Weekly emails about marketing for design and construction.

Take Kimberley's referral script

Hi First name / my friend,

 

If the idea of asking for referrals makes you cringe, this one’s for you.

 

Meet Kimberley Seldon. She's been in business since 1991, and today, 100% of her clients come from repeat business and referrals. 

 

But here’s the thing: People, including me, assume those referrals just happen. They don’t. (I know. I was surprised, too.)  Kimberley doesn’t hope a client will refer her … she has a system for asking and receiving referrals, consistently.

 

After she interviewed me for the podcast, I turned the tables and interviewed her. For today's newsletter.

 

 

She doesn’t treat referrals as a one-time ask. Instead, she plants the seed early and often. Especially during high points in the project, when the client is happy and things are going smoothly.

 

Here’s how she says it:

 

 

That’s it. If it doesn’t land the first time? She asks again a month or two later, casually.

 

 

Kimberley warned me, however, that she only does this face-to-face. She’s found emails or formal requests don’t work as well. Her style is all about timing, tone and staying in the flow of conversation.

 

 

When those referrals turn into real projects, she follows up with a handwritten thank-you note or gift (especially for those “referral machine” clients, as she calls them).

 

But incentives aren’t one-size-fits-all. After seeing our own clients try this, I’ve learned people refer for different motivations:

 

 

Another technique? Kimberley occasionally hosts parties in her clients’ homes post-project—inviting vendors, trades, and the client’s friends. Every time, she’s landed at least one new project from it.

 

Interesting, right?

 

Kimberley’s got the business side of design dialed in. If you want to learn more from her, check out her podcast Business of Design and coaching program. 

 

Every time I speak to her, I learn something new. She's an incredible mentor to me and our clients.

 

Read our full interview transcript here. Or listen to our last three (!!!) podcasts together. 

 

See you later,

Daniela

 

P.S. If you’re interested in joining Kimberley’s program, it’s only $250/month. Tell them we sent you. (I don't get a gift. I just want the bragging rights.)

 

P.P.S. You'll receive these emails every other week this summer. I'm going on vacation, First name / my friend! I'll return to our weekly cadence in September.

 

📫 Marketing News You Need to Know

A new “Discussion forums” filter lets you see if your site shows up on platforms like Reddit or Houzz—places where people often ask for referrals and recommendations.

 

Your site might already be mentioned in threads where potential clients are actively looking for help. Now you can track that visibility—and respond or optimize accordingly.

 

We're a digital marketing agency for design and construction companies.

Interested? We do consultations, 3- and 12-month projects. 

See our case studies or book a call.

Weekly emails about marketing for design and construction.