Target Market: Friends, family, and people who know, like, and trust you (think iPhone contacts, Facebook friends, LinkedIn network, church group, kid's sports team parents, etc.)
Primary Objectives:
- Stay top-of-mind through authentic personal touch
- Turn social capital into strategic referrals
- Develop habit-based, relationship-first marketing
- Create community-based lead flow and deeper network loyalty
WHO: Building and Segmenting Your SOI
Objective
Identify your true "warm network" and create segmented outreach lists.
List-Building Tools
- Radiant Chat Contact Importer – Sync your phone, Gmail, and social contacts
- LinkedIn Export – Download your full network for tagging and outreach
- Facebook Friends List – Manually create a Smart List or tag contacts in CRM
- Total Expert Smart Lists – Tag by relationship type, location, or interaction level
Tagging Ideas
- "SOI – Close Friend"
- "SOI – Church"
- "SOI – Kids School"
- "SOI – Sports"
- "SOI – Social Media"
- "SOI – VIP Referrer"
WHAT: Creating Your Value Proposition
Core Message
"I'm here to serve my friends and family with honest mortgage advice, helpful tools, and trusted guidance. If you or someone you know ever needs help with real estate financing, I'm your person."
Key Messaging Anchors
"I'm not looking to sell, just looking to serve."
"If it helps you or someone you care about, I want to be the one you trust."
"Real estate decisions are big, my job is to bring clarity and calm."
Types of Value to Offer
Free HomeIQ equity reports, Annual mortgage reviews, Buy vs. rent comparisons, Intro to trusted Realtor or financial partners, Educational invites (e.g. webinars, homebuyer nights)
Personality-Driven Framework:
- Use the FORD method (Family, Occupation, Recreation, Dreams)
- Stay human. Ask about them before asking for a referral.
- Share life updates, people do business with people they know.
HOW: Execute the Plan
Scripts & Templates
Hey [Name], it's [Your Name]! Just checking in—how's everything going with [family/job/kids]? I always try to connect with people I care about a few times a year and see how I can help.
Also, if you ever hear of someone looking to buy, sell, or refinance, I'd love to help them like I would help you. No pressure—just know I'm always here.
Hey [First Name], thinking of you today—hope life's going well! If you or someone close to you ever needs honest mortgage advice, just know I'm here to help. Always happy to run numbers or refer you to a great agent.
So grateful to serve great people every day—friends, clients, and neighbors who trust me with their mortgage decisions. If someone you care about is looking to buy, sell, or refinance this year, I'd love the chance to serve them too.
Text Example (Radiant Chat 1:1)
Personal Connection
Hey [First Name], thinking of you today—hope you're doing well!
Value Offer
If you or someone close to you ever needs honest mortgage advice, just know I'm here to help.
Specific Service
Always happy to run numbers or refer you to a great agent.
Social Post Prompt (LinkedIn or Facebook)
Express Gratitude
So grateful to serve great people every day
Define Your Network
Friends, clients, and neighbors who trust me with their mortgage decisions
Extend Invitation
If someone you care about is looking to buy, sell, or refinance this year, I'd love the chance to serve them too
Event Invite Template (Text/Email)
Personalized Greeting
Hi [First Name]
Event Description
I'm hosting a casual [client event / homebuying Q&A / taco night] this [day]!
Value Proposition
It's a chance to reconnect, meet great people, and maybe answer a few real estate questions.
Call to Action
Want me to save you a spot?
Referral Ask: Relationship-Based, Low Pressure
Start With Permission
"Hey, can I ask a small favor?"
Define Your Ideal Client
"I'm working to grow my business with people like you—good-hearted, high-character folks."
Specify The Need
"If you know someone buying, selling, or refinancing, I'd love to help them out."
Simple Request
"Keep me in mind?"
Assets Available in CityOS
SOI Outreach Tracker Template
FORD Conversation Guide
Text & Call Scripts Library
(copy/paste ready)
Referral Ask Templates
(DM, text, or email)
Social Post Library
for relationship marketing
Event Invite Templates
Radiant Chat Campaign Setup Guide
(Birthday, Quarterly Check-in)
CityOS Playbook: Sphere of Influence (SOI)