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As a realtor, your SOI can be a powerful tool for marketing your business. It includes personal and professional contacts, such as friends, acquaintances, family, former clients, and industry peers. By leveraging your SOI, you can expand your network and reach potential clients more effectively.
However, new agents might need assistance and tips on accurately leveraging a sphere of influence, primarily because they have little to no experience in this area. Nevertheless, they can quickly become adept with appropriate guidance and practical tips.
So, refer to the following points that elaborate on how you can use your SOI to market your property business and increase your sales.
Building and Maintaining Your Sphere
The first step involves actively networking and engaging with your contacts to build and maintain your SOI. Attend industry events, connect with colleagues on social media, and participate in community activities to expand your network. Additionally, stay in touch with your existing contacts through regular communication, such as phone calls, emails, and social media updates.
Providing Value to Your SOI
Once you have built your sphere, the next step is to provide value to your contacts. This means offering information and resources that can benefit them, whether or not they are currently in the market for a new home.
For example, you might share industry news and trends, provide home improvement tips, or offer referrals to other professionals in your network. Demonstrating your expertise and generosity will build trust and loyalty among your contacts.
Creating Personalized Marketing Messages
When marketing to your SOI, creating personalized messages that resonate with each individual is essential. This means taking ample time to understand their needs, preferences, and goals and tailoring your marketing accordingly.
For example, you might send a personalized message to a former client congratulating them on a recent life event or send a postcard featuring homes in their preferred neighborhood.
Using Direct Mail Postcards
Unlike email or social media marketing, direct mail is more likely to capture your contacts’ attention and be remembered. Additionally, postcards can be cost-effective and easy to design and print. To use direct mail postcards effectively, segment your list based on location, home type, and buying history. This will allow you to create more targeted messages and increase the chances of a response.
Also, ensure your postcard stands out by using high-quality images and graphics. You might include a photo of a recently sold home, a local landmark, or a seasonal scene. That being said, do not overload your mailer with too much information or clutter. Instead, focus on a single message or call to action.
Finally, staying consistent with your follow-ups is vital to prevent a communication lapse with your SOI after a single postcard or email. So, engage with them regularly through phone calls, in-person meetings, social media updates, and more.
Partner with a Reputable Postcard Agency
Finding a reliable postcard provider is crucial when using direct mail postcards to market your sphere of influence. Look for an agency with a robust track record of producing high-quality postcards that will grab your contacts’ attention. Additionally, ensure the provider offers customizable options and affordable pricing.
Research, read reviews and testimonials, and ask for samples before committing to a provider to ensure you get the best value. Finally, select a professional allowing you to sign up for free, customize and track your campaign, and measure the results to make the next one more effective.
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