Learn the universal and essential steps for setting up your customer relationship management (CRM) system.
Your Customer Relationship Management (or, CRM) is a tool that you can use to your advantage as a real estate agent. Let’s talk CRM basics and also cover the most important things to do with your CRM.
- Organize it
- Systematically reach out to people in it
- Grow it every day
- Get leads out of it
VIDEO: How to Set Up Your Customer Relationship Management (CRM)
Your Customer Relationship Management is your most important tool
The most common thing we get asked about customer relationship management systems is which one is the best. We aren’t going to dive into that today, because at ICC we truly believe that the best CRM is the one that you use.
Instead of comparing various CRMs to each other, let’s talk about how to set up your customer relationship management system for success.
Who belongs in your CRM?
At Icenhower Coaching, we teach our coaching clients to grow, develop, and maintain a sphere of influence (SOI) database. Your SOI database should contain anyone who recognizes you and knows you by name. This is the first group of people that belong in your CRM. In your CRM, you interact with this group of people on a regular basis to maintain and grow your relationship.
The second group that belongs in your customer relationship management (CRM) system are your leads. These are people you contact immediately and with more urgency. Whether they come from online leads or open houses, any leads belong in your CRM. We use a system called our 2-Week Assault Plan, and this plan goes into your CRM so that you know exactly how and when to contact your leads.
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SOI: Building a Referral-Based Sphere of Influence
ICT Online CourseSOI: Building a Referral-Based Sphere of Influence
Build a thriving real estate business fueled by relationships, referrals, and repeat clients.
Learn how to systematically grow, organize, and communicate with your Sphere of Influence (SOI)
Discover contact plans that keep you top of mind with friends, family, and past clients
Master scripts, dialogues, and social media strategies to generate consistent referrals
Gain tools to track relationships, measure engagement, and increase repeat business
Implement simple follow-up systems that turn contacts into loyal clients
Includes downloadable SOI trackers, communication templates, and marketing materials
Generate Endless Referrals
Turn your personal and professional relationships into a steady stream of business.
Stay Top of Mind
Follow structured contact plans that strengthen relationships and build trust.
Build Long-Term Success
Create a business model that thrives on repeat clients and word-of-mouth marketing.
Designed for all learning types
Video Training
In-depth video training walking you through each module of the course, explaining the strategies, tips, and best practices for using Canva for real estate agents.
Written Workbook
Detailed and downloadable written workbook that provides you with a bullet point outline, summarized text, action steps, key takeaways, as well as space for taking notes.
Instructor Materials
Teach this course at your organization with the help of our downloadable presentation notes, presentation files, and Instructor's Manual.
Designed for all learning types
Video Training
In-depth professional video training on every module, presented by the author, Brian Icenhower.
Written Modules
Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.
Audiobook
Since real estate agents are always on the move, your training must be too. This course provides a professional downloadable audiobook.
Course curriculum
Enrollment includes access to the following course materials for 6 month
Module 1: How to Create a Real Estate Sphere of Influence List- VIDEO: How to Create a Real Estate Sphere of Influence List – PART 1
- VIDEO: How to Create a Real Estate Sphere of Influence List – PART 2
- AUDIO: How to Create a Sphere of Influence List – PART 1
- AUDIO: How to Create a Sphere of Influence List – PART 2
- WORKBOOK: How to Create a Real Estate Sphere of Influence List
- VIDEO: How to Set Up Your CRM
- Script: Update Database
- SOI Member Contact Form (fillable)
- Daily SOI Contact Form (fillable)
- Script: Update Database & Direct Message
VIDEO: Who Do You Know
AUDIO: Who Do You Know?
Workbook: Who Do You Know?
Who Do I Know From These Industries? (fillable)
SOI Call & Text Contact Cycle
QUIZ: Module 2 Part 1
QUIZ: Module 2 Part 2
Module 2 Action Steps
VIDEO: How to Contact Your SOI
AUDIO: How to Contact Your SOI
Workbook: How to Contact Your SOI
VIDEO: Create Your SOI Contact Plan
AUDIO: Create Your SOI Contact Plan
Workbook: Create Your SOI Contact Plan
Sample Contact Plans
Sample Plan #1: The Basic
Sample Plan #2: Giving to Get
Sample Plan #3: Social Butterfly
Monthly Mailer Topics
QUIZ: Module 4
Module 4 Action Steps
VIDEO: How to Grow Your SOI
AUDIO: How to Grow Your SOI
Workbook: How to Grow Your SOI
About this course
- $349
- 147 lessons
- 8 hours of video content
Immediate Takeaways and Course Features
This course includes downloadable assets so you can immediately put what you learn into practice. As with all of our ICC Online Courses, helpful features like quizzes and action items at the end of each module are built-in to help keep you on track with your learning.
- SCRIPTS that help you incorporate friends, acquaintances, vendors and others into your SOI. SOI Referral Script Booklet, SOI Update Database Script, FB Direct Message Scripts, Update Database and Ask For Referral Script, Asking For Referrals Script, Vendors and Referrals Script, Presenting an Exclusive Buyers Agency Agreement Script, Handling Objections Scripts, and more.
- FORMS AND LISTS to streamline processes and document your SOI. Daily Contact Form, SOI Member Contact Form, My SOI Contact Plan Form, Who Do I Know From These Industries Spreadsheet, Buyer Questionnaire and Lead Sheet, Seller Questionnaire and Lead Sheet, and more.
- SAMPLE WORKSHEETS and questionnaires. Who Do I Know From These Industries Worksheet, How Does Your SOI Measure Up, and more.
- QUIZ at the end of each module to promote retention of information and test your knowledge.
- ACTION ITEMS at the end of each module to push you forward in your business and apply what you just learned.
- OPTIONS for how you learn best. Each module provides a downloadable PDF chapter as well as a featured video of Brian Icenhower, teaching the topic at hand. At the beginning of the course, you are also provided with a full audiobook to listen to. So however you learn best -- we have an option for you!
Certification & Designation Upon Completion
In this ICT online course, you will receive an official designation of "Certified Referral Network Expert" or CRNE upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email certification to bolster your reputation and show off your expertise to clients and colleagues alike.
Reviews
"I use ICT systems, the Icenhower Institute, and the coaching program to coach and train my team of over 30 agents. I use the ICT dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICT for over five years. ICT has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICT we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
InstructorBrian Icenhower.
Like all Icenhower training courses, I created SOI: Building A Referral-Based Sphere of Influence for those real estate agents wanting to move from a mere real estate practice to a systematized real estate business with the control and mastery of your results.
You are not an "average agent", so you need to employ the tried and tested ways of the nation’s Top Producers for always having an abundance of prospective buyers and sellers lined up — people who know who you are by name and "brand", who come to you first to list their property or to show them their next new one.
Regardless of your specialty, location or client base, we’ll show you how to systematize your approach to SOI: Building A Real Estate Agent's Sphere of Influence and employ the tried and tested way of taking back control — or grabbing it perhaps for the first time — of your ability to generate a predictable number of Closed Transactions month after month.
We’ll show you step-by-step how to grow your results year after year, and do it with no gaps in productivity or slumps in transaction activity, as you approach your business’s SOI Referral Database like a master.
Grow your real estate business through relationships that last.
Enroll in SOI: Building a Referral-Based Sphere of Influence (ICT) to learn how top agents cultivate repeat and referral business through consistent communication, systems, and service. Build a reliable, relationship-driven business that stands the test of time.
Start building your sphere today. Add to CartHear what your peers think
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1×1 Solo Agent Weekly Coaching Program
This 1×1 Solo Agent Weekly Real Estate Coaching Program designed to help you increase your production and your commission income with strategies and systems for sustainable business growth.
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICT for over five years. ICT has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICT we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
Instructor
Types of leads in your customer relationship management (CRM) system
There are 4 categories for leads in your CRM. We call them A, B, C, and D leads.
- A Leads – someone who wants to buy a house in 0-30 days
- B Leads – someone who wants to buy a house in 30-90 days
- C Leads – someone who wants to buy a house in 3-9 months
- D Leads – someone who wants to buy a house in 9-18 months
The best CRM is the one that you use.
Brian Icenhower
Other groups of people who belong in your customer relationship management (CRM) system
You will also want to include any local vendors or business-to-business (B2B) partners that you have in your CRM.
We do coach most of our clients to keep it simple when it comes to their customer relationship management (CRM) system. For example, if I have a B2B partner, I like to put them in my CRM’s SOI group. Some clients, however, do like to have a vendor-specific client event, or they want to be able to have a list of their trusted vendors that they can download and then email to someone.
In your CRM, you would simple create a category or tag titled “Vendor” or “B2B.”
Using our Call & Text Contact Cycle System with your SOI in your customer relationship management (CRM) system
As we teach in our SOI trainings, you need to keep in touch with your SOI on a regular basis throughout the year. You need AT LEAST 4 two-way conversations every year. So, that would mean once a quarter.
We developed a Call & Text Contact Cycle that you can use and put into your customer relationship management (CRM) system to ensure that you are reaching out to everyone in your SOI database quarterly.
Since there are 13 weeks in a quarter and 26 letters of the alphabet, you can sort your SOI database by the first letter of each last name and reach out to two letters each week.
Now, as you can probably imagine, some letters will have way more contacts than others. So, we created an SOI Call & Text Contact Cycle PDF that sorts the letters based on popularity. That way, your weeks are a bit more even.
Using this PDF, set up your CRM with 13 categories or tags. Name them according to the letters of the week. For example, “SOI A&W” or “SOI B&E.”
FREE DOWNLOAD: SOI Call & Text Contact Cycle PDF
This is the PDF that we give all of our ICC clients to use in their own customer relationship management (CRM) system. Subscribe below and get the free download today!
