Free Leads from Local Partners: The B2B Referral Strategy That Works 

Let local partners do the selling for you

In this on-demand training, Phil Risher of Phlash Consulting shares the exact strategy you can use to help your home service company grow, without relying on expensive ads. You’ll learn how to build partnerships with other local businesses, charities, and PTAs that generate warm, qualified leads while creating a “sales force” in your community.

Phil walks you through the steps for building a B2B referral program, from finding the right partners to building lasting relationships and tracking referrals so you can grow your business confidently.

If you’re ready for a simple, low-cost way to increase leads and revenue, watch the session now.

BONUS: If you’re looking for additional marketing tips from Phil, download his report, Bulletproof Strategies to Get New Customers.

In this Session

• [01:13] Why implement a B2B referral strategy
• [02:18] Scaling your partnership network
• [04:49] How to approach potential partners
• [07:09] Automating lead generation
• [10:51] Follow-up techniques
• [17:16] How to identify complementary services
• [18:31] Crafting the perfect partnership (scripts and templates)
• [20:01] The best way to educate technicians
• [21:01] How to use QR Codes for easy referrals
• [22:01] Implementing a referral tracking system
• [26:34] Designing effective referral cards
• [28:57] Engaging with local charities and PTAs
• [33:13] Tracking and managing referrals effectively
• [36:14] Involving your team in the referral process

Q&A

Will people be annoyed if I email them without an opt-in?
Keep it to quarterly or bi-annual newsletters, and always position the partner as the “hero.” When your messaging is about helping them, most people appreciate the connection. If anyone asks to opt out, remove them immediately.

How do I make sure I’m attracting higher-end clients (not bargain hunters)?
You get to hand-pick your referral partners. Focus on businesses serving the same type of client you want—like premium trades or established local companies—rather than “discount” operators.

Are there tax implications when paying referrals?
Always consult a tax professional. Many businesses pay via gift cards and classify them as a marketing expense. If you pay over $600 directly (via Venmo/PayPal), you may need to issue a 1099.

Do you pay the company owner too?
That’s up to each business. Some give the full incentive to technicians, some split it (e.g., $25 to the tech, $25 to the owner), and some pay only the company. Whatever you decide, keep the system simple and consistent.

Do you pay per lead or only when the lead converts?
It’s recommended to pay only when a lead converts into a paying customer. It keeps quality high and prevents partners from sending unqualified leads.

Can this work for industries without repeat business (like roofing or remodeling)?
Yes! This is where B2B partnerships shine. You’re constantly hunting for new customers, so referral partners help keep leads flowing. Stay top-of-mind with a quarterly partner newsletter.

What if I’m a solo operator and can’t handle a surge in referrals?
This system can generate a lot of leads quickly. If you’re not ready to scale, you may want to implement it slowly or hold off until you have capacity.

What do I do if a partner already has a similar relationship with another company?
Don’t push. Ask questions to find gaps: Do they educate your techs? Are they consistent with follow-up? Do they make the partnership easy? If you can add more value, there’s room for you.