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This post was updated June 20, 2025.
In the ever-evolving world of real estate, relationships are everything. While marketing strategies, open houses and digital ads all play essential roles, the foundation of sustainable success lies in leveraging your sphere of influence (SOI) — the network of people who know you, like you and trust you.
Let’s explore how categorizing your SOI into A, B and C leads can transform your pipeline and maximize your business potential.
Understanding the SOI pipeline
Over the years, I’ve conceptualized the SOI as a pipeline with three distinct categories of leads:
- C leads: These are people who know you or know of you. They’re at the top of your funnel and might recognize your name from a postcard, a social event or a social media post, or they have met you in person. While they’re not ready to transact or refer you just yet, they represent opportunity.
- B leads: These individuals know of you or like you personally. You’ve made a positive impression through your marketing, events or interactions. However, they haven’t reached the trust level necessary to choose you as their agent — or recommend you to others.
- A leads: The holy grail. These people know you (or know of you), like you and trust you. They’re ready to do business or provide referrals. Trust is the key differentiator here, cultivated by consistently delivering on promises and establishing credibility.
Your ultimate goal is to move leads down the funnel, transforming Cs into Bs and Bs into As. It’s not just about transactions; it’s about creating ambassadors or raving fans for your business.
Building the know, like, trust factor
Success starts with answering three essential questions for every interaction, marketing piece or event:
- Does this help people get to know me?
- Does this help people like me?
- Does this help people trust me?
Getting them to know you
People don’t need to meet you in person to know you. They can recognize your brand through various touchpoints:
- Social media: Share posts that reflect your personality and expertise, from market updates to moments with your family or pets.
- Community involvement: Join boards, participate in local events, or volunteer. Be visible and active.
- Marketing pieces: Repetition is key. A monthly postcard, newsletter or email keeps you top of mind. Brand impressions build familiarity over time.
- Door knocking or cold calling is an effective way to get people to know you, put a face to a name, and get a feel for your personality and demeanor.
Getting them to like you
Once people know you or know of you, the next step is earning their affinity. This comes from authentic, meaningful interactions.
- Conversations: Whether at open houses, events, casual encounters, door knocking or cold calling, be approachable and kind.
- Content value: Offer valuable insights, such as market stats, tips for homebuyers or quality neighborhood intel.
- Actions in the community: Your behavior at events speaks volumes. Simple gestures, like helping a child at a community gathering, always being pleasant and approachable, coaching kids’ sports or volunteering philanthropically, can leave a lasting impression.
Getting them to trust you
Trust is the hardest yet most critical element to establish. Here’s how:
- Deliver on promises: When you say you’ll do something, follow through.
- Testimonials: Leverage reviews to boost credibility. Even if you’re new, ask for character testimonials from friends, family or past colleagues.
- Knowledge base: Be a resource. When someone asks about the market, provide thoughtful, informed answers that demonstrate your expertise.
- Philanthropy: Give of your time to charitable events or causes. It shows people that you are not self-serving and are trustworthy.
Practical strategies for success
- Be consistent in marketing: Every flyer, email and postcard should answer the “know-like-trust” question. Include testimonials or reviews to build trust quickly. A two-line quote, such as “Terry LeClair was professional and personable — highly recommend!” can make a big impact.
- Host events: Community events are powerful for relationship-building. Whether it’s a seasonal celebration or a neighborhood cleanup, they allow people to know, like and trust you organically.
- Engage beyond participation: Don’t just join a club — be active. Lead a committee, or organize events. Active involvement creates deeper connections and showcases your reliability.
- Leverage testimonials: Use platforms like Testimonial Tree, or ask for character testimonials from your network. These build credibility, even if you haven’t yet closed many transactions.
- Humanize your brand: Social media isn’t just for listings. Post about your hobbies, family, community engagements or philanthropy to make you relatable and approachable.
The long game: Turning Cs into Bs, and Bs into As
The beauty of this SOI methodology is its simplicity. By focusing on moving leads through the pipeline, you create a self-sustaining business cycle. Every interaction matters, whether it’s a quick chat at a dinner party or a thoughtfully written postcard.
Remember, it’s not about having the largest SOI; it’s about nurturing it. The more people who know, like and trust you, the more you’ll see your business and reputation flourish.
Terry LeClair is a seasoned real estate professional and trainer with over 30 years of experience. Connect with him on Instagram and LinkedIn.
