5 Fun Ways to Generate More Referrals (and more profit!)
Most contractors agree that referrals are an incredibly economical and effective form of marketing.
In fact, most contractors have 70 – 80% close rates on leads generated through referrals…yet, most contractors are completely passive in their approach to generating referrals. They take a hands-off approach – happy when the referrals come in, but aren’t doing anything to generate MORE.
So why don’t your existing clients make more referrals?
Well, first off, no one is asking them about it!
With that in mind, here’s 5 creative ways to get more referrals:
1) Watch for opportunities to do the unexpected
Do you have the opportunity to go above & beyond for a client? What about an opportunity to do a good deed in your community?
Back when I was marketing manager for a mid-size HVAC company I had been watching the local news and noticed a segment about a hoarder who was going to be evicted from their home due to a lack of a working furnace. Ignoring the fact he had successfully been living through Canadian winters for nearly 7 years without heat, it was now a problem that city council was focused on. It was a huge opportunity to swoop in and do a super-hero sized deed. We gifted the man a new furnace with installation and in doing so were featured on the local news programs for days.
(Word to the wise: If you’re doing a furnace replacement in a hoarder’s residence, invest in some heavy duty face masks. ICK!)
2) Make personalized postcards for your clients to give away
When a client gives you a testimonial (notice I said “when”, not “if”), print their testimonial on a postcard and give your client a stack of them to give away to their friends and family. This is especially powerful if you include a photo of the before/after transformation!
3) Create an affiliate program
Affiliate programs are a type of performance based marketing in which a business rewards their clients for each customer brought in by the affiliate’s own marketing efforts. Contractor Prosperity clients receive access to the Share the Warmth program, which gives their client’s the opportunity to earn gift certificates by referring their friends and family.
4) Give them tools to share the message
Make it easy for your clients to share your contact information with offers. Tools such as referral cards or educational pieces they can share with their friends makes it simple to share.
5) Integrate others in your referral process
Include others in your client’s referral process! Form a strategic partnership with other contractors in your market who serve a similar client with a different service, and cross-promote your business. Contractor Prosperity members receive access to our Contractor Prosperity Network, which establishes these relationships between ethical, quality-focused contractors and manages the sharing of the information.
Remember, to receive more referrals you must first have a system in place and then second, remember to ask for them. One simple way to do this is to simply ASK.
(If you want to be successful in encouraging clients to refer repeatedly, make sure you acknowledge everyone who gives you referrals! Show your appreciation by sending a handwritten thank you or giving them a call to keep them updated. Make sure they know you care.)