Referral Management

OS165 Momentum Recommended Process This is our preferred, tested workflow to ensure accuracy and efficiency in Momentum AMS.

Overview

Referral management isn’t just about gaining new business — it’s about nurturing relationships, rewarding advocacy, and ensuring referred leads are treated with urgency and professionalism. Within Momentum AMS and CRM, referrals can be captured, tracked, and converted into long-term clients while keeping referrers informed and appreciated.

Workflow Goal

Create a consistent, repeatable process for capturing, acknowledging, and prioritizing referrals, tracking their performance, and recognizing the partners or clients who provide them.

Step 1: Capture the Referral in Momentum AMS

Purpose: Record every referral at the moment of entry for visibility and reporting.

AMS Steps:

Go to Prospects → Add New Prospect or open an existing insured record.
In the Referral Source field, select the referring contact (client, partner, or external source) or type in a new name.
Complete the insured or prospect record entry.
Save the record first — tags cannot be added until the record is saved.
After saving, click Actions → Apply Tag in the upper right.
Choose from tags such as:
- Referral – New
- Source – Realtor
- Referred by Client

Tip: Always save before applying tags. If you don’t see the Apply Tag option, it’s because the record hasn’t been saved yet.

CRM Sync:

The referral instantly syncs with Momentum CRM.
Automations can trigger (e.g., “Referral Received” sequence → thank-you task or email notification).

Step 2: Communicate Appreciation

Purpose: Acknowledge the referral source quickly to reinforce goodwill.

AMS Steps:

Open the insured or prospect record → Notes.
Add a Note: “Thank-you email sent to [Referrer Name] on [Date] for referring [Lead Name].”
Tag: “Referral – Thanked.”

CRM Steps:

Use Automation Center or Momentum CRM to send a personalized thank-you email or schedule a task for a handwritten note or phone call.
Optionally log LinkedIn messages or public acknowledgments (if appropriate).

Step 3: Provide Priority Service to Referrals

Purpose: Ensure referral leads are given priority handling.

AMS Steps:

In the referral’s Opportunity record, add a note such as “Priority – Referral” or “Fast Track – Referral.”
Assign the opportunity to a senior CSR or producer.
Create a Task: “Contact referral within 24 hours.”
Document outreach in the Notes section: “Spoke with [Referral Name] on [Date] – discussed coverage needs.”

CRM Bonus:

Create a Smart View for “Priority – Referral” so producers see these first in their daily pipeline.

Step 4: Keep the Referring Partner in the Loop

Purpose: Strengthen relationships by updating referral partners on progress.

AMS Steps:

From the insured or prospect record → Notes , log outreach to the referral source:
“Update sent to [Partner Name]: contacted [Referral Name] today, quoting in progress.”
Tag: “Referral – Update Sent.”

CRM Steps:

Use email templates or automations for quick, professional updates (e.g., “Thanks again for the introduction — we’re working with [Referral Name] now!”).

Step 5: Track Referral Conversion

Purpose: Measure the success of referral programs and identify top partners.

AMS Steps:

When the policy is bound, update the Opportunity status and tag: “Referral – Converted.”
If lost, tag as “Referral – Not Converted” and note the reason (e.g., price, timing).
Run Reports → Production/Referral Source Reports to view referral close rates.

CRM Steps:

Use dashboards to show lead-to-bind percentages for all referral sources.
Segment by partner, campaign, or customer type.

Step 6: Recognize and Re-Engage Top Referrers

Purpose: Maintain strong relationships with those who send referrals regularly.

AMS Steps:

Run a referral report (filter by “Referral – Converted” or “Referral – Top Source”).
Add a Note: “Recognition message sent to [Partner Name] on [Date] for [#] referrals this quarter.”
Tag: “Referral – Engaged” or “Referral – Top Source.”

CRM Steps:

Automate quarterly thank-you emails or reminders to send personalized gifts.
Create a recurring task to schedule check-in calls with top referral partners.

Final Thought

When referral management is built into your daily AMS and CRM workflows, every referral becomes an opportunity to strengthen relationships, generate business, and expand your agency’s network. Capturing, prioritizing, and recognizing referrals ensures that both the customer and the referral source feel valued at every step.