DIY Referral Marketing Part 4: The Power of Personalization in Referral Requests

In previous articles I’ve shared three key insights for home service companies to build DIY referral programs that work. First, we explored the importance of consistency in your referral efforts. Then, we uncovered how mastering the timing of referral requests can lead to higher success rates. In part three, we discussed how to make your referral program easy for customers, ensuring they actually participate. 

Now, we move to the fourth critical insight: personalization. Your customers don’t want to talk to a faceless company—they want to connect with real people. If your referral requests feel personal, you’re far more likely to get a response. In fact, our data shows that personalized messages can lead to dramatically higher referral rates.

Why Personalization Matters

One of the biggest mistakes companies make is sending out generic referral requests or review solicitations. You’ve seen them: “Dear Customer, we value your feedback. Please refer us to your friends.” These types of messages are forgettable, impersonal, and often ignored. In contrast, when a request feels tailored and comes from a specific person rather than a faceless entity, customers are more likely to respond positively.

The Three Layers of Personalization

At Snoball, we’ve identified three layers of personalization that make your referral asks far more effective:

1. The Individual Sender: Instead of asking for a referral from the company, have a specific person from your team make the ask. For example, “Hi, this is Megan from XYZ Siding,” will generate far better results than, “XYZ Siding would like to ask for a referral.”
2. Reference the Rep: Better still, personalize the message by including the name of the rep who worked with the customer. Something like, “Hi, this is Megan, Tyler’s assistant. Tyler helped you with your recent project, and I’m just checking in to see if you know anyone who might need our services,” instantly creates a more personal connection.
3. Service-Specific Details: The final layer of personalization is to reference the specific service provided. If you can remind the customer of what you did for them, it shows that you’re paying attention to their experience. For instance, “We cleaned your carpets last month—how did that go?” can spark positive memories and increase the likelihood of a referral.

This approach turns an impersonal request into a conversation, and customers are much more willing to respond to people than to companies.

The Personal Touch In Action

Here’s an example of a personalized referral request:

In this message, Kyle gets a personalized greeting, the name of the rep he worked with, and a reference to the specific service provided. It’s casual, friendly, and personal—a stark contrast to the typical corporate-sounding requests many companies use.

Avoid Corporate Jargon

Customers can spot corporate jargon a mile away, and it often turns them off. Phrases like, “We value your feedback” or “Your opinion matters to us” come across as insincere and robotic. It’s the equivalent of addressing a customer as “Dear valued customer 721.” Instead, use casual, conversational language—just like you would if you were chatting with someone over breakfast. Phrases like, “Thanks a million,” “I’ve gotcha,” or “We’ll catch you next time” make your communication feel more genuine.

The key is to drop the formalities and speak like a real human being. When your message feels natural and relatable, customers are more likely to engage.

Tailor Your Communication Channels

Personalization isn’t just about the message; it’s also about how you deliver it. Different customers prefer different channels, and part of personalization is knowing where to reach them. For instance, sending a voicemail to Gen Z customers? Good luck—they probably won’t even listen to it. Instead, reach them via text or social media, where they’re more active.

The same goes for email. If your customers tend to respond quickly to texts but ignore emails, adjust your approach accordingly. Tailor your communication to the preferences of your audience, and you’ll see far better results.

Practical Tips for Personalizing Your Referral Requests

To maximize the power of personalization in your referral program, follow these practical tips:

1. Make the Ask Come from a Real Person

Instead of sending referral requests from the company, have them come from a specific individual—ideally someone the customer interacted with during the service. This human touch instantly boosts engagement.

2. Include the Service Rep’s Name

Reference the person who actually completed the service. For example, “Tyler was the one who installed your new roof,” makes the message feel more personal and relevant to the customer.

3. Be Specific About the Service Provided

Remind the customer of the work you did. Mentioning specific details like, “We cleaned your carpets,” or “We installed your solar panels,” creates a stronger connection and increases the likelihood of a referral.

4. Avoid Corporate-Speak

Keep your language casual and conversational. Don’t be afraid to sound human. Dropping formalities and corporate jargon will make your requests feel more authentic.

Pro Tip:

Be sure to personalize each message. Referencing the customer's specific experience will help to keep the conversation casual and authentic.

5. Use the Right Communication Channel

Make sure you’re reaching your customers through the channels they prefer. Whether it’s text, email, or social media, knowing where to communicate is just as important as what you say.

Dos and Don’ts for Personalizing Your Referral Program

Dos:

• Personalize the message with the customer’s name, the service rep’s name, and details about the service.
• Use casual, conversational language that feels authentic.
• Tailor your communication channel based on the customer’s preferences.

Don’ts:

• Don’t send generic, impersonal referral requests from the company.
• Avoid corporate jargon like “We value your opinion.” It feels robotic and insincere.
• Don’t use communication channels your customers aren’t likely to respond to—choose the right medium.

The Impact of Personalization on Referrals

At Snoball, we’ve seen firsthand how personalization can significantly boost referral rates. Customers don’t want to talk to a faceless corporation—they want to connect with real people. By personalizing your referral requests and keeping the conversation casual, you can turn satisfied customers into enthusiastic advocates for your business. 

In part five of our series, we’ll dive into the final key insight: understanding the power of rewards. We’ll explore how the right incentives can motivate your customers to refer more often and discuss what types of rewards work best for home service companies. 

Ready to build a more personalized referral program? Download our guide and learn how to use Snoball’s Referrals Module to take your referral efforts to the next level.