Repeat and referral clients are the backbone of every successful long-term real estate career.
No matter where you are in your real estate career — whether you’ve been in the business three weeks, three months, or 30 years — repeat and referral business should always be at the core of your success strategy.
According to industry data, the typical experienced agent earns over 42% of their revenue from repeat and referral clients. Even more impressive, one in four agents generate more than half of their business this way.
So how do you reach that level of consistent, referral-driven growth?
Here are five practical, proven steps to help you build stronger client relationships and grow your repeat and referral business.
Build a Solid Foundation by Tracking Your Results
Understand the flow of your business. To sustain and grow your business, you need to be strategic about it, and most importantly you need to understand where your current business is coming from.
Are your best leads coming from email, cold calling, or social media?
Which platforms are giving you the highest ROI (take into account the time you spend on these platforms as well)?
Identify what’s working — then double down on it.
For the areas that aren’t performing as well, invest time in improving them. Every dollar and every hour you spend should be tied to measurable results.
Your CRM plays a key role here. Make sure it’s properly set up to track every lead: where it came from, when it came in, who it came from, and any personal anecdote that you can create a commonality with (anniversary of a lease, birthdays, etc…). That information is gold — it tells you exactly where and how to focus your efforts going forward.
Provide Exceptional Service (Not Just a Nice Gift)
Remember that a great closing gift is a nice touch, but it won’t mean much if your client doesn’t feel that your service during the process wasn’t outstanding.
Exceptional service starts with market knowledge. Know your local market better than anyone else — that’s what will set you apart.
Be very responsive. The top client complaint in real estate?
“My agent didn’t call me back.”
Fast, clear communication matters. Be proactive, stay responsive, and go above and beyond to anticipate your client’s needs. When you consistently deliver exceptional service, you don’t have to chase referrals — they’ll come to you.
Build Trust Through Genuine Relationships
People like to talk to people they like, but tend to do business with people they trust. Real trust is earned through authenticity and consistency.
Take time to understand your client’s goals and motivations — and let them get to know you as well. Practicing active listening and empathy throughout the process shows clients that you truly care about their needs. The best situation for you and your business is to position yourself, and to be seen as a trusted advisor, not just a salesperson.
Actively look to create this perception. Ask early on how your clients prefer to communicate — whether that’s text, phone, or email — and how often they want updates. Meeting clients on their terms creates a smoother experience and builds long-term loyalty.
Encourage Loyalty with Thoughtful Gestures
Loyal clients come from thoughtful touches that show genuine appreciation.
At the very least, send a handwritten thank-you card after closing. But take it one step further — if you send a closing gift, don’t make it a generic gift, personalize your gift based on details you learned during the transaction.
Did they mention their favorite wine or restaurant? Send it along with your thank-you note.
And when they refer you to someone new, follow up again with gratitude — a short note or small gift goes a long way (remember you’re thanking them for the referral, not for a closed deal, so send the thank you note, or gift upon receiving the referral, not at closing). These personal gestures help you stay top of mind and make clients excited to send more business your way.
Ask for Feedback (and Actually Use It)
Always look to improve your services and grow professionally. This final step is a game-changer for both personal and professional growth.
After closing, invite your client for coffee or lunch and ask:
“What could I have done better?”
Then — just listen. Don’t get defensive. Accept their feedback, thank them sincerely, and let them know you’ll use it to improve.
When clients feel heard and valued, they become emotionally invested in your success — and that’s how repeat and referral relationships are built for life.
Final Thoughts
Building your repeat and referral business isn’t about luck — it’s about consistency, care, and connection.
By tracking your results, offering exceptional service, building trust, showing gratitude, and learning from feedback, you’ll create a sustainable business model that thrives year after year.
No matter where you are in your real estate journey, these five proven ways to grow your business can help you build a strong foundation of loyal clients who return — and refer others — because they know you deliver every time.
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