How can social media be used to build a client referral network for architects?

Social media is a great tool for all professionals and Architect is not an exception. Having a clear communication with your skills, past projects on social media can put you on a high niche of getting more clients referrals

At our office we pride ourselves on repeat clients. And when we get new work, it's typically because we are getting positive referrals from those repeat clients.

As in every business trust and credibility is the key points to signing the contract. How to build it is another question. Good referrals is one of the ways to build it. Take a look at the market, some of the companies have zero marketing but because of the word-of-mouth that is being spread around they get the biggest clients. Consistent posting on social media can help build referrals as well. As some of your followers will start sharing your post.

Referrals matter for architects because they build trust and credibility, influence decision-making, are cost-effective, save time, expand networks, generate quality leads, enhance brand image, foster client loyalty, provide valuable feedback, and leverage word-of-mouth marketing for business growth.

Pensando en la identidad digital como un ecosistema de canales por los cuales podemos comunicar quiénes somos, cuál es nuestro propósito, qué problemas resolvemos y cómo lo hacemos. Las redes sociales, justamente, permiten crecer exponencialmente la cantidad de personas a las que podemos llegar con nuestra propuesta de valor. De ahí que sea importante trabajar en nuestro mensaje, creando contenido que muestre no solo los resultados, sino también los porqués de nuestra práctica como arquitectos. Cada red social tiene su público, usos y formato, por lo que nuestras referencias deben adaptarse a cada una en concreto y conectando ests canales con nuestro sitio web, el cual genera aún mayor credibilidad ante posibles clientes.

Building a client referral network on social media relies on being well-known and connected among colleagues in your field. These interactions serve as proof of your authenticity. Creating a digital footprint with real-time photos showcasing your work in the field is instrumental in establishing a client referral base on social media platforms.

LinkedIn should have online departments where people can find services per types and subtypes. At a big scale, clients should know that they can come to one place where they can find services for everything they need. In my point of view, the infinite scroll is pretty pointless. What’s not pointless is a system of questions and answers, like Quora has…

The way I have used our projects as a means of highlighting has been to show the entire construction process though Instagram 'Stories' and then save those in a folder so if someone is interested, they can see the who construction from beginning to end. I feel this can give the client a better appreciation of the END RESULT.

Increasing Visibility: Boosting your online presence and making your architectural services more discoverable. Showcasing Expertise: Sharing valuable content to highlight your skills, style, and personality. Engaging with Clients: Interacting with existing clients, encouraging feedback, testimonials, and referrals. Networking: Building connections with other professionals for potential cross-referrals. Establishing Reputation: Developing a positive reputation and trust among your target audience.

Social Validation Social media is an optimized way of getting social validation. Like telling people ‘ Hey, I was involved in this thing with so and so ‘ And your audience will want to see who /what you associate yourself with.

There is no generic answer here. You need to be where your clients are. This depends on the type of work you do. Large scale projects, having major companies as your clients? Ok, LinkedIn. Residential, individual housing, working directly with people? Instagram. Stylish interiors? TikTok and Instagram. You need a proper social media strategy, not a generic piece of advice.

Ironically, while the service providers are here in the LinkedIn network…the potential client maybe searching for their service providers in non-professional networking sites like Facebook or Instagram for example. So there is a need to balance among the options available to socialize.

With my role as a Construction Administrator, I enjoy showing off the whole the construction process through Instagram stories. I feel this gives our designers, clients and other people who are genuinely interested in architecture a deeper understanding/appreciation of how buildings are built. Important milestones such as a groundbreaking or ribbon cutting is great to highlight on LinkedIn as it always you to make note of all the important parties who have come together to make a project happen.

LinkedIn: Ideal for professionals, showcase portfolio, achievements, and engage in industry discussions. Instagram: Best for visual and creative content, showcasing projects, behind-the-scenes, and inspirations. Facebook: Versatile and widely used, create a business page or group, share content, interact with clients, and run ads or campaigns for outreach.

Portfolios: Showcase projects with high-quality images, videos, and 3D models to highlight your work. Blogs: Share insightful and informative blog posts on architecture-related topics to position yourself as an industry authority. Podcasts: Host podcasts covering various architecture aspects, inviting guests to share perspectives and experiences. Guest Interviews: Invite other architects, clients, or industry experts for guest interviews to add diversity to your content. Demonstrate Expertise: Create content that demonstrates your expertise, passion, and unique selling points as an architect.

Profile Picture: Use a clear, high-quality image that shows your face and personality. Bio: Craft a catchy and concise bio summarizing who you are, what you do, and your offerings. Website/Portfolio Link: Include a link to your website or portfolio for more information about your services. Consistent Branding: Maintain a consistent username, handle, and logo for brand identity and recognition. Regular Updates: Keep your profile current with new content, achievements, and testimonials for ongoing engagement.

Besides posting content, sharing and interacting (like, comment, etc.) is just as important when it comes to engaging with your audience. This will allow you to become more visible to your coworkers, clients, and others.

Create Valuable Content: Share content that is informative, inspiring, and relevant to your audience. Ask Questions: Encourage interaction by asking questions that spark discussions and feedback. Respond Actively: Respond promptly to comments, messages, and reviews to show appreciation and professionalism. User-Generated Content: Share user-generated content, such as photos or videos, to demonstrate social proof and client satisfaction. Tagging and Mentioning: Tag, mention, and thank clients, collaborators, or followers to show gratitude and recognition. Participate in Groups: Join or create groups, communities, or events related to your field to demonstrate active involvement and networking.