Quick question: Have you put your sphere of influence to work? If not, you’re missing a huge opportunity.

Think of your sphere as a massive sales army. Maybe you have 100 people, maybe 200, maybe 500. But are you actually putting them to work?

That means programming their reticular activator—the brain’s pattern recognition system—to look for real estate opportunities. We all have it, and you can tap into it. I’ll give you two simple techniques.

First technique:

When you’re talking to someone this week, try this script:

“Here’s a crazy stat that might blow your mind—within the next two weeks, you’re going to hear of someone who wants to buy or sell real estate. You might not think so because you’re not tuned in to it, but just watch. And when you do, think of me. If you can, I’d love for you to send me that referral.”

What happens? Almost inevitably, they’ll hear about someone buying or selling a house within the next couple of weeks.

For the second strategy, say this:

“As we he...

As a brokerage owner or leader, are you treating your current agents as your own personal SOI—your sphere of influence?

As an agent, you were trained to do this. You’ve heard it repeatedly from gurus, speakers, and podcasters: work your sphere. You need 20 to 50 contacts per year with your sphere to generate referrals.

But are you applying that same principle to your own agents?

Most brokerage owners and team leaders don’t. Then they wonder why recruiting is so hard. Recruiting feels difficult because they’re not getting referrals from their own agents.

The number one recruiting strategy for every brokerage owner in America should be this: your agents are so impressed, enthusiastic, and in love with what you do that they’re shouting from the rooftops, telling every agent in the market to work for you.

If that’s not happening, it’s because you’re not treating your agents with the same intensity and intentionality as your SOI.

So let’s change that. Treat them with the same respect ...

If we went through your SOI—your sphere of influence—I bet we’d find several people active on LinkedIn.

First question: are you on LinkedIn, and are you active there? You should be. But let’s set that aside and talk about what you can do on LinkedIn to really make an impact.

One of the easiest things you can do—something that takes just 10–15 minutes a week—is endorse a couple of people’s skills. LinkedIn makes this simple. You can say, “They’re great at marketing,” “They’re a strong presenter,” or “They provide excellent service.”

Whatever you truly believe they’re good at, endorse them.

Once you’ve endorsed their skills, let them know. Send a quick text or LinkedIn message:

“Hey, I took a minute today to endorse a couple of your skills. I’m doing this for a few friends. Just wanted to let you know. Hope you’re having a great day!”

That’s it. No ask. No expectation. Just a feel-good connection and a little gift they weren’t expecting. You’re being the Go-Giver, leading with valu...

You are at war with a real estate company or agent in your marketplace. I want you to think—who is that person right now? Who is that company?

If I asked you, “Who’s your number one competitor in your market today?”

Now… what if I told you you’re wrong?

Here’s why: The number one competitor in every market in America isn’t who you think. It’s Zillow.

Why Zillow?

Because Zillow is winning the war, not of market share, but of “mindshare.” And many would argue they’ve already won.

They don’t sell homes. But when people hear the word "real estate," they think of Zillow. That’s mindshare. It’s the first thing that comes to mind.

They’ve spent billions of dollars in ads. They’re everywhere online. So when someone wants to sell a house, they check their Zestimate. When they want to buy, they go to Zillow.

Here’s what happens: someone says, “I want to buy or sell a house,” they end up on Zillow, start browsing, and get prompted: “Want to talk to an agent?”

Then they fill out a form. A...

As a real estate agent, you're probably looking for ways to generate leads in a unique or different way.

I'm going to give you one of those strategies right now. It’s completely outside the box, and I hope it gets your wheels turning and inspires a fresh perspective on your business.

Let me start with a fascinating statistic I first came across in The Millionaire Mind by Thomas Stanley. I’ve researched it myself over the years, and it consistently holds true:

90% of all millionaires—and people who will become millionaires—have volunteered or are actively volunteering in a charitable organization within their local community.

So, ask yourself:

Are you modeling that behavior by getting involved in local charities?

If not, what would happen if you started?

Here’s what happens when you do:

You begin networking with great people—people who are already successful or on their way to success. You’re also giving back to your community in a way that aligns with your passions.

If you’re ...

As a REALTOR, you've heard the word farming, right?

Well, I want to give you a different thought process on farming that I think will be really unique:

Instead of doing a shotgun approach where you're sending out a generalized postcard or letter (which can be effective if done right), I want to introduce you to what I call “Vertical Farming.”

So instead of reaching out to 200 people, reach out to 20. And with those 20 people, go deep.

Here’s how: I might send them a CMA or a neighborhood report (both of which you can generate for free at NAR.com if you're a REALTOR). That system allows you to create a beautiful 81-page report on someone’s home anywhere in the country.

You can choose between a seller report or a neighborhood report (which might be shorter, maybe half the size).

Then, add a cover letter that says something like:

“Hi, my name is Jim. I'm with ABC Real Estate. I'm reaching out to a select handful of people in your neighborhood today to give you a quick update on you...

Let’s say you got a referral today. What's your next step?

You should have a series of steps you follow every time. When you systemize how you approach referrals, sure enough, more referrals come your way.

Let’s start with what NOT to do: We’re not just going to send a silly little gift card or a coffee card as a thank-you. That would be ridiculous. We should do way more than that.

Think about it—this is the apex point. Everything you do with your SOI (sphere of influence) is leading up to getting a referral. And when you finally get that payoff, when someone actually sends you a referral, wouldn’t it be crazy to just send them a $5 or $10 gift card?

That’s why we're going way bigger than that.

So here’s a list of things to consider:

First, call them and thank them. If you haven’t already, send them a handwritten note: “Hey, thank you so much. I appreciate the referral.”

Then praise them publicly on social media. Make a post thanking them. This encourages others in your SOI to t...