Why SOI beats cold leads (data + mindset)

• Trust tax is lower: Friends, family, and past colleagues convert 2–4× faster than cold PPC/social leads.
• Higher LTV: Referrals create multi-year repeat business and more listings per relationship.
• Less burnout: Shorter sales cycles, fewer no-shows, better margins.

Build your SOI list (fast import + cleanup)

1. Export contacts from your phone, email, LinkedIn, Facebook, past workplaces, clubs, and HOAs.
2. Normalize fields: First/Last, Email, Mobile, City/ZIP, Relationship (how you know them).
3. De-dupe obvious duplicates; archive invalid numbers/emails.
4. Consent check: Be compliant—text only those who’ve opted in or where local rules allow relationship messaging.

CRM tags & segments that actually matter

Keep it simple so you’ll actually use it:

• SOI-A: Close circle & high-influence (monthly one-to-one check-ins).
• SOI-B: Friends/colleagues you know well (bi-monthly touches).
• SOI-C: Acquaintances & community (quarterly touches).
• INTENT-Moving-6mo / 12mo: Self-reported timeline.
• REFERRER: People who’ve sent at least one referral (VIP workflow).
• PAST-CLIENT-Buyer / Seller: Post-close nurture & review requests.
• LOCATION-[City/ZIP]: For micro-market updates.

Your 8×8 launch plan (first 8 weeks)

1. Week 1: Personal re-intro text + social DM (script below).
2. Week 2: Short email: “2-Minute Value Snapshot or Rent/Keep?”
3. Week 3: Market micro-update (price + DOM + one takeaway).
4. Week 4: Quick call check-in (no pitch) + voicemail backup.
5. Week 5: Home maintenance tip list (seasonal).
6. Week 6: Invite to ask anything: “Real Estate Q&A—text me 1 question.”
7. Week 7: Client story/case study (problem → solution → result).
8. Week 8: Simple CTA: “Want a 10-min plan for your next move?”

Your 36-Touch annual plan (weeks 9–52)

• Monthly (12): Micro-market update email (3 stats + 1 insight + CTA).
• Quarterly (4): Personal check-in text/call with one helpful resource.
• Bi-monthly (6): Social DM with relevant content (local event, ordinance change, tax tip).
• Two postcards (2): Just Sold / Low Inventory advantage (include QR).
• Two review requests (2): Google + Zillow refresh with easy links.
• Two invites (2): Client event / webinar / neighborhood tour.
• Eight light touches (8): Birthday/home-anniversary, holiday “no-ask” messages.

Copy/paste scripts: text, email, call, DM

Text – Warm re-intro

Hi [Name]! It’s Saad Jamil. I help homeowners in [City/Area] plan smart moves—on their timeline, not mine. If you ever want a quick read on your home’s value or options (sell, keep, rent), reply “PLAN” and I’ll send a 2-minute snapshot.

Email – 2-Minute Value Snapshot

Subject: Quick check on your home’s value?
Hi [Name], I put together a simple 2-minute snapshot for [Address/Area]—price range, days on market, and what small tweaks add the most value right now. Want me to send it?

Call opener – No pressure

“Hey [Name], Saad here—quick hello, no agenda. I’m sharing short neighborhood updates for friends in [Area]. Anything real-estate-related on your mind for this year?”

Social DM – Friendly value

“Hey [Name]! I post quick market notes for [Area]. If you want the 60-second version for your street, happy to send it—no pressure.”

Referral ask – Light & specific

“If someone in your circle mentions outgrowing their place or downsizing, would you connect us by text? I’ll treat them like family—no spam, just straight answers.”

How to ask for Google/Zillow reviews (templates)

Send immediately after a “win” (showing, accepted offer, smooth close):

“[Name], quick favor: would you mind dropping a 1-minute review? It helps friends find a trustworthy agent.
Google: [your Google Review link]
Zillow: [your Zillow profile link]
Thank you—I appreciate you!”

Common SOI mistakes (and quick fixes)

• Too many tags: Keep 6–8 core tags so you’ll actually segment.
• Asking before giving: Lead with a quick win (value snapshot, checklist, local update).
• Inconsistent cadence: Calendar your 8×8 + 36-Touch and batch work on Fridays.
• No tracking: Note last touch date and next action on every contact record.

FAQ: SOI & referrals

How big should my SOI be? Start with 150–300 true relationships. Quality beats quantity.

What’s the fastest SOI win? Send the 2-Minute Value Snapshot to 25 contacts this week—book follow-ups within 48 hours.

How do I keep it from feeling salesy? One helpful insight + one relevant CTA, max. Keep it conversational.