5 Ways to Nurture Your Sphere of Influence to Grow Your Real Estate Business

Agents, you’ve got more power than you think—your sphere of influence. Family, friends, neighbors, and business connections already know your value, making them a cost-effective resource for growing your business. By leveraging social proof and testimonials, you can tap into this network to attract new clients faster. Bonus? It works: 65% of agents’ business comes directly from their sphere.

Here’s how to make the most of your sphere and grow your real estate business:

1. Get Organized

Strong relationships are the foundation of a successful real estate business. To market effectively to your sphere of influence, start by organizing your contacts into one actionable list.

Segment your contacts. Whether by relationship, date of contact, or another system that works for you, segment your list so you can clearly see who needs your attention and when. Tools like Excel, Google Sheets, or CRM software can help.

Prioritize leads. Not everyone in your sphere is ready to buy or sell right now. Focus on the strongest leads, like your neighbor considering a move or a colleague who mentioned house shopping. Knowing where to direct your energy saves you time and effort.

Take notes. Add a section for notes to keep track of key details, like follow-up reminders, names of family members, or neighborhoods someone’s interested in. These personal touches go a long way in building trust and familiarity.

By staying organized and intentional, you can turn your sphere of influence into a powerful tool for growing your business.

2. Grow Your Business with Social Media

Social media is a game-changer for expanding your reach, and as a real estate agent, it’s a tool you can’t afford to ignore. Platforms like Facebook and Instagram can help you connect with your audience in meaningful ways. Here’s how to make the most of it:

Switch to a business profile. Already on social media? Great! Now make sure you’re set up with a business account. Business profiles unlock features like analytics and let you run ads to promote your listings. If you don’t have one yet, now’s the time to create one.

Mix personal and professional. 74% of sellers (https://www.contactually.com/blog/15-statistic-every-realtor-know) use social media to find their real estate agent. They’re looking for someone with experience, but they also want someone relatable. Share a combination of work updates and personal moments to build trust and authenticity.

Engage with your audience. Don’t just wait for people to find you. Start the conversation! Like and comment on posts from friends, neighbors, and local businesses. It shows you’re invested in your network and not just looking for leads.

Present yourself as a local expert. Buyers aren’t just purchasing a home—they’re investing in a community. Show off your knowledge of the area with posts about neighborhoods, local events, or hidden gems. For inspiration, check out how Ian Grossman shares his local expertise in Austin, Texas.

Keep it social, not salesy. People don’t want to be sold to all the time. Make sure your content is fun, engaging, and informative—whether it’s about your favorite café or helpful home-buying tips.

Social media isn’t just about posting—it’s about building relationships. Use it to connect, engage, and position yourself as the go-to agent in your community!

3. Leverage Email

People spend over five hours a week checking their inboxes—so why not meet them where they already are? Here’s how to make your emails work harder for you:

Get permission first. No one likes spam. Before adding a new contact to your list, ask for their permission. For example, if you’re emailing a local business owner, try something like: “I’m launching a community e-newsletter and would love to feature your business. Can I add you to my list?” A little courtesy goes a long way.

Create a solid email strategy. Once you’ve built your list, it’s time to develop a plan. A good strategy will help you stay consistent and intentional with your messaging. Not sure where to start? Check out this guide from Zendesk.

Don’t forget to ask for referrals. Referrals are at the heart of any real estate business. You don’t need a dedicated email for this—just add a quick line to your existing messages, like: “Do you know anyone who might be looking to buy or sell a home? I’d love an introduction!”

Keep your emails thoughtful, strategic, and personal to make a genuine connection with your audience.

4. Pick Up the Phone

Making calls can feel intimidating—especially sales calls—but it’s one of the best ways to connect with your network, remind them about your business, and uncover new opportunities. The key? Keep it conversational, not pushy. Here’s how to make the most of your calls:

Prep a script. Even seasoned pros can get tongue-tied when talking business. Stay confident by preparing a simple script ahead of time.

Start with a conversation. Don’t dive straight into business. Ask about their work, hobbies, or family, and let the conversation naturally shift toward your services.

Ask for referrals. Did you know 91% of clients are happy to give referrals, but only 11% of agents actually ask? Slip in a casual, “Do you know anyone thinking about buying or selling a home?” before wrapping up.

Send a follow-up text. Studies show that texting leads results in a 90% open and response rate within minutes. A quick text after your call keeps you top of mind.

Focus on building genuine connections, and you’ll see your calls turn into results!

5. Get Involved

The best way to grow your network and build stronger connections is by getting out there and engaging with your community. It's not just about finding new leads—it’s about creating genuine relationships that can lead to future opportunities.

Join community events. Whether it’s helping out at a neighborhood festival or attending a local fundraiser, showing up is the first step to building strong connections and staying visible.

Volunteer locally. Giving back shows you care about the community you serve. Plus, it’s a great way to meet new people and make meaningful connections.

Share your knowledge. Start a newsletter or blog to highlight local events, market insights, or useful tips like home DIY ideas or advice on buying or selling a home. By positioning yourself as a trusted expert, you’ll be top of mind when someone needs an agent.

Get involved, give back, and watch your influence grow.

Your Network is Your Business

According to the National Association of Realtors, many clients stick with their previous agent or choose one through a referral. Additionally, 89% of home buyers stated they would work with their agent again or recommend them to others. This highlights a crucial opportunity for real estate professionals to grow their business by maintaining strong connections with their network. Whether it’s through online engagement, regular phone calls, or in-person meetings, nurturing these relationships is key to building trust, staying top-of-mind, and boosting referrals.