The Referral Playbook with Sean Work
- Colby Casoria
- Jun 24, 2025
- 2 min read
Updated: Jan 27
Looking for a smarter way to generate consistent deals in any market? This EMC Monday Mastermind featuring real estate leader Sean Work is your go-to guide for building a scalable, relationship-driven business using business-to-business referrals.
Here's your shortcut to the hour-long video packed with golden nuggets—use this recap as your cliff notes!
✨ Why B2B Referrals Matter
Sean opened by sharing how traditional lead-gen methods often chase cold leads with inconsistent results. Instead, B2B referrals offer predictable, high-quality opportunities when built with intention. His approach? Cultivating real partnerships with professionals who can refer you 3–5 deals a year.
"The one thing no market can take away from you is your relationships."
⚙️ The Accounts Pyramid Framework
Sean's foundational strategy centers on his "Accounts Pyramid," a system to categorize and nurture contacts:
Channel Accounts: Partners sending 3–5+ deals/year
Accounts: CPAs, financial planners, lenders
Top 50: Closest sphere (friends, family, loyal clients)
Trust Barrier: Online leads, open house visitors, etc.
This model helps agents focus efforts on warm, relationship-based sources that convert.
📆 The Appointment Bridge
One of the biggest tactical takeaways was Sean's "Appointment Bridge," a 3-phase system:
Before: Research, send gifts, confirm via call/email
During: Bring an agenda, ask questions, find a need
After: Send follow-up email, handwritten note, and value-driven touches
By systematizing outreach, agents can turn casual introductions into powerful partnerships.
📑 Scripts, Strategy & Scaling Up
Sean offered exact scripts for reaching out to potential partners (e.g., CPAs or HR reps) and explained how to:
Create a referral partner CRM
Execute 8 strategic touches to stay top-of-mind
Invite partners to events or co-host business planning clinics
The math? 20 new partners a month = exposure to 10,000+ people by year-end.
🎓 Mindset: Think Like a Marketer
Instead of hustling for individual deals, Sean encouraged agents to think like marketers. If your lender has 500 clients, building that relationship is smarter than door-knocking 500 doors.
Bonus tip: Personalize gifts—think golf balls, books, even cold medicine—to make a lasting impression.
🌟 Key Quote
""You can fail through conversations and still win with consistency. Every appointment sharpens your skills."
📅 What You Can Do Today
Make a list of 20 potential referral partners
Use Sean’s script to book a 15-minute coffee meeting
Prep using the Appointment Bridge system
You don’t need more leads. You need stronger relationships. Start building yours today.
Watch the full video here
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