The Sphere Strategy: How 150 Contacts Can Drive 20+ Deals a Year

If you’re like most agents, you’re constantly looking for more leads. Facebook ads. Online leads. Open houses. Cold outreach. But the truth is — most of us are sitting on a goldmine we’re barely tapping into.

That goldmine? It’s your sphere.

Let me tell you a quick story. I was working with an agent who had over 4,000 contacts in their CRM. On the surface, it looked impressive. But when we dug in, guess how many were tagged as sphere?

Zero.

Not one.

Once we cleaned it up and properly tagged the people they actually knew — past clients, friends, family, referral partners — the shift was immediate. We could finally focus on the people who mattered most. And the results followed.

Why the Sphere Matters

Your sphere is made up of people who know, like, and trust you — and that trust is everything. They’re not just more likely to do business with you again… they’re your best source for referrals. When someone in their life mentions buying or selling, guess who they think of first?

You.

Industry pros agree: with consistent nurturing, a sphere of just 150 to 200 people can realistically drive 15–20 deals per year. That’s more than most agents close in total. And the best part? These are higher-quality, warmer leads that don’t require constant chasing or convincing.  And one’s you should be more excited about and talking to!  

How to Build — and Actually Leverage — Your Sphere

Here’s how I coach agents to build out their sphere and turn it into a machine:

1. Export and Sort Your Contacts
   Dump your full CRM into a spreadsheet. Sort by name — and start identifying the people you truly know. Think clients, friends, neighbors, local vendors, referral partners. If they’d recognize your name or answer your call, they probably belong in your sphere.

2. Tag Them Clearly in Your CRM
   Don’t overcomplicate this. Create a “sphere” tag or group, and make sure these people are labeled. It helps you find, communicate with, and focus on them consistently.

3. Set Up Tailored Campaigns
   Your sphere doesn’t need cold drip emails. They need relevant, relationship-based content. Think home anniversary messages, personalized market updates, invites to local events, or casual check-ins. Automate the system — but personalize the message.

4. Provide Real Value
   Stay top-of-mind by being helpful, not salesy. Share local market insights, home maintenance tips, or community events. Make sure every touchpoint builds trust and keeps you relevant — so when real estate comes up, you're the go-to.

Bottom Line: There Are Deals Sitting in Your Database

Most agents are so busy hunting for new leads, they forget to care for the relationships they already have. But if you take the time to clean up your CRM, tag your sphere, and create meaningful touchpoints, your business can change fast.

This isn’t theory — it’s what I help agents do every single day. And I’ve seen it work, over and over again.

So if your CRM feels like a black hole and you don’t even know where to start, take a breath. Begin with the people who already trust you. Because your next 20 deals aren’t out there somewhere.

They’re already in your phone. You just need to treat them like gold.