In this episode, I dive deep into the concept of a "farm" and why it’s such a powerful strategy in the world of referrals, especially for Main Street businesses like yours and mine. I share insights from both running and participating in peer masterminds, explaining how businesses can use multiple channels, not just ads but for customer acquisition, retention, and referrals. I point out the danger of relying on one single source in business and highlight the value of building relationships with people who serve your ideal clients but aren’t competitors, like wealth planners, realtors, landscapers, and building managers.

I also walk through the numbers, demonstrating how manageable it can be to start with a small list of sometimes just 10 people and systematically grow your network thoughtfully. I share how simply reaching out to two people each workday can generate powerful connections, and break down the math on how even a dozen or so engaged partners can create significant revenue if managed consistently.

Plus, I offer advice on maintaining and passing along these relationships as your business scales, the importance of reciprocity, and why genuine connection trumps fancy marketing tactics. I wrap up by reminding you that building a business on referrals is not only possible, it’s sustainable and rewarding, especially when you play to your strengths and stay authentic.

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