Referrals help escrow companies find new clients, so it’s important to build strong relationships with real estate agents for long-term success. Great service during a transaction builds trust but keeping in touch after closing helps agents remember your company for future deals.
A simple relationship marketing plan with regular follow-ups and professional print materials can help you create better partnerships, get more repeat referrals, and grow your business. In this article, you’ll find practical tips for building lasting referral relationships and using print marketing to stay top-of-mind between transactions.
Why Great Service Alone Doesn't Guarantee More Referrals
A smooth closing is key to building strong referral relationships, but it should not be the last time you connect. Since real estate agents usually work with several escrow companies, keeping in touch helps maintain those professional ties. When escrow managers see each closing as the beginning of a lasting partnership, they build trust, stay in touch with referral partners, and open the door to more business in the future.
Here are some touchpoints you can follow to keep in touch with agents.
Build a Referral Marketing System Instead of One-Off Campaigns
Many escrow companies send holiday gifts or go to networking events, but these efforts are often great for short-term wins only. By using a referral marketing calendar, you can keep in touch with real estate agents and lenders all year, making sure your company stays visible between deals.
For example, you could do the following activities yearly:
| Timing | Relationship Activity |
|---|---|
| After every closing | Send a personalized thank-you postcard. |
| Quarterly | Mail an educational brochure or helpful escrow resource. |
| Before networking events | Prepare branded presentation folders and business cards. |
| Agent appreciation events | Use coordinated event signage and printed materials. |
| Holidays | Send appreciation of postcards or direct mail pieces. |
Having a set schedule makes relationship marketing part of your routine. It also helps you give each referral partner regular, meaningful updates without always needing to come up with new plans.
Match Your Marketing Materials to the Relationship Stage
Different stages of a referral relationship call for different marketing materials. Choosing the right printed pieces for each interaction keeps your communication relevant, professional, and memorable.
When Introducing Your Escrow Company
When meeting new real estate agents or lenders, focus on making a strong first impression. Business cards, brochures, and presentation folders clearly introduce your services while giving prospective partners useful materials to reference after your conversation.
After a Successful Closing
A recent closing is a natural time to reconnect and show appreciation. Send a personalized thank-you postcard or agent appreciation mailer to acknowledge the partnership and keep your contact information ready for future transactions.
During Networking and Community Events
Networking events are ideal for expanding your referral network. Branded event signage attracts attention, while brochures, business cards, and presentation folders give attendees helpful information they can take home and reference after the event.
Give Referral Partners Something Worth Keeping
Rather than giving out materials that people throw away, make resources that real estate agents and lenders can use during the transaction process. Helpful materials are more likely to stay on desks or in folders, so your company stays visible even after your first meeting.
Some examples are:
- Checklists for the closing process
- Guides that explain which documents are needed
- Overviews of the escrow timeline
- Lists of frequently asked questions about escrow
- Contact lists for your escrow team
When you offer practical resources instead of just promotional materials, you show that your company is a knowledgeable partner. Each time someone uses these materials, it also helps reinforce your brand.
Personalization Makes Every Interaction More Memorable
Real estate agents and lenders rely on strong relationships to grow their businesses. They also appreciate partners who include genuine communication with their professionalism. Adding small personal touches to your follow-up can help you stand out and be remembered.
Consider adding a personalized touch to your communication efforts. Some examples include:
- Writing a thank-you note by hand on a postcard.
- Mentioning a recent transaction, you worked on together in your message.
- Acknowledging their career milestones or professional achievements.
- Congratulating them on office anniversaries or team successes.
These small gestures show real appreciation, help build stronger professional relationships, and make people more likely to remember your company when the next referral opportunity comes up.
Support In-Person Marketing with Follow-Up
Meeting real estate agents and lenders at open houses, industry events, or community gatherings is a great way to make new connections. But once introductions are complete, you should follow up soon to help generate future referrals.
A few days after meeting someone, think about sending one of the following:
- A thank-you postcard with a personal touch
- A direct mail piece that introduces your escrow services
- A brochure that explains your process and highlights your expertise
- A business card with a short, handwritten note
Reaching out while the conversation is still fresh shows your professionalism and helps people remember your company when new opportunities come up.
Frequently Asked Questions
Most referrals come from building strong relationships with real estate agents, lenders, attorneys, builders, and past clients. Staying in touch, providing reliable service, and keeping your company visible help keep those connections strong over time.
Yes. Email and social media are helpful, but printed materials give people something physical to remember your company by. Business cards, brochures, folders, postcards, and direct mail can strengthen your brand and help you build relationships in person.
A personalized thank-you postcard is a good way to start. Depending on your relationship, you might also send appreciation mailers, helpful resources, or invitations to upcoming networking events.
There is no single schedule that works for everyone, but staying in touch regularly during the year is usually better than only reaching out when you need new business. Having a yearly plan helps you stay visible without overwhelming your referral partners.
Building Referral Relationships That Last
Building a strong referral network takes regular communication and reliable service. Print materials like postcards, business cards, brochures, presentation folders, direct mail, and event signs help your escrow company stay in touch with real estate agents and lenders between deals. With a solid relationship-building plan and quality marketing materials from NextDayFlyers, escrow managers can grow their referral partnerships and find more chances for long-term business success.
