Do you work harder at marketing to strangers than to your own friends and family? You’re certainly not alone. However, your sphere of influence can be a tremendous source of referrals and clients. By sharing your services with those who already know, like, and trust you, you can gain new business faster.
Here are some common concerns Realtors® have with their sphere of influence, and how you can overcome them.
The “No” Hurts More
No one likes being told “No,” when they offer their services. When that “No,” comes from someone you know and love, it’s even worse. We don’t offer our services to those we’re closest to because we don’t want to feel rejected by them. Being rejected by a stranger is easier to brush off.
To overcome this, change the story you tell yourself about what “No,” means. Many of us use this story:
“If she tells me no it means that she doesn’t really believe in me as a Realtor®. She doesn’t support my business. She probably thinks I’m no good at it and that I’m destined to fail.”
Try shifting your perspective to think of it this way:
“If she tells me no it simply means she’s not buying right now or I’m not the right fit for her. That’s it.”
Not everyone wants to work with their best buddy in a major business deal. Many people know more than one Realtor® and don’t want to hurt anyone’s feelings. The bottom line is, you can change the story you tell so that a “No,” isn’t personal, no matter who it comes from.
And of course, just because someone tells you “No,” doesn’t mean they won’t refer someone else to work with you!
You Don’t Want to Be a Pest
Many Realtors® are afraid that their friends and family will get tired of their enthusiasm for real estate. You don’t want people to avoid your calls, ignore your texts, or stop spending time with you. While I can see that happening if you only discuss business, it’s not likely if you simply discuss business along with other parts of your life.
Remember why you got into the real estate business. You want to help people buy and sell homes, and that means talking about your work and letting them know you’re available! Your friends and family should be able to reap the benefits of knowing someone in the real estate business, so don’t be shy!
Of course, if you’re desperate for business or pushy, you’ll come off badly no matter who you’re talking to. Don’t be needy or aggressive. Just talk about business as one part of your life!
You Forget About Referrals
Too many people see their sphere of influence only in terms of “possible clients.” It’s easy to forget that one of the biggest services someone can do is refer you to a person who wants to buy or sell a home.
Your friends and family members are not likely to be moving every year. However, they almost certainly know at least one person a year who is looking to buy or sell a home. Encourage your sphere of influence to share your information with someone who is thinking about moving. By making it low-pressure and easy for them to refer, you’ll gain a lot of valuable clients.
Take Care of Your Sphere
Your sphere of influence means a lot to you, and you mean a lot to them. Send them mailings and freebies occasionally, and keep up with being a good friend or family member. Show them you care, show them your passion and expertise for real estate, and be genuine. Your professionalism and thoughtfulness will shine through, and you’ll gain referrals and business as a result!