Extra services that agents provide before and after a transaction improve the client experience, but only if done the right way.
One valuable offering to homebuyers and sellers is a list of trusted home-related suppliers. It’s not a quick or easy process to create, and agents who want to start their own lists need to think carefully.
“This is such an important topic, especially as the agent-client relationship continues to evolve beyond just the transaction,” says Picton, Ont.-based sales representative Rob Plomer of Chestnut Park Real Estate Ltd., Brokerage.
Building a trusted network of suppliers
For Plomer and sales representative/business partner Kate Vader, it all starts with trust. “We only recommend professionals we’ve either personally worked with or who come highly endorsed by clients or colleagues we know well in our network. It’s not just about skill or price point, it is about consistency, communication and how they treat people. If someone doesn’t reflect the level of care and service we offer our clients, it’s hard for us to put our name on it. This can also be a little like match-making with personalities working toward best results when bridging these connections.”
Broker Jeffrey Kerr of Re/Max Prime Properties Unique Group in Toronto agrees, saying, “When I’m asked for a contractor recommendation, I will refer tradespeople who I have met and vetted. They have either worked for me personally, or I’ve seen their work, or a client has recommended them.
Transparency builds confidence
“I will be up front with my clients regarding the history that I have with a contractor. This helps give them confidence that I’m providing reputable referrals. Not all jobs go smoothly, but a reputable contractor will work with you to resolve any challenges along the way.”
Kerr says he’s not afraid to advocate on behalf of his clients. “For example, my clients were paying for a property survey, and the surveyor I recommended did not install a corner survey pin. Even though it wasn’t technically required, my clients wanted to have the pin in place so there was no confusion surrounding the property boundary. I spoke with the survey company, and they agreed to send a crew back to install the corner pin.”
He says if a client has a bad experience with a contractor, he speaks to both to understand what happened (“there are always two sides to the story”), then he will make a decision whether he will continue to refer the contractor.
Set realistic expectations with clients
Plomer says, “No matter how carefully you vet, not every experience will be perfect. We make it clear that these are suggestions, not guarantees. We encourage clients to do their own research and get multiple quotes if it’s a major service, similar to an owner approaching the sale of a home or property…You can do a fantastic job, however, no one forgets how you made them feel at the end of the day.”
It’s also important to be upfront with clients if you don’t have a referral for a specific trade, Kerr says. “For the first 25 years of my real estate career, I didn’t have a plumber that I trusted and would recommend. Thankfully, now I do.”
When someone asks for a contact or help, before referring, Plomer says, “We keep these things in mind. Have they delivered consistently good results? Were they responsive, respectful and professional? Do they bring a collaborative mindset, or are they transactional?”
Specialized needs require thoughtful referrals
A big part of Kerr’s business is working with people with disabilities. “These clients often have very specific needs when it comes to home renovations. I am very careful to only recommend contractors that have the necessary experience and expertise.”
“We’re also very transparent and do not accept referral fees. We want clients to know that any recommendation we make is purely based on merit, not money. That helps maintain trust and keeps the focus where it should be on delivering great outcomes.”
Disclosure and ongoing integrity in referrals
Kerr says, “Referral fees from contractors must be disclosed and an acknowledgement signed by the clients. In Ontario, RECO Bulletin No. 3.3 outlines the requirements related to direct and indirect financial benefits that must be disclosed to clients. And OREA Form 610 can be used to disclose finders’ fees, rewards, referral fees and incentives.”
Be open to new business and service options—they do become available as the world and technology evolve. “We are always open to trying new things and supporting new businesses and services, just like many of our clients do,” Plomer says.
Prioritize trust over incentives
Advice for newer agents? He says, “Do: Start small. Recommend only people you genuinely trust, and listen carefully to client feedback. Don’t: Add someone just because they asked you to or because there’s a referral incentive. It’s not worth the risk to your reputation.
“Ultimately, a great working supplier across all industries and service providers is an extension of you and your brand,” Plomer says. “It’s about curating a network that supports your clients long after the keys are handed over, and that’s where real value lives.”
Connie Adair is a contributing writer for REM.