The Referral Master

⏰ Today in 5 minutes or less:

• Create more opportunities to meet and support more leads in person. Personal service will earn you loyalty for life.

• Don’t hesitate to reach out to old leads. Most of them are glad to hear from you again.

• How indie consultants Amelia Waters and Kristi Gaudioso are building brands that win clients.

Build a 100% Referral-Based Business with Luisa Mauro

What do consultants and real estate brokers have in common? 

They need referrals to build a sustainable business. 

And I think us consultants can learn some trade secrets from Luisa Mauro, a successful real estate broker with a 20-year career running her indie brokerage only based on referrals. 

(She also makes amazing videos of her Austin listings, make sure to check out her YouTube channel.) 

In this interview, she shares her team’s tactics on how they spend their time, what they say, and how they organize events to keep leads warm and generate business. 

It’s a different industry, but the same principles apply. 

This is yet another episode you don’t want to miss:

Luisa, you’ve built a 20-year real estate brokerage completely on referrals. What’s a core strategy that’s kept your business thriving all this time? 

Luisa: Human connection. It’s non-negotiable. You can add layers of marketing or digital tools, but without voice-to-voice or face-to-face interaction, the connection doesn’t last. 

I always tell my team that if we’re struggling, we can’t blame the market or the interest rates. It’s a pipeline problem. The only way to fill the pipeline is through consistent outreach. 

The real estate market took a hit last year so if we repeat our strategies from before, then our business will take a hit this year unless we do something about it. We have to do more – if we were making two calls a day before, then we need to make three now. That’s how we keep the engine warm. 

Beyond calls, we also do things like Thanksgiving pie giveaways, Valentine’s date night kits, and Pumpkin giveaways in the pumpkin patch every October. These social events are also reminders that we’re in people’s lives, not just in their inboxes. 

We also host virtual “seller workshops.” I recently had an ‘aha!’ moment with the way we invite people to these events, so I changed it. 

Instead of mentioning a date at the first invite, we say “We’re hosting a workshop soon – click here if you’re interested,” along with the list of topics we’re going to talk about. 

With this minor switch up, we more than doubled the RSVPs.

Why? Because the date friction was removed. 

Now, we can host the workshop on the date set, but we can also use it as a conversation starter for those who can’t make it. We can follow up with them individually, which can lead to meaningful conversations. 

“Voice-to-voice" and “face-to-face" sound great in theory, but how do you actually practice them? 

Luisa: Voice-to-voice means real-time connection. Every morning, I make calls to greet someone on their birthday, home anniversaries, or just a simple follow-up. I think it’s important that they hear my voice too. 

Face-to-face means creating natural opportunities to connect in person. That’s why we plan events that feel personal – not business dinners, but family-friendly and community-centered touchpoints. Our goal is to build relationships, not just chase leads. 

A lot of people can relate to this, but I personally find it hard to reach back out to someone I haven’t spoken to in years. What do you say when it’s been way too long? 

Luisa: I feel that too even though I’ve been doing this for a long time now. But here’s what I learned: it’s almost always easier than we think. 

I just lead with honesty and say “I can’t believe I haven’t reached out in so long. You’ve been on my mind, and I just wanted to check in.” That’s it. People are more forgiving than what we give them credit for because most of them are usually glad to hear from you. 

And it’s also a mindset. Before reaching out, you need to believe that you will bring value to the person – whether it’s a market update, resource, or just a warm check-in. And if someone doesn’t like your style, then you’re probably better off without that project. 

We’re not meant to work with everyone, and I’ve learned to be totally okay with that. 

What We Can Learn from Luisa Mauro: 

1. Pipeline problems are solved with consistency. When business slows, Luisa increases the number of meaningful conversations. If two calls a day isn’t enough, her team makes three. Consultants, if the leads are down, then show up more. 

2. Events are more than just marketing. Luisa and her team host seasonal client events that double as retention tools and relationship refreshers. You can do this too by creating casual, low-lift moments that keep you on top of mind. 

3. Referrals follow real care. Luisa’s team is always concerned with how they can help people – and they genuinely mean it. It’s the kind of personal service that earns them loyalty to life. Remember, a kind favor beats a clever pitch every time.

Building Brands in the Age of Algorithms (and a Few Who Did It Right)

After decades in the consulting industry, I’ve seen countless frameworks, buzzwords, and other “next big things” come and go. 

But one idea has stuck around – and even gotten more powerful: personal branding. 

For consultants, strong branding earns trust. It’s how prospects turn into clients, and clients into evangelists. 

And I know a few people who established brilliant personal branding.  

They showed up consistently, shared what mattered, and made people care. 

Let’s get into their stories. 

How Amelia Waters Mastered Her Brand with Video 

Amelia Waters, a long-time friend and network member at Keenan Reid, now focuses on running EDSO Edge – her independent consulting practice. She works with SMBs and non-profits on strategic execution – and she’s one of the best at it. 

She’s also done a stellar job crafting her personal brand. 

Amelia delivers practical advice in highly consumable formats. She’s written whitepapers for anyone who wants a detailed read. 

If you’re interested, AI: FOMO to Action and Three Steps to Define and Build Your Path to Profitability are GREAT starters. 

But I think her real secret weapons are her LinkedIn videos – short, sharp, and packed with insights. 

By showing her face, speaking directly to her audience, and keeping things actionable, she’s made herself memorable and trustworthy. 

If you’re looking for a masterclass in approachable, value-driven branding, look no further than Amelia. 

Why Kristi Gaudioso's Luminate Consulting Earns Trust 

Kristi Gaudioso built Luminate Consulting as a boutique firm focused on sales and revenue generation – and she did it with clarity and precision. 

She invested in a professional website that communicates authority and focus early on – much earlier than other consultants would have even considered. 

But more importantly, she leads with value: engagements can start with an assessment. 

That initial experience makes people comfortable. It signals that Luminate Consulting isn’t just one sharp consultant; it’s a capable firm with real frameworks and depth. 

I think Kristi’s brand goes beyond methodology, because she’s a natural connector. 

She built and led a thriving community of fractional female executives, and I’m lucky to be a part of it. 

The generosity and energy she put into that group? I’m sure her clients experience the same. 

Kristi’s brand is about trust, capability, and connection – and it shows. 

Rebranding at Keenan Reid Strategies 

At Keenan Reid, we’ve been undergoing a rebranding of our own – moving from a founder-led identity to something broader and more scalable. 

The first step was shifting the focus from “me” to “we.” Our goal is to highlight the team as a group of highly strategic individuals who deliver practical results, not just personal expertise. 

To do this right, I sat down with Sarah Olson. We mapped out our value proposition the way we do for our clients: deep dives, sharp questions, and lots of sticky notes involved. 

We also brought in Jasmine Cook, a brilliant fractional CMO, to sharpen our message and ensure it resonates with the clients we’re trying to reach. 

Jasmine has been instrumental in helping us define and express the value we already deliver – but in a way that lands. 

Our latest initiative is the "rapid value solutions” – repeatable, productized engagements designed to solve specific problems fast. 

Combined with a refreshed website and a stronger narrative, we’re excited to evolve the KRS brand into something more scalable and focused on real outcomes and practical solutions. 

Be the Consultant Everyone Remembers 

Great consultants don’t just solve problems; they also build trust. 

And trust doesn’t scale without good branding. 

Whether it’s Amelia’s approachable videos, Kristi’s precision and generosity, or the valuable work we’re doing at Keenan Reid, the lesson stays the same: personal branding isn’t about ego. 

It’s about clarity, consistency, and showing up for your audience in a real way. 

If you’re a consultant looking to grow, don’t wait for the lightbulb moment. 

Build a brand deliberately, and in a way that reflects the value only you can deliver.  

Remember, the path to success is paved with continuous learning and embracing fresh perspectives.

Let's stay connected, share ideas, and elevate your consulting business.

Stay curious, friends.

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