From Client to Superfan: How to Nurture Advocacy in a Referral-Driven Industry

In the AEC industry, reputation is the currency of growth. For firms where projects are won on trust and relationships, the most powerful marketing strategy is not an ad campaign or a proposal template. It is a satisfied client who becomes an active advocate. 

In her book Creating Superfans, Brittany Hodak describes a simple but transformative idea: loyalty is not given; it is earned through consistent, memorable experiences that make people feel seen, valued, and understood. For AEC leaders, that principle applies not only to customers but also to the communities, partners, and teams that surround the firm. Advocacy is not built in a single project; it is built over years of clarity, consistency, and care. 

This month, we explore lessons from Brittany Hodak’s Creating Superfans and how AEC leaders can move beyond client satisfaction and create raving advocates who champion their firm long after the project ends. The path begins with alignment, deepens through experience, and endures through connection. 

Align Expectations from the Start 

Every successful relationship begins with alignment. Before plans are drawn or dirt is moved, clarity around vision, outcomes, and values lays the foundation for advocacy. The most common source of client frustration in AEC projects is not poor performance; it is unmet expectations. When clients and firms define success differently, even excellent work can lead to disappointment. 

The best firms take time to understand what matters most to their clients. They not only focus on what is being built, but why it is being built. They translate technical excellence into business impact. They align internal teams around what the client values most and design the delivery experience accordingly. 

A practical way to achieve this is to introduce an early project charter or alignment meeting that addresses: 

• Vision and Purpose: Why this project matters for the client. 

• Success Metrics: How both sides will define and measure success. 

• Communication Rhythm: How updates, issues, and decisions will be shared. 

Alignment builds trust, and trust is the foundation of advocacy. When clients see that their advisor understands their world, they stop viewing the firm as a vendor and start seeing it as a partner. 

Deliver Experiences that Create Emotional Connection 

In technical industries, we often underestimate the power of emotion. Yet, as Hodak reminds us, people may hire you for your expertise, but they remember how you made them feel. The AEC firms that stand out are those that make every interaction intentional, from kickoff to closeout. 

Think of advocacy as a byproduct of experience. Clients talk about firms that make complex processes simple, that communicate proactively, and that show up when things get tough. They remember the firm that handled a challenge with transparency, that celebrated milestones with the team, or that delivered a final presentation connecting outcomes to the original vision. 

Small moments often carry the most weight: 

• A handwritten note after a major milestone. 

• A debrief meeting focused on lessons learned and future opportunities. 

• A genuine thank-you to the client team for collaboration and trust. 

These moments humanize your firm. They remind clients that behind the deliverables are people who care deeply about their success. That emotional connection transforms a satisfied client into a loyal advocate. 

Sustain Connection Beyond the Project 

The final discipline in creating superfans is to maintain a connection after the work is complete. Advocacy thrives in the space between projects when the client has no active contract, but the relationship continues to grow. 

Too many firms go silent once the final invoice is sent. The most successful ones build a rhythm of ongoing connection. They check in without an agenda, share insights or resources that might help the client, and celebrate the client’s wins as if they were their own. 

A post-project engagement strategy might include: 

• Relationship Touchpoints: Quarterly or semiannual check-ins focused on value, not sales. 

• Knowledge Sharing: Insights, articles, or updates relevant to the client’s goals. 

• Community Building: Inviting clients to firm events, roundtables, or peer exchanges. 

These habits build a sense of belonging. Over time, clients who feel part of your firm’s community become your greatest source of referrals, testimonials, and credibility. 

Conclusion: Advocacy is Earned, Not Assumed 

In the AEC industry, where trust drives opportunity, every client interaction is a chance to earn advocacy. Becoming a firm known for creating superfans does not require flashy marketing or endless outreach. It requires clarity of purpose, consistency in delivery, and genuine care for the people you serve. 

The firms that master this will not need to chase every RFP. Their next opportunity will come from the people who already believe in them. 

If you are ready to turn satisfied clients into loyal advocates, let's connect. Email me at info@odysseyadvisors.us, and let's start doing simple better together.