As a member of the construction industry, you know how important repeat clients are to your business. Many may scoff and say that it's ridiculous to rely on returning customers in the construction industry, because once a client's project is finished, it could be years before they need work done again.
However, one or two regular clients could mean 10 to 15 percent of your annual revenue. New leads are always important to chase because you never know when a regular customer's construction needs dry up, so keep the pipeline full. Repeat customers, though, are vital for your business, even if it simply leads to a referral.

Health of the Industry

The future of construction often relies on the health of the economy. The prediction for 2017 and 2018 is that work will be plentiful in specialized sectors, such as residential, commercial and infrastructure. There are a few iffy areas, such as hospital construction, but only because of the lack of confidence in health care currently. However, Architect Magazine predicts health care construction spending to double in 2017, and Construct Connect predicts more than 10 percent growth by 2018.
Construction is a bit of a feast-or-famine industry. When business is good, it's really good; when it's bad, it's awful. That's why it's important to closely monitor all the factors that could affect business. If no one's building, this is a good time to focus on building your brand (though, you should always be doing this).

Build Your Brand

The best way to ensure you get the next bid is to ensure the client knows your business and brand. That's why it's important to ensure you are consistent with your brand experience, from customer support to construction to the thank you note at the end of the project.

Specialization

The worst thing you could do for your business is try to be all things to all people. If you have a specialization, stick to it. It's much easier to land a project if your company has mastered and filled a niche. This prevents you from getting into bidding wars with other companies and underbidding a project, which could mean zero profit for you.

Appreciation

Sending a holiday card to your client list is one way to let past and current clients know you're thinking of them. Gifts are also a great way to say thank you after a completed project. Even just a phone call to ask for feedback is a sign you care about your client's business, opinion, and you hope to work with them again.

Digital Portfolio

This is an obvious one that you should already have: an online photo gallery. Photos of the work you've done are going to help sway a client, especially if you can show details about when the work was slated to finish and the actual date that the project completed. This information instills confidence and lets new and existing clients know what they're going to get when they hire your company.

Awards

When a client must choose between companies, they're looking at price, of course, but it isn't just the bottom line that matters. Be sure they want to see what you've done before, which is why a digital portfolio is important. They also want to know where you excel. Your awards and accreditations should be visible on your website, along with testimonials. A good review is almost as good as a referral – about 84 percent of customers trust an online review as much as a personal recommendation according to a 2016 survey by BrightLocal.

Understanding Your Client

Perhaps one of the best ways to secure a project with a client and ensure continued business is to show you know what your client wants. Take their considerations seriously, and don't criticize the plans. Ask questions about a client's concerns and have an answer for each one. For example, if your client is worried about the project going over budget, show examples of how you came in under budget for other clients. If your company can't meet the client's needs, then move on.

Professionals across all industries are often cited saying that the cost of acquiring a new client is five times that of maintaining an existing client relationship. Even in a business that is typically cyclical, it's important to maintain a good relationship with past clients for your future business.

By Amy Nichol Smith