How to Develop Lasting Relationships with Centers of Influence in Your Community

As an insurance agent, one of the most common questions I hear is, “How do I develop better relationships with centers of influence in my community?” It’s a critical question because building strong connections with local business owners, mortgage officers, real estate agents, and other professionals can significantly impact your business. However, many agents approach this networking process with the wrong mindset, focusing on “What’s in it for me?” This approach often leads to superficial connections that don’t stand the test of time.

To build meaningful and lasting relationships with your centers of influence, you need to adopt a service-first mindset. I frequently see agents eager to connect with a real estate agent or mortgage officer but neglecting to reciprocate referrals. They might go years without sending a single referral to these professionals, yet they expect to receive referrals for every new business opportunity, whether it’s a refinance or a home purchase. This one-sided dynamic doesn’t foster trust or partnership; it breeds resentment.

So, I want you to reflect on your own practices: When was the last time you, as an agent, had the opportunity to send a referral to a mortgage officer or a real estate agent? And more importantly, is it something you do regularly?

Our philosophy at InsuraRisk University is to prioritize a service-first mindset in these relationships. The key is to ask yourself, “What can I do to help your business?” and then take action on that commitment. Our sales process is actually designed to include questions that create opportunities for you to send referrals to your centers of influence. This is the main difference between agents who build lasting partnerships and those who don’t.

For example, when working with a client on a renters policy, we teach our agents to ask a simple question: “Do you plan on purchasing a home in the near future?” This question opens the door for you to introduce your real estate agent partner and pass along a valuable referral. You can follow up by asking, “Would you be opposed if I connected you with a real estate agent who is part of our team and helps our clients?” This proactive approach deepens your relationships and establishes you as a valuable partner.

Similarly, when discussing home coverage with clients, consider asking, “Do you have plans to refinance your home in the near future?” and “What is your current interest rate?” You’ll be surprised by how many referrals you can generate for mortgage officers just by asking these two questions. It’s all about taking the initiative to find ways to help their business, rather than simply focusing on what you can get in return.

Too often, when agents try to forge new relationships, they might bring treats, stop by the office, or make small talk to make an impression. But the most impactful way to build a connection is to start sending referrals on a consistent basis. That gift of service, without expecting anything in return, will strengthen the relationship far more than a casual drop-in with cookies and a hope to exchange business.

So, shift your focus to make it all about them. Show them what you do with your clients that helps their business grow. Say, “If I’m going to be your partner, I want to make sure your business is thriving—more so than what you’re giving to me—because I want to see your business succeed.” Share the questions you ask all your clients, such as, “When do you plan on purchasing a home?” and emphasize how you use these questions to send them referrals.

Remember, it’s about having a service-centered mindset. That’s how you can truly deepen your relationships with other business owners in your community.

If you want more tips on this topic, especially on referrals and developing these networks, I invite you to listen to the upcoming episode of Referrals Done Right with Scott Grates. I’ll be a guest on the show during the last week of August, airing on Monday and Thursday. We’ll dive deeper into how to cultivate these relationships, so be sure to follow and catch the episode when it’s released.