Quick Summary
For decades, Francesco DiSarra grew his architecture firm through handshakes and hard-earned referrals. Like many established business owners, he was skeptical that digital marketing mattered for a high-ticket, relationship-driven firm. To find the truth, we interviewed 19 of his past clients to see how they actually made their hiring decisions. The results were a wake-up call: even when a friend gives a glowing recommendation, 100% of clients still "do their homework" online. Your website isn’t just a brochure; it’s the silent first impression that confirms—or costs—the sale.
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Many of our clients are 15, 25, or even 50-year-old companies. They sell six- and seven-figure services and have grown almost entirely through relationships.
Like Francesco DiSarra.
Francesco is the principal of FrankFranco Architects, a firm designing custom homes in Toronto.
When we first met, he was skeptical about the role digital marketing could have in his business. “For years, I’ve grown through referrals. Are my clients even searching for an architect online? And if so, how?”
It’s a fair question. When you built your business before Google and Facebook became mainstream, what role do they play today?
To find out, we interviewed and studied 19 of his past clients. In other words, we did market research.
What We Learned
Here are some examples of questions we asked:
- How did you first hear about FrankFranco?
- After being referred, did you visit their website or social media? What stood out?
- Did you consider other firms? How did you find them?
- What ultimately made you choose FrankFranco?
- How would you describe FrankFranco in a few words?
And this is what they told us:
- 80% asked friends or family for recommendations.
- 20% searched Google for “architects near me.”
- 100% checked FrankFranco’s website and social media before reaching out.
Even referred clients still did their homework.
But 20% couldn’t find him on Google, which raised concerns. That said, once they met Francesco, they said he made such a positive impression that those concerns faded.
First impressions are shaped long before the first meeting. Your online presence controls more of that than you think.
The Results
These insights shaped our entire marketing strategy. Since then, we’ve been managing SEO and social media. In just a few months, FrankFranco has had:
- 5 inquiries from digital
- 1 closed sale (so far!)
And this is just the beginning.
Where Digital Fits Today
Your clients are doing their own version of research on you.
They’re asking around, looking you up, and forming opinions before they ever reach out.
In service-based businesses, that’s the role digital plays today: it shapes first impressions, keeps you top of mind with past relationships and puts you in front of new potential clients outside of your network.
The better you understand (and shape) that process, the easier it is to earn their trust.
See you next week,
Daniela
