Real estate agents love referrals. In fact, referrals are a major part of how many agents market their businesses.
But how referable are you? Do you want more referrals from your friends, family and, most importantly, your closed clients? There are things you can do right now to make yourself more referable, and it starts with doing a great job.
Brand building and marketing is important in this business, but the best way to build your brand is to go out, sell a whole bunch of real estate, do a great job. From there, those people are much more likely to refer you business.
More than 80% of buyers say they would use their agent again, yet very few actually do because their agent doesn’t keep in touch with them. More than 65% of sellers choose their agent because of a referral or past experience.
That connection starts during the initial transaction. Here are six ways to build it and become the kind of real estate agent clients want to recommend.
#1: Make It About Your Client, Not Your Commission
Too many agents start conversations with questions like:
“Are you pre-approved?”
“Are you working with an agent?”
They’re immediately trying to determine whether this is a viable prospect. That’s the wrong conversation to be having.
Instead, ask questions like:
- What gets you excited about making a move?
- What’s important to you about buying this type of home?
- Where are you moving next?
- What are you looking for in an agent?
These discovery questions will help you build a better relationship from the start.
It’s also okay to tell people, “I don’t want you to buy this house,” or, “We shouldn’t take this offer,” when you have legitimate reasons for giving that advice.
When you tell people to do what’s best for them, you become much more referable.
A lot of agents have commission breath. They prioritize themselves and worry about how much money they’re going to make from someone who hasn’t even agreed to hire them yet.
Make it about the client, not about you.
#2: Create Consistent Two-Way Communication
The number one complaint about real estate agents is a lack of communication:
“I don’t hear from my agent.”
“I don’t know what’s going on.”
“I can’t get a hold of them.”
Two-way communication is the sign of a professional. That means providing timely, same-day responses.
It’s okay to be in a meeting and call someone back afterward. It’s okay to receive a text and respond a little later. What matters is that you return the communication and address exactly what the person is asking.
When you don’t get back to people for days at a time, that’s a bad move. Real estate decisions are often time-sensitive. Return every text and call the same day. It’s not a big standard. It’s a simple one.
When you make that a process in your business, you become much more referable because communication is one of the things clients complain about most.
#3: Show Up on Time
If you’re arriving late and driving in like The Fast and the Furious with Vin Diesel chasing you, you’re not setting a good expectation.
Be on time for your appointments.
If you are running late, give the client a courtesy call and let them know. Things happen, and that’s fine. But once again, it comes back to communication.
Your clients notice whether you respect their time. Being punctual is one of the simplest ways to demonstrate professionalism before the meeting even begins.
#4: Prepare Before Every Client Meeting
Do you know the information that needs to be discussed? Can you share current real estate market trends and recent sales activity? Do you know your presentation?
The more polished you are when you meet with people, the more referable you’re going to be because preparation creates an impression.
First impressions mean a lot. When you prepare, you’re preparing to win, both now and in the long term.
Failing to prepare is preparing to fail. Proper preparation prevents poor performance.
The more prepared you are, the more knowledgeable you’ll become as an agent. That will help you close more business, and it will show clients that you really know what you’re talking about.
#5: Know the Contracts and the Real Estate Transaction Process
What is your knowledge of the contract and the purchase-and-sale process?
If you don’t understand the contracts and stumble through your explanations, you’re not going to build confidence. If you can’t create a proceeds estimate for a seller or a net cost sheet for a buyer, clients may question your ability to help them.
Knowing how to explain agreements, what those agreements say and what happens next goes a long way.
There are plenty of agents who don’t read the agreement of sale and don’t know what they’re talking about. When you can provide tangible value in these areas, you showcase yourself as a professional and become much more referable.
#6: Know Your Local Real Estate Market Data
You need insane levels of market data.
Do you know what homes are selling for? Do you know the average days on market? Do you understand the statistics shaping your local housing market?
Clients ask questions like:
- How’s the market?
- Is this a buyer’s market or a seller’s market?
- Is anyone buying homes right now?
- How long will it take my home to sell?
When you have data to back up your answers, those statistics validate you as a resource.
Clients don’t need another agent offering vague opinions about the market. They need a knowledgeable professional who can explain what is happening and what it means for their decision.
Referrals Start With How You Serve the Client
None of these six strategies costs any money.
Becoming more referable comes down to how you present yourself, how you communicate and what kind of professional you are on a day-to-day basis.
Make the transaction about the client. Communicate consistently. Be on time. Prepare for every meeting. Know the contracts. Know the market data.
Do those things while helping clients at a high level, and you just became way more referable.
