7 Ways to Get Real Estate Referrals

In this article:

• Set referral goals
• Provide exceptional service
• Ask for real estate referrals directly
• Email mini-CMAs or comps
• Send a handwritten thank you card
• Make your real estate closing gifts memorable
• Become a referral agent

Real estate referrals are crucial to an agent’s success and growth — which is why it’s so important to maintain a positive relationship with your past clients and anyone else who could potentially refer a new client to you.

Referrals often come from people that sellers interact with on a daily or weekly basis, such as a friend, relative, neighbor or another agent or broker. According to Zillow Consumer Housing Trends Report 2019, 22% of sellers found their agent through a referral from a friend, relative, neighbor or colleague.

Here are our top eight recommendations on how to get real estate referrals:

1. Set referral goals

You should always be thinking about what you can do to get a new client or real estate referral. Set goals as you track how many referrals you get each month and each year. As a Zillow Premier Agent partner, you’ll be able to track your referrals in the Zillow CRM to help stay on top of your goals.

2. Provide exceptional service

Go out of your way to provide exceptional service when working with clients, and always respond promptly to any communication. According to Bret Calltharp, who trains real estate agents on best practices, most referrals come from:

• Sellers
• Buyer agents
• Connected leads from home shoppers who made an inquiry online on sites like Zillow or Trulia

They know you’re a real estate agent — so use these contacts to establish trust and friendship by catching up on their personal life or providing market insight. If they know you care about them, they’ll be more than happy to recommend you to friends or family members who are looking to buy or sell.

3. Ask for real estate referrals directly

Follow up monthly by phone or email with past clients and people in your sphere of influence. Be courteous and don’t spam them, but make sure you’re their go-to agent for referrals. Before calling, be prepared with some conversation ideas. Ask them how their summer is going. Maybe talk sports for a few minutes. Create a reminder in your CRM to follow up a few days after relevant events, so you’ll have a good conversation starter.

4. Email mini-CMAs or comps

Prepare an email script for connecting with referrers. Send mini-CMAs or impressions and feedback on new listings in the area. You’ll keep your relationship current while remaining a useful resource. If your referrer sees you as a market expert, they’ll be more likely to refer friends and family.

5. Send a handwritten thank you card

Always send a handwritten thank you card to show your appreciation for the client and any referrals they send your way. A week after your clients move into their new place, write a thoughtful note. Include some business cards and a call to action that lets them know you’d love to help their friends and family members who are in the market to buy or sell. When a referral is sent your way, send another thank you note to the referrer and follow up by phone.

6. Make your real estate closing gifts personalized

Closing gifts thank clients and remind them of your work together after everything is finalized. Give them something that they’ll tell their friends about — having clients tell others about your outstanding work is often more effective than advertising. Consider waiting a month or so and hand-delivering a personalized gift so you can ask how they’re doing in their new house.

7. Become a referral agent

Referrals can also come from other agents. While only 6% of sellers are referred by another agent or broker, it’s still a valuable way to gain clients. Here are some surefire ways to ensure agents are thinking of you when they have leads outside of their network or are too busy to take on new clients:

• Network with other agents.
• Create a version of your monthly “market update” geared toward other agents and send updates monthly.
• Go to national and local conferences to network with agents and find referral partners.
• Get to know other Zillow Premier Agent partners near you to expand your network and lay the groundwork for quality referrals.