Building Brand Affinity and Loyalty in the construction industry in Kenya

taking clients for a game drive …https://www.instagram.com/shots.by_tom/

Over 70% of business in this industry comes from referrals and repeat business from existing clients. That is how the industry has been traditionally and it’s one of the reasons majority of companies in the construction industry don’t invest heavily in marketing campaigns and brand awareness. The customer loyalty is mostly relationship driven( i.e. both parties commit to each other for a mutual expectation for most part) and business driven(i.e. the client pays for something and gets something in return, as long as clients find the cost affordable).

The challenge with these approaches is that there is no guarantee that the client will come back again for business. There have been many factors affecting buying patterns of consumers so expecting clients to return because you have a relationship is unreasonable.

In today’s world, there nothing like brand exclusivity!!

So, in today’s world, what are some of the simple strategies that companies in the construction industry can apply to improve on customer loyalty?

1. Understand your customers on a granular level. This means knowing what they care about, what they love/hate, what their interests are, what their families are like and networks and understanding their buying behavior.
2. Build your clients engagement before, during, and after the purchase. Most companies in this industry never bother to engage clients before or after purchase.
3. Leverage on loyalty platforms. By doing this, companies in the construction industry continually develop a positive perspective in the client’s mind.

With social media, clients will always talk positive and negative things about a brand. Therefore today you can gain a client, tomorrow they are gone. This means that companies in the construction industry have to create programs and platforms that offer intuitive and a beautiful experience throughout the purchase life cycle.

Real estate Developers, Contractors, hardware owners and even professional building consultants can have a profitable growth and a sustainable share gain if they invest in appealing , convincing, converting and satisfying clients .