Builder
Referral Program 101: Best Practices for Builders
Take a look at the best practices for your builder referral program. From setting up your program to promoting it, we cover everything you need.
Referral program not getting the results you want? It's likely because you're not talking about it enough - learn how and where to promote your program.
So, you launched a referral program, announced it and now are stuck on how to promote it. Or, maybe you thought after you announced it, there was nothing else for you to do. The trick with referral programs is to keep talking to your audience about it so they remember it when they have a friend in the market.
When it comes to promoting your referral program, repetition is key. Keep reminding clients about it so they think of it when they have a friend in the market.
Whether you're offering referral incentives, exclusive access to market reports, or other perks, here are the top places to promote your programs in the real estate industry using both digital and traditional media.
How to Promote Your Referral Program
Our number one tip is to mention it as much and to as many people as possible. Keep it simple, and continue to talk about your referral program. We live in a world with marketing and brand promotion wherever we look. So, you need to stand out and repeat your message until clients remember.
One email is a great start, but it doesn’t cut it. Recurring messaging and reminders are essential; just think of the “rule of seven.” A message has to be seen seven times before a consumer takes action or even remembers it.
Highlight the benefits and use persuasive language to encourage referrals. Emphasize the referral reward they and their friend will receive. For example, simple messaging like “Refer a friend and get $1000 each” is all you need. Don’t worry about being annoying with overpromotion because we’ll go through some subtle ways to remind your clients in a bit.
Where to Promote Your Referral Program
From physical collateral to online methods, follow our tips on where to promote your referral program.
Physical Materials
Include a link or QR code for your referral page (we can help get you one!) on any physical materials you have. This might include:
- Business cards
- Physical promotional materials
- Lawn signs
- Brochures
- Postcards with closing gifts
- Neighborhood signage
Adding a call-to-action that is easily scanned for more information broadens your audience and makes it easy for clients to refer.
Social Media
Share posts on your social media channels highlighting your program and its benefits.
Use eye-catching graphics and engaging captions to capture realtors' attention and encourage them to learn more. You can do this in 15 minutes or less. Here’s an example of what a realtor might post:
"Ready to earn big? Refer a friend to buy or sell with me 💲
When the deal closes, you both pocket $2000. It's that easy! Spread the word and start earning today: [program link]
#ReferralProgram #RealEstateRewards"
Additionally, respond to comments, answer questions, and create a community around your referral program. Engagement is crucial. Encourage realtors to share their experiences and successes to inspire others.
Email Campaigns
Send targeted emails to your contact list promoting your program. Include a clear call-to-action and a link to your program's landing page to make it easy for realtors to sign up. Additionally, send other email campaigns and include your program link in a short call-out. For example, home builders can send out new site launch campaigns like this:
Text:
Hi [Contact First Name],
We are thrilled to announce our brand new project, [development name]. As a valued client, we’re giving you the opportunity to be among the first to experience it.
Offering luxury living at its finest and located in a [location], this development features [brief description standout features].
Some of the key features of [development name] include:
[Key feature/amenities #1]
[Key feature/amenities #2]
[Key feature/amenities #3]
[Key feature/amenities #4]
[Key feature/amenities #5]
Whether you're looking for your dream home or an investment opportunity, [Development Name] has something for everyone.
Visit our website for more information and to schedule a visit to our sales center. Our team is ready to assist you in finding your perfect home.
Not looking to buy right now? Refer a friend to earn $ here!
Warm regards,
For future referrals, save this page.
This email is on Locorum - try using our templates to make sending campaigns easy!
Website Promotion
Feature your program prominently on your website's homepage. Include it in the navigation bar, a section on the homepage, and link it to your dedicated program page on Locorum.
Collaborations and Partnerships
Partner with other businesses or organizations to promote your program to their audience.
Offer incentives for referrals from these partners to encourage them to promote your program.
Host Events
Host customer appreciation events to connect with your clients and mention your program. It’s a great opportunity to stay in touch, show you care, and maintain a positive relationship. In turn, you’re more likely to get referrals from a happy customer. This can be client appreciation events, webinars, conferences or any other events that you host or attend.
Remember to track your results and adjust your marketing efforts accordingly to maximize your program's success.