David A. Markham

Marketing and the Anonymous Client

How then does a contractor who builds in this extremely high-end market spread the word?

Referrals in this business are an absolute key. Nothing replaces the personal recommendation from one friend or family member to another. In order to warrant the recommendation, the firm must execute at every step of the process to turn out not only a fantastic building, but a happy client whose expectations have been managed every step of the way.  I recommend this as a method to finding a contractor to friends and associates seeking my advice. Ask a happy customer who their contractor was and what made the experience rewarding. The element most crucial to the builder here is to execute flawlessly.

One method, because of the visual necessity to marketing in this industry segment, is to get an agreement with the client to exchange a high quality photo shoot upon completion for requests by our firm for future walkthroughs with prospective clients. Prospective clients invariably ask to see a project that has been recently completed. Explaining the policy of photos in exchange for walkthroughs is usually met with an agreeing nod that they too would probably like to avoid the imposition when their job is done.

Many of our referrals come from the design community. It is not unusual for the building owner to depend on their architect to suggest names of contractors for consideration. Further, the architect’s opinion could play a large role in the decision making process.

Because of this natural tendency, it is vitally important to create and keep a buzz about the firm active amongst the list of architectural and design firms that create buildings the firm actively seeks to build.

Public relations can go a long way to spreading the word on the expertise of the firm.  In this market where most home-owners are publicity-shy about their personal lives however, PR can be tricky. Stories must be about the firm itself and the good works it performs while keeping names, addresses and even some specific traits of buildings out of the piece. When a willing client who wants to show off your work and associate themselves with the project comes along, by all means use the opportunity to gain some attention for the firm.  Using a public relations professional to perfect the message is a necessity.

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1. Hello from Russia!
   Can I quote a post in your blog with the link to you?

   Comment by Polprav — October 16, 2009 #

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