Word of mouth has long been one of the most powerful forms of advertising a construction company can use, but it doesn’t happen all by itself. To really get your clients actively spreading the word about your business, you’ll need to guide them toward taking action.
Make it Easy
The less effort your clients need to put into sending leads your way, the more likely they are to do it. Start by giving your clients extra material they can hand out to anyone who might be interested. Make sure it’s material that offers real value so your clients will feel good about passing it on to their friends and business associates. It could be something as simple as a pamphlet with 10 tips for controlling costs on a commercial office building project. Beyond this, provide a simple method for sending in referrals. Offer a form on your website or mail out a form with a self-addressed stamped envelope.
The simplest option for motivating your clients to send you leads is a fixed-amount cash reward or a percentage of the profit from your new client. Alternatively, send a gift that’s personalized to your clients’ interests, such as a wine club membership or a photography class voucher. A reward like this can help strengthen your relationships by showing you care about your clients as individuals. To reduce the risk your client will forget, offer a time-limited bonus available only for leads sent within two or three weeks of their projects’ completion.
End on a High Note
The way you cap off a project is the way your client will remember you. Leave them with a positive impression and they’ll be more likely to recommend your company, even if the project hit some minor bumps along the way. When a project ends, surprise your client with a token of appreciation, such as a gift card to buy something for their new building or a set of framed photos of the building.