From Random To Reliable: How To Build A Real Estate Referral Machine

Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.

Every agent dreams of building a business that has a consistent flow of referrals. Not just because it reduces marketing spend or shortens sales cycles, but because it’s a business built on trust, service and long-term relationships. The best agents I know, the ones who weather every shift in the market, have one thing in common: Their business is powered by referrals.

This article outlines seven strategies to help you build your own referral machine. These are timeless, proven approaches that agents across the country are using right now to create businesses that grow regardless of market conditions.

1. Create a digital referral farm

You’ve heard of geographical farming. But what about farming agents in other markets?

Start by building an email list of real estate agents from outside your area. These are people you’ve met at conferences, connected with on social media or worked with on deals in the past. This collection of individuals is your “digital farm,” and it’s one of the most overlooked yet powerful referral strategies.

At least once a month, send an email that adds real value to these agents. Share something that helped your business, like a script that worked, a marketing strategy you implemented, or templates for high-converting direct mail campaigns. It’s even more personal and impactful if you include a short video walking them through the tip you’re sharing.

Sign off each email with something like:

“This is your friend in real estate in [Your City]. Thanks in advance for keeping me in mind if someone is moving to the area.”

The key is consistency. Lead with value. Ask them to forward your emails to other agents and to let you know if they want to be added to the list. Over time, this positions you as the go-to referral partner in your market.

2. Create an MVP list for referrals

Just like you’d farm a neighborhood, you need to cultivate your most valuable relationships. These are your MVPs. These are past clients and sphere contacts most likely to send you referrals.

Create a list of 25, 50 or 100 people. Then, focus on showing up intentionally in their lives. Don’t just “check in.” Engage with their lives. DM them to congratulate them on life events. Comment meaningfully on their social media posts. Notice them, celebrate them, and let them know you care.

The goal is to remain top-of-mind. This isn’t achieved through constantly asking them for referrals, but through authentic connection. This builds goodwill and ensures that when the opportunity for a referral arises, you’ll be the name they recommend.

3. Build relationships with former agents

The past few years have pushed many agents out of the business. Some went part-time; others left entirely. These individuals still have contacts, relationships and influence, and they’re often open to earning referral fees.

Reach out to former agents, and show them how to keep their license active in a referral-only capacity. If your brokerage offers a referral company, explain how it works and how they can earn passive income by sending business your way.

Reassure them that you’ll treat their referrals like family and that you’ll keep them in the loop. When they see a path to stay connected to the industry and be compensated for their past efforts, many will jump at the opportunity, and you’ll gain a new referral source.

4. Post with purpose

Want to generate organic referrals on social media? Start posting with a clear purpose.

Instead of just posting closings, share “little help” posts — specific buyer needs or sneak peeks of upcoming listings.

For example:

“I’m working with a couple moving to [your city] looking for a 3-bed, 2-bath in [neighborhood] under $600K. If you know someone who’s been thinking about selling, please share this or DM me.”

These posts tap into the law of reciprocity. People want to help. They’ll tag friends, DM you, and engage with the post. That interaction puts your content in their feed more often, expanding your reach.

5. Focus on feeder markets

Where are the buyers for your area relocating from? These are called feeder markets, meaning the other city feeds a steady stream of buyers to your market. Identify where your buyers are coming from, then build a referral strategy to tap into those markets.

Send handwritten notes to top agents in those cities. Include something simple like:

“I love paying referral fees for buyers moving to (Your City).”

You can increase the likelihood of referrals from specific agents in feeder markets by:

• Following agents in those markets on social media
• Commenting consistently on their content
• Adding them to your digital farm email list

When those agents have clients relocating to your area, you’ll be their go-to local expert.

6. Tell referral stories publicly

Every time you receive a referral, tell the story on social media. Here are a few ideas on how to share these stories publicly:

• Thank the referring agent on social media
• Explain the referral process and your system for keeping agents updated on social media
• Share the story of helping a referral you received, and thank the referring agent in the story

When agents see you making other agents’ clients happy and they see you publicly thanking the referring agent, they’re more likely to send you a referral when the opportunity arises for them. Sharing these stories publicly builds your reputation and shows how easy you make the referral process.

7. Reward referring agents generously

Finally, show appreciation to the agents who trust you with their clients. A 30 percent referral fee instead of the usual 25 percent speaks volumes. A thoughtful thank-you gift or handwritten note after closing leaves a lasting impression.

Treat them like you treat your best clients. Show them you value their partnership and want more of it.

If you want more referrals, start by giving more value. Give ideas, resources, recognition and gratitude. Build relationships with agents and clients alike. Create systems that make it easy for others to send you business and reward them when they do.

A referral-based business isn’t built overnight — but it’s built to last. And when done right, it becomes the foundation of a business that thrives in any market.

Jimmy Burgess is the Chief Coaching Officer for HomeServices of America and Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.