Pros Share How Staying in Touch With Customers Boosts Business
Find out how nurturing relationships with past clients brings referrals and repeat business for these home professionals
Building connections is a crucial part of any business strategy. But focusing exclusively on prospective new clients can be a missed opportunity — the truth is, former customers can be just as valuable. Not only do satisfied customers often translate into repeat business, but they can help promote your brand with word-of-mouth referrals and more. Here, seven design pros reveal how they stay in touch with past clients and how it’s helped their business grow.
So how does Logan stay connected? “We email out quarterly newsletters and keep our social media account current with photos and descriptions of new and interesting projects as we complete them,” he says.
“We also ask clients to write reviews upon completion of their projects,” Logan says. “We send an email or text requesting a review that includes a link to the site that referred them to us in the first place. This way they only have one click to make to leave us a review on a site they’re already familiar with.”
“We also ask clients to write reviews upon completion of their projects,” Logan says. “We send an email or text requesting a review that includes a link to the site that referred them to us in the first place. This way they only have one click to make to leave us a review on a site they’re already familiar with.”
Houzz Pro software helps Logan and his team maintain that all-important connection with former customers. “Houzz Pro has some great tools, such as the Email Marketing newsletter feature and the Automations integration, which lets us schedule reminders to send follow-up messages to clients,” Logan says.
Learn about Houzz Pro software
Learn about Houzz Pro software
Business Booster
“Our largest source of new work comes from repeat clients and direct referrals,” says Bob Hursthouse, president of Hursthouse Landscape Architects and Contractors in Bolingbrook, Illinois.
In addition to generating business, fostering an ongoing relationship with customers allows the firm to maintain the quality of its work as its clients’ gardens mature. “It ensures that our design intent is followed through via ongoing maintenance and enhancements,” Hursthouse says.
“Our largest source of new work comes from repeat clients and direct referrals,” says Bob Hursthouse, president of Hursthouse Landscape Architects and Contractors in Bolingbrook, Illinois.
In addition to generating business, fostering an ongoing relationship with customers allows the firm to maintain the quality of its work as its clients’ gardens mature. “It ensures that our design intent is followed through via ongoing maintenance and enhancements,” Hursthouse says.
“We want our clients to think of us first, last and always for all things outdoors,” Hursthouse says. Keeping the conversation going is key to making that happen. “We use various methods to stay in touch, including emails, social media, holiday greetings and videos about projects or other [landscape-related] topics,” Hursthouse says. “All our Houzz reviews have come from long-term clients.”
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Staying connected has also allowed Hursthouse and his team to share special moments with their clients, validating the years of effort they’ve poured into the business. “For our company’s 30th anniversary, our son Scott handcrafted steel garden wind chimes. On the brass sail, we engraved our logo and wrote, ‘30 years, thanks to you.’ I delivered these to our top clients and was greeted with long stories about how our work has impacted their lives.
“Many memories were shared about events small and large that occurred in their gardens. It was humbling, gratifying and amazing,” Hursthouse says.
“Many memories were shared about events small and large that occurred in their gardens. It was humbling, gratifying and amazing,” Hursthouse says.
Cultivating a Community
“Maintaining a relationship with former clients is about more than just securing future projects — it’s about building a community and continuing to support our clients, even after project completion,” says Michael Winn, founder and CEO of Winn Design + Build in McLean, Virginia.
“To stay connected, we use a combination of personalized emails, newsletters and social media,” he says. “In the past, we’ve also used special occasions and anniversaries as opportunities to reach out and reconnect.”
“Maintaining a relationship with former clients is about more than just securing future projects — it’s about building a community and continuing to support our clients, even after project completion,” says Michael Winn, founder and CEO of Winn Design + Build in McLean, Virginia.
“To stay connected, we use a combination of personalized emails, newsletters and social media,” he says. “In the past, we’ve also used special occasions and anniversaries as opportunities to reach out and reconnect.”
“While we employ a variety of tools for client engagement, Houzz Pro has been a valuable asset for maintaining our network and showcasing our projects,” Winn says.
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Nurturing Relationships
“I stay in touch with many of our clients because they often become friends. This has resulted in repeat projects and referrals. But mostly it’s about just enjoying relationships that I don’t want to see disappear,” says Kathie Maughan Francis, principal at kitchen and bathroom remodeling firm Maughan Design & Remodel in Beaverton, Oregon.
“I stay in touch with many of our clients because they often become friends. This has resulted in repeat projects and referrals. But mostly it’s about just enjoying relationships that I don’t want to see disappear,” says Kathie Maughan Francis, principal at kitchen and bathroom remodeling firm Maughan Design & Remodel in Beaverton, Oregon.
“I am connected [with clients] on Facebook through my personal account, not my business page,” Francis says. “I also get together with past clients for coffee or lunch once or twice a year just to catch up.
“In addition, I hold an annual open house and cookie-decorating party in December, which I have invited a few close clients to. It’s wonderful to keep connected without it feeling like it’s about business. But business does result from it in a natural way.”
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“In addition, I hold an annual open house and cookie-decorating party in December, which I have invited a few close clients to. It’s wonderful to keep connected without it feeling like it’s about business. But business does result from it in a natural way.”
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“We have several clients who have done multiple projects over the years, as well as great referral chains and some lovely testimonials,” Francis says.
“We remodeled one client’s home and added a tai chi studio in the yard in six projects spanning a 16-year period. The last project we did was a rework of the first one, coming full circle!”
“We remodeled one client’s home and added a tai chi studio in the yard in six projects spanning a 16-year period. The last project we did was a rework of the first one, coming full circle!”
Deeper Connections
“In the process of creating a new home for a client, we gain an understanding of their desires, lifestyle and needs and, as such, we tend to develop a close relationship,” says Marc Soloway, architect and principal at Soloway Designs Architecture + Interiors in Tucson, Arizona. “These discussions often include immediate and extended family interactions and needs. We get to know one another — and a happy client speaks volumes, literally,”
“In the process of creating a new home for a client, we gain an understanding of their desires, lifestyle and needs and, as such, we tend to develop a close relationship,” says Marc Soloway, architect and principal at Soloway Designs Architecture + Interiors in Tucson, Arizona. “These discussions often include immediate and extended family interactions and needs. We get to know one another — and a happy client speaks volumes, literally,”
“For many of our clients, our first encounter becomes a repeat engagement, often in another part of the country,” Soloway says. “Second, satisfied clients often discuss their experience with colleagues, friends and family, and these folks often become new clients to the firm.
“In informal discussions with new clients, they will often mention speaking with a prior client who shared their experiences working with us,” Soloway says. “Repeat engagements also often occur, either designing an upscale home in the same area or a second home in a different part of the country.”
“In informal discussions with new clients, they will often mention speaking with a prior client who shared their experiences working with us,” Soloway says. “Repeat engagements also often occur, either designing an upscale home in the same area or a second home in a different part of the country.”
“I may be a bit old school here, but phone calls are an effective way to initiate and continue client relationships. And I do answer my own phone,” Soloway says.
“We also do texting and social media. This is a quick, informal and effective way to see how things are going.”
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“We also do texting and social media. This is a quick, informal and effective way to see how things are going.”
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Running Both Ways
“Most of the time, past clients will reach out to us for additional work or to inquire for their friends, relatives or kids before we reach out to them — yes, I’m that old now!” says Keith J Kling, president and CEO at Kling Brothers Builders in Newtown, Connecticut.
When the firm does reach out to former clients, it does it via social media or holiday cards.
“Most of the time, past clients will reach out to us for additional work or to inquire for their friends, relatives or kids before we reach out to them — yes, I’m that old now!” says Keith J Kling, president and CEO at Kling Brothers Builders in Newtown, Connecticut.
When the firm does reach out to former clients, it does it via social media or holiday cards.
Kling Brothers also keeps its Houzz profile updated with its latest projects and client reviews, as well as its own website, so that those looking for renovation or building works in the Newtown area can feel confident in their hire.
A Sense of Family
“Staying in touch with past clients is extremely important to the business as they are part of our OC Builders family,” says Kent Taylor, marketing manager at OC Builders Group in Santa Ana, California.
Phone calls, texts and, if approved, follow-up site visits are central to maintaining connections, Taylor says. As for how this approach boosts business: “It has generated solid referrals [for future work] for family members, neighbors and colleagues,” Taylor says. “In fact, we just got a referral that resulted in a million-plus-dollar job.”
“Staying in touch with past clients is extremely important to the business as they are part of our OC Builders family,” says Kent Taylor, marketing manager at OC Builders Group in Santa Ana, California.
Phone calls, texts and, if approved, follow-up site visits are central to maintaining connections, Taylor says. As for how this approach boosts business: “It has generated solid referrals [for future work] for family members, neighbors and colleagues,” Taylor says. “In fact, we just got a referral that resulted in a million-plus-dollar job.”
Tell us: Is staying connected with past clients important to your business? If so, how do you do it? Please share in the Comments.
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“Staying in touch with former clients is hugely important to our business,” says Travis Logan, general contractor and owner of Handyman Rescue Team in Seattle.
“In addition to the obvious reason that repeat customers don’t cost anything to acquire, they tend to be great promoters of our brand as they often tell others about their great experience doing business with us, whether it’s personal recommendations to family and friends or posting complimentary testimonials on our social media and online marketing sites,” he says.