DIY Referral Marketing Part 3: Make Advocacy Easy for Your Customers

At Snoball, we’ve shared two of the five key insights to help home service companies build DIY referral programs that actually work. In part one, we discussed how consistency is the cornerstone of any successful referral program, while part two highlighted how timing plays a crucial role in getting referrals. Now, in part three, we’re tackling the next essential insight: making it easy for your customers to advocate for you. If referring your business is simple, your customers will be far more likely to spread the word.

Through cutting-edge research and working with over 200,000 customer interactions, we’ve learned one thing for sure: simplicity is preferred. The easier you make it for customers to refer you, the more likely they are to do it. If it’s hard or takes more than a few seconds, you’ve already lost them. That’s why this third insight—making advocacy easy—is critical to building a successful DIY referral program.

Here’s how you can streamline your referral process, removing all friction for your customers so that advocating for you becomes a no-brainer.

1. Use QR Codes to Simplify Referrals

QR codes are a fast, easy, and effective way to make referrals simple. With just a quick scan, customers can be directed to your referral page, where they can provide a referral with minimal effort. One of our favorite success stories comes from JK Moving, one of our customers. They’ve taken the QR code we provided and printed it on flyers, placing them at partner storage facilities. This way, not only do their own customers have easy access to the referral page, but so do potential new customers.

Think about how you can equip your team with QR codes. Arm your sales reps, technicians, and other service personnel with a QR code they can share during or after service. Whether it’s printed on a leave-behind card, added to an invoice, or displayed on a flyer, this makes referring you as easy as a simple scan.

Do:  

• Make sure your QR code leads directly to your referral page.  
• Print it on easy-to-distribute items like flyers or business cards for in-person service.  
• Add the QR code to invoices, emails, or even SMS messages to expand its reach.

Don't:  

• Make customers download a form or navigate a complex website after scanning the QR code. Simplicity is key—keep it friction-free. 

2. Create Shareable Pages for Referrals

Another way to make referrals easy is by having a specific, shareable page dedicated to your referral program. This page should clearly outline your referral rewards and include a simple form for submissions. Better yet, consider creating individual referral pages for each of your reps or service personnel, making it even more personalized and shareable.

A shareable page is not only easy to send via email or text message, but it also gives your customers the ability to share it themselves—on their HOA page, Facebook group, or neighborhood message board. This extends your referral program beyond your direct interactions, allowing your customers to become your brand advocates in their communities.

Do:  

• Keep the referral page simple, clean, and easy to navigate.  
• Include all relevant details about your referral rewards and a form with just a few fields.  
• Make it easy for your customers to share the page across social media and neighborhood networks.

Don't:  

• Overwhelm your customers with complicated forms. Every additional field increases the chance they’ll abandon the process. Stick to the basics—name, referral, and contact info.  
• Send customers to a generic website homepage where they have to hunt for the referral program link. Direct them straight to the dedicated page.

3. Use the "Small Ask" Technique for Reviews

When asking for a referral, you may not always get an immediate response. Many customers will say, “No one comes to mind yet,” or “I don’t know anyone right now.” This can feel discouraging, but it’s an opportunity to pivot and make a smaller ask. Follow up by requesting a review instead.

Landon Taylor

CEO @ Snoball

 

 

“The psychology of not being able to give you a referral but having two minutes to leave a review — the conversion rate on that request is extremely high.”

Here’s why this works: When a customer feels they can’t fulfill a larger request, like a referral, they’ll be more inclined to say yes to a smaller, easier ask, like leaving a review. This not only boosts your online reputation but keeps the customer engaged and primed to give a referral later.

Do:  

• Follow up a referral ask with a smaller request for a review if the customer doesn’t have someone to refer immediately.  
• Make leaving a review as easy as possible with a direct link to Google or BestCompany.com.

Don't:  

• Get discouraged if a customer doesn’t have a referral right away. Use the opportunity to strengthen the relationship by asking for a review.

 4. Keep It Short and Sweet: The Rule of 100

When sending emails or texts as part of your referral program, remember this golden rule: Keep it short. Emails should be under 100 words, and text messages should be fewer than 100 characters. This is known as the “Rule of 100,” and it forces you to cut the fat from your messages, keeping them concise and focused. The result? Your customers are more likely to read and act on your request.

The Rule of 100:

Do your best to keep emails under 100 words and texts under 100 characters.

This is especially important for home service companies, where your customers are busy homeowners. They don’t have time to wade through lengthy, detailed emails or fill out complicated forms. The shorter and more to the point you are, the more likely you are to get a response.

Do:  

• Write emails under 100 words and text messages under 100 characters to increase engagement.  
• Focus on one clear, concise ask in each communication—whether it’s a referral or a review.  

Don't:  

• Overwhelm your customers with long walls of text. The more they have to read, the less likely they are to take action.

Practical Tips for Simplifying Your Referral Program

To wrap up this insight, here are some practical do's and don’ts that will ensure your referral program is easy and accessible for your customers.

Dos:

• Make Referrals Easy with QR Codes: Equip your team with QR codes that lead directly to your referral page, making it effortless for customers to refer you with just a scan.  
• Create a Shareable Referral Page: Design a dedicated referral page with minimal fields, clear rewards, and easy sharing options.  
• Keep Your Messages Short: Follow the Rule of 100 for emails and texts to keep your asks concise and to the point.  
• Offer an Alternative Ask: If a referral isn’t possible, request a review as a smaller, more achievable ask.

Don’ts:

• Don’t Complicate the Process: Avoid forms with too many fields or requiring downloads. Every extra step creates friction and drives customers away.  
• Don’t Make It Hard to Find Your Referral Program: Always link directly to your referral page—never force customers to search your website for it.  
• Don’t Overload Customers with Information: Too much data in your emails or texts will overwhelm customers and decrease engagement. Keep it short and simple.  

Simplicity Drives Referrals

In today’s busy world, simplicity is key to getting more referrals. By making it easy for your customers to advocate for you—through QR codes, shareable pages, short messages, and easy asks—you’ll increase your chances of generating high-quality referrals. The less effort it takes, the more likely your customers are to spread the word.

In part four of our series, we’ll dive into the next critical insight: personalizing your message. Learn how tailoring your referral requests can dramatically boost your response rates and build stronger customer relationships. Stay tuned!

Need help simplifying your referral process? Download our step-by-step guide to making referral programs easy, or contact our team for a demo of the Snoball Referrals Module.