Stay visible on purpose, on a light cadence, with something useful — not a check-in. About 45.5% of the average architecture firm's work comes from repeat clients (Monograph, citing AIA data), and Deltek's Clarity A&E Study found roughly one-third of revenue at small architectural firms is concentrated among just three clients. That's a lot of pipeline riding on relationships most firms only revisit when they need work — which is exactly when it's hardest to ask.
Why does this matter more than it seems to day-to-day?
Because the concentration risk is real. If a third of your revenue sits with three clients, losing touch with even one of them between projects isn't a minor lapse — it's a material threat to the pipeline. And repeat work converts faster and cheaper than anything you'd otherwise spend on new-business marketing, which is why letting these relationships go quiet is the most expensive kind of neglect: it's invisible until the gap in the pipeline shows up.
What does a light-touch cadence actually look like?
Not a newsletter blast. A handful of genuine, spaced touches a year: a note when something relevant to their business happens (a code change, a comparable project completing, an award), a check-in tied to a real milestone in their world rather than yours, and an occasional invitation — an event, a walkthrough of finished work, an introduction to someone useful. The test for each touch: would you send this if you had nothing to sell them?
What should I actually send that isn't a hard sell?
Content that's useful to them specifically, not generic firm news. A short case study relevant to a problem they've mentioned. A heads-up about a zoning or funding change that affects their sector. A photo update on a project they'd recognize. The goal is to be the first call when they do have new work — not to manufacture urgency they don't feel yet.
How do I know if it's working?
Watch for engagement, not just politeness. Do they reply? Do they forward what you send to someone else at their organization? Do they mention it on a call months later? If a relationship has gone fully one-directional — you send, they never respond — that's a signal to change the content or the cadence, not to send more of the same.
Frequently Asked Questions
How much of the average architecture firm's revenue is repeat business? About 45.5% comes from repeat clients (Monograph, citing AIA data).
Is client concentration a real risk for small firms? Yes — Deltek's Clarity A&E Study found roughly one-third of revenue at small architectural firms is concentrated among just three clients, which is exactly why staying visible to them matters.
How often should I reach out to past clients? There's no fixed cadence in the research, but a handful of genuine, spaced touches a year — tied to real milestones, not a calendar reminder — outperforms either silence or over-frequent generic contact.
What if a client never responds to my outreach? Treat it as a signal, not a failure — change what you're sending or how often, and watch for engagement (replies, forwards, mentions) rather than assuming silence means disinterest.
About the Author
Kitae Kim
Architect with 10 years of experience in design and client communication. Co-founder of Foveate, the Pursuit Intelligence Platform for AEC firms. Former studio lead who saw too many winning designs lose to worse proposals.
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