In today’s digital age, where AI and social media are dominating business strategies, it’s easy to overlook the power of human connection. This is especially true in an industry like real estate, where trust, community and personal relationships are essential to building one’s business. While technology has streamlined many real estate processes—from client management to marketing—building strong, personal relationships still ranks among the most effective ways to generate word-of-mouth referrals.
With consumers being constantly exposed to advertisements and information online, it can be challenging to stand out and earn their business. Consumers often prefer to work with professionals they know and rely on recommendations from those they trust—especially when making significant life decisions like buying or selling a home. This is why referrals are one of the most powerful ways to establish credibility and attract clients.
I have built a successful career by leveraging people skills and deep market knowledge to cultivate strong relationships and generate referrals—so much so that approximately half of my business is generated by agent-to-agent referrals.
Building and maintaining relationships
When I first started in this industry, I had no idea what I was doing. I tried a few different ways of generating business, spending money on ineffective advertising and dabbling in some other approaches that I simply didn’t like or wasn’t good at. Eventually, I was introduced to the potential for referral business at national conferences. It didn’t take long for me to recognize these events as opportunities to shake a lot of hands and swap a lot of business cards.
I also learned the importance of following up and maintaining relationships over time. It could be as easy as connecting with a prospect online and then reaching out to them on their birthday. Speaking of birthdays, I’ve found that a phone call is the most effective way to stand out. A Facebook post is ok, a text is better, but a phone call is best. Because so few people make a call, it means a lot more and leads to nice conversations that strengthen your relationships. Consistency is also very important. “You never miss my birthday” is a comment I hear often, which is very rewarding to me.
Key benefits of developing a strong referral network
The main benefit of receiving a referral is that it is often a warm lead when someone else makes an introduction. Often, the person referring advocates for your professionalism and expertise, because they want their client (or friend/relative) to feel like they are in the hands of someone exceptional. No pressure! Another benefit is the likelihood of actually making a sale. The majority of referrals coming my way are qualified purchasers, not just tire kickers. And, you usually get a back story from the individual sending you the client. You can tag-team and bounce ideas off one another throughout the process.
The importance of developing a strong personal brand that resonates with your clients and peers
There are countless ways to market yourself and to run a real estate business: big team, small team, independent, strait-laced in a suit, or casual, to name a few. Don’t feel the need to look like someone else, because they already exist. Be yourself, and most people will accept you for who you are.
Personally, my brand has always been a bit silly, as I try not to take myself too seriously. I’ve always tried to have an interesting business card, as it’s one way to express myself creatively and stand out. For a time, my cards were shaped like a piece of bacon, and I even got them smoked at a local deli. Those were a hit, although I did receive the occasional complaint that I made someone’s purse smell like bacon for a couple of weeks.
I also had a card shaped like my beard, and my current card is shaped like a doughnut. Doing something unexpected is always a great way to be memorable and spark conversations.
How to nurture relationships with your referral partners and keep your network engaged
Always begin with gratitude! Express thanks to those who recommend you, be it in an online forum where someone has a referral for your area, or to the actual referrer giving your contact info to their clients—especially when there are so many other options.
Once someone does send you a client, it’s easy to get to work right away. Take the time to reach out to them with a quick update call or text to fill them in on your progress. Equally, if things don’t go well with the client or their plans are put on hold, let your referral partner know quickly and honestly. Most people are very gracious and understanding.
How fundraising events can generate referrals
Aligning yourself with a worthy cause is more than just a good business practice, it’s a great way of life. For me, this cause was the Royal LePage Shelter Foundation. I was immediately sold on the cause and felt a strong desire to contribute. I started hosting fundraising events in a variety of forms, and have been growing them ever since.
For a number of years, I would tour the country in conjunction with various company events, where I would then host my own fundraisers in each city I visited. Through these events, I got to know many Canadian cities very well and I met a lot of people along the way.
Referring clients to a local expert
It’s important to remember that every market and geographical area is different. In many cases, referring your clients to an agent who specializes in a particular area is the best choice, for their benefit and yours.
Building a strong network of referral partners across the country allows you to confidently connect clients with local experts, ensuring they receive the best representation, while also earning referral compensation. At the same time, it helps you avoid the potential risks and liabilities of working in an unfamiliar market. Your time and effort are often better spent building your business in your own region. Ultimately, making the right match benefits everyone involved, and in many cases, the favour will be returned.
Integrating social media with your in-person networking efforts
Maintaining an online presence is as simple as posting regularly and remaining engaged in what your contacts post to help remind them you exist. I am always impressed when I see others posting highly curated content with lifestyle photoshoots. However, my content is more organic and from the hip. I post a lot about food, travel and local events.
Some of the tools we have at our disposal are quite incredible. Use them in ways that save you time and support your existing creative ideas. I would caution against using AI in a way that is insincere or misleading.
If I meet you in person after being connected online and discover you’re not quite the person I thought you were, then you have already lost some of my trust. Although new technology can be great and help us work more efficiently, it will never be a replacement for authentic human connection.