How to Build a Powerful Referral Network (in 3 simple, intentional steps)

One of the biggest mistakes I see agents make (especially early in their careers) is believing that more leads are the answer to more closings.

They’re not. Relationships are.

At our brokerage, we teach our agents to build their business on four pillars, like the legs of a table. If you want a steady stream of business that doesn’t rely on cold calling, chasing online leads, or constantly reinventing the wheel, you need to include building a strong referral network (spanning cities, states, and even countries) as one of your business pillars!

The good news? Building that kind of network doesn’t have to be complicated; it just has to be intentional. I know this pillar works! We have several agents who have been EXTREMELY successful in building their referral network. One of them told me 40% of her business last year came from inbound referrals from agents in other states!! (WOW!!)

Here are three simple steps to start building a powerful referral network with other agents – plus two bonus strategies most agents completely overlook.

Step 1: Get in the Room (Locally and Nationally)

Referral relationships don’t happen in isolation. They happen when you show up. You need to get out of your house and attend:

• Local association events
• Broker opens
• Industry meetups
• State and national conferences

And here’s the key: don’t go to just collect business cards;go to have real conversations and build relationships.

Important to note, you don’t need to meet everyone in the room. Focus on having five meaningful conversations. Ask questions. Be curious. Learn about their business. Be sure to follow up afterward.

Referrals come from people who:

• Know how you work
• Trust how you serve clients
• Feel confident sending business your way

That only happens when you’re willing to get out of your house and get into conversations!

Step 2: Be Intentionally Visible Online

Social media isn’t just for marketing listings – it’s one of the easiest ways to build a referral network, IF you use it correctly.

Follow agents in other markets. Engage with their content. Leave thoughtful comments. Send genuine messages. Not sales pitches. Real connection.

A simple message like:

“I see you work with a lot of relocation clients. I do too in my market. Would love to connect and support each other.”

That’s it. Most referral relationships today start digitally, but they grow through consistency and authenticity. If someone regularly sees your name, your insights, and your professionalism online, you’re already building trust before you ever speak.

Step 3: Create (and maintain) a Go-To Agent List

This is where most agents drop the ball. It’s not enough to just “know” agents in other markets – you need to have a system.

Create a simple list or CRM tag that includes:

• Trusted agents by state or city
• Their specialties (luxury, relocation, military, investors, etc.)
• Notes on how you met and how you stay in touch

Then, nurture it.Check in quarterly. Send referrals before you ask for them. Congratulate them on wins they post on social media. Stay real. Stay engaged.

The strongest referral networks are built on generosity, not transactions. When you lead with value, referrals follow naturally.

Bonus Strategy #1: Leverage Your Brokerage Network

If your brokerage has a national or global footprint, use it! Internal referral groups, masterminds, Facebook groups, and local/national events are full of opportunity! But only if you participate.

Visibility matters. Contribution matters. Consistency matters. The agents who get the most referrals aren’t necessarily always the loudest; they’re the most reliable and engaged!

Bonus Strategy #2: Build Relationships Through Niches

One of the fastest ways to build a referral network is to connect with agents who serve the same type of client (niche) you do – just in a different market.

Think:

• Military and relocation
• First-time buyers
• Luxury clients
• Investors

When you specialize, referrals become easy. You know who to send business to, and they know exactly when to send it back.

Know this: your referral network is not a quick win. You need to understand that it is a long-term asset. Built intentionally. Maintained consistently. Strengthened over time. Start small. One new connection this week. One follow-up. One genuine conversation.

This is just one way, one pillar of how sustainable real estate businesses are built, and that’s how you grow beyond the sale.