Photo courtesy LWRBA.

There’s a phrase we hear all the time in our community: “I have a guy/girl.”

Need a roofer? I have a guy. Looking for a lender or marketing expert? I know a lady. Pediatrician, A/C company, contractor? Let me get you connected.

It's a simple sentence; yet, it's one of the most powerful forms of marketing. Why? It’s built on trust.

At the Lakewood Ranch Business Alliance, we see word-of-mouth marketing every day. In a world driven by online searches and social media ads, a referral from a trusted friend or co-worker still carries the most weight. People don’t just want options; they want reassurance. They want to know who shows up, who follows through and who others confidently recommend.

That’s where Chambers and Business Alliances matter.

Networking isn’t about collecting business cards. It’s about building credibility through consistency. It's about attending events, serving on committees, supporting fellow members and showing up for your community. Over time, familiarity becomes trust. Then, trust turns into referrals.

When someone says “She’s great! I know her from the Alliance" — it's an endorsement that means more than any advertisement ever could. We know this because strong business communities don’t happen by accident. They’re built through intentional relationships. When local businesses know and support one another, opportunities grow, collaborations happen naturally and dollars stay in our region.

The strongest marketing strategy isn’t a campaign, its connection. That connection is exactly what we work to cultivate, every day, at the Lakewood Ranch Business Alliance.

Brittany Lamont  is the President and CEO of the Lakewood Ranch Business Alliance.

Photo courtesy LWRBA.

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