How to Get Family Referrals to Clients
Arise Community Call – July Recap
One of the most powerful ways to grow your nanny agency is through trusted word-of-mouth referrals from the families you already serve. But if you’re waiting until the end of the client journey to ask for a referral, (or not asking at all) you’re leaving an opportunity on the table.
During our July Arise Community Call, we unpacked how to turn happy families into your best marketing strategy. Here’s a breakdown of what we discussed and how you can start getting more client referrals now.
Step 1: Plant the Seed Early
Great referrals don’t just happen, they’re cultivated from the start.
Don’t wait until the end of a successful placement to talk about referrals. From your first touchpoint, position your agency as one that grows through personal recommendations.
Try this approach:
In your welcome email, say:
“We’re proud to be a word-of-mouth agency. If you know anyone looking for a trusted placement team, we’d be honored to support them.”During intake, mention:
“Who do you know that could benefit from this kind of support?”
Notice the difference between “Do you know anyone?” (a yes/no question) vs. “Who do you know?” (an assumptive, action-oriented one). The latter invites a thoughtful response.
Also, remember that a client doesn’t have to complete a placement to refer you. Any positive moment (like a warm intake call or a helpful email) can be enough to inspire a referral when you’ve set the tone early.
Step 2: Make Referrals Easy
Referrals shouldn’t feel like work. If families have to dig around to find your information or don’t know what to say, they’re far less likely to refer.
Here are a few ways to make it seamless:
Add a referral link or message to your email signature
Send open job emails families can forward to friends
Create a simple referral page on your website
Provide your nannies and clients with a few sentences they can copy and paste when recommending you
Timing is important, too. Ask for a referral after a “success moment.” This could be after a great interview, a positive placement, or a helpful coaching call.
Step 3: Show Gratitude and Stay Top of Mind
Referrals are a gift. When someone recommends you, they’re putting their reputation on the line, and that deserves appreciation!
Some ideas to express your gratitude:
Send a thank-you note or email when someone makes a referral
Offer a small gesture of thanks: a coffee gift card, a donation in their name, or a credit toward future services
Get creative! One agency sent a dog toy as a thank-you to a family who referred them because they knew the family adored their dog
The more personal the gratitude, the more memorable your brand becomes—and the more likely families are to refer you again.
Final Thought
Referrals aren’t something you beg for; they’re something you build toward. Every thoughtful touchpoint, every act of generosity, and every clear invitation creates a ripple effect.
As one Arise member put it:
“When you’re creating an experience that people feel really good about, they want to share it.”
Let’s keep creating those experiences and giving families the tools to share them!
