Q&A: How this CPA grew two offices mostly through referrals

You started your tax firm in 2008 and have since grown to two offices, largely through referrals. When you think back to your early years, what actually generated referrals then, and how is that different from what drives new business today?

When I started in 2008, referrals really came from doing good work and taking care of people. I didn’t have a big marketing strategy. If I helped someone, made them feel comfortable and they had a good experience, they told their family, friends and coworkers.

Honestly, relationships are still a huge part of how my business grows today. The difference is that now people may hear about me through a referral, Google, social media or networking, and then they go online and do their own research before calling. They’re reading reviews, looking at my social media and trying to get a feel for who I am and how I work.

My services have also evolved. I’m not just preparing tax returns anymore. I’m helping clients with IRS problems, tax planning, business taxes and year-round advisory. So today, referrals often come because someone says, “You need to call Chiquita. She can help you figure this out.”

How do you intentionally cultivate client relationships that lead to strong referrals? What makes a client actually recommend their tax advisor?

I genuinely try to listen. Taxes can be stressful and very personal, especially when someone owes the IRS or hasn’t filed in several years. People are sometimes embarrassed before they ever walk through the door.

I want my clients to know they can tell me what is going on without feeling judged. Then my job is to educate them, explain their options in plain English and help them understand what we’re doing and why.

I think people refer you when they trust you. They remember how you made them feel during a stressful situation. If they felt heard, respected and taken care of, they’re comfortable sending someone they care about to you.

Your firm has dozens of five-star Google reviews. What have you found works best for turning a great client experience into a public review?

I’ve learned that sometimes you simply have to ask!

Usually there is a moment when a client is really happy or relieved. Maybe we solved an IRS issue, finished returns they had been putting off or helped them finally understand their tax situation. That’s the perfect time to ask them to share their experience.

I don’t tell clients what to write. I want the review to be genuine and in their own words. Those reviews are powerful because potential clients can hear directly from people who have actually worked with me.

If you were starting a firm again in 2026, what would you prioritize differently compared to when you first began in 2008? 

I would build systems much earlier.

When you’re starting out, it’s easy to focus on getting the next client and doing everything yourself. If I were starting today, I would think about the business I wanted to build five years from now, not just the clients I needed this month.

I would invest earlier in technology, automation, documented processes, marketing and a strong online presence. I would also focus sooner on developing a specialty instead of trying to be everything to everybody.

Most importantly, I would build relationships. Technology has changed tremendously since 2008, but relationships are still at the center of my business. People want expertise, but they also want to know they’re working with someone who genuinely cares about helping them.

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