How property managers can get referrals from the owners they work with

This guide is for property management companies in Canada and the US that want more of their new owners to come from the owners they already have. Owners who refer you tend to do it at a particular kind of moment: just after they’ve seen, clearly, what you did for them. The way to get more referrals is to notice those moments, ask then in a specific and easy way, and give them something short to pass on. Asking at random, or in a newsletter, rarely does much.

Those moments are easier to see across a real relationship. Here is one owner’s first year, with the points where asking works, and the points where it doesn’t.

Month one: too early

Anita hands over her two condos in February. The first month is mostly setup: leases and deposits transferred from her old manager, residents introduced to the new team, her first statement.

It’s tempting to ask for a referral while a new owner is still enthusiastic, but it’s usually too soon. She hasn’t seen you do anything difficult yet, so she has nothing specific to tell a friend. What you can do this month is the groundwork: ask her, in passing, how she found you and whether she knows other owners, and note it on her file.

Month three: the first vacancy

In April, one of her tenants gives notice. The unit is listed within days, shown that weekend and rented to a good applicant before the old tenant moves out. Anita loses no rent.

When you tell her it’s rented, she replies that her last manager took six weeks to fill the same unit. That reply is the moment to ask, because something went well and she noticed.

That’s great to hear, thank you. If you know anyone else with a rental who’s had the same trouble, I’d be glad to talk to them. I can send you a short note to forward if that’s easier.

Asking in the same reply, while she’s pleased, feels natural, where the same request a month later would feel like a campaign.

Month seven: a bad night handled well

In August, a pipe bursts in the other condo at 2am. The resident’s call is answered, a plumber is there within the hour, the water is shut off and the unit below is protected. Anita hears about it at 8am, already handled, with photos and the plumber’s note.

A problem handled well can earn more trust than months of nothing going wrong, because it shows her what happens when something does. She’ll mention it to people without being asked. If she brings it up on a call, it’s another natural moment to say you’d be glad to help anyone she knows.

Month eleven: the yearly review

In January, a short call to go through the year: what was collected, what was spent, the renewals coming up and anything she’d like done differently. Owners who feel looked after often say so on this call, and it’s the most natural place to ask directly.

I’m glad it’s been a good first year. Most of our new owners come from people like you who’ve worked with us. If anyone you know is managing their own rental, or isn’t happy with their manager, I’d really appreciate an introduction.

The call itself is worth having for its own sake. Why rental owners leave their property manager goes through why regular check-ins keep owners as well as bringing in new ones.

When not to ask

Some moments make a request feel tone-deaf. Don’t ask during a dispute over a charge, right after a complaint, straight after a fee increase, or when a repair has dragged on. Fix the problem first. If you handle it well, that can become a good moment later.

Make it easy to pass on

Many owners who’d happily refer you never get round to it, because it takes effort to explain what you do. Give them something to forward: a few lines in plain words about who you help, the kind of homes you manage and how to reach you, with a link to book a call. Owners can paste it into a text or an email in a few seconds.

Across dozens of owners, the hard part is remembering to ask when one of these moments happens. Some teams keep a note on each owner’s file when something goes well, and others use a CRM built for property managers, like Fundus by Tuze, which reminds you when each owner is due a check-in, so the yearly review doesn’t slip.

Close the loop

When someone is referred, thank the owner straight away, whatever happens. Then tell them how it went, even if it didn’t work out. Owners like knowing their introduction was handled well, and it makes them more likely to refer again.

Some companies add a thank-you, such as a gift card or a credit on their fees. If your company is licensed, check whether your regulator limits paying people for referrals before you offer anything.

Where to start

Look back over the last three months for the owners who saw you handle something well, such as a vacancy filled fast, a repair at night or a tricky resident. Write each of them a short note this week, thank them, and ask.