When Emma started her architecture firm, specialising in residential builds and renovations, she knew her work would speak for itself. Her designs were unique, functional, and catered to the specific needs of each client. Yet, as months went by, she noticed that although her clients were satisfied, they weren’t referring her to others or coming back for more projects. Emma realised that while her technical skills were impeccable, there was something missing in how she connected with her customers.
It wasn’t that she wasn’t friendly or approachable—it was that she hadn’t yet learned the importance of engaging her customers on a truly personal level. Once she understood the value of personal connection, everything changed, and her business began to grow in ways she hadn’t expected.
The Realisation: Building Trust Goes Beyond Design
One day, Emma was working on a kitchen extension for a young family. She had meticulously planned the layout to maximise space and light, but during a follow-up conversation, the mother shared that what they really needed was not just a bigger kitchen, but a space where their children could do homework while meals were being prepared. This small detail changed the entire design process.
Emma realised that although she was designing homes, she wasn’t just creating buildings—she was shaping the way people lived. Understanding these personal needs and connecting with her clients on a deeper level was what would truly make her firm stand out.
From that moment on, Emma made it a priority to engage with her clients not just as an architect, but as someone who truly cared about their lifestyle and long-term happiness in their homes. And this approach made all the difference.
Personal Engagement: More Than Just Asking Questions
Emma’s shift wasn’t about asking more questions during the initial consultation; it was about being genuinely curious about her clients’ lives. She started spending more time getting to know the families she worked with, learning about their routines, their hobbies, and what their ideal day looked like in their new home.
For one couple, Emma designed a living space that included a small nook with a built-in bookshelf because she learned they loved reading together in the evenings. For another family, she designed a larger mudroom because they were avid hikers and needed more space to store their outdoor gear. These personal touches not only impressed her clients but also made them feel truly understood.
This level of engagement led to a noticeable shift. Clients began sharing their experiences with friends, referring her to others, and even inviting her back for future projects. Emma was no longer just their architect—she was their trusted partner in building the home they dreamed of.
How Personal Engagement Led to Growth
What Emma quickly realised was that engaging with her clients on a personal level didn’t just improve the outcome of her projects—it drove business growth. Her clients felt more connected to her because she wasn’t just offering a service; she was offering a relationship. They could see that Emma truly cared about how her designs would impact their daily lives, and this built an incredible amount of trust.
That trust translated into more referrals. Clients weren’t just recommending Emma because she was a good architect; they were recommending her because they knew she would listen, understand, and deliver something uniquely tailored to their needs.
One particularly memorable project involved a client who had been referred by a neighbour. After the initial consultation, the client told Emma, “We chose you because our friends said you ‘just get it.’” This simple phrase confirmed what Emma had learned—people don’t just want a service; they want someone who understands them on a personal level.
Engaging with Clients Doesn’t End After the Project
Emma didn’t stop engaging with her clients once the project was complete. She made a point of following up with them months after their renovations or builds to see how they were settling in. Sometimes she would send a quick email or even pop by to see the finished space in use. These gestures weren’t just about maintaining a professional relationship—they were about showing her clients that she genuinely cared about their long-term satisfaction.
In one instance, Emma reached out to a family she had worked with on a major home renovation. When they mentioned that they were struggling to find the right furniture to complement the new open-plan layout, Emma recommended a local interior designer she knew. This extra effort didn’t result in any direct financial gain for her, but it strengthened the trust her clients had in her and resulted in glowing referrals.
Why Personal Engagement Leads to Sustainable Growth
Emma’s experience illustrates a valuable lesson for any small business: personal engagement is key to long-term growth. It’s not enough to offer a great product or service—what really sets you apart is how you make your customers feel. By engaging with clients on a personal level, you build trust, loyalty, and a deeper connection that leads to repeat business and referrals.
For small business owners, especially those in service industries like architecture, personal engagement isn’t an optional extra—it’s a fundamental part of growth. When you take the time to truly understand your customers and their needs, they feel valued and respected. And when customers feel valued, they don’t just stick around—they become advocates for your business.
Ready to Grow Your Business Through Personal Engagement?
If Emma’s story resonates with you and you’re ready to start engaging your customers on a deeper level, it’s time to take action. Mark A Preston, THE Customer Growth Coach & Speaker, can help you develop the skills and strategies needed to build meaningful connections with your clients, leading to sustainable business growth. His coaching and training will show you how to engage with customers in a way that builds trust, drives referrals, and keeps your business thriving. Contact Mark today and start transforming your customer relationships into long-term growth opportunities.
