Maximizing Your Sphere of Influence: A Step-by-Step Guide to Engaging Your Network Without ‘Selling’
We came across a statistic recently that really surprised us. According to the book Marketing Metrics, the probability of selling to a new customer is roughly 5%-20%, whereas the probability of selling to an existing customer is 60%-70%! Statistics like this shed light on how crucially important it is for real estate professionals to engage and nurture their sphere of influence consistently. Of course, the goal here isn’t to be the loud, annoying salesperson in every conversation, it’s to build genuine connections without overt selling. Below, we share five Sasquatch-backed strategies to engage your network without “selling”.
Strategy #1: Become a Resource, Not Just an Agent
Building a strong reputation as a resource for your network means going beyond the “Ready to buy, sell, or rent?” verbiage. Instead, you should be positioning yourself as the go-to expert on all things real estate and community. This starts with sharing value-packed content that resonates with people even if they aren’t currently looking to buy or sell.
We recommend sharing market updates, neighborhood guides, upcoming local events, and practical local insights through email, website blogs, and social media. The more specific you can be with the content, the better. If you do business primarily in New York, it’s OK if your video on tax laws doesn’t apply to your one client in Florida. If 90% of your database lives in NYC, your content should be hyper-focused on them. If you’re creating content for everyone, you’re creating content for no one.
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For example, a “What’s Happening in Brooklyn” monthly email allows you to highlight what’s new and noteworthy in the market you serve, positioning you as an expert in all things Brooklyn. This content is valuable, memorable, and easy enough to create. By being a consistent source of relevant information, you become more than just an agent—you’re an indispensable resource for your community.
Strategy #2: Host Casual Community Events
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Hosting low-pressure gatherings creates an environment for real connections, allowing people to get to know the person behind the agent. Instead of focusing on sales, design these gatherings with the purpose of fostering community—make it easy for attendees to feel welcomed and engaged while learning something new. Events that focus on community building allow you to form real connections, making clients feel like they’re part of something and not just being targeted for business.
You don’t have to reinvent the wheel here either—an event as simple as a quarterly coffee meet-up at a local cafe, community clean-up event, or happy hour at a cool new cocktail spot will do the trick. (Newsflash: people love free stuff, so comp a coffee or cocktail as a way to boost attendance).
Sasquatch Quick Tip: We also recommend inviting an industry partner (your preferred mortgage lender, lawyer, or contractor) to help facilitate discussion around the entire home buying/selling process.
At these events, your role is to facilitate community and encourage connections rather than strictly sell your services. Make sure to always capture information at these events and follow up with a thank-you email and link to a digital resource (like a one-pager or pamphlet) that summarizes the event and the next steps you want attendees to take.
Strategy #3: Provide Value with Local Recommendations
One of the simplest ways to build trust and stay top-of-mind is by sharing local recommendations. As agents, we are lucky because we can comment on anything happening in our market and it’s immediately relevant to our business and brand. Had an amazing meal? Saw a cool art exhibit? Love your dentist? All of these experiences say something about your brand, position you as an “insider”, and most importantly, are things your network actually wants to hear about!
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Consider turning these recommendations into a regular social media series. For example, every Sunday post “My Best Bite of the Week” or review a place that makes it onto your “Hidden Gems of San Diego” list. In our experience, nothing brings people together better than a shared love of food or local establishments—especially when these places are under-the-radar. (Don’t forget to tag the business when you post!)
Not only does this approach build rapport with your audience, but it also associates your brand with the authentic, lived experience of the neighborhood. People are much more likely to remember, work with, and refer to an agent who is seen as an integral part of the local fabric.
Strategy #4: Use Social Media to Engage, Not Just Promote
Social media has evolved far beyond a platform for static “Just Sold” updates and self-promotion—it’s a space for engaging authentically with followers, showing your true personality via reels/video, and starting two-way conversations. Rather than focusing your content solely on listings and sales, humanize yourself: post about local events, share client successes, and tell personal stories that humanize your brand.
People want to do business with real people and they want to go home shopping with a friend. So show the real you! Re-post funny memes on your stories, do a talking head video sharing your POV on the latest real estate shake-up, post quirky videos of your dog, show what restaurant you went to for date night, poll your followers on home decor preferences, chronicle a “day in the life” while you’re taking buyers on tours, and let people in on the more personal moments happening in your life too—like marriage, kids, and other life milestones.
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Add a level of personality and warmth to your content so people get a sense of the real you. Consistency is key, with regular posts and active responses to comments or messages ensuring that your social media presence feels like an ongoing, two-way conversation.
Sasquatch Quick Tip: To take your online business to the next level, read our blog post on how to successfully generate and convert online buyer leads.
Strategy #5: Check-In with Past Clients Without an Agenda
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Reaching out to past clients on a regular basis shows that your commitment to them goes beyond the initial transaction. Aim to stay in touch periodically, just to say hello or celebrate milestones (like a one year home anniversary). The holidays present another easy opportunity to reach out to your database. We like Thanksgiving because it’s a non-religious holiday focused on gratitude and time at home with family. Whether it’s a simple hand-written card or something more elaborate like a small gift—perhaps you drop off a Chef-baked pie or a book you recently enjoyed—these occasions provide the quintessential opportunity to re-start a conversation without a direct sales angle.
These occasions should be automatically built into your marketing calendar so you don’t have to overthink it. Use a CRM to keep track of key dates or personal details, helping you deliver meaningful, timely touchpoints without it feeling forced. By staying in touch for the sake of the relationship itself, you cultivate a warm, genuine connection that can lead to referrals or repeat business without ever needing to push for it.
Now, more than ever, clients are seeking genuine connections before doing business. A nurtured database is worth its weight in gold. Typically, you can estimate that roughly 10% of your database will transact with you per year. Engaging your network in a way that is authentic, community-focused, and beneficial for them builds a loyal sphere of influence that naturally leads to repeat business and referrals. By becoming a trusted local guide, showing up consistently, and nurturing relationships regularly without a sales agenda, you create a network that feels valued and supported—and who will think of you when the time comes to buy or sell. To learn more about how we at Sasquatch Agent Ops can help grow your real estate business, connect with us today.