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This post was updated Apr. 11, 2025.
If you’ve been in real estate for any time, you’ve probably asked yourself this question: How do I stay top-of-mind with my sphere of influence without feeling pushy or salesy?
The answer isn’t complicated — it’s consistency. Too many agents rely on hope when it comes to referrals. They assume their past clients and sphere will automatically think of them when they need an agent. But the reality? People are busy, distracted and constantly bombarded with information. If you’re not staying in touch, you’re being forgotten.
That’s where the 411 conversion model comes in. The “411” is part of an annual roadmap that we teach at Amherst Madison, which, when implemented, will drive massive results in your business. This is a simple, structured system designed to keep you front and center with your sphere in a way that feels natural, not forced. And if you follow it consistently, you’ll be amazed at how many more referrals and deals you generate over the next six months.
What is the 411 conversion model?
The 411 is a structured outreach system designed to help you maintain relationships, build trust and keep your name at the top of your sphere’s mind. It’s not about cold calling or aggressive sales tactics — it’s about staying connected with the people who already know, like and trust you.
Here’s how it works:
4 phone calls per year
Have a phone call with everyone in your sphere once a quarter. Not a text exchange or leaving a voicemail, a real conversation. It’s not just about checking in — it’s about adding value. Maybe you share market insights, ask about their homeownership goals or just have a personal conversation.
Find out what they think about the newsletter you send them every month (hint) or see what their plans are for home renovations or vacations and how you can provide referrals or suggestions. The key is to make it a habit and be consistent.
NOTE: This seems easy, but it isn’t. Anyone with a sphere larger than even 100 people is going to be on the phone a lot to hit everyone each quarter.
1 digital touch per month
This can be a social media message, text or email. The goal is to stay visible in a natural way — whether it’s sending a market update, sharing an interesting article, or simply checking in on a previous conversation/update you had with them. If all else fails, you can simply look at their social media channel and direct message them to congratulate them on an achievement, ask questions about an interesting trip or express condolences for a tragedy.
It is especially effective to text or email them about something that you see on social media or heard through the grapevine. Email campaigns and newsletters are fantastic foundation pieces for this monthly engagement.
1 direct mail piece per month
Yes, direct mail still works, especially because so many agents have abandoned it. A postcard, handwritten note, or printed market report makes a bigger impact now than ever before for the very reason that a lot of people have abandoned the strategy.
People want information about their home, the value of homes in their community, what is going on in their school district or trail system, and sometimes they simply want to know what “Bob and Suzie’s” house sold for!
Getting a well-branded and creative piece into their mailbox will set you apart and give you the opportunity to brand yourself as a listing specialist with the proper content and branding strategy.
Why the 411 model works
The biggest mistake agents make? They overcomplicate their follow-up strategy and then don’t do it at all.
The 411 model works because it’s simple. It doesn’t require expensive automation, a massive marketing budget or hours of extra work. It’s just consistent communication with the people who already trust you.
Most agents assume their sphere will remember them when they’re ready to buy or sell. But if you’re not actively staying in touch, someone else — maybe a friend, maybe an online ad, maybe a competing agent — is getting in front of them first.
By following the 411 conversion model, you ensure that when the time comes, you’re the first person they think of.
Start implementing today
The agents who win in this business aren’t the ones waiting for referrals to magically appear. They’re the ones who consistently nurture their relationships. So, ask yourself: Are you following a system like this? Or are you relying on hope and chance? If you’re ready to step up your referral game, start implementing the 411 conversion model today. It’s simple, it’s effective, and it works.
Nick Schlekeway is the founder of Amherst Madison, a Boise, Idaho-based real estate brokerage. Connect with him on LinkedIn.
