This is Part 7 of our series: Building Buzz Through Word-of-Mouth Marketing
In this series, we’ll guide you through unlocking the power of word-of-mouth marketing for your local service business (inspired from the books Contagious by Jonah Berger and Talk Triggers by Jay Baer and Daniel Lemin).
In this post, we’ll see an example of Practical Value in Action: How offering expert resources and helpful advice creates word-of-mouth and referral opportunities.
- Practical Value in Action: Creating Referral Opportunities Through Resources
Practical Value in Action
Imagine you are a realtor, and you’ve built a network of trusted service providers in your county. You could create a Homebuyers: Tips & Guidance to Avoid Costly Repairs and Unexpected Surprises book, designed specifically for new homeowners. This book would be a valuable resource that you provide to your clients after they close on their new home. The book could include helpful information and tips from the best service professionals in your network, making it not only useful for the homeowner but also a unique tool for creating referral opportunities.
Creating a Resource Guide – How It Works
Start by approaching trusted service providers in your area—plumbers, landscapers, electricians—and ask them to contribute practical, easy-to-follow tips for new homeowners. For example:
- Plumber’s Tips: “9 Ways to Protect Your Plumbing in Winter” plus “8 Frequently Asked Questions About Frozen Pipes.”
- Landscaper’s Tips: “Seasonal Garden Checklist” or “How to Prevent Lawn Damage in Winter.”
- Electrician’s Tips: “How to Identify Common Electrical Hazards in Older Homes” or “How to Safely Reset a Circuit Breaker.”
The Book’s Value: The book becomes a practical guide that helps homeowners maintain their new home and avoid costly repairs down the road. Each section contains actionable tips that speak directly to the homeowner’s needs. To further build connections, include a brief introduction to each service provider with their contact details so homeowners know exactly who to call if they need further assistance.
Bonus Tip: E-Book Version
Creating an e-book version of this resource guide allows the realtor to easily share it digitally with their clients. It makes updates easier (like changing referral partners or services) without the need to reprint books if a service provider changes. Plus, an e-book can be linked from the realtor’s website, emailed to clients, or shared on social media for even greater reach. This digital format ensures the resource is always current and accessible, providing ongoing value to both the realtor and home service providers. Plus it helps boost SEO and traffic for the realtor’s website.
Creating a Win-Win Referral System: Strengthening Partnerships and Building Trust
- Option 1 – Upfront referral fee: When the realtor gives the book to a client at their house closing, the service provider(s) featured in the book pay the realtor a referral fee or provide a pre-arranged incentive.
- Option 2 – Backend referral fee: After giving the book to a client at their house closing, the realtor shares the client’s address with the service provider(s). When the homeowner contacts the service provider for a future service, the provider recognizes the referral from the realtor and compensates them with a referral fee or a pre-arranged incentive.
- Option 3 – Cycle of referrals no fees: Service providers engage homeowners by asking about the reasons behind their current projects. This conversation can naturally lead to insights about potential home improvements or plans to sell. In these cases, the service provider can refer the homeowner back to the realtor, creating a mutually beneficial cycle of referrals without the need for fees.
By providing valuable resources that benefit both your clients and your referral partners, you create a cycle of goodwill and mutual support. The homeowner gets a practical, helpful resource, the service providers receive the opportunity for future business, and you, as the realtor, build a reputation for providing exceptional service while simultaneously receiving referrals back from your partners.
Resource Guide – Why It Works
- It Builds Trust: Homebuyers are more likely to trust a realtor who goes above and beyond to provide useful resources. The tips and insights from trusted local businesses also reinforce your credibility and reliability.
- It Increases Referrals: By partnering with service providers, you create a system that encourages both sides to send referrals your way, knowing there’s mutual benefit.
- It Adds Tangible Value: Homebuyers will appreciate the practical advice and tips that will help them protect their home. This not only increases customer satisfaction but also turns them into advocates who are more likely to recommend your services.
- It Strengthens Partnerships: Service providers are more likely to prioritize clients who’ve referred them business. By organizing this referral system, you strengthen the partnership and build long-term relationships with local businesses.
Resource Book (Practical Value) – The Takeaway
This is an example of how offering practical value through a simple resource book can create long-term referral opportunities for all involved. It shows how, by thinking outside the box, realtors can enhance their relationship with local service providers while simultaneously offering something valuable to their clients. Not only does this position you as a helpful, thoughtful resource, but it also turns your customers into potential brand ambassadors who will remember your business when they need further services or know someone who could benefit.
Partnering for Success – For Home Service Providers
If you are a home service provider, consider approaching a great realtor in your area with the idea of creating this type of resource book. By contributing your tips and advice, you can position your business as a trusted, go-to resource for homeowners, while also gaining access to referrals from the realtor’s client base. It’s a win-win strategy that builds your visibility, strengthens local partnerships, and provides value to everyone involved.
Take the Lead with a Homebuyer’s Series on Your Website
Instead of joining someone else’s resource book, why not create your own?! Develop a New Homeowner’s Guide directly on your website. Here’s an example of what a plumber’s website could feature:
- House Hunting: Tips for Homebuyers to Spot Potential Plumbing Problems
- 9 Ways to Protect Your Plumbing in Winter (plus 8 frequently asked questions about frozen pipes)
- Plumbing Emergency? 5 Things to Do While Waiting for Plumber to Arrive
- Detect Leaks Before They Become Disasters – Install Leak Detectors
- 5 Basic Plumbing Tips for Homeowners
- Low Water Pressure? It Could Be a Sign of Plumbing Issues in Your Home
This series can include tips, guides, and FAQs specifically tailored to new homeowners—covering everything from maintenance schedules to common repairs. By offering this kind of practical, relevant content, you’ll position yourself as a trusted expert for people settling into their homes.
The best part? The focus stays entirely in your control. You don’t need to distribute books or network extensively—your website becomes the hub for attracting and educating new customers. It’s a simple but effective way to connect with homeowners and generate leads for your services.
Realtors can include your guides on their websites, in client emails, or share them on social media—helping expand your reach and open the door for new referral opportunities. This creates a win-win situation for both you and the realtors you partner with.
A well-organized resource series on your website makes it easy for multiple realtors to share your content without needing to create new material for each one. This approach not only makes your efforts scalable, but it also helps you connect with a broader audience of potential customers while building lasting relationships with realtors.
Get Creative To Turn Your Expertise into Shareable Value
Now it’s time to think about what kind of expert resource your business can offer.
Ask yourself: What challenges do your customers face, and how can your expertise make their lives easier? Whether it’s a guide, checklist, or toolkit, focus on creating something that solves a problem, answers a common question, or simplifies a big decision.
Take action now—work with your team or marketer to identify a topic that resonates with your audience and start creating a resource that not only adds practical value but also opens the door to referrals and repeat business!
See Part 8 of our series on Building Buzz Through Word-of-Mouth Marketing
In that post, Stories for better word-of-mouth marketing, we’ll focus on how sharing your business’s story in a compelling way can turn facts into memorable moments that drive word-of-mouth.
