In real estate it matters because these are the people most likely to hire you, refer you or think of you when someone mentions they're moving.
Agents often chase new leads while their most valuable source of business sits in their phone contacts. Repeat and referral business from a sphere usually costs less to win and goes more smoothly, because the trust is already there.
How to work your sphere without being pushy
- Build the list. Go through your phone, email, social media and past transactions, and put everyone into a CRM.
- Segment it. Past clients, close friends and family, and acquaintances need different kinds of contact.
- Stay in touch regularly. A monthly email or video, a few personal check-ins and the occasional event keep you top of mind.
- Add value. Share local market updates, home maintenance tips and neighborhood news, things that are useful whether or not someone is moving.
- Ask clearly. Let people know you appreciate referrals. Many won't think of it unless you say so.
Video is one of the easiest ways to stay present. A short market update, a just-sold reel from someone's street or a quick look at what homes nearby are selling for feels personal and takes little time to make. People who regularly see your face and hear your voice feel like they know you.
What to avoid: sending everyone listings they don't care about, or only reaching out when you need business. Measure it simply: how many deals each year came from your sphere and referrals, and which touches started those conversations.