Referrals have always been the backbone of a successful real estate career. While many agents chase cold leads or invest in ads, the most consistent and high-quality clients often come through personal referrals.
In an industry flooded with agents, what truly sets someone apart is trust. Buyers and sellers want to work with someone reliable, especially when dealing with one of the biggest financial decisions of their lives. According to NAR, 39% of sellers found their agent through a referral, and for established agents, as much as 82% of business comes from past clients and their networks.
Referrals happen for several reasons: agents may be unavailable, retiring, unfamiliar with a specific location, or simply too busy. In these cases, they refer clients to trusted colleagues—usually with a referral agreement that includes a fee (commonly 25% of the commission). These arrangements must follow legal guidelines, including proper licensing and disclosure of referral fees.
To succeed with referrals, start by identifying your strongest relationship sources:
- Past and current clients
- Industry professionals (mortgage brokers, inspectors, lawyers)
- Other agents (especially in different regions or niches)
- Friends and family
It’s important not just to know these people but to nurture those relationships. Follow up regularly, say thank you, and offer value. One powerful moment to ask for a referral is right after closing a deal—when the client is most satisfied.
Set expectations clearly with potential referral partners and consider written agreements to protect both sides. Keep in touch with past clients via newsletters, home anniversary messages, or check-ins, so they remember you when someone in their circle needs a Realtor.
In today’s market, your online presence is often the first impression. A professional website, updated listings, and glowing testimonials show prospective clients—and those referred to you—that you’re trustworthy and active.
Social proof is powerful. Ask happy clients for reviews (ideally with photos or videos), and share your wins on platforms like Google, Zillow, and Instagram. Email marketing also helps you stay top-of-mind with your network. A simple monthly update can keep your name fresh without being salesy.
Social media ads and consistent posting can expand your reach. Platforms like Facebook and Instagram allow precise targeting, while a CRM system helps you track referrals and automate follow-ups so nothing slips through the cracks.
A strong referral network blends personal relationships with digital visibility. You don’t need to chase strangers—you need to build trust, offer exceptional service, and stay connected. Over time, those you help become your best marketing tool, recommending you again and again.
For new agents or those looking to scale, focus on being memorable, professional, and easy to refer. That’s how you turn one client into ten—and build a business that lasts.
