Boston, like any city, has its fair share of local industry celebrities. Jeremiah Eck, Meichi Pang, Mark Hutker, Ted Goodnow … . Ever heard of any of them? Probably not. But these people — architects, a builder, and an interior designer — win awards and are well known in our community. On a seemingly daily basis they glow with the aura of fame that we all secretly long for. (OK, that I not so secretly long for.)

As I observed these local stars at an event last month, I wondered how they became so well-known. It’s not that they don’t deserve the accolades for their exceptional impact on the built environment. They do. But so do many other members of our profession. I concluded that what makes them different is that they stay in front of the people they know over and over again in a way that positions them as the likeable expert.

I subscribe to a newsletter by marketing expert Michael Katz of Blue Penguin Development, and this is a tactic that he recommends. He emphasizes that if you can be yourself and stay in front of your target audience, you can also become famous. And what does fame and expertise lead to? Clients! Lots and lots of clients.

Ratchet It Up

I’m your average daughter of a builder who fell into this great profession. I have 1.5 kids, an aging dog, a husband of eight years, a mortgage, a credit card bill, and an empty refrigerator. Yet having the chance, once in awhile, to write some thoughts down in a column like this gives me my own, albeit momentary, exposure. It’s one way I can gain instant credit for my expertise. Earned perhaps, but my expertise is definitely ratcheted up a notch.

I am looking for more opportunities to write and create an aura of expertise for myself and for my company. I’ve considered easy-access tools such as blogs and e-newsletters. I want to speak at my local builders association, YouTube my latest ideas, and send mailings and postcards to critical neighborhoods. I want to show up in front of as many people in as many contexts as I can find that serve my business. I want to be fully and completely myself and make a genuine connection based on what is meaningful to me because things that are personal make me memorable. I want my current and future clients to view me as a likeable expert, and to connect me with something that entertains them or makes them feel good even if it’s just for the length of a blog or a seminar. Maybe one day I’ll win an award, but for now, I’ll take a few more great clients.

—Allison Iantosca is a partner at F.H. Perry Builder, a Boston-area custom builder focused on building trust, dreams, and relationships.