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A good referral request is short, comes from a named person right after a job the customer liked, and makes it easy to pass your name on. Send marketing texts only to customers who agreed to receive them, put a postal address and an opt-out in emails, and keep referral rewards separate from review requests. The templates below cover texts, emails, cards, invoices and partner notes.
Key takeaways
- Ask when the customer is happiest, usually at the walkthrough or within a day of the job.
- A referral text to your own customer is a marketing message, so send it only to people who agreed to receive texts and include the opt-out line.
- Give customers a message they can send themselves. Do not text a friend's number just because the customer handed it to you.
- Never connect a referral reward to a review, and tell referrers to mention any reward when they recommend you in public.
- Track who referred whom in your records so the thank-you and the reward are never forgotten.
The most valuable lead you can get is a customer saying your name to a neighbor. These templates make that sentence easier to say and easier to act on. Three rules apply to all of them. First, texts that promote your business need the customer's prior consent as described in our SMS marketing rules guide; the FCC's rule at 47 CFR 64.1200 requires written consent for automated marketing texts to mobile phones and honoring opt-outs. Second, marketing email must carry your valid postal address and an opt-out you honor within 10 business days, per the FTC's CAN-SPAM guide. Third, if you pay or reward someone for passing on your name, the FTC's guidance on endorsements says that connection should be disclosed wherever they recommend you. This is general information, not legal advice, and state rules vary. Replace anything in [brackets]. For program design and reward options, read how to set up a referral program first.
1. The in-person ask at the final walkthrough
The best moment is when the customer is looking at the finished work. Say it once, in plain words, and hand over a card.
"[First name], I'm glad you like it. If a neighbor or a friend needs the same kind of work, I'd be glad to take care of them. This card has my number and your name on it."
When to use it: every completed job, from the crew lead or the owner. Change: the closing line. If your program has a reward, add one sentence naming it. If it does not, leave it off; a thank-you is enough. Writing the customer's name on the card yourself tells the friend who sent them.
2. The same-day thank-you text with a referral line
Send this only to customers who agreed to receive marketing texts when they booked. If you are unsure of a customer's consent, use the email in template 3 instead.
Hi [first name], [your name] at Example Co. Thanks for today. Know someone who needs [service]? Send them here: [link] Reply STOP to opt out
When to use it: within a day of completing the job, as one message. Change: the link, which should open a page that mentions the customer's name or a code so you can track the source. Count characters after you paste in the real link, because a long link pushes the text past one message.
3. The next-day email to a happy customer
Email suits customers who booked online or never gave a mobile number for texts. It can carry the full terms of your program.
Subject: Know a neighbor who needs [service]?
Hi [first name],
Thanks for having Example Co. out on [date]. If a friend or neighbor could use [service], send them to [link] or have them mention your name when they call (555) 010-4417.
[Optional: When they finish their first job, you'll receive [reward].]
[Your name], Example Co.
[Postal address]. Don't want these emails? Reply "unsubscribe."
When to use it: the morning after the job. Change: the subject line and the reward sentence. The postal address and a working opt-out are required for commercial email under CAN-SPAM, and the subject must match what the message says.
4. The wallet-size referral card
Print a small card that the customer can hand to a neighbor. Put the wording on the back so the front stays clean.
Referred by [customer first name]. Mention this card when you call (555) 010-4417 or visit [short link]. [Welcome offer, if any: new customers receive [amount] off their first service. Terms at [short link].]
When to use it: tucked in the invoice envelope, left on the door after the job, or kept in the truck. Change: the short link, which should lead to the same page every time. If you offer a discount, put the full terms on the page the card points to, including the expiry date.
5. A message the customer can send to a friend
People are more comfortable passing your name on when they do not have to write something. Give them a message they send from their own phone to someone they choose. Do not collect a friend's number and text it yourself unless that person has asked to hear from you; consent belongs to the person who receives the text.
Hey [friend], we had Example Co. do our [service] last week and it went well. Here's their link if you want a quote: [link]
When to use it: as a "copy and share" button on the thank-you page, or in the email from template 3. Change: if the customer gets a reward for referrals, add a line for them to include: "(I get a credit if you book.)" Telling friends about the reward keeps the recommendation honest.
6. The line at the bottom of every invoice
Invoices are read by the customer and often forwarded to a spouse or a landlord. A single line costs nothing and reaches everyone who sees it.
Thanks for choosing Example Co. We grow by word of mouth. If you know someone who needs [service], please pass on this link: [link]
When to use it: on every invoice and receipt, whether paid online or by check. Change: keep it to one sentence of thanks and one of ask. Leave review requests off this line, because asking for both in one place makes each weaker.
7. The twice-a-year email to past customers
Customers from last year and the year before have already hired you. A short note, sent twice a year at most, reminds them that you take new people on.
Subject: Room for a few more neighbors this [season]
Hi [first name],
We still have openings for [service] in [town]. If you know a neighbor who has been meaning to call, send them our way: [link]. We'll treat them the way we treated you.
[Your name], Example Co., [postal address]. To stop these emails, reply "unsubscribe."
When to use it: in the weeks before your busy season and your slow one. Change: the opening line to match the season, and the sender to a real person. Send it to the people who have not opted out, and remove anyone who has.
8. The note left for neighbors on job day
While the crew works, the neighbors watch. Leave a short note on each door, never in the mailbox, since federal law bars putting mailable matter without postage in a mailbox.
We're working at [street number] today. Your neighbor [first name, with permission] chose us for [service]. If you'd like a quote, call (555) 010-4417 or scan the code.
When to use it: on the day of any job in a dense street. Change: ask the customer before you use their name, and leave the name off if they would rather stay private. Check your town's rules on door-to-door distribution, because some towns have their own rules.
9. Thank-you when the friend books
The referrer should hear from you the day the new customer books, not weeks later. This message is about their friend's booking, so it can go by text if they have agreed to receive texts from you.
Hi [first name], [your name] at Example Co. Your friend [friend first name] just booked with us. Thank you for passing us along.
When to use it: when the new booking is confirmed, before any work happens. Change: only name the friend if the friend agreed. If you do not know whether they did, leave the name out and say "someone you know."
10. The message when the reward is issued
Pay the reward only after the referred job is complete and paid, as laid out in your program terms. Then confirm it, so the referrer knows it worked.
Hi [first name], your friend's job is done, and we've added [reward] to your account. Thanks again for the introduction.
When to use it: the day the credit or gift card is issued. Change: add the credit's expiry date if there is one. Do not mention reviews in this message. Google's contribution policy forbids offering payment, discounts, free goods or services for posting a review, so keep the two programs fully separate.
11. A partner note to real estate agents and property managers
Agents and managers send work because you make them look good, not because of a bonus. Open with what you offer their clients.
Subject: A fast option for your clients' [service]
Hi [first name],
I'm [your name] at Example Co. When one of your buyers, sellers or tenants needs [service] before closing or move-in, we respond within [time] and send photos with the quote. My direct line is (555) 010-4417.
[Postal address]. Reply "stop" and I won't email again.
When to use it: as a first note to a person you have met, or after a job done for one of their clients. Change: the response time to one you will keep. Do not offer cash for referrals to agents without legal advice; federal and state rules about referral fees in real estate are covered in our referral program guide.
12. Reply when a customer says "I'll tell my friends"
Many customers say it at the door, and nothing happens. Give them an easy next step the moment they say it.
"I'd appreciate that. Want me to text you a link you can forward? It has our number and a quote form, so they don't have to look us up."
When to use it: in person or on a call, right after the comment. Change: if the customer says yes, send the shareable message in template 5 from your business number. If they have not agreed to marketing texts, send it by email or hand them a card instead.
13. Follow-up to a referred prospect who has gone quiet
Only use this when the friend contacted you or filled out your form, and the form told them you may reply by text. Someone who asked for a quote expects to hear about that quote.
Hi [first name], [your name] at Example Co. You asked about [service]. I can stop by [day] or [day] for a quote. Which works? Reply STOP to opt out
When to use it: within a day of the inquiry, and once more after three or four days at most. Change: name the referrer only if you know they are comfortable with it. Stop contacting the person as soon as they decline or reply STOP.
Where to start
Skip the full set and begin with three:
- Template 1, the walkthrough ask. It needs no software, only a habit and a card.
- Template 6, the invoice line. Add it today to every invoice template you use.
- Template 10, the reward confirmation. It completes the loop and makes referrers more likely to send the next one.
If your tracking lives on paper, a custom CRM can record the source on every new lead, link it to the referrer and flag the reward when the job is paid. Our guide to tracking lead sources shows the fields to capture.
Frequently asked questions
Can I text a customer to ask for a referral?
A text asking for referrals promotes your business, so treat it as marketing. Send it only to customers who agreed to receive marketing texts, include opt-out wording, and honor a STOP reply. If you are unsure of a customer's consent, use email or ask in person.
Do I have to disclose a referral reward?
The FTC says a material connection, such as a discount or credit for recommending a business, should be disclosed where the recommendation appears. Tell referrers to mention the reward when they post publicly or send a message on your behalf.
Can I give a reward for a referral and a review at the same time?
Keep them separate. Google forbids offering payment, discounts, free goods or services in exchange for a review, so a referral reward must never depend on one.
How many times should I ask the same customer?
Ask at the end of each job, then no more than twice a year by email. Customers who refer you once are the likeliest to do it again, so thank them first.
Sources
- 47 CFR 64.1200, Delivery restrictions (Cornell LII)
- FTC: CAN-SPAM Act, a compliance guide for business
- FTC: The FTC's Endorsement Guides, What People Are Asking
- Google Maps User Generated Content Policy: Prohibited and restricted content
- 18 U.S.C. 1725, Postage unpaid on deposited mail matter (Cornell LII)
General information for service-business owners, not legal, tax or financial advice. Rules vary by state; check with a qualified professional for your situation.