A once-steady stream of referrals slows to a trickle.

Partners who used to say, “I’ve got someone for you,” now say, “Nothing’s come up.”

It feels like something dried up quietly, without a moment you can point to. But in most cases, it wasn’t sudden. It just… faded.

We’ve seen this happen when agencies treat referrals as a natural byproduct instead of something that requires consistent care.

It’s an easy trap. You do good work. People seem happy. Leads roll in for a while. Then the volume dips, but by that point, you’re busy, so it doesn’t feel urgent. Until it does.

Here’s how we’ve seen agencies bring those networks back to life, not through hacks or pressure tactics, but with a more deliberate, thoughtful approach.

Start with a list

Make a list of who’s referred you in the past 12–24 months: past clients, friendly agencies, tech partners, consultants, even personal connections.

Then ask yourself:

• When was the last time we gave them a reason to think of us?

• Do they still know what we’re focused on?

• Have we stayed in touch or gone dark?

• Have we helped them in any way?

Often, the issue isn’t that someone decided not to refer you. It’s that they simply forgot you were an option.

Make it easier to refer you

Referrals are friction-based. Even people who want to refer you won’t do it if they don’t feel confident explaining what you do or why you’re great at it.

We’ve seen agencies get traction by equipping partners with:

• A short summary of who you serve and how you help

• Quick snapshots of recent wins or notable case studies

• A clear ask (e.g. “If you hear of anyone struggling with X, send them our way.”)

Think of it less like a pitch deck, more like a helpful nudge.

Have real conversations

When a referral source has gone quiet, reach out, not to “remind” them, but to check in on how they're doing and to understand what’s shifted.

Some good prompts:

• "What are you focused on / working on these days?"

• “What kinds of needs are you seeing lately?”

• “Is there a better way we can support what you're doing?”

• “Anything about our work that’s felt less relevant recently?”

This isn’t about drumming up leads on the spot. It’s about surfacing what’s changed and what hasn’t. It's also getting a window into what's on the referrer's mind so you can calibrate your approach.

Bring structure without making it transactional.

You don’t need a full partner program. But you do need a rhythm. We’ve seen simple systems work well:

• A monthly or quarterly check-in

• A running list of past referrers with notes and dates

• A cadence for sharing updates or quick wins they might find useful (our agencies send a monthly "Friends & Advisors" email thanking referrers)

This isn’t about flooding inboxes. It’s about staying visible in a way that feels natural.

What starts to change:

• A few dormant relationships come back to life

• New leads reference old connections

• You stop assuming referrals “just happen” and treat them like a channel worth tending

Referrals aren’t magic. They’re momentum. And momentum fades without a push. The good news: it doesn’t take much to restart it, just attention, clarity, and a little consistency.

Related: Two Types of Agency Partnerships To Explore, Agency Referrals: 8 Types Examined