We all hear that networking is the key to business growth. That building a strong referral network will bring a steady stream of clients. But here’s a story that shows just how fragile those relationships can be if you take them for granted.

A few years ago, a plumber joined my networking group. Over time, he invested effort. He got to know the other members, learned about their businesses, shared his own expertise, and genuinely helped wherever he could.

The result? A consistent flow of high-quality referrals. His schedule was full, and he loved the momentum.

Then, life got busy. Business was booming, and he felt he didn’t need to attend every meeting. Eventually, he decided to leave the group altogether.

He assumed that because he had built strong connections, the referrals would keep coming. After all, he had earned them, right?

Not quite.

The group continued meeting without him. Referrals still flowed to him for a while, until the members found another plumber to fill the seat. And suddenly, our once-thriving business owner realised that referrable relationships don’t last forever. They need care. Referrals don’t live in your inbox — they live in the effort you put into maintaining connections.

Referral relationships are like plants: if you don’t water them, they wither.

Showing up consistently, staying engaged, and nurturing the people who trust you with referrals is what keeps the flow alive. One-off effort can get you started, but ongoing attention is what keeps your business growing.

So, whether it’s attending networking events, following up with contacts, or just checking in regularly, remember referrals are earned, maintained, and protected, not assumed.

If you treat your network like a short-term transaction, the moment you step away, someone else will step in.

When you are ready to build a referral network that works even when you’re not in the room, create a free Local Recommend profile and experience the power of Smarter Connections and Stronger Referrals for yourself.