Digital ads and nurturing leads outside your SOI absolutely have their place in a marketing strategy – but referrals are still the cornerstone of most agents’ business. While not as straightforward as it used to be, referrals carry trust, warmth, and familiarity – qualities that are harder to replicate through other channels. They can shorten your sales cycle and help build a business rooted in connection and credibility.

Staying connected with past clients is a great start, but the most successful agents know that referrals can come from many other places, including fellow agents, local businesses, community members, and professional circles. The more you nurture those relationships, the more opportunities begin to flow naturally.

Here are some simple, practical ways to strengthen your referral network. 

1. Build Relationships with Other Real Estate Agents

It may seem counterintuitive to team up with other agents in a competitive field, but strategic collaboration – especially across markets – can be one of the most fruitful referral channels.

Referral Partnerships Across State Lines

Agents moving into or out of markets often refer clients to colleagues they trust. If you’re in Florida, having strong relationships with agents in New York, Illinois, or California can yield steady referrals from clients relocating for work, family, or retirement.

Pro tip: Attend national conferences like Inman Connect or NAR events and join Facebook groups or masterminds for top producers. Don’t be afraid to reach out and make connections in feeder markets that can prove beneficial to both parties. Just remember, give before you get.  Building rewarding relationships starts with creating value. 

Cross-promote

Locally, consider cross-promoting with agents who specialize in different property types or price points. A luxury condo agent and a single-family homes specialist can easily pass leads to each other while keeping their niches intact.

2. Partner with Local Businesses

Referrals aren’t limited to industry contacts. Local businesses can be powerful allies in growing your brand and reaching new clients. In some cases, these relationships often provide mutual value – they can be with service providers who are able to enhance the experience for your current clients while creating a strong, organic source of referrals. It’s a symbiotic connection that supports both your business and your clients themselves.

Who to Partner With

• Interior designers and contractors: When homeowners are preparing to sell, these professionals often know first.
• Fitness studios, salons, and boutique stores: These are places where your ideal client already spends time. Leaving branded material, sponsoring events, or co-hosting giveaways can generate organic connections.
• Real estate attorneys: In some states, attorneys are required for real estate closings. In others, they may not be mandatory, but they still play an important role in complex transactions involving trusts, probate, divorce, or title issues. By building relationships with attorneys, you can offer your clients added support while creating a natural referral pipeline – especially since attorneys often work with individuals who need to buy or sell property.
• Financial professionals: Clients frequently have questions about the tax implications of real estate transactions, but most states prohibit agents from offering tax advice directly. Having a trusted CPA or tax advisor to refer clients to adds value to your service and ensures legal compliance. These professionals may also send clients your way when they hear of someone planning a major move or investment.
• Lifestyle service providers (photographers, florists, bakeries): You likely already use these services – for listing photography, staging touches, or client gifts. Turn these transactional moments into relationship-building opportunities by promoting their work, collaborating on content, or tagging them in your posts. Their client base often overlaps with yours.

Create Mutual Value

Don’t just ask for referrals – create win-win scenarios. For example, offer to host a business spotlight video series on Instagram featuring local businesses, or co-sponsor a seasonal giveaway. Visibility for them, connections for you.

3. Get Involved in Your Community

Being present in your community doesn’t just build goodwill – it grows a business. People want to work with someone they know, like, and trust. By being seen as a contributor, not just a salesperson, you earn those referrals naturally.

Ways to Show Up Locally

• Sponsor a youth sports team or school fundraiser.
• Attend local chamber of commerce events.
• Volunteer with housing or neighborhood improvement organizations.
• Speak at local homeowner association (HOA) meetings or first-time buyer seminars.

The more people associate your face with value, the more they’ll think of you when someone mentions real estate.

4. Tap Into Professional and Alumni Networks

Agents often overlook the value of professional networks that aren’t directly related to real estate.

Where to Look

• College or university associations

People who have studied together tend to support each other, especially when relocating or buying their first home.

• Former corporate colleagues or trade organizations

If you come from another industry, stay connected on LinkedIn and check in periodically. People love referring someone they know and trust, especially to coworkers or friends.

• Special interest groups

Think golf or padel spouses, yoga instructors, tech professionals – wherever your hobbies or interests intersect with community.

The Strategy

Make time to attend networking events, host virtual coffee chats, or start a group on social media that adds value to the community without asking for business upfront.

5. Set Up a Formal Referral Program

While some referrals happen naturally, giving people a reason to send business your way can increase the volume.

What to Include

• Simple reward systems: Gift cards, discounts on future services (staging consults, for example), or a charitable donation in their name.
• Recognition: Highlight your referral partners in newsletters or social media shout-out.
• Clear guidelines: Let people know how your referral process works and how you’ll treat their contacts.

Just remember – some states have regulations about paying referral fees to non-licensees. Always check with your brokerage and local real estate board.

6. Stay Visible and Stay in Touch

The best referral strategy won’t work if you’re forgotten. It’s essential to be consistent and remain top of mind with your network – not just past clients, but every connection you build.

Tactics to Try

• Send a monthly email newsletter with market updates, home tips, and community events.
• Share referral stories and testimonials to encourage others to do the same.
• Create video content that provides value – such as neighborhood tours or behind-the-scenes of your listings.
• Drop by with small tokens of appreciation (handwritten notes, coffee gift cards) to past referrers and potential partners.

7. Lead With Gratitude

Referrals result from trust – and trust is built over time with genuine care and professionalism. A simple thank-you can go a long way in making your referral partners feel appreciated and eager to continue supporting you.

Ways to Show Thanks

• Personal thank-you notes or small gifts tailored to the person.
• Host an annual appreciation event or dinner.
• Feature your top referrers in a year-end social media post or local ad campaign.

Relationships Over Leads

A referral-based real estate business doesn’t happen overnight. It grows from consistently offering value and actively building relationships with people who trust your work. By investing in connections with fellow agents, local business owners, community leaders, and other professionals, you start to create a network that naturally generates opportunities.