The document outlines strategies for realtors to systematically generate more referrals, highlighting the importance of maintaining relationships and an organized contact database. It presents a five-step framework using the Contactually CRM, focusing on building a referral database, prioritizing contacts, delivering value, asking for referrals, and implementing a referral system. By following these steps, realtors can significantly increase their referral opportunities and revenue.

1. How to Generate
30%+ More Referrals
in 2016 Using

2. HI THERE!
Tony Cappaert
Co-Founder & COO

3. • The #1 source of leads for the best
Realtors
• The 5 Step Framework to get more
referrals
• Implementing the referral framework
in Contactually
WHAT WE PLAN TO
COVER TODAY

4. #1?

5. REFERRALS ARE THE #1
SOURCE OF LEADS
66% of all
buyers!
Source: 2015 National Association of REALTORS ® Profile of Home Buyers & Sellers

6. MOST PEOPLE DON’T HAVE
A SYSTEM TO GET REFERRALS
• Most Realtors let referrals come to them
• “I send my monthly newsletter to my past clients and
prospects. That’s how I get referrals.”
• We all talk about how to get more Zillow leads (and
spend thousands in the process). But why?

8. If you’re not systematically staying top of mind,
people are forgetting you.
You’re missing referral opportunities.
You’re missing out on more revenue.

9. WHAT IS…
An automated, intelligent CRM for Realtors.
Contactually helps you strategically reach out to your
network in order to drive new referrals or nurture
warm leads.
?

10. Calendar
CSV
A B C DHot Leads Warm Leads Referrals Not Important
We aggregate, merge, & find social data for
all of your contacts and interactions
We help you prioritize your contacts
through in-app plugins & games
We help you interact with you network in a
meaningful & relevant way, via automatic follow up
reminders, ScaleMail, & Programs
By regularly following up, you delight
your contacts and stay top of mind, resulting
in more referrals and more $$$
@
www.contactually.com
TO:
FROM:
SUBJECT:
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11. 1. Build the database of everyone in your network
2. Prioritize the people you think are most likely to send
your referrals
3. Deliver value to your referral partners in high- and low-
touch ways
4. Make the ask!
5. Implement a system to start systematically generating
more referrals
THE 5 STEPS TO GETTING
MORE REFERRALS

12. Let’s dive into
the weeds!

13. #1: Building your
database

16. CONTACTUALLY CONSTRUCTS
YOUR ULTIMATE ROLODEX

17. ALL OF YOUR CONTACTS’
INFORMATION IN ONE PLACE

18. YOU’LL CONNECT YOUR EMAIL ACCOUNT
IN 30 SECONDS. THAT’S IT.

19. IF YOU OR YOUR TEAM USES
GMAIL, IT’S LITERALLY ONE CLICK

20. #2: Organizing &
prioritizing your top
referral partners

21. INTRODUCING BUCKETS
Not all relationships are the same!
Past
clients
Other RE
Agents
Family &
close
friends
every
60 days
every
90 days
no set
frequency

22. Which are the top 3-4 groups of
people that have sent you the most
referrals in the past?
Bucket them.

23. WHAT WE RECOMMEND
• Focus on the following four groups:
1. Past clients
2. Other service providers (ex: mortgage brokers, lawyers, title agents)
3. Realtors in other markets
4. People in other groups/clubs you’re in (ex: church, PTA)
• Don’t set reminders to occur more frequently than every 60
days. You’ll get overwhelmed!

24. HERE ARE THE BUCKETS WE’LL
ADD TO YOUR ACCOUNT

25. BUCKETING’S ACTUALLY
PRETTY FUN!

26. DON’T OVERDO IT
• There’s a really strong tendency to try to bucket
hundreds and hundreds of people and set reminders
for all of them. Don’t do it!
• Focus on only those people that will help you grow
your business — i.e. people who will send you referrals
• You need to follow up 4 people every weekday —
can you do it?

27. #3: Deliver value
to your referral
partners

28. 1. Connect email account
2. Create 3-­‐4 referral buckets
3. Get your follow up dashboard!

29. THESE ARE THE FOLKS YOU
SHOULD TALK TO TODAY

30. EASY FOLLOW-­‐UP

31. But what should
I say?

32. You want to add value whenever you
reach out to someone.
If you add value over Bme, you can
eventually make the ask for a referral.

33. YOU CAN ADD VALUE THROUGH A MIX
OF HIGH-­‐ AND LOW-­‐TOUCH MEANS
Low effort High effort
• Pre-written email with
little/no customization
• Social media posts
• Make an intro
• Send a new client
referral

36. LOW-­‐EFFORT FOLLOW UPS
WE RECOMMEND
1. Say hi and brighten their day
2. Share an interesting article
3. Share a generic note about the upcoming holidays and/or
weather
4. Ask how you can help
All of these require little to no editing
before you can send

37. EX: HOW CAN I HELP?

38. MEDIUM-­‐EFFORT
FOLLOW UPS
1. Bring up a previous thing you talked about, and say how much you
appreciate them
2. Share an interesting article with your own take on what it meant to you
3. Comment on something that’s timely (local events, national update,
weather)
4. Ask how you can help? Offer intro
Requires a little bit of editing to make sure
it’s a personal message

39. EX: THANKS

40. HIGH-­‐EFFORT FOLLOW UPS
1. Research 1-2 interests, note in label, and share top or recent article
of interest
2. Look up their current or previous employer, and comment on a top
news story
3. Make an intro to someone you think they’d want to meet
4. Send them a referral
Require research & detailed editing to
personalize

41. EX: INTERESTING ARTICLE

42. NO MATTER WHAT, DON’T
BE GENERIC

43. We’ve created over 30 templates that
you can add into your Contactually
account.
We’ll talk through this in a liGle bit!

44. #4: Make the ask!

45. WHY DO YOU NEED TO
ASK?
• A lot of Realtors don’t like to explicitly ask for referrals
• If you add value to your network, you’ll definitely get
more referrals — but not as many as you could
• Sometimes you just need to educate people

46. HELP YOUR NETWORK
HELP YOU!

47. WHEN SHOULD YOU ASK?
• We generally recommend about 1-2x per year,
assuming you’ve been regularly following up
• Good rule of thumb: seek to add value 3x more
often than you ask for anything in return

48. EX 1: GENERAL ASK

49. EX 2: NEARBY LISTING

50. EX 3: REFERRALS FROM
OTHER SERVICE PROFS

51. #5: Implementing
your system in
Contactually

52. LET’S RECAP
• We’ve segmented our database (via buckets) in order
to focus on the people most likely to send referrals
• We’ve figured out when to follow up with these people,
and how to follow up in a value-add way
• We’ve reviewed how and when to ask for referrals

53. Use Contactually Programs
for specific referral scenarios

54. WE CAN SET UP YOUR CONTACTUALLY
ACCOUNT TO SOLVE SPECIFIC SCENARIOS
1. Re-engage past clients
2. Nurture new clients after they bought a home
3. Keep in touch with other service providers or Realtors
4. Follow up on referrals you receive

55. EX: RE-­‐ENGAGE FORMER
CLIENTS
1. Create a bucket = “Former Clients”
2. Follow up every 60 days using the following cadence:
1. Re-establish connection & ask how you can help
2. Value-add emails (mix of low and high) x 3
3. Referral ask: know anyone looking to make a move?
4. Value-add emails (mix of low and high) x 3
5. Referral ask: share nearby listing
3. Rinse and REPEAT

56. HERE’S WHAT IT LOOKS LIKE AS
A CONTACTUALLY PROGRAM

57. So let’s see this
in action!

59. Remember:
why are we
doing all this?

60. HAPPY PEOPLE LEAD TO
MORE REFERRALS

61. On average, our customers earn
32% more referrals aLer using
Contactually for 3 months.

62. LET’S GET STARTED!
• Go to http://contactual.ly/referralcontent
• Wait ~24 hours, and we’ll add all templates/
buckets/programs to your account
• Register for a hands-on training session next Wed
(6/1) at 3pm: http://contactual.ly/reftrainingweb
• Email me anytime at tony@contactually.com!