In our last blog, Tactics for Building a Strong Referral Network Part 1, we covered foundational steps to create a thriving referral network—expanding your business connections, giving referrals to get them in return, optimizing your client intake and CRM processes, and showcasing your value on social media.
Now, in Part 2, we’re diving deeper into referral growth tactics, including what to do before attending national conferences, tips and tricks for joining mastermind groups, optimizing your online presence and personal brand, and keeping relationships strong through communication. Let’s dive in!
There’s no shortage of real estate industry conferences and trade shows to attend to sharpen your skills and broaden your network. Events like Inman Connect, Tom Ferry’s Success Summit, and brokerage-specific events help you fine-tune your business and make new connections all across the country, but sometimes it can be hard to measure the ROI of those activities. So it’s important to have a plan.
Los Angeles agent Melissa Menard discovered the power of referrals at a national conference but felt unprepared to make lasting connections in just a few minutes speaking to each agent. Her advice? “Have a Plan. And think about how you’re going to take a deeper-dive into agent-to-agent relationship building after the fact.”
So, what does that look like? Be intentional. Research sessions, speakers, and vendors in advance so you can connect with other like-minded agents. Prioritize networking time, refine your elevator pitch, and remember—every handshake is an interview. Be sure to have a follow-up plan after the conference, whether that be making phone calls, emails, or sending a short message on social media.
Florida agent Lourdes Maestres emphasizes the power of Mastermind groups for agents looking to grow their referral business. “As you start building relationships, try to join a mastermind group so you can continue to develop those relationships and grow the network,” she advises. These small, focused groups connect top agents nationwide, offering a space to exchange market insights, learn best practices, and build meaningful partnerships that lead to more referrals.
With a Mastermind group for nearly every niche in real estate—including referral-focused ones—there’s no shortage of opportunities to grow. But simply joining isn’t enough… Carve out time to be present, participate in discussions, and interact with other members. Whether you need accountability, fresh strategies, or a sounding board for new ideas, being an active part of the group will help you maximize your membership.
Start by Googling yourself to see how you appear online. Make sure your profiles are consistent, fully updated, and professional. “Have every profile looking the same and filled out to the best of your ability,” says Orlando agent Andy Neal. Agents will be looking at your website and social media to see things like reviews, your expertise, and how you go above and beyond to market homes.
Nearly every agent we’ve spoken with at Handshake emphasizes the importance of reviews and social media when vetting referral partners. Consistent profiles and 5-star reviews—especially those highlighting your niche expertise—can make a big impact. Don’t hesitate to ask past clients for reviews on multiple platforms like Google, Zillow, and Facebook. And to make referrals even easier, use platforms like Handshake to build up your reputation and connect with other agents.
If there’s one trait agents consistently say they look for in a referral partner, it’s good communication. “I shouldn’t have to chase you around for updates,” says Florida agent Lourdes Maestres. When another agent entrusts you with a referral, they want to stay informed—no matter how big or small the detail. “I appreciate an update even if it’s like, ‘Hey, Shannon, we went out and looked at homes this weekend,’” adds Arizona agent Shannon Gillette.
Whether it’s weekly updates, CC’ing them on emails, or a quick text recapping a home tour, keeping referral agents in the loop is key. To stay on top of communication, have systems and processes in place to track every stage of the transaction. Keeping things organized not only builds trust but also increases the likelihood of repeat referrals.
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Building a strong referral network isn’t about quick wins—it’s about steady, intentional growth. Just like the classic tale of the tortoise and the hare, success comes to those who take consistent, strategic steps.
Start by optimizing one area—whether it’s refining your conference strategy, joining a Mastermind group, polishing your online presence, or improving communication. Then, move on to the next. Over time, these small, deliberate actions will add up to a thriving referral business.
