You Won't Win 'em All with Your SOI... and that's okay

By
Education & Training with Sell with Soul

I'm pretty darn good at SOI'ing - that is - staying in touch with the people I know so that they remember who soithe heck I am and why they might want to think of my name when the topic of real estate comes up. My SOI enthusiastically supported me in my rookie year and throughout my real estate career... and I have no reason to doubt that they will continue to do so.

But, alas, even I'm not perfect. Sigh.

I just did an annual review of my mailing list to see if anyone hired someone other than me to sell their Denver home in the last year. The Denver MLS allows me to input an address and it tells me if there has been any activity on it in the last three years. It's always a bit of a rush when the address pulls up NO ACTIVITY, but then such a crashing disappointment when I see a SOLD ON date (or even worse, an ACTIVE SINCE date which means I JUST missed them!).

So, since I'm getting ready to launch a big SOI Reconnection campaign, it seemed like a good time to go through the list.

So, how'd I do?

Not bad, actually! Out of 156 contacts who own a home in Denver, only FOUR, yes FOUR of them hired someone else to sell their home! A few more did list elsewhere, but the homes never sold, so they're fair game.

The best news is that the people who "strayed" weren't people I'd made much effort with, so I can't feel too bad. In fact, none of them were anyone I'd actually had a conversation with since the closing - I'd just sent them stuff on a semi-regular basis.

And that's the thing about SOI. There's only so much you can do and you'll go crazy if you try to be perfect. If you could have a personal, non-salesy conversation with every single person you know twice a year, you'd probably bat 1000 with your SOI, but no one can do that! Well, maybe you can, but I can't.

So, I'll just quietly celebrate my 3% shrinkage and commit to making some new friends tonight at the neighborhood Super Bowl party!

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Topic:
Real Estate Sales and Marketing
Tags:
all blogs
soi
sphere of influence
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Comments 20 New Comment

Show All Comments
Rainer
8,394
Michael McEleney
Lepic-Kroeger, Realtors
Good stuff ...
February 03, 2008 01:39 PM
Ambassador
895,064
Missy Caulk
Realtor - Ann Arbor Real Estate
Missy Caulk TEAM
Thanks for the help you gave me, just mentioned it in my last post. 
February 03, 2008 02:14 PM
Rainmaker
46,680
Jean Doyle
Morris and Sussex NJ Real Estate
RE/MAX House Values

Make copies of all the HUD statements from last years closings. Call those clients and offer to bring it by. Let them know they will need it for their taxes.

February 03, 2008 02:20 PM
Ambassador
1,529,888
Gary Woltal
Assoc. Broker Realtor SFR Dallas Ft. Worth
Keller Williams Realty
Wow, Jennifer you are really hard on yourself, with the 3% shrinkage. Those people were idiots anyways. Most agents who lose something like 60% plus of past clients should have your standards. You are my SOI "guru." Keep promoting working it, because it works.
February 03, 2008 03:21 PM
Rainmaker
432,058
Jennifer Allan-Hagedorn
Author of Sell with Soul
Sell with Soul

Okay - get this. Not even an hour ago, one of the people noted in my blog who listed his house with someone else (but it didn't sell) sent me an email asking for the HUD statement from his 2001 closing. Unfortunately, I shredded it about a month ago (can you believe it?), but I said I'd check with the title company for him.

THIS IS A GUY I HAVE NOT HEARD FROM SINCE 2001!!! Coincidence???

February 03, 2008 03:54 PM
Ambassador
738,639
Jeff Belonger
The FHA Expert - FHA Loans - FHA mortgages - USDA loans - VA Loans
Social Media - Infinity Home Mortgage Company, Inc

Jennifer....  amen on your last part, about having conversations several times a year with each one. It's just so hard, hence why I send out hello e-mails.  Besides, the other stuff.....   glad to see that you retained so many... good luck to you in '08.

jeff belonger
February 03, 2008 04:03 PM
Rainmaker
497,606
Susan Haughton, REALTOR Alexandria VA Homes for Sale

Wait, first you go shopping and are NICE to people, now you are saying you are heading off to a Super Bowl party with NEW people?  Uh, did I dream up the comment you once made about your clients saying you were very good at what you did, but not particularly friendly?  One of my all time favorite quotes!  LOL 

Oh, wait, it's not a party, it's an SOI opportunity.  Whew.  Okay, I get it now.  ;-)  Have fun!!! 

February 03, 2008 05:04 PM
Rainmaker
225,777
Kim Peasley-Parker
AgentOwned Realty, Heritage Group, Inc.

A Super Bowl party in your new neighborhood?  You are outstanding!  Making your neighborhood an SOI all ready. 

Bringing up the point of not being perfect is so good.  I am one to freeze in the pursuit of perfectionism.  That is why my house is out of control!!!!

February 03, 2008 05:26 PM
Ambassador
2,366,310
Patricia Kennedy
For Your Home in the Capital
Evers & Company Real Estate, Inc.
Jennifer, good for you!  I'm always surprised when I do something to reconnect and they are really glad to hear from me!  
February 03, 2008 06:14 PM
Rainer
77,641
Latonia Parks
Military Relocation Expert
Top Bragg Realty, Fayetteville NC, Home of the 82d ABN DIV
You are always doing something to keep the information flowing.  Do you ever sleep???
February 03, 2008 06:35 PM
Rainmaker
592,493
Lisa Hill
Daytona Beach Real Estate
Florida Property Experts
My SOI is too big, since I was born and raised here. It takes a lot of work to keep my attitude positive so I don't get overwhelmed =/
February 03, 2008 09:25 PM
Rainer
2,160
Brad Kress
CSP, Home Staging Pro, Interior - Exterior Redesigner
ReStaged 2 Sell

Jennifer,

Your network is something to maintain and value, thanks for the post! 

 

February 03, 2008 09:56 PM
Rainmaker
432,058
Jennifer Allan-Hagedorn
Author of Sell with Soul
Sell with Soul

Bradley - my social network is like gold to me...

Lisa - Too big, eh? Do you get most of your business from your SOI?

Latonia - LOL = well, it's 4am and I've been up working since 2am... so... NO!

Patricia - me too! It's a pleasant surprise, though, isn't it?

Kim - Yes, I'm hoping to do most of my business in my own neighborhood which I know backward and forward. And, fortunately, I know a lot of people here. I can also be a perfectionist which I consider a blessing most of the time. Nothing I can do about it anyway, might as well enjoy it!

Susan - Yep! I'm actually kinda friendly these days! Maybe I'm finally growing up. But yeah, you're right. It does help me be braver when I think of it as a business effort, even though, as you know, I never prospect at such events.

February 04, 2008 05:09 AM
Rainmaker
432,058
Jennifer Allan-Hagedorn
Author of Sell with Soul
Sell with Soul
Jeff - I, too, make heavy use of Hello emails. But one thing that inspired this post was an experience an agent friend had recently. She sold a house to a client two years ago and they really liked her. Well, they recently listed with someone else and she's heartbroken. I asked her if she's been in touch with them in the last two years and she said (rather indignantly) that she had - she'd sent them postcards and newsletters. But NO personal contact. So, I told her what I tell myself.... if you choose not to personally contact your past clients/SOI, you take the chance that you will lose them.
February 04, 2008 05:12 AM
Anonymous #15
Anonymous
Anonymous
Jennifer, I was directed to your blog by Missy Caulk and have just subscribed.  Thanks for your attention to SOI.
February 04, 2008 05:33 AM
Rainmaker
497,606
Susan Haughton, REALTOR Alexandria VA Homes for Sale

I read a blog recently where the poster wrote about not hearing from a buyer prospect for some time and when they finally reconnected, she found out they had a 5 month old child she was unaware of.  The point of the post was the say just because you do not hear from your clients doesn't mean they don't like you, they may just be busy. 

Of course, all I could think of was, that means a minimum of 14 months with no personal contact!  I agree totally about the personal contact part and I need to get better at that.  Some clients make it so easy to stay in touch on a personal level;  other clients, particularly those with whom you may not have as much in common, are more difficult.  That's where I tend to procrastinate! 

February 04, 2008 07:39 AM
Rainmaker
432,058
Jennifer Allan-Hagedorn
Author of Sell with Soul
Sell with Soul

Susan - Frankly, I don't stress much about having personal contact with people I don't have anything in common with. I focus my PC efforts on people I'm not scared of and just hope that my secondary SOI efforts will reach enough of my "everyone else" group.

In fact,I just went thru my database and took out a whole bunch of people who I just don't feel good about, for whatever reason. Not people I don't know well, but those who I think don't like me or I don't like them! Now, my goal is to replace all those folks I "lost" with people I feel more comfortable with!

February 04, 2008 08:04 AM
Rainmaker
497,606
Susan Haughton, REALTOR Alexandria VA Homes for Sale
That's a good plan...and makes me feel better.  I have had two clients in the past with whom I severed all contact, otherwise, I have fond memories of all of the rest of them.  Out of those, however,there are a few with whom I just don't have a lot in common and to make personal contact would be awkward, as in, "what do I say?"  I do drop them the occasional email, but that's all I do.  I don't pick up the phone, for sure.  I'm glad to know I'm not alone in that!
February 04, 2008 09:31 AM
Rainer
274,098
Adam Waldman
Realtor - Long Island
Westcott Group Real Estate Company
JENNIFER - This is a very good thing to keep in mind with SOI.  If we can't stay in real contact with people, we are surely to lose some.  There's also the chance that at some point, people will be friends with, or related to a new agent and feel a sense of obligation.
February 04, 2008 04:31 PM
Rainmaker
277,918
Mark Horan
"The Resident Chef" - Resident Team Realty LLC &
Resident Team Realty, LLC & Toni's Property Management LLC
Jennifer- It is all about rebuilding the pipeline. Lose some, add some. Contact 10 people everyday.
February 11, 2008 01:14 PM
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Rainmaker
432,058

Jennifer Allan-Hagedorn

Author of Sell with Soul
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