Most real estate agents don't think about their database until they need it. They get their license, chase a few leads, maybe close a deal or two—and then wonder why the phone stops ringing.
Earl Endrich did something different. And today, 87% of his business comes from past clients and referrals.
In a recent conversation on The Foraker Realty Podcast, Earl walked through the exact system he's used for years to turn every contact—family, friends, past clients, even people he's never closed a deal with—into a referral engine. The best part? It works whether you've been in the business for five years or five days.
The A-Through-D System: Know Who to Call First
Earl doesn't just keep a list of names. He segments his database into four tiers:
- A+ contacts refer him multiple times per year—five, six, even seven referrals annually. Earl has about 12 people in this group.
- A contacts have either worked with him or referred him in the past two years.
- B contacts are family members, past clients who don't naturally refer, or people he'd like to stay connected with.
- C contacts are brand new—clients he just started working with, or people he's reaching out to for the first time.
"If you're brand new," Earl said, "treat everyone as an A for that first year. You'll start to see who responds, who refers, and who just isn't engaged. Then you adjust."
The system isn't about labeling people—it's about allocating your time. If someone refers you five times a year, they deserve more attention than someone you haven't heard from in three years. It's that simple.
The One-Hour-a-Week Habit That Built a Referral Business
Earl's approach is grounded in relationship marketing—what many agents know as the Buffini program. He started using it in 2007, during the Great Recession, when he had no clients and his mother (a 30-year veteran agent) told him she couldn't hand him any business.
"I thought it was going to be easy," Earl admitted. "I figured my mom would give me deals. That didn't happen. She told me, 'I can't give you anything—but I'll help you with anything you get.'"
So Earl got to work. He called for-sale-by-owners. He drove neighborhoods looking for signs. He called expireds. And he started reaching out to everyone he knew—friends, family, former coworkers—just to let them know he was in the business and working by referral.
"It felt awkward at first," he said. "But I'd call ten people, push my little Easy Button, and move on. You just have to get the reps in."
The time commitment? Less than an hour a week. Five calls a day. A few pop-bys. A monthly check-in. No scripts, no pressure—just: Hey, I'm in real estate now. If you know anyone looking to buy or sell, keep me in mind.
Over time, those calls compounded. Clients became advocates. Advocates sent referrals. Referrals became repeat clients.
The Mindset Shift: Stop Selling, Start Serving
One of the biggest barriers for new agents is the story they tell themselves: I don't want to bother people. They'll think I'm being too salesy. They don't want to hear from me.
Earl's response? "If you're leading with service, you're not bothering anybody."
He frames every call as a service check-in: What can I help you with? Do you need anything? Even after closing, he calls clients in the first week to make sure the move went smoothly.
"Think about it," he said. "During the transaction, you're talking to them almost every day. You're going through one of the most stressful things they'll ever do. Then you close, and they never hear from you again? What story does that tell?"
The alternative story—the one that builds a referral business—is simple: I'm here when you need me, not just when I need a paycheck.
What This Looks Like for a Brand-New Agent
If you're new, you probably don't have A+ contacts. You might not even have As. That's fine. Here's how Earl suggests you start:
- Build your list. Everyone you know goes into your CRM. Friends, family, former coworkers, college roommates, people from your gym. Everyone.
- Treat them all as As for the first year. Call them. Send pop-bys. Invite them to events. Mail them something useful. Stay in touch.
- Track engagement. After a year, you'll see who responds, who refers, and who doesn't engage. Adjust your tiers from there.
- Make it a habit. Five calls a day. One hour a week. That's it.
No one expects you to have a referral machine on day one. But if you build the habit early, you won't need to chase leads later.
FAQ
Do I really need to call people, or can I just send emails and texts?
Calls are more effective, especially early in your career. Email and text are fine for staying in touch, but a voice call builds the relationship faster. Mix both.
What if I don't know enough people to fill a database?
You know more people than you think. Start with your phone contacts, social media connections, and anyone you've done business with in the past five years. If you truly have fewer than 50 names, focus on meeting new people and adding them as you go.
How do I move someone from a C to an A?
Consistency and service. Reach out monthly, offer value (market updates, homeownership tips, local resources), and ask how you can help. Over time, they'll either engage and refer—or they won't. Either way, you'll know where to focus your energy.
