Most real estate agents say they want more referrals. Very few have an actual referral strategy to generate them. Twenty-four referrals over the next 12 months might sound like a lot until you break it down. That’s only two referrals per month.
If I had to generate 24 referrals over the next 12 months, I wouldn’t leave it to chance. I’d build a specific group of people I wanted to deepen relationships with, become more intentional about helping them, and develop a weekly set of activities designed to keep me top of mind.
24 in 12 months? Here’s your real estate referral strategy
Here’s exactly what I’d do.
1. Build an ‘MLTR’ list
The first thing I’d do is build what I call my MLTR list: Most Likely To Refer. I’d start with 50 people. If you don’t have 50, start with 10 or 20. The number isn’t as important as identifying the people who are most likely to introduce you to someone who needs your help.
Who belongs on the list? I’d start with past clients who had a great experience working with me. I’d add friends and family members who are natural advocates. I’d include local business owners and service providers with whom I’ve developed relationships. I’d also identify the connectors in my community, the people who seem to know everybody and naturally bring people together.
The important thing is that these aren’t random names. These are people where a deeper relationship would be natural. People I can support. People who can support me. People who already know, like and trust me.
Once you’ve identified 50 people who are genuinely likely to refer you, generating 24 referrals over the next 12 months doesn’t seem nearly as overwhelming. Your next 24 referrals probably won’t come from 24 strangers. They’ll most likely come through relationships you already have.
Depth beats width when it comes to referrals.
2. Schedule 2 relationship meetings every week
Next, I’d schedule two intentional relationship meetings every week. Lunch. Coffee. Breakfast. A walk. Stopping by someone’s office or business. The format doesn’t really matter. The relationship does.
Heidi Harris, an agent in Raleigh, North Carolina, first shared with me the idea of how she stopped buying leads and started buying lunch. This one shift led to dramatic growth in her business. The idea here is similar, but I’d think about it less as buying lunch and more as intentionally creating time to deepen relationships.
I’d reach out and simply say, “It’s been way too long since we’ve caught up. I’d love to grab coffee sometime over the next couple of weeks and hear what’s going on with you and your family.” Then I’d make the meeting about them.
- How’s their family?
- What’s happening in their business?
- What are they excited about?
- Is there something they’re working toward?
- Is there someone I could introduce them to?
- Is there a way I could help them?
Eventually, they’ll probably ask what’s happening with me and how they can help me. That’s when I’d say something like:
“Things are going great. The biggest thing you could do for me is simply keep me in mind if you hear about someone considering buying or selling. I’d love it if you would make a text introduction between us. Just know I’ll treat anyone you introduce me to like family.”
Two meetings a week is more than 100 intentional relationship meetings over the course of a year. Relationships don’t deepen by accident. They deepen because you invest the time and effort.
3. Become the connector
I’d also make it my goal to become known as the person who knows someone who can help.
- Someone needs a plumber? I know one.
- Someone needs an insurance agent? I’ve got someone.
- A business owner needs a photographer? Let me make an introduction.
- Two people I know could potentially help each other’s businesses? I’d connect them.
I’d also look for ways to help businesses and people in my community without being asked. I’d leave thoughtful Google reviews. I’d highlight local businesses on social media. I’d recommend people I trust. I’d introduce people who could potentially create opportunities for each other.
Every introduction strengthens two relationships. The person with the problem appreciates that you helped solve it, and the person receiving the opportunity appreciates that you thought of them.
Don’t wait for referrals. Create opportunities. If you’ll open enough doors for other people, you’ll be amazed at how many doors begin opening for you.
4. Create content that gets you recommended
I’d also become intentional about creating content that gets me recommended by two different sources: people and AI. Jason Pantana has a simple framework for thinking about the types of real estate content that can help accomplish this. He suggests thinking of it around three P’s: properties, processes and people.
Properties are the homes, price points, neighborhoods, condos, new construction, investment properties and other real estate opportunities in your market.
Processes are everything consumers need to understand about buying and selling. Inspections. Financing. Preparing a home for sale. Negotiations. Closing costs. The questions buyers and sellers ask every day.
People are what make your market unique. Local business owners. Community events. Interesting people. And of course, you. People do business with people, so don’t forget to share stories of who you are and how you do business.
I’d create content specific enough that consumers understand exactly what I know and where I work. Before publishing something, I’d ask myself two questions: Would someone find this valuable enough to share with a friend? And is this specific enough that AI can understand what I’m an expert in? Create content that’s valuable enough for people to share and specific enough for AI to recommend.
5. Become unforgettable
Most agents spend a lot of energy trying to meet more people. I’d spend more time figuring out how to become unforgettable to the right people. This is especially important with my “MLTR” group and past clients.
I’d remember birthdays and home anniversaries. I’d send handwritten notes. I’d stop by their office with donuts. I’d send a small unexpected gift when something meaningful happens in their life. I’d congratulate them on promotions. I’d support their businesses. I’d recognize the things they share on social media.
And I’d look for moments during transactions where I could do something unexpected. Maybe it’s flowers when a client goes under contract. Maybe it’s a personalized closing gift based on something they mentioned months earlier. Maybe it’s something for their kids or their pet.
The dollar amount isn’t what makes these moments memorable. It’s the fact that you noticed. You don’t have to be the top producer in your market. You just have to be unforgettable to the people you serve.
6. Ask for introductions, not referrals
I’d also change the language I use when thinking about asking for referrals. Instead of asking people for referrals, I’d ask for introductions. Think about it. Nobody really wants to be “referred” to someone. An introduction feels different. It’s warmer, more personal and easier for everyone involved.
I especially like text introductions because they immediately connect all three people. Instead of saying, “Do you know anyone who’s thinking about buying or selling?” I’d say something like:
“The biggest thing you could do for me is simply keep me in mind when you hear about someone considering a move. If you do, I’d really appreciate a text introduction between us. That gives me the opportunity to personally connect with them and make sure I take great care of them.” That’s a very different conversation.
And whenever possible, I’d lead with generosity before asking.
- “Is there anything I can do to help you?”
- “Can I leave your business a Google review?”
- “Is there someone I could introduce you to?”
- “Could I highlight your business on social media?”
Help first. Then, when the natural opportunity presents itself, ask for the introduction.
7. Track the activities, not the referrals
The last thing I’d do is build a weekly referral scoreboard. I can’t control whether someone I know happens to meet a person who’s considering selling their house this week. But I can control whether I’m staying connected enough that when it happens, they think of me. That’s why I’d measure the activities that create referrals instead of obsessing over the referrals themselves.
My weekly scoreboard would be simple. I’d have two relationship meetings with people in my “MLTR” group. I’d highlight one local business on social media. I’d leave at least two thoughtful Google reviews for businesses or people I want to support. I’d make at least one introduction every day. And I’d ask at least one person every day for an introduction when the conversation makes it appropriate.
Those are activities I can control. Do them for a week, and you might not notice much. Do them for 52 weeks and something entirely different begins happening. You become the connector. You become the person who supports other people. You become unforgettable. You stay top of mind. And ultimately, you become referable.
The bottom line
Twenty-four referrals sounds like a big goal. Two per month doesn’t. The difference is having a system.
- Build your “MLTR” list.
- Schedule the meetings.
- Become the connector.
- Create content worth recommending.
- Become unforgettable.
- Ask for introductions.
Then track the activities that keep you consistently connected to the people most likely to send business your way.
The best referral businesses I’ve seen aren’t built by constantly asking, “Who do you know who’s thinking about buying or selling?” They’re built by becoming the type of person people naturally want to introduce to others.
Focus on helping people. Deepen the relationships you already have. Open doors for others. Then trust that if you consistently do those things, more doors will begin opening for you.
