After some 20 years in real estate, Lois Cox, CRS, GRI, PMN, CDPE, a sales associate with Prudential California Realty in Pleasanton, Calif., has a healthy referral business. "Some 75 to 85 percent of my sales come from referrals--past client and agent to agent," says Cox, who likens herself as "the agent for the agents." In fact, one source of steady referrals is from a sales associate who lives in her same area. "There's one agent in my area who consistently gives me referrals because he's in a different niche and is too busy to handle all the business he gets," says Cox.

It's no accident; she earned that business. "You have to do a good job with clients but you must be respected in the community as well."

While Cox does have the advantage of 20 years under her belt, she says, "For someone who's new it's just a matter of networking with those in your community, attending CRS meetings so people know who you are and building a solid reputation."

Here are her tips for getting consistent referral business.

1. Go beyond. "I go above and beyond in all my transactions," says Cox, whose assistant has been with her for 19 years. "We're with them from start to finish and communication is very important." Cox offers her sellers a House back Guarantee. If the seller isn't happy with Cox and what she's doing to sell the property, he or she can cancel the listing agreement without a fuss. "We won't force them to stay with the contract," says Cox, who knows that this gesture of goodwill will only improve her reputation as a fair and professional sales associate. So far, no one has taken her up on this offer.

2. Stay in touch. Cox has a marketing campaign in place for past clients and her sphere of influence. "I have a mail out program, postcards, calendars, football schedules. I contact them 15 times a year, and I have phone campaign to touch base," she says. "I also use Top Producer Market Snapshot which keeps them apprised of what's happening in their neighborhood." And, she follows industry experts' suggestion to do pop-bys and write thank-you cards. "We always have time to talk to people." Cox finds that just by getting her name out, she gets calls all the time from homeowners looking for referrals to local businesspeople.

3. Educate yourself. "The biggest and least expensive thing you can do is get your Certified Residential Specialist (CRS) designation," she says. However, she warns, "People think that by getting the designations, they'll automatically get referrals but that's not always true." She says you must be visible and really work this fertile network. "Attend the conventions and CRS local meetings. Have your picture on the website so people can relate to you." She says that it's all about networking.

4. Get involved. Cox gets a lot of referrals from other sales associates and local businesspeople. "I'm in a business-to-business group of about 20-30 people--people I would not normally be in front of." She suggests you get involved in volunteer groups and community activities.

5. Be professional. It's obvious that sales associates should go out of their way to serve customers, but what about other sales associates? Cox is adamant about treating other sales associates in a helpful and professional way. "I like helping other agents get the transaction closed," she says.

This consistent follow up and professional treatment works, says Cox. "I have multiple clients who have bought and sold multiple houses from me. They refer friends and even their children," she says.

This article is part of a series of articles that highlight successful CRS designees and their tips for better business.