Client Referral Programs: The Easy Way To Win Business

Client Referral Programs: The Easy Way To Win BusinessOne of the most effective ways to generate new lawn care leads is to leverage your existing customer network. According to Nielsen, people are 90 percent more likely to trust and buy from a brand recommended by a friend. With a good referral program, you can make new customers at a fraction of the cost of other marketing efforts. 

Implementing a referral program builds customer loyalty and fuels the fire of business growth.

The Benefits of Building a Referral Program

A new, reliable, and effective revenue stream is the main benefit of adding a referral program. But there's another plus: building trust with your current client base. Done right, a referral program builds trust and respect between the service providers and the clients. When someone refers your services to a friend or neighbor, they're essentially saying: 'I trust this company. They work hard and know what they're doing; they can be trusted with your yard.' 

Referrals are more powerful than any sales pitch. People love to share something they love. If your work speaks for itself, others will also hype it up. Of course, you can't win everyone over, but there are those loyal customers with whom you have great relationships. Reach out to them first. They will definitely spread the word and become advocates for your business. 

Ready to take your business to the next level? Read our Intermediate Blueprint.

How to Build a Referral Program

Most leads who come to a lawn care business through a referral program are highly qualified. To create a successful referral program, lawn care companies must set clear goals, choose the right rewards, determine the program's structure, and communicate the program. 

Set Clear Goals for Your Program

To ensure your referral program is successful, goals must be measurable and align with your business's growth goals. For example, a goal could be to grow the customer base by 10 percent within a year using referrals. Another goal could be to increase customer loyalty, which might be best defined by the number of repeat service bookings.

Choose the Right Rewards

Since the referral program is built on rewards and incentives, it needs to be designed to motivate current customers to refer others. Some rewards might include: 

Finding a way to reward both the referrer and the referred incentivizes engagement as well.

Determining the Structure of Your Program

The referral structure should be simple and easy for customers to understand and use. You must decide whether referrals will be tracked with promo codes, a dedicated link, or another method. 

It's also essential to set referral limits, the threshold for earning rewards (e.g., after the customer's second purchase), and when those rewards can be redeemed (e.g., after the referred customer has used the service). As a lawn care professional, you must also consider logistical limits for your referral. The last thing you want is to turn someone down because you did not communicate eligibility. If someone lives outside your service zone, ensure the one referring and the referred understand the requirements. 

How to Share Your Referral Program

With a plan in place, it's time to share your referral program with your clients. There are a few ways to ensure your current client base knows about your referral program. 

 Leveraging Social Media Channels 

Social media is an excellent tool for promoting a referral program. Post relentlessly on Facebook, X, and Instagram about your referral efforts. Create beautiful images with text overlays that ask users to share your referral information. Have customers post their lawn care results with a unique referral link.

 Word-of-Mouth Marketing Techniques 

Word-of-mouth marketing is still one of the best ways to promote a referral program. Satisfied customers can be further encouraged to share about the services of the lawn care business, especially the referral program. This can be done by offering customers a discount on the next service or a free lawn treatment for every successful referral they bring in. Clients can also be encouraged to speak about their experience with neighbors, creating a chain reaction of referrals.

Ready to take your business to the next level? Read our Intermediate Blueprint. Using Printed Materials and Online Platforms 

Flyers and business cards can be used to promote the referral program, handed out to clients after services, placed in shops, or used at local events. The referral program should be promoted on the company website, perhaps through banners or a dedicated page with all the details and benefits of the referral program. Other promotional materials include: 

• Door hangers

• Brochures

• Emails

• Handwritten letters

• Vehicle wraps

Track the program's success

Developing a way to track your referral program's success is crucial. The data you collect will allow you to determine what is and is not working so that you can double down on the most effective methods. Here are some of the data points to track: 

1. The total number of referrals

2. The number of referrals converting into new business

3. How many current customers have brought in referrals

4. Where are the referrals coming from, and at what rate

The numbers may surprise you. You may see that you're getting plenty of referrals, but only a few of them are turning into new deals. Now, you've got an apparent problem that can be dealt with. Put more effort into following up and see if that helps. Ask questions. If a referral does not convert, see if they'd be willing to tell why. 

Quick Summary 

Building a referral program is one of the most effective ways for a lawn care owner to earn new business. It’s a great return on investment and a strong way to build trust with existing clients. There are many ways to spread the news about your referral program. Whether it be social media or door hangers, word of mouth or a page on a website, having a referral program is one solid step to leveling up your business. 

Ready to take your business to the next level? Read our Intermediate Blueprint.