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Free Home Buyer Workshops are held Tuesdays at 5:30pm & Saturdays at 10am.
Free Buyer Workshops
Free Home Buyer Workshops are held Tuesdays at 5:30pm & Saturdays at 10am.
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Real Estate

Building Agents’ Business: Best Time To Ask For Referrals From Clients

UrbanLand Company
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The majority of the time in sales, if you want a referral, you’re going to have to nicely ask for them. No matter how great of a real estate agent you are and no matter how great of a job you’ve done for a client, most of the time your customers aren’t thinking about referring you to anyone.

“This is even more the case in real estate than in typical sales,” said Gerard DiRuggiero, Principal Broker of UrbanLand Company. “Buying or selling a home is an intensely personal process and can also be very stressful, no matter how smooth the transactional side of things goes. You’re dealing with someone’s shelter and (usually) one of the largest investments someone makes in their life.” It’s not the case of your clients being self-absorbed or that they’re not happy with you as a professional. It’s usually a case of a pending move already on their mind plus a variety of other factors and stresses.

If you want the referral, and every single agent who succeeds for a client SHOULD ask for one, then it’s best to ask at the right time,” continued DiRuggiero. “Buyers and sellers are happy to introduce successful agents to others, provided you do the request strategically.”

We like to ask for referrals and introductions at the time a contract is ratified. “You’ve just secured a Win for your buyer or seller and there’s a ‘light at the end of the tunnel’ that your client is excited about. You haven’t entered the stresses of home inspections or the final pathway to settlement and closing. There’s a lot less on your client’s mind at the exact moment of ratification. This is when we ask politely for an introduction to someone else who may need quality real estate assistance,” said Gerard.

Why not ask after settlement? “You’re competing for attention with the stresses of their move and anything else that may have occurred during the final parts of the process. Even when things go smoothly, the feeling of closure at settlement can take a lot out of people, and popping up to say Hi and that you’d love to help their friends may not be the most strategic move on your part,” said DiRuggiero.

Referrals may come a little easier from the first time home buyer. “There’s an infinite supply of first time home buyers in markets like the DC area, and the majority of them really appreciate guidance, help and hand-holding from an agent,” continued Gerard, “Some first time home shoppers feel that active real estate agents don’t have the time to help them, or they feel that most active agents only want to spend time with higher dollar buyers. When you invest the time in helping a first time buyer, whether they’re buying now or not, you often meet their friends who ARE ready now. ”

Area licensed DC/MD/VA real estate agents who want access to more leads, opportunities and transactions should email us or call 202.759.4114!

Here’s what members of our Agent Leads Generation Program get access to in-house as part of their commitment to being a better real estate resource to the public:


Every person you meet. Every hand you shake. Every phone call you take.  Maintaining a pipeline is easy with our in-house assistance.


There’s a secret to generating business out of online real estate leads. It’s called an exclusive pipeline of potential clients who are asking for your advice and guidance.


Multi-week rotations leading a variety of topics in our Home Buyer Workshops pays off for agents!


Open House rotation puts you play with home buyers in great price ranges and gets you face-to-face strategically with other neighborhood potential sellers. Here’s some of our typical Open House opportunities.


Again, fundamentals matter. Neighborhood outreach delivers a high return on your time investment, if you follow the game plan.


Like meeting new people a lot? Join our Same Day Showings team and get access to home buyers and renters who want to go out right now!


Experienced agent? We encourage natural and organic team building within our organization. Let us build your local team brand.

Got questions about how our program makes you a better, more successful agent?  We offer a transparent recruiting and interviewing process every single week. It starts by phone and we’re happy to share our strategies and results with you while you get to know us. Get started now!

“We formally created the Agent Leads Generation Program back in 2013 as a new business generator for UrbanLand Company agents that built upon (back then) over 10 years of continuous local marketing for our brokerage,” said Gerard DiRuggiero, Principal Broker of UrbanLand Company. “Lead flow into the brokerage has always been strong, and our formal Program has done more than well. The Agent Leads Generation Program team has put up healthy closing numbers year to year off of our brokerage-generated leads.”



The Program has now evolved far beyond just ‘close our brokerage leads’ to become a full scale, hands-on agent development and optimization program that sets the bar high and creates stronger real estate professionals.

Here’s what some of our current (both new & long-term) agents have to say about UrbanLand Company and and our Agent Leads Generation Program! We’ve been asking for their take on the brokerage over the last few months.

More info on the Agent Leads Generation Program is available here. We offer a transparent recruiting and interviewing process. Get started now!

If you want to keep up-to-date on the local real estate market, new condo activities or our ongoing Topics for Agents, join our email list. It’s going strong since 2002!

Here’s some recent closings from our Agent Leads Generation Program!

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