This document provides guidance on starting a referral program to generate sales leads. It recommends identifying opportunities to ask existing customers for referrals, training employees on the program, setting referral goals, and offering incentives like cash, gift cards, or donations. It also suggests making it easy for customers to refer others through marketing materials and social media sharing. An example referral reward model is given that increases the reward amount for each additional successful referral.

1. building a
referral program
Long live happy customers...
and your business.

2. why do I need a
referral program?
Increases your chances of receiving
qualified leads.
Most cost effective way
of generating sales.

3. getting started:
where and when do I ask?
Opportunities to ask for referrals
Contract signing
Loan approval
Options selection
Construction orientation meeting
Pre-drywall meeting
Move-in orientation
One month after move-in
Four months after move-in
Eight months after move-in
One year after move-in

4. getting started:
train your team + set goals.
Word of mouth is a great tool.
Why not start in-house?
Make sure that ALL of your employees know
about the program and more importantly have
bought into it.
Set goals for your sales team on how many
referrals they should receive.

5. getting started:
incentives.
What’s in it for me? Offer a reward to your
home buyers for referring a contact.
Cash gifts
Gift cards
Discounts on a product or service
If you can’t offer cash incentives because of certain
state laws—or you just don’t feel comfortable with
it— there is always the option of donating to a
charity you support in honor of the referrer, or
better yet their favorite charity.

6. happy customers are
loyal customers.
Follow up with your customers.
Make it easy for happy customers to refer
you by providing marketing materials they
can pass on to friends, or an email they can
easily forward.

7. get social and
spread the word.
Integrate social media into your program.
Make it easy for your customers and employees to
share your program on their social networks.

8. a couple examples
to get you started.
first
referral
second
referral
third
referral
fourth
referral
$500
+$750
+$1,000
+$1,250
REFERRAL MODEL:
When the first friend or family member buys one of your
homes, you’ll reward the referrer $500, for example. When
the second person buys another home from you, you
award the referrer $500 + $250. Then continue to add an
additional $250 for every one of the referrals.

9. like it and
want to learn more?
Contact us! We’d love to hear from you
and answer your questions.
Email us at
marketing@2-10.com