From Playdates to Paydays: The Power of Mom-to-Mom Referrals

Because word of mouth is still one of the most powerful marketing tools for moms in business

Here’s the truth: most of my best clients haven’t come from billboards, fancy funnels, or me trying to dance on TikTok (and that is really for everyone’s benefit).

They’ve come from this:

One mom at school pick-up saying to another mom, “Oh, you need a realtor? Call Erika. She actually gets it.”

That’s it. That’s the referral magic, you guys!

I’ve had actual entire chains of clients start because one WMSA mom casually dropped my name at coffee. That friend became a client, then she told her sister who was moving into town, then her sister told her coworker later that year…and suddenly, I’ve got this beautiful ripple effect. All because one woman decided to share her experience of working with me!

And honestly? That feels a whole lot better than cold-calling strangers or begging for attention online.

Why referrals hit different for moms

If you hear the word referrals and immediately picture stiff suits, forced coffee dates, or someone shoving a business card into your diaper bag (been there)… let me set the record straight.

Referrals don’t have to feel gross and cringey.

For moms, they’re often the most natural, soul-aligned, and sane way to grow your business.

Think about it:

• You do good work.

• Someone brags about you while sipping a latte or taking a meeting

• Their friend already trusts you before you’ve even said “hi.”

That’s it! Easy.

Four referral tips that don’t feel yuck

1. Make it ridiculously easy.
Put a one-liner in your email signature. Add a clear “this is what I do” to your IG bio. Heck, hand out referral cards if you’ve got them (our WMSA moms love those).

2. Keep it casual.
Try this with a client: “If you know anyone else who’d love the same result, I’d love to support them too.” No scripts. No awkward “who do you know” speeches.

3. Stay top of mind.
Show up. Share a quick tip on stories. Speak up at networking. Be the one who gives referrals first (because karma works faster in business than it does when you’re waiting for your toddler to finally put on shoes).

4. Always say thank you.
Handwritten note, Starbucks card, or even just a heartfelt text with probably too many emojis. (If you’re like me, you’re going to have to walk back those excessive exclamation points as well, so as to not sound deranged.) Gratitude is totally a business strategy!

Want to test this out this week?

• Post an IG story: “Know a mom who needs [your offer]? Send her my way!”

• Ask a happy client for a testimonial or intro.

• Or just show up at an event and talk to people. (Seriously—it works.)

Here’s the thing: real growth doesn’t come from pushy pitches. It comes from real conversations and other women saying your name in the rooms you’re not in.

And if you’re craving more of those conversations? That’s exactly why I started the Working Moms of San Antonio Business Community.

It’s where referrals, support, and “oh-my-gosh-she’s-my-people” friendships happen every single month.

So if you’re tired of doing business alone—or just want a space where talking referrals feels like second nature, come sit with us. We’ll save you a seat (and yes, there will always be coffee).

👉 Learn more about WMSA Membership

About the Author

Erika Radis is a San Antonio-based realtor, entrepreneur, and mom of three. She’s the founder of the Working Moms of San Antonio community—a 7,000+ strong network of women balancing motherhood and career—and co-host of the Working Moms of San Antonio podcast. With a background in design and a love for marketing, Erika helps moms grow confident, connected businesses rooted in authenticity, strategy, and a little bit of humor.