BOOSTING YOUR BUSINESS
Connecting with Clients Through Design Narratives
By Jill Odom
WHEN YOU WORK WITH RESIDENTIAL CLIENTS, MUCH OF THEIR DECISION- making is based on emotions. Obviously, logical aspects still play a factor in their decision, but connecting with homeowners through design narratives can be crucial for getting a sale across the finish line.
FORGING AN EARLY BOND Finding common ground early on can help you quickly build trust and rapport with your client. Sophie Malis, an enhancement manager with Southern Botanical, Inc., based in Dallas, Texas, says one of the easiest ways for her to connect is with her Texas A&M class ring as at least half of her clients are Aggies as well. “If I’m not bonding over that with
them, I’ll try to find something else in their home that I can relate to them on,” Malis says. “Sometimes, I’ll try to bond with their dogs too. I’ll write down their dog’s name sometimes so I can
remember it visit after visit. If the clients can tell that I care about them on a more personal level, then they’ll care about me on a more personal level.” Nick Ackerman, senior project design- er with Glengate Company, based in Wilton, Connecticut, notes that getting to know clients beyond the surface level can foster trust and openness. He says authentic relationships drive successful projects, which is why he encourages clients to share a bit about themselves. “This emotional connection allows me
to tailor designs that feel personal and reflective of their lives,” Ackerman says.
“When clients see themselves and their stories embedded in the design, it trans- forms the project into something more meaningful. It’s not just about building a space; it’s about creating an experience that resonates deeply with who they are and the memories they hope to make.” Susann Heller, a landscape architect
with Piscataqua Landscaping & Tree Service, based in Eliot, Maine, adds that listening and being empathetic helps show the client you care. “Make the experience about them and
not yourself,” Heller says. “Stay positive and share some laughter. Establishing the fact that we are both ‘human’ goes a long way.” Heller says your passion for your work can also be infectious, causing the client to become excited about the project as well.
24 The Edge //May/June 2025
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