DIY Referral Marketing Part 1: Building a Consistent and Effective Program

At Snoball, our experts have distilled five key insights from over 200,000 conversations with customers on how to build a referral program that actually works. These insights focus on what you need to do—and stop doing—so your referral marketing doesn’t suck. The first and most important insight? Consistency. Without consistency, even the best referral program will fall flat. Here’s what home service companies need to know to build a successful DIY referral marketing program.

Why Consistency is Key: The Numbers Don’t Lie

Many companies assume that referrals come after a single request—one outreach and done. However, data tells a very different story. At Snoball, we’ve found that over 60% of referrals are generated after the first connection is made, which means most referrals don’t happen immediately. Even more surprising, on average, it takes about 2.5 touchpoints or follow-ups before a customer sends in their first referral.

This statistic highlights an essential truth: referrals are a process, not a one-time event. It's easy to get discouraged if your first attempt doesn’t yield immediate results, but the key to success is nurturing an ongoing conversation with your customers. The reality is, most people don’t refer businesses right away—sometimes they need time to think, or they want to see how a follow-up issue is handled before recommending you to others.

Knowing these numbers can help you adjust your approach and set realistic expectations. By understanding that referrals typically require multiple interactions, you’ll focus on building trust over time rather than just making a one-off request.

What You Need to Do: Actionable Tips for Home Service Companies

1. Make Referral Requests Part of Every Interaction

Referrals don’t come from a single ask. You should consistently weave referral requests into every customer interaction. Whether you’re following up after a service call, sending out an invoice, or checking in post-project, this is a key moment to ask for a referral. On average, it takes 2.5 touchpoints before a customer will send their first referral, so stay persistent without being pushy.

The best way to do this is to create a natural rhythm of communication where referrals feel like a logical part of the conversation. For instance, after completing a project, send a thank you email that includes a gentle referral ask, or when providing a status update on ongoing work, mention that referrals are appreciated if they know anyone in need of similar services.

2. Track Your Referral Conversations

Treat referral marketing like any other critical aspect of your business by tracking it. Keep a log of your outreach, responses, and follow-ups. This could be as simple as using a CRM or even a spreadsheet. The goal is to know when you last touched base with a customer and plan your next interaction. When customers say, "I'll think about it," don't leave it there. Make a note to follow up a few weeks later.

Tracking your outreach will help ensure you’re consistently engaging customers and not missing out on opportunities. By keeping tabs on who has been contacted, what their response was, and when to follow up, you can create a well-managed system that ensures no referral lead is lost.

3. Respond to Feedback Before Asking for a Referral

If a customer says, "I’d love to refer you, but can you fix X, Y, Z first?" address their concern right away. Referrals come from satisfied customers, so ensure you're solving their problems before moving the conversation forward. This builds trust and demonstrates that you're committed to their satisfaction, increasing the likelihood of a future referral.

More importantly, it shows that you value the customer relationship beyond just asking for referrals. When people see that their concerns are handled with care and efficiency, they’re far more likely to recommend your services to others.

Pro Tip:

Don't be afraid to receive some feedback first. The priority is keeping your customers happy, so if they bring up a problem that needs to be solved, solve it! If they feel like you are handling their concerns with genuine care, they'll be more likely to leave a review and refer a friend.

4. Nurture the Relationship, Don't Just Ask Once

After making an initial request, continue nurturing the relationship. Even if a customer doesn’t have someone to refer immediately, keeping them engaged with occasional touchpoints (like follow-ups, newsletters, or exclusive offers) will keep your business top of mind. That way, when they do think of someone, they’ll refer you naturally.

Remember, referrals often come up in organic conversations—when your customer is out for coffee or chatting with neighbors. By maintaining an ongoing relationship, you're ensuring your business is at the forefront when these opportunities arise.

5. Tailor Your Frequency of Communication

Pay attention to the customer’s sentiment and adjust your communication frequency accordingly. If a customer seems eager but doesn’t have an immediate referral, increase your engagement slightly to keep the conversation alive. For customers who are less responsive, scale back but don’t disappear. The goal is to stay relevant without being overwhelming.

What You Need to Stop Doing: Common Pitfalls to Avoid

1. Stop the One-and-Done Blasts

Many companies make the mistake of blasting out referral requests once a year and hoping for the best. This approach is more like yelling at your customers than engaging them. Referrals require a consistent, ongoing conversation—not a one-time ask. When customers receive infrequent, impersonal messages, they can see through the superficiality and will avoid engaging.

To avoid this, focus on smaller, more frequent touchpoints that feel personal and authentic. You don’t want to appear as though you’re only contacting customers when you need something.

2. Don’t Rely on Sales Teams or Technicians Alone

Handing off your referral program to your sales or service teams is a common but flawed strategy. These teams are already juggling multiple responsibilities, and referrals require consistent effort and focus. By putting this on your reps or technicians, you risk inconsistent follow-up and missed opportunities. If you’re serious about referrals, make sure someone is specifically dedicated to managing the process.

It’s not that your sales or service teams don’t care—it’s that they’re already managing other tasks, and referral marketing requires dedicated attention. Someone needs to consistently keep the process moving, not just during slow periods but as an integral part of your customer engagement strategy.

3. Avoid Generic Messaging

Customers can quickly tell when your referral requests are impersonal. Avoid sending out blanket emails or messages that sound like they’re mass-produced. Instead, personalize your outreach based on your relationship with the customer. Mention specific projects or services you provided and explain why their referral would mean a lot to you. This humanizes the process and makes the request feel more genuine.

4. Don’t Underestimate the Power of Follow-Up

Far too many businesses send one referral request and leave it at that. But in reality, many referrals come from consistent, gentle follow-ups. If a customer hasn’t referred anyone yet, that doesn’t mean they’re unwilling to—it just means the timing hasn’t been right. Following up keeps the conversation open and signals that you value their partnership.

If you have the resources, consider investing in a software like Snoball that will follow up and nurture those conversations for you.

Carissa J.

Inside Sales Supervisor @ JK Moving

 

 

“With Snoball's support, we're not just reaching more people; we're connecting with them in more meaningful ways.”

5. Stop Waiting Until You “Need” Referrals

Referrals shouldn’t be an afterthought that only gets attention when business is slow. If you wait until you’re desperate for leads to ask for referrals, your outreach will feel rushed and unauthentic. Instead, make referrals a consistent part of your marketing strategy, so you're always nurturing a healthy pipeline of new business.

Build a DIY Referral Program That Works

Home service companies can generate significant growth through a well-managed DIY referral program. By consistently engaging customers, tracking your interactions, and responding to feedback, you can build lasting relationships that yield ongoing referrals. Avoid the mistakes of one-and-done outreach, relying on overburdened sales teams, and generic messaging. Instead, take control of your referral marketing with a focused, strategic approach.

Ready to dive deeper into DIY referral marketing? Download our 30+ page Ultimate Guide to DIY Referral Marketing to get everything you need to manage an effective referral program. Inside, you’ll find detailed strategies, templates, and insights to help you grow your business through referrals. Get started today and turn your satisfied customers into your best advocates!