Skip to content

Building a Referral Program: A Step-by-Step Guide For Home Improvement Contractors

April 25, 2023

As a home improvement contractor, you know that referrals are one of the most powerful ways to grow your business. In fact, an article by HuffPost found that the closing ratio of a strong referral can be as high as 80%! Satisfied clients who refer their friends and family can help you build a steady stream of new business without spending a fortune on advertising. However, to get those referrals, you need to have a referral program in place. In this step-by-step guide, we’ll show you how to build a referral program that will help you get more business and keep your clients happy.


Step 1: Define Your Goals

Defining your goals is crucial to creating a successful referral program. Without clear goals, you won’t be able to design the program to achieve the results you want. For example, if your goal is to increase your customer base, you may want to focus on attracting new clients with a referral incentive that’s especially appealing to first-time customers. If your goal is to improve customer loyalty, you may want to offer a loyalty program that rewards clients for referring multiple people.

Step 2: Identify Your Ideal Referral Sources

Your ideal referral sources are the people or businesses most likely to refer clients to you. To identify them, think about your current client base and the types of clients you want to attract. For example, if you specialize in kitchen remodels, real estate agents who work with homeowners may be an ideal referral source. Once you’ve identified your ideal sources, you can start thinking about how to reach them.

Step 3: Create a Referral Incentive

Your referral incentive is what will motivate people to refer their friends and family to you. It’s important to create an incentive that’s both attractive to your ideal referral sources and financially feasible for your business. Some common referral incentives include discounts on future projects, cash rewards, or gift cards to local businesses.

Step 4: Develop Your Referral Process

Your referral process is how you’ll collect referrals and follow up with them. This process should be simple and straightforward, so people feel encouraged to participate. It can include a referral form on your website or a system for tracking referrals from phone calls or emails. Once you’ve collected a referral, be sure to follow up promptly and keep the referrer updated on the progress of their referral.

Step 5: Promote Your Referral Program

Promoting your referral program is essential to its success. You should let your current clients know about the program and provide clear instructions on how to participate. You can also promote the program on your website, social media, and email marketing campaigns. Consider creating eye-catching graphics or videos to make your program more appealing.

Step 6: Track Your Results

Tracking your results is crucial to improving your referral program over time. Use a tracking system or CRM to monitor the number of referrals you receive and the revenue generated from those referrals. This data can help you identify what’s working well and what needs improvement. You may need to adjust your incentive, referral process, or promotional strategies to maximize the success of your program.


By following these steps, you can create a referral program that incentivizes your clients to refer their friends and family, helping you grow your business and improve customer loyalty. Remember to be patient and persistent, as it can take time for your referral program to gain traction.

We hope you found our tips on how to build a referral program with your clients helpful! Check out our other blog on how to get more referrals. For more home improvement sales tips, check out our Sales Tip Center.  conXpros can also help your business generate more leads with our trusted lead generation system. Learn more about our lead categories here


Looking for more information? Send us an email and we'd be happy to answer any questions you may have.

Please enter a valid email address.
Please enter your first name.
Please enter your last name.
Please enter a valid phone number.
Please enter your company name.
Please select a primary trade.

By clicking 'Get Leads', you authorize conXpros to call or text you on the phone number provided using autodialed and prerecorded calls or messages. Your consent to this agreement is not required to purchase products or services. We respect your privacy.

An error occurred, please try again. Your request has been blocked by your browser.