How to Ask Your Clients for Referrals

By Dipa Gandhi

Why Referrals Matter More Than Ever

For service contractors—roofers, plumbers, landscapers, painters, or electricians—referrals aren’t just a bonus. They’re often the most trusted and cost-effective way to get new clients. In fact, 92% of consumers trust recommendations from friends and family more than any form of advertising. Yet, many contractors hesitate to ask for referrals, fearing it might make them sound pushy or desperate.

Let’s be clear: asking for referrals isn’t begging. It’s leveraging the satisfaction you’ve already earned. When done right, it deepens relationships and strengthens your reputation.

The Real Problem: Fear and Missed Opportunities

Most service business owners deliver great work but stop short of asking for referrals.
Why? Because it feels awkward. Many worry their customers will think they’re being “salesy.”
But here’s the truth: if your clients are happy, they want to help you succeed—they just need a reminder or an easy way to do it.

Consider this: a local painting contractor in Texas completed over 200 jobs in a year but never asked for a single referral. After implementing a simple referral script and follow-up process, referrals jumped from 0 to 12 in one quarter—each referral worth an average of $4,000 in revenue. Nothing else in his marketing changed. He simply started asking.

Why Customers Don’t Automatically Refer You

Even satisfied customers often don’t refer because:

• They assume you’re too busy.

• They forget to mention you when a friend asks.

• They don’t know if you take on new clients.

• You never asked.

Referrals don’t happen by magic. They happen by strategy.

Turning Happy Clients Into Ambassadors

Here’s how to make asking for referrals natural—and effective.

1. Ask at the Right Time

Timing is everything. Ask when your client’s satisfaction is at its peak—right after you’ve completed the job, solved a problem, or exceeded expectations.
Example:

“I’m so glad you’re happy with how your new patio turned out. If you know anyone else who’s been thinking about updating theirs, I’d really appreciate you passing my name along.”

2. Make It Effortless

Don’t expect customers to do the heavy lifting. Provide:

• A short message they can forward to a friend.

• A business card or digital contact link.

• A QR code that links to your website or Google Business Profile.

3. Offer a Small Incentive

While many referrals happen out of goodwill, a token of appreciation can go a long way:

• $25 gift card or discount on their next service.

• Donation to a local charity in their name.

• Entry into a quarterly “thank you” drawing.

Example: A cleaning company in Florida offered a $25 credit for every referral that booked. Within two months, 40% of new business came from referrals.

4. Follow Up and Show Gratitude

Always thank clients who refer you. A handwritten note or personalized message goes further than you might think.

“Thank you, Sarah, for referring your neighbor! We truly appreciate your trust and support—it means the world to us.”

It’s not just good manners; it’s good business. Customers who feel appreciated are three times more likely to refer again.

Tools That Make It Easier

• CRM Systems: Track who referred whom and send automated thank-yous.

• Google Business Profile Links: Make it simple for customers to share your contact info or reviews.

• Email Templates or Text Scripts: Save time while keeping communication personal.

Build a Culture of Referrals

The best referral programs aren’t campaigns—they’re habits. Train your team to:

• Recognize when a client is delighted.

• Ask for referrals naturally in conversation.

• Record who referred whom for follow-up.

When referrals become part of your company culture, they no longer feel forced—they feel like teamwork.

Take Action

You don’t need a big budget or fancy tech to start getting more referrals. You just need to ask—consistently, sincerely, and with gratitude.

Start by:

1. Identifying your happiest clients.

2. Reaching out with a simple message.

3. Thanking those who respond.

If you’ve earned your clients’ trust, you’ve earned the right to ask for their referrals.