Why FEMA Measures Hurricanes with Waffle House and What That Means for Your Firm

When was the last time you felt truly seen and supported, not just as a customer, but as a person?

In a world overflowing with options, ads and noise, trust is a rare currency. Businesses that earn it don’t just sell services; they build relationships. Every client interaction is a marketing moment. Not in the sense of a sales pitch, but as an opportunity to deepen trust and demonstrate value.

Why trust matters

People today are skeptical. They’ve been burned by empty promises and transactional relationships, and they can tell the difference between genuine care and surface-level attention. In that environment, firms that consistently show up by listening, responding thoughtfully and following through stand out.

According to a survey by Clear Channel and JCDecaux, 81% of consumers say trust is a deciding factor in their purchasing decisions. Yet only 34% actually trust the companies they interact with. That gap is a massive opportunity for accounting firms. When you become a reliable source of help and insight, you retain clients and become indispensable.

Every interaction is marketing

Marketing isn’t limited to billboards, sponsorships or paid ads. It’s the tone of your email, the way you listen during a call and the follow-up you send after a meeting. Every touchpoint communicates something about your brand.

Consider a client who emails you with a quick question about payroll deadlines. You could reply with a short, factual answer or you could respond with a clear explanation, a link to an updated IRS resource and a note about upcoming changes that might affect them next quarter. That extra minute of care transforms a routine exchange into an act of service. It builds credibility. It makes the client think, “They’re really looking out for me.”

This is the essence of trust-based marketing: showing who you are through how you serve.

Enter Waffle House: A masterclass in trust

Nowhere is the power of consistency and reliability clearer than in an unlikely place: Waffle House.

The southern diner chain doesn’t rely on flashy campaigns or clever social media posts. Instead, it built its reputation on showing up. Rain or shine, storm or calm, you can count on Waffle House to be open, serving hot coffee and breakfast to whoever walks through the door.

Their reliability runs so deep that FEMA uses the “Waffle House Index” to gauge the severity of hurricanes. If the local Waffle House is closed, the storm is serious. That’s not marketing spin; it’s operational integrity. Behind that reliability is a network of detailed processes, contingency plans and empowered employees. When a storm hits, Waffle House books hotel rooms for its staff, coordinates rides and ensures food supply. They’ve built trust through systems that make dependability possible.

For accounting firms, the lesson is that marketing and operations are inseparable. Reliability, responsiveness and care make your firm memorable. When your firm shows up during difficult times, you define who you are as a business and as individuals.

The reality check: This is hard work

Showing up like this takes effort. It requires time, empathy and systems that make consistency sustainable. Sometimes, it feels like no one notices. But trust, like compound interest, grows through small, steady deposits of integrity and service.

Take the firms that doubled down on service during the pandemic. They helped clients navigate Payroll Protection Program (PPP) loans, manage cash flow and survive uncertainty. And they’re still reaping the rewards. Clients remember who was there when it mattered.

This kind of work pays off internally, too. Every act of service strengthens your firm’s culture. It reminds your team why their work matters. Integrity and generosity are good for business and good for the soul.

Practical ways to build trust daily

You don’t need a massive marketing budget to start turning everyday interactions into meaningful moments. Here are a few places to begin:

• Listen actively. People want to feel heard, not rushed.

• Be proactive. Anticipate needs before clients even ask.

• Educate, don’t just sell. Share insights and resources freely.

• Follow through. Deliver on every promise, no matter how small.

• Close the loop. After solving a problem, check in later to see how things are going.

These actions create a ripple effect. They improve the client experience, elevate your brand reputation, strengthen your team culture and generate organic referrals.

The ripple effect

The most powerful part of this mindset is that it extends far beyond your firm. Bringing the same reliability and generosity into your community makes you a force for stability in a world that often feels uncertain.

Dependable service has always been the foundation of trust, and trust is the foundation of growth. Whether you’re guiding a client through a complex tax issue or helping a team member navigate their career path, every act of reliability reinforces your brand’s credibility.

Like Waffle House, your firm can become a light in the storm.

Marketing isn’t what you say about yourself; it’s what people experience when they work with you. The firms that win the long game are those that see every client interaction as an opportunity to serve, not sell.

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Do you want to fast-track your firm’s success in the areas of marketing and business development?

The Boomer Marketing & Business Development Circle is a peer group of top marketing and business development leaders in the accounting profession who are committed to aligning marketing and business development initiatives with firm strategy. Apply now to get plugged into the Circle and start growing your firm.

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