Word-of-Mouth Marketing In Construction

#6: Word-of-Mouth Marketing In Construction


Read time: 4.2 minutes

We're thrilled to welcome you to the sixth edition of ‘Punchline’.

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Get your hard hats and high-vis vests ready, as we're constructing an all-new edition of Punchline! This week we're embracing Word-of-Mouth Marketing (WOMM) and discovering how referral programs can be the cornerstone of your construction business's growth.

Referral Programs: The Blueprint

The construction industry, as you all know, thrives on trust, credibility, and quality workmanship. Nothing speaks louder than satisfied customers recommending your services to others. With a well-established referral program, you can build success that rises far above the concrete jungle.

Punchline's Blueprint: Develop a straightforward, easy-to-understand referral program that rewards your existing clients for spreading the good news about your business.

Key Elements of a Solid Referral Program

A sturdy referral program needs a strong framework, just like in construction. Here are a few aspects to focus on when designing your referral program for the best results:

Incentivise referrals: Offer rewards that motivate clients to share their positive experiences with your company. This can range from service discounts, cash rewards, or even special recognition.

Keep it simple: Avoid over-complicating the referral process. Make it easily accessible and understandable for both the referrer and the referee.

Promote your program: Utilise various communication channels such as email, social media, or face-to-face meetings to make clients aware of your referral program. Remember, awareness is the first step to maximizing participation.

Punchline's Blueprint: Just like constructing a perfect wall, each brick (referral) adds value to your business. Lay the foundation with informative program literature and clear steps for participation.

Promoting Your Referral Program: The Sample Email

To help you get started, here's a straightforward email template that you can use to request referrals:

Subject: We've Built Something Great! You Can Help Build it Bigger...

Dear [Client's Name],

We are so pleased that you chose us for your recent project and want to thank you again for your business. If you were satisfied with our work and believe that our services could also benefit someone you know, we would be honored if you shared our name with them.

As a token of our appreciation, for each successful referral, we're offering you [incentive details].

Here is a simple text message you can forward to your contacts:

"Hey [Friend's Name],

I recently worked with [Your Company Name] for [specific project/description], and I'm really pleased with their work. I thought I'd recommend them to you. If you're interested, you can reach out to them at [contact details].

Best, [Your Name]"

Thank you for considering spreading the word. We appreciate your support!

Warm Regards,

[Your Name]

In construction, details matter, and so does sharing your success stories:

Leverage testimonials: Encourage satisfied clients to provide testimonials and showcase them on your website, social media, and other marketing materials.

Ask for reviews: Online reviews build credibility, so invite clients to share their experiences on relevant platforms like Google Reviews.

Share successes: Regularly post pictures, videos, and stories of your completed projects on social media, portraying your team's skill and dedication.

Punchline's Blueprint: Transparency and visibility are key. Treat WOMM like a power drill; penetrate the target audience effectively and at the right time for conversions.

Bringing It All Together

Both WOMM and referral programs are fundamental for your business, helping cement relationships and build reputations. However, they are most effective when nurtured and employed strategically. Remember that word of mouth can resonate far and wide, and a good referral program can exponentially increase this reach.


In the rough-and-tumble world of the construction business, soft skills are equally important, and WOMM and referral programs embody these soft skills. As you brick by brick, project by project, build your business, keep this powerful toolkit by your side.

Until next week, keep smiling and building!

Yours constructively,


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Stay tuned for more insights, updates, and a dash of humour in our upcoming issues. Until then, keep noticing, keep learning, and keep building!