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Using Feedback and Referrals for Growth


Operating any business has its challenges. Usually, there are many moving parts managed with limited resources. Time is scarce and valuable, and agents and associates have to wear multiple hats. Wouldn’t it be nice if there were a way you could ensure that a client becomes loyal for life after a successful transaction? That they keep coming back again and again, and on top of that, they tell all of their colleagues, family, and friends about how great you are? Real estate is about relationships and referrals after all, right? Unfortunately, nothing is so easily guaranteed; however, being sure to collect feedback and referrals once a transaction has taken place is a solid step in the right direction.

Gathering and promoting feedback can lead to big wins, content for marketing, and promotion and insights into paths for improvement, but what kind of feedback should you be looking for and how do you get it?

What’s the most important feedback to get?

Ratings and reviews.

How many stars do you get on a scale of one to five? Do you get a thumbs up or a thumbs down? As much as people depend on review sites when evaluating options, many don’t actually post ratings and reviews themselves. Encourage your clients to rate their experiences and leave feedback on the sites most important to your business. You can do so at many different touch points, whether it is at the closing with your agents, through an email campaign, or via social media.

When people do leave feedback, thank them appropriately. Note that while compliments are great, and everyone wants to hear affirmation of their hard work, negative feedback is often more valuable. Negative feedback offers an opportunity for improvement on a problem you may not have noticed, and it can also be an opportunity for client recovery if necessary.

Net Promoter Score.

The Net Promoter Score is a business metric devised by Bain & Company that asks one simple question: “On a scale of 1 to 10 (1 being not likely at all, and 10 being extremely likely) how likely are you to recommend us to colleagues, friends, and/or family?” Knowing your NPS gives you a simple performance metric that you can easily see moving.


Referrals are the best possible feedback you can get! Nothing is better than clients who were so happy with their experience with you that they brought along another client. If you are getting a lot of referrals you know you are doing something right, so keep it up! If you’re not seeing a lot of referrals, it could be that you’re not correctly identifying your lead funnel, or that you’re simply not asking for them.

How do you get feedback? 

Put a process in place.

Gathering feedback is a task that often slips through the cracks in businesses because there are so many other things going on. If you make collecting feedback part of a process, it starts to become automatic and you don’t have to think about it. Determine the best time to collect feedback after the transaction and implement a method that makes the most sense for your clients.

Ask for it.

One you’ve figured out the appropriate time and way to gather feedback, the most important thing to do is actually ask for it. Many businesses don’t get feedback they want and need simply because they don’t ask for it. Ask and you shall receive!

Use tools that can automate the process for you.

Have you ever visited a website and experienced a dialog box pop-up asking if you had a few minutes to spare for feedback? While most people dismiss this, some actually do leave feedback. If someone is willing the take the time to give you feedback, odds are what they have to say is pretty important. You can easily implement tools like this to gather feedback that gets emailed directly to the appropriate party. Wordpress sites have widgets for collecting feedback, or you could use a tool like Survey Monkey along with your email marketing tool to administer a survey for feedback.

Incentivize clients for leaving feedback and providing referrals.

Offer clients a special deal for their next transaction in exchange for providing feedback, or implement a graduated referral program that provides clients with more perks with the more referrals they bring to you. Try to identify your most avidly referring clients and reward them with special gifts greater than other incentives.

Ready to take these tips and others from our blog to lead a team of hard-working agents to great career success? You’ve come to the right place! Join EXIT Realty Massachusetts as a franchise owner and embark on your new path. Spend just 30 minutes to learn how to get started. Bring your entrepreneurial spirit, and we’ll supply the resources necessary to become a successful business owner.



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