We’d all rather get a regular stream of referrals than spend time working cold leads.
Over the years, the Lifetime Lead Strategies™ I’ve developed have not only helped me earn clients for life but have also ensured that over 80% of my business comes from repeat clients and referrals.
So, what’s the secret to turning clients into loyal brand advocates? It starts with providing excellent service, before, during and forever. But there’s one thing most agents fail to do that keeps referrals coming in. I call it referral reinforcement.
Why Referral Reinforcement Matters
Anytime you want more of something, whether it’s getting your dog to stop barking, your children to do homework, or your employees to keep up their hard work, you have to reinforce that behavior.
The same principle applies to referrals. By reinforcing positive referral behavior (i.e., anytime a client sends you a referral), you foster trust and encourage them to spread the word about your services to even more people.
When clients see that their referrals are appreciated and valued, they are more likely to repeat the action. This reinforcement can take many forms, but the key is to show genuine appreciation and recognition, making clients feel that their efforts in recommending you are acknowledged and rewarded.
Here’s the magic of referral reinforcement:
- Strengthens Client Relationships: A heartfelt “thank you” shows your clients you value their endorsement. It fosters a deeper connection, making them more likely to refer again in the future.
- Positions You as a Pro: A thoughtful referral program showcases your professionalism and commitment to exceeding expectations. This establishes you as the go-to agent in your network.
- Boosts Brand Recognition: Positive client experiences travel fast. By consistently delivering excellent service and expressing gratitude, you build a reputation for excellence, attracting new business through word-of-mouth.
Automate Your Referral Reinforcement
Real estate is busy. That’s why I track and systematize everything in my business—even referral reinforcement. This ensures I don’t forget anyone who has sent me new business. I use Sierra Interactive, but any CRM can help you automate this process.
By presetting auto notifications, you will be notified at crucial moments throughout the transaction process, prompting you to send thank-you gifts, videos and even update tags in your CRM without letting any time lag.
I take automation one step further with keyboard shortcuts—which allow me to send thank-you text messages in almost no time. As I said, everything in my business is systemized for maximum efficiency, and thank-you messages are no exception. (I’ve included the keyboard shortcuts in this checklist for you to use!)
If you don’t use a CRM to automate referral reinforcement, be sure to set calendar reminders and come up with some sort of tracking system. As you start to get more and more referrals, tracking becomes more and more critical!
Now, let’s get to the key actions you can take to reinforce referral behavior. Want the full checklist I use? Download it here!
Upon Receiving a Referral
Be sure to show your appreciation as soon as you receive the referral. It’s critical to thank your clients immediately to reinforce that behavior (even if you don’t end up getting the deal). A handwritten card paired with a thoughtful gift (delivered to their workplace if possible) sets a great first impression.
Why deliver to the workplace? Everybody wants to feel like the cool kid—and what’s better than getting an unexpected gift at work? This also gets clients saying your name in front of all their colleagues. The more people who talk about you in a positive light, the better.
Take your thank you a step further with a personalized video message. Thank the referrer for their trust, and assure them you’ll provide exceptional service to their friend or family member.
During the Transaction
Once the referral is under contract, send another video or text message to the referrer, updating them on the status and thanking them once again. This keeps them informed and reinforces their positive behavior.
At this stage, I also add the tag “ReferralGiftNeeded” to the referrer’s profile in my CRM. This helps keep track of who needs a thank-you gift once the deal closes.
After Closing
After the referral has closed, send a final thank you gift to the referrer. Again, it’s ideal to send the gift to their place of employment for maximum impact. (Trust me, their colleagues will ask who sent a gift—and that will get them talking about you even more!)
This final gesture ensures that they feel appreciated and recognized for their contribution to your business.
Download the Full Checklist
For more, you can download the entire Referral Reinforcement Behavior Checklist here. This includes keyboard shortcuts to help you automate the process and send those thank-you messages even faster!
If you are ready for more, join my transformative 6-week program designed to catapult your real estate career and make you shine above the competition. In this 6-week Systems to Scale Workshop, you’ll receive all of the proven systems, SOPs, templates and scripts I’ve used to systematize my business and build the #1 real estate team in South Dakota.
Starting July 22, 2024, you’ll receive weekly coaching sessions to help you implement the systems and get your business running smoothly.
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