So, you want to make referrals the backbone of your real estate business, but you’re not sure which activities to double down on? You’re in the right place.
A strong referral network isn’t just a nice-to-have—it’s one of the most powerful lead-generation strategies in real estate. And while it won’t happen overnight, a thoughtful, intentional approach can turn referrals into a steady, reliable pipeline of business.
Success comes down to relationship-building, strategic networking, and carving out time for consistent actions—and we’re breaking down exactly how to do it. Here’s Part 1 of our two-part series on the best tactics to grow your referral game.
Building a strong referral pipeline starts with identifying professionals in complementary services. As a real estate agent, you likely already have a go-to list of trusted vendors—stagers, cleaners, painters, and remodeling contractors—who help your clients. Now, take it a step further by forming strategic partnerships with professionals who serve your ideal referral clients, such as movers, mortgage officers, and out-of-area agents.
“Identify those feeder markets… they could be very close. Ours is only 40 minutes away,” says Florida agent Lourdes Maestres, who leveraged Miami-to-Fort Lauderdale migration trends to grow agent referrals. By proactively building relationships with key real estate pros and adjacent businesses, you can establish a reliable referral network that benefits everyone involved.
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Referrals are a two-way street—what you send out will often come back to you. Start by actively passing business along to your network, whether it’s an agent in another city or a trusted local service provider. Like a boomerang, those connections will eventually return the favor.
“When you give, it initiates that law of reciprocity, so if you begin to give referrals, you’ll see that you’ll begin to gain referrals as well,” says Maryland realtor Meredith Fogle, who recommends spending more time engaging with agents outside of your network rather than within.
And don’t limit yourself to just real estate agents. As we stated above, many professionals—movers, home stagers, contractors, financial advisors, even local HR managers—can be excellent sources of referrals. By consistently offering value, you’ll stay top of mind and see long-term rewards (and those agent-to-agent referral fees don’t hurt 😉).
Nothing kills a good referral relationship faster than poor follow-up. If someone sends you a referral, they want to know their client is in good hands—not left wondering if they were ever contacted.
First, be responsive. You never know when a caller could become your next referral source. “When I’m screening agents, if they’re not responsive in the first 24 hours, they’re not likely to get my referral,” says Orlando agent Andy Neal. If you’re tied up, send a quick text and follow up ASAP.
Once you accept a referral, track the progress in your CRM to ensure no lead falls through the cracks. Automate follow-ups, status updates, and reminders to keep everyone updated. Many CRMs make this seamless with automated emails and task triggers.
For an even easier way to manage referrals, the Handshake app keeps all your in-progress and completed referrals in one place. 🤝
You can’t get referrals from social media if you’re not using it‼️Consistently showing up and sharing value keeps you top of mind when people need an agent.
Think of the mortgage pros who post helpful videos on industry rules and tricky situations—apply the same strategy to real estate. While referrals won’t flood in immediately, regular engagement reinforces your expertise, and people will think of you when they need your services.
With social platforms prioritizing video, focus on building your personal brand. You don’t need a polished production—just authenticity. “Agents should lean into their personal brand and share who they are beyond real estate,” says Phoenix agent Shannon Gillette. “Build relationships nationwide so you're top of mind when agents have a referral in your market.”
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Building a thriving referral network takes strategy, consistency, and relationship-building. Stay tuned for Part 2, where we’ll dive into networking events, mastermind groups, optimizing your online profiles, and the importance of clear communication!
