When it comes to building a thriving referral practice, one of the most common—and expensive—mistakes is defaulting to the cheapest way to reach potential referrers. I see it time and again, even in practices with the budget to do better. And the problem isn’t money—it’s mindset.

Many referral centres fall into the trap of thinking, “If I just talk about how great we are, dentists will show up—maybe at a local study club, maybe not.” But the most successful practices ask a smarter question:
“How can I invest more than my competitors to build the right relationships?”

Here’s why that matters.

When you cut costs—choosing black-and-white flyers, skipping postage, or sending yet another downloadable PDF—you blend into the background. You miss the chance to stand out in an increasingly competitive space and you wonder why no-one bothers coming along.

The best-performing practices flip the script. They think, “How can I make this unforgettable?” That might mean sending a premium, full-colour invitation to a standout event—something dentists will value and remember.

It might mean hiring an unexpected, inspiring speaker or choosing a beautiful venue that elevates the experience beyond the average study club.

This isn’t about spending recklessly. It’s about understanding your numbers—knowing the value of a long-term referrer relationship, and investing accordingly.

Because when you can confidently out-invest the competition to create meaningful, memorable connections, you gain real momentum. You accelerate trust. And you make it far harder for others to compete.

So instead of asking, “How can I do this for less?”—ask:
“How can I create something no one else is willing to?”

Smart referral practices don’t play it safe. They show up boldly—and they get remembered.