Marching for Referrals
Building Raving Fans and Driving Referrals in the Busy Season
So, the busy season is here, and for home improvement businesses—whether you specialize in concrete coatings, kitchen remodels, landscaping, or other upgrades—it’s time to not only close more jobs but also maximize the value of every customer interaction. Let’s talk about one of your most powerful marketing tools: referrals.
Why Referrals Are Your Secret Weapon
Word-of-mouth marketing is a game-changer. Homeowners trust recommendations from friends and family more than any other form of advertising. Every satisfied customer has the potential to become a brand ambassador, turning one job into many through referrals.
Think about it:
Your happy customer shares their excitement about a stunning new garage floor coating with their neighbor.
Their kitchen remodel becomes the topic of discussion at a family gathering.
That incredible backyard transformation inspires a coworker to give you a call.
Each job is more than just a sale—it’s a gateway to new opportunities.
Strategies to Drive Referrals
To turn satisfied customers into enthusiastic advocates, you need to go beyond providing excellent service. Here’s how:
1. Just Ask—The Simplest Way
Sometimes, all it takes is a direct request. After completing a job, reach out to your customers and ask if they know anyone who might benefit from your services.
Use follow-up emails or texts to check in after the project is done and politely ask for referrals.
Incorporate this step into your final walkthrough or job completion process.
💡 Pro Tip: Use customer satisfaction surveys as a natural lead-in to ask for referrals.
2. Offer Incentives
Rewarding customers for referrals is a win-win. It motivates your clients to spread the word and shows appreciation for their support.
Some effective referral incentives include:
Gift Cards: A small token of thanks for every successful referral.
Cash Rewards: Offer a flat fee for every new customer they send your way.
Discounts: Provide a percentage off future services for each referral.
💡 Pro Tip: Tier your incentives. For example, one referral earns a $25 gift card, but three referrals earn $100. This encourages more repeat advocacy.
3. Focus on Exceptional Service
While incentives are helpful, there’s no substitute for delivering such outstanding service that your customers feel compelled to share their experiences. Create “wow” moments that go beyond expectations:
Ensure seamless communication throughout the project.
Leave the job site spotless after completing the work.
Surprise your customers with a thank-you note or small gift.
When customers are thrilled with the results—whether it’s a gleaming freshly-coated garage floor or a freshly renovated bathroom—they’ll naturally share their enthusiasm with friends and family.
4. Make It Easy for Customers to Share
Your customers are busy, so simplify the referral process:
Create shareable materials, like flyers or digital graphics, highlighting your services.
Provide referral cards they can hand out to friends.
Use social media to encourage customers to tag your business in their “after” photos.
💡 Pro Tip: Start a hashtag (e.g., #HappyCoatingsCrew or #KitchenGlowUp) to encourage customers to show off their completed projects online.
Turn Customers Into Brand Ambassadors
The ultimate goal is to create raving fans—customers so impressed with your service that they naturally promote your business without being asked. These customers become passionate advocates who share their stories, generating organic leads that cost you nothing.
Focus on building strong relationships with every client.
Celebrate their successes by sharing project photos or testimonials on your website and social media.
Stay connected with past clients through newsletters or seasonal check-ins.
By building meaningful connections, you’ll craft stories so compelling that your customers can’t help but tell others about you.
March Toward Success: Make Every Contact Count
Every sales call, every job, and every follow-up is an opportunity to create not just satisfied customers, but loyal fans who amplify your reach.
Whether you’re applying concrete coatings that transform dull floors into stunning showpieces or helping homeowners fall in love with their spaces all over again, your business can thrive by focusing on referrals.
Let’s not just create satisfied customers—let’s build a community of brand ambassadors who rave about your business and help make this season your best yet.
Here’s to turning every job into an opportunity for growth! Let’s make waves together.
