make me a big winner in 2011
A good reminder and a good way to get back on track...thank you!
Great post.... 2011 is around the corner and a great time to get ahead of the game by reaching out to your shpere and setting yourself up for success.
Great tips, once again Jennifer. I always enjoy reading you!
Jennifer, Thank you for the digital book! I will read it, and may even buy the full version! Am looking forward to hear what you have to say, because the little bit I read so far is incredibly apropos for me. I really appreciate your words of wisdom!!
My cards and calendars went out last week. And already it prompted one prospect to get back in touch with me, and now I'm looking forward to a beautiful listing this Spring!