Building Referral Pathways, the Right Way in the NDIS

If you’re an NDIS provider wondering why referrals aren’t flowing the way you hoped, you’re not alone. This is one of the most common frustrations I hear from both new and established providers. You can be delivering good services, showing up for participants, doing everything “right,” and still find yourself thinking, Why isn’t anyone referring to us? The answer, more often than not, has very little to do with how much you advertise and everything to do with how you build trust, relationships, and your reputation in the sector.

Let’s clear something up early, advertising isn’t bad. Having an online presence, sharing your values, being visible in your community, and showing up on social media absolutely matters. Online platforms help people find you, understand who you are, and get a sense of your services. They help participants and families feel more confident reaching out, and they can support brand awareness in a crowded sector. But advertising alone will never replace connection. In the NDIS, referrals don’t come from algorithms, they come from people. And people refer to providers they trust.

The biggest mistake I see providers make is confusing visibility with relationships. Posting every day, sending out mass emails, or cold calling support coordinators doesn’t build trust, it does the opposite. Cold calling in the NDIS is not cool. And repeatedly emailing support coordinators you’ve never met isn’t relationship-building, it’s inbox clutter. Let’s be honest: most of those emails end up in the trash faster than you can say “just following up.” Support coordinators are busy, under pressure, and managing complex client needs. If your approach adds to their workload rather than supporting it, it’s not going to land well.

Referral pathways in the NDIS are built slowly and intentionally. They come from genuine connection, professional respect, and consistent behaviour over time. The best way to create referral pathways early on in your journey is to show up to local community events consistently, introducing yourself without pitching, asking people about their work, and actually listening to the challenges they face. It means being known as someone who communicates well, follows through, and doesn’t overpromise. This is the opportunity to demonstrate who you are as a person and this will reflect the services and values you intend to offer. Relationships come first. Referrals come later.

Follow-up matters, but there’s a fine line between being professional and being annoying. A thoughtful follow-up after a conversation or meeting is good practice. Multiple follow-ups with no relationship, no context, and no value quickly crosses into stalking territory, and no one wants to be that provider. A good rule of thumb is this: if your follow-up doesn’t add value, clarity, or support, don’t send it. Respect goes a long way in this sector, and people remember how you made them feel. One of the things I found to also be crucial in my experience is the timing of my follow up. Often, people leave their follow ups too late - you need to follow up while the impression you had made is still on the person's mind. My personal rule is to follow up within one day. If you meet someone at the events whom you resonate with, don't be afraid to arrange a one-on-one catch up after the event to further share insights. In fact, I would suggest arranging a coffee catch up while you are both still at the event so everything is locked in and you don't have to wait for each other to respond post event, especially with everyone's busy schedules.

One of the fastest ways to damage your reputation is trying to shortcut trust. Offering rewards, incentives, or “thank you gifts” in exchange for referrals or clients is not only frowned upon, it’s a red flag. Ethical practice is not optional in the NDIS, and most professionals can spot these tactics a mile away. We all know the truth anyway: if someone stays with you because of a reward, they were never there for the service. When the reward wears off, they’ll move on, often to the provider who should have been supporting them in the first place. Ethical is cool. Integrity is cool. Shortcuts are not.

A strong reputation in the NDIS isn’t built through flashy marketing or constant self-promotion. It’s built quietly, through consistent quality, clear communication, strong boundaries, and doing what you say you’re going to do. It’s built when you manage issues professionally, support your staff properly, and put participants first, even when it’s inconvenient. Word travels fast in this sector, and once trust is earned, it works harder than any advertisement ever could.

This is where many providers get stuck. They understand the importance of referrals and relationships, but they’re not sure how to approach them ethically, confidently, or strategically. They don’t want to be pushy, salesy, or inappropriate but they also don’t want to stay invisible. Building referral pathways, the right way requires clarity around your services, strong internal systems, confidence in your offer, and an understanding of how the NDIS ecosystem actually works.

At the end of the day, referrals in the NDIS are built on trust, not tactics. When you lead with integrity, connection, and consistency, referrals follow naturally. Ethical growth isn’t just the right way, it’s the most sustainable way.