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Referral Gifts- Reward the behavior, not the outcome!

Friday, September 16, 2022   /   by Nick Waldner

Referral Gifts- Reward the behavior, not the outcome!

For every referral you receive, you need to have a process to add the referring party to your 5-5-5 program. Some will already be in there because they are past clients but make sure you are also adding people who weren’t past clients but did give you a referral! Think about it this way, they have already showed the behavior we want to see from ALL of our past clients and haven’t even bought or sold with us!! Treasure them!!  

After confirming they are now included in your 5-5-5 program, you need to REWARD the behavior- them sending you a referral- not whether the referral was good or bad… Bad credit? Now downpayment? Not looking for 2 years?? Doesn’t matter!! We show our appreciation for the referring party regardless of the quality of the lead. We are rewarding the behavior of sending it, not the quality of it. Once we receive a referral, we need to develop our THREE Step Thank You approach! We utilize a gift company and set up “campaigns” so we can simply press a button and be done!! You want this to be on autopilot! 

Here are our three touches:

Touch 1

We immediately send a “Thank You” card. It is fully branded with our logo and custom language we can tweak each time- “Thank you for the referral! We truly appreciate you introducing Bob and Sharon. Growing organically through word of mouth is the heartbeat of our business...and we Thank You!” We use this as a way to say Thank You for the action of thinking of us! We mail this to their office, not their home! We want them to receive it and open it around prying coworkers eyes, so when asked, they can tell the story of what we did! The card costs 50 cents (plus postage) and the company uses a first class stamp. That’s important because we want them to think we put it in the mail ourselves! (It’s the thought that counts!)

Touch 2

Once we begin working with the client, we then send something sweet as another gesture of appreciation directly following the first signed piece of paperwork between us and the client. It could be a listing agreement, buyer agreement or loyalty agreement. It’s simply a time we met with the client face to face and have decided to work together. For this we choose caramel popcorn, again custom logoed and a personal message like: “Just wanted to Thank You again for helping make Home Sweet Home a little sweeter for Bob and Sharon!!” This is a “step up” in value over the original sentiment of card 1. This continues to solidify the appreciation we feel for their action.

Touch 3

Now it’s closing day on the referred client’s home and we want to, once again, show our appreciation for the person who made all this possible!! We will send a 4 pack of brownies, a custom christmas ornament, a great photo we pulled directly from their social media page or a sleeve of Titleist Pro V1 golf balls, depending on the client! All custom designed and logoed with our brand and their personal names. The goal is to show them that THEY are being thanked personally. This isn’t a generic Thank You! My favorite: The golf balls have THEIR logo (if they own a business/ours if they do not) and each say “I’m not lost..I’m hiding from {First Name}{Last Name}” They really make an impression and put a smile on the client’s face! 

After showing this kind of appreciation, you will truly be creating RAVING Fans!!

Now that is the START of this program! We’ve been developing ways to reach out whenever we see someone getting married, job promotion, baby announcement, loss in the family, adopted a new pet and so on and so on! With each of these “campaigns” we create a custom card template to use and simply change the personalization which takes 30 seconds. We can then send the card for 50 cents!! What a way to make an impression and show someone you care!! For an added bonus, you can take the pic (wedding, baby, etc) that they posted and make that the font of the card! Inside can be your message but they can now put the card in a frame and have one of their own cherished memories printed and ready to go up in the house!! The possibilities are endless… 

If you are interested in any of this, watch this video to see it in action.

Click here for an overview- Watch Video

If you want to steal anything we do, here is the company we use:


Thanks for reading and get ready to grow!! 

Waldner Winters Team of Keller Williams Realty Centre
Nick Waldner
9250 Rumsey Road, Suite 100
Columbia, MD 21045

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