Proactive or Reactive?

The deadline was May 1, and it's still not complete. Carolyn (my wife) and I began a total home remodel in September of last year. We purchased a small, old house that needed extensive renovation and started over with a new design. Carolyn has a great vision. We did the demo ourselves then turned it over to a local contractor while we headed to Florida. The plan was to have it completed by our return on May 1. It's July 14 and the project still isn't complete.

Carolyn asked me the other day if I would recommend our builders to others. I had to stop and give that some thought. Their work is outstanding. The quality and craftsmanship they put into this house at a reasonable price are exceptional, but 90 days late? And worse, they were never proactive about their communication. I would text the owner at least once every two weeks and ask two or three questions. If I was lucky, I would get a response to every other text and only one of the questions would be answered. It was frustrating.

As Carolyn noted, they should have been keeping us up to date constantly without our prompting. This is a classic example of how poor communication can erode the brand identity of even the highest-quality work.

If your clients are calling you more than you're calling them, that's a warning sign. If they are asking questions and you aren't providing an answer in detail, that can be catastrophic — not only for your image but also for your future business. We must be proactive in our communication with clients to ensure their satisfaction.

Here are three ways to be proactive in your approach to clients: Sending regular campaign updates: Keeping clients informed about progress, milestones and any changes before they ask.

Alerting clients to potential issues early: Notifying clients about possible delays or risks as soon as they are identified, delivered with proposed solutions.

Providing industry insights or recommendations: Sharing relevant news, trends or suggestions that could benefit the client's business, even if not directly related to advertising or the current campaign.

And here are just three of the many benefits of being proactive: Builds trust and credibility: Clients appreciate transparency and are more likely to trust partners who keep them informed before issues arise. Reduces misunderstandings and conflicts: Addressing topics early helps prevent confusion, misaligned expectation and potential disputes.

Enhances client satisfaction and loyalty: Clients feel valued and supported, making them more likely to continue the relationship and recommend your services to others.

In my experience as both a buyer and a seller, it is nearly impossible to over-communicate when doing business with someone, or when they're doing business with you. Some transactions can be "one and done" but in our industry, the goal is to establish long-term relationships and partnerships that successfully help clients navigate the pain we discussed on Friday.

Review your account list as you begin this week. Identify at least your top 10 clients and ask yourself when was the last time they heard from you? Maybe right now is a great time to call them and let them know you're invested in their success. Across the street, other sellers are looking to steal your clients, and they'll be calling today, too. Let that sink in.

Happy Monday!

Think Big! Make Big Things Happen!

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn.