• Yvonne Root

Professional and Personal Groups or Associations WOM series

Updated: Mar 31




This post is the third in the series concerning word of mouth strategy. The introduction is here, with the second found here.


Where’s the Value?

Now it is time to place emphasis on finding valuable groups or associations to join in the further development of your word of mouth strategy. I included the word valuable in that last sentence because there is an important principle to consider when determining which groups make sense for you. The people you associate with can either make you a better person and construction business owner, or they can waste your time and lessen your opportunities for personal or professional growth—that simple.


Personal Groups

If you think of every group you join as an opportunity to sell, you’ve gotten off the path, and you’re doomed. On the other hand, if you look at the groups you join as a way to help others and to find ways to improve yourself, you’re on track. Some personal groups you might consider are:

  • team sports

  • your house of worship

  • hobby clubs

  • a community theater group

  • places with like-minded attendees such as gyms or cooking classes

  • and the like


You know where this train of thought leads. The people in these groups may or may not require your services, but chances are they know someone who does. It is always good to meet folks who have common interests, giving you a foundation for friendship or rapport. When people in these groups get to know and like you, they have become one thread in your word of mouth strategy.


Opt for Two Different Types of Professional Groups

When it comes time to decide where to put your money when you must determine which professional associations will be “worth it,” you have two different types to consider. They each have unique benefits. And both should be included in your word of mouth strategy.


Remember, joining the right organizations is part of a long-term effort. There are no shortcuts. What you’re doing is building your reputation and establishing yourself as the person who:


  • gets the job done right

  • follows through on his or her word

  • is fun to hang with

  • knows the value of a team

  • is willing to listen to other’s ideas

  • doesn’t shy away from hard work

  • can lead others

  • and so on.


Along the way, you’re building informal partnerships and relationships that will be of value to both parties.


In general terms, the two types of professional groups you need to align with are construction-industry-related, and your customer’s industry-related.


For example, you might wish to join a professional trade group such as the American Subcontractors Association (ASA) on the construction-industry side and the National Association of Residential Property Managers (NARPM®) on the customer’s industry side.


Construction Related Options

Here is a handful of construction-related organizations you might be interested in.



This list is not exhaustive – not nearly – not even close. That is why I wasn’t in the least bit surprised to find highly specialized associations like the North American Deck and Railing Association (NADRA) included in the lineup. If you don’t already know the options available in your trade, turn to your friend (and mine) Lady Google, and see what answers she reigns down on you. Could be fun!


Other Industry Options

The act of joining associations outside the construction industry is a simple yet optimal strategy leading to success. Get in with the folks you would like to do business with. That doesn’t mean you should stalk them on the golf course, tennis court, or elsewhere. It means if you want to build restaurants, one way to get to know the movers and shakers of that industry is to become a part of their association.


Pay your dues. Pay your dues in all the ways:


  • Fork over the cash to join

  • Attend the mixers

  • Volunteer to serve

  • Present webinars or lunch and learns

  • Contribute to the fundraisers


Here are a few of the groups outside of the construction industry you might like to consider:



Joining is Worth It!

Both types of organizations will likely give you some essential perks, such as:


  • Access to market and industry trend information

  • An exchange of ideas and information among industry peers

  • Contact with informal business partners

  • Member participation in technical and safety standards development

  • Regular updates on significant regulatory changes to ensure compliance


But it is the “other organizations” which are more likely to give you:

  • Opportunities to promote your business

  • An excellent sounding board for learning how to serve your best clients well


One last thought

Look for opportunities within and outside of these formal groups to join mastermind groups or round table discussions. Networking with others in your industry and those in your target market is a significant portion of your word of mouth strategy.


In the next post of this series, the topic will be Vendors and Service Providers.


Construction Contractors look to The Profit Constructors to provide advocacy in dealing with:


  • Clients and customers

  • Employees and subcontractors

  • Vendors and service providers

  • Governmental entities


Working with The Profit Constructors gives Construction Contractors the means to organize their operations in ways that help them:


  • Remain informed

  • Avoid hassles

  • Reduce risks

  • Be future-ready


Ready for action? Or want to know more? Get in touch today to schedule a complimentary discovery call. New possibilities await. 866-629-7735

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