The dream business for every real estate agent is one built on referrals.
It’s the model that weathers every economic storm and sustains growth through shifting markets.
According to Jimmy Burgess, real estate coach and Chief Executive Officer of Berkshire Hathaway HomeServices Beach Properties of Florida, referrals aren’t random.
They’re the result of a deliberate, consistent strategy.
“Referrals don’t just happen,” Mr Burgess said.
“There has to be purpose behind them. The best agents I know are intentional about creating opportunities for others to refer them business.”
Build a digital referral farm
Many agents focus on geographic farming, but Mr Burgess says the most effective agents are also building digital farms, not for buyers and sellers, but for other real estate agents.
“Start by compiling an email list of every agent you know in other markets,” he said. “
Add people you’ve met at conferences, through social media, or who’ve sent you referrals before. Then, consistently provide value to that list.”
Each month, share something that has genuinely helped your business, a proven marketing template, a video walkthrough, or a time-saving tool.
“If I receive an email that says ‘Six direct mail templates that generated the best response last year,’ I’m opening it,” Mr Burgess said.
At the end of each email or video, remind recipients who you are and where you’re based, then thank them in advance for keeping you in mind when someone moves to your area.
Stay in touch with your MVPs
Your next referral may already be in your phone.
Mr Burgess recommends creating an “MVP list” — your most valuable people. These are past clients, friends, and advocates most likely to send referrals.
Instead of generic “just checking in” messages, look for authentic ways to reconnect.
“Comment on their posts, congratulate them on a milestone, or send a quick message after you see something meaningful on social media,” he said.
“You don’t have to ask for referrals directly, staying top of mind does that for you.”
Partner with agents leaving the industry
With market fluctuations, many agents have periods where they step away or go part-time.
Mr Burgess sees this as a massive opportunity.
“Reach out to agents who’ve left the business and show them how to keep earning through referrals,” he said.
“Explain that you’ll take great care of their clients while they get paid without doing the work.”
“You’re helping them monetise relationships they’ve already built, and creating a new stream of leads for yourself.”
Post with purpose
Social media can be a powerful referral engine if used strategically.
Mr Burgess encourages agents to post “help requests” that invite engagement and connection.
“If you have a buyer looking for something specific, describe it in detail,” he said.
“Ask your audience to share it with anyone thinking about selling. People want to help. and that creates conversations.”
The same approach works for coming-soon listings.
“When you post about a property before it hits the market, you’re giving followers a sense of insider access,” Mr Burgess said.
“It builds excitement and surfaces potential buyers before launch.”
Tell the story of your referrals
When you close a referral, share the story publicly.
Mr Burgess advises making the referring agent the hero, along with their clients.
“Go on video and thank the agent who trusted you,” he said.
“Describe how you communicated throughout the process and how you made the transaction seamless. When other agents see that, they’ll picture themselves in that story.”
It’s not just social proof, it’s a roadmap that shows how you handle referrals with care, transparency, and gratitude.
Reward the people who send referrals
Finally, Mr Burgess says to treat referring agents the same way you would treat your best clients.
“Just like you give closing gifts to buyers or sellers, send a gift or personal note to anyone who refers business to you,” he said.
“Go above and beyond to show appreciation. Gratitude multiplies referrals.”
According to Jimmy, referral-based agents not only outperform in good times, they endure in tough ones.
“If you add value, stay connected, and reward generosity, your business becomes self-sustaining,” Mr Burgess said.
“Do these things consistently, and you’ll build a true referral machine, one that grows, no matter what the market does.”
