By Sam Panetta, BROKER COACH

Let’s be straight:

In this game, standing out isn’t about rates or flashy turnarounds. It’s about delivering serious value, building trusted relationships, and partnering strategically to elevate the client experience end-to-end.

Referral partnerships are often talked about like they’re a “bonus” — but for many brokers, they’re actually the second biggest driver of business, right behind client referrals.

So the issue isn’t that they’re underused.
The issue is how we go about building them.

A lot of what comes up in coaching for mortgage brokers is how referral partnerships aren’t about chasing “unique” ideas, but about building alignment around a clear client niche.

Why Referral Partnerships Actually Work

A good referral partner doesn’t just flick you leads. That’s not leverage.

It’s about alignment. Someone who serves the same client, just at a different point in the journey — and who genuinely benefits from making the client’s life easier by bringing us in.

The best partnerships feel like an extension of the service, not a cold handoff.

But most brokers approach it backwards.

Instead of asking:
“Who’s different?” or “Who haven’t I tried?”

We should be asking:

• What client niche can I add the most value to?
• Which other professionals work specifically with that niche without competing with me?
• How do I become the broker that referral partners want to work with?

REAs, Accountants, and the “Usual Suspects” Still Matter — a Lot

Let’s clear something up.

Real estate agents, accountants, planners — they’re not overdone.
They’re not tired.
They’re still the most proven and effective referral partners we’ve got.

The real challenge?
Most brokers have no edge to win that business.

Unless we’re adding serious value, positioning ourselves with clarity, and becoming the broker people want to refer to — those partnerships stay transactional.

This isn’t about ditching traditional partners.
It’s about being strategic enough to earn them — and strong enough to stand out.

Referral Channels That Can Work — With the Right Fit

These aren’t must-haves. They’re possibilities — but only if they fit your niche, your market, and your strengths.

1. Buyer’s Agents (in the Right Niche)

This works when the niche overlaps.
For example, if you’re in commercial real estate, partnering with a buyer’s agent who specialises in the same space is a perfect match.

2. Real Estate Agents (Local Area Aligned)

Local REAs who dominate a particular suburb or patch are gold — especially when your niche is geographic. But again, alignment matters. They need to see you as an asset to their service.

3. Accountants (Niche-Specific)

If your focus is on SMSF loans, business lending, or investors — then SMSF-specialist accountants or business tax pros are a great fit.

4. Financial Planners (Client Goals Aligned)

If your clients are small business owners or long-term wealth builders, planners who serve those same people can become strategic partners — as long as there’s trust and shared values.

5. Anyone Who Shares Your Niche — Without Competing

That’s the real filter. Not just “unique.” Not just “outside the box.”
But who else shares my ideal client — and can’t deliver what I do?

Partnerships Stick When They’re Niche-Aligned

Let’s bring it back to basics:

Who’s your client?

Because if you’re clear on niche —

• Referral building becomes easier.
• You stop guessing.
• You stop pitching blindly.

Ask yourself:

• Who already works with this client?
• Where are they before and after they meet me?
• What’s missing from their journey — and how do I fill that gap?

The more niche-aligned we are, the more attractive we become to referral partners — because we add real value, not just another contact in their Rolodex.

Is “Unique” the Goal? Not Even Close.

We’re not chasing different for the sake of it.

We’re chasing alignment, trust, and leverage.

If a referral partner helps your client get a better outcome — and it makes your business more referable, profitable, or predictable — then it’s a win.

Whether they’re “traditional” or not doesn’t matter.
What matters is the fit.

Final Thought

We don’t need 50 referral partners.

We need three to five solid, aligned, value-driven professionals who:

• Share our client niche
• Align on values
• And make the entire client experience better

That’s the goal.

So ask the better questions.
Deliver serious value.
And focus on becoming the broker others want to refer to — not just the one handing out cards.

Because when the client wins?
Everyone wins.