Most advisers agree that referrals are the most powerful source of new clients. Yet many firms leave them to chance. The advisers who consistently receive referrals do not rely on luck or awkward asks. They build simple, repeatable habits around feedback, reviews, and appreciation.
Referrals and reviews are closely linked. When clients pause to reflect on a positive experience, they are far more likely to recommend you to someone they care about.
Start by asking at the right moment
Timing matters. The best time to ask for a review is when the client is happiest. This is often immediately after a successful outcome, a meaningful milestone, or a meeting that delivered clarity or relief.
Whenever possible, ask in person. A genuine conversation lands better than an automated message. Follow this with a short follow-up email asking for feedback so clients can act while the experience is still fresh.
Make asking for feedback part of your routine rather than a one-off effort. Consistency removes discomfort and builds confidence for both the adviser and client.
Make the process easy and specific
Clients are busy. If leaving a review feels complicated, it will not happen. Make the process quick and easy by sharing a direct review link and using a simple prompt.
Instead of asking for general feedback, ask specific questions. For example, what they valued most, what problem was solved, or what surprised them about the process.
At JBS we show examples of great testimonials to help clients understand what is helpful. Some advisers offer to write a short draft for clients to edit, knowing time is often the biggest barrier.
Short video testimonials can also be powerful for clients who are comfortable on camera. Even a brief comment can build enormous trust.
Build reviews into your systems
Review requests do not need to feel sales-driven. Including review prompts in onboarding emails helps set expectations early. Adding review requests to invoices or annual review follow-ups keeps the process visible and normalised.
We add an agenda item to our reviews which really helps and follow up with an email and link to Adviser Ratings.
Following up a few times, politely and respectfully, is often necessary. Clients are rarely avoiding the request, they are simply busy.
Thank every client who leaves a review. A personal thank you reinforces appreciation and strengthens the relationship.
Where permission is given, share reviews publicly. This adds credibility and shows prospective clients what it feels like to work with your firm.
Always respond to every review you receive. This demonstrates professionalism and shows that feedback is valued, not taken for granted.
Focus on the right clients
Happy, repeat clients are your best advocates. Staying in touch with past clients regularly increases the likelihood of reviews and referrals. Do not wait until you need something to reconnect.
When clients feel cared for over time, not just during advice implementation, they are far more willing to speak positively about their experience.
Combining review and referral requests can feel natural when done thoughtfully. After a client reflects on their experience, it is often appropriate to ask if they know someone who might benefit from similar support.
Showing appreciation for referrals
When a client refers someone to you, acknowledgment matters. A genuine thank you builds goodwill and reinforces trust.
Thank you gifts can be a meaningful way to show appreciation, provided they align with your values and compliance obligations. This might be a handwritten note, a small gift, or a thoughtful gesture that reflects your brand.
The key is ensuring the gesture is about appreciation, not expectation. Make it clear that your thanks are for the trust shown, regardless of whether the referral becomes a client.
Clients who feel recognised are more likely to continue recommending you in the future.
A final thought
You do not need to implement everything at once. Start with what feels easy and build from there. The firms that succeed with referrals are not chasing them. They are creating experiences worth sharing and systems that make it easy for clients to do so.
Referrals follow trust. Reviews help scale it.
Jenny Brown is founder and CEO of JBS Financial.
