Why is construction marketing so hard? Construction marketing strategies are different for every industry and every sector of every industry. Construction marketing differs from other industries for a lot of reasons, and you have to understand these differences in order to create an effective construction marketing strategy for your business.
Let’s take a look at some of those differences, and then I’ll show you certain things you have to know in order to create a great construction marketing strategy.
A More Diverse Customer Base
You aren’t marketing to people who love cheese flavored potato chips. You aren’t marketing to people who love a dark, strong beer with a heavy hops flavor. You’re marketing to homeowners who want to make changes to their home. You’re marketing to people who have just purchased a home or who want to remodel their old home.
High Ticket Items
Home remodeling isn’t cheap. You’re marketing to a group of people who are planning to spend thousands or even tens of thousands of dollars with you. You’re selling a service that is in high demand in most areas whether you realize it or not. The average metropolitan or suburban residential area changes approximately 30% every year. Are you marketing to target those newcomers?
You are an Inconvenience for Weeks
Home remodeling doesn’t happen overnight. You are going to be invading their home and being an inconvenience for the duration of the project. Sure, the Jones’ will be pleasant and offer you coffee, but you are a pain in their ass. A hefty kitchen remodeling project can last three weeks or so depending on what’s being done. You have to make your service worth that inconvenience and invasion.
A Lot Can Go Wrong
People hear and read home remodeling horror stories all the time. They know what can go wrong and most people put off remodeling until they find a construction company that can show proof of great workmanship. Word of mouth only goes so far, especially when people are new to the neighborhood.
What You Need to Know about Marketing for Construction Companies
Marketing for construction company involves much more than using social media and blogging. You can do those two things until you’re purple, but if you’re not marketing to the right crowd, you’re not going anywhere.
You Have to Know Your Strengths
I’ve never been one to swing a hammer successfully, but I know that about myself, which is part of the reason I have so much respect for you and why I enjoy watching projects unfold from phase to phase. Personally, II know marketing. I know about construction. I know how to reach your target market and how to successfully market your services to them. What is it that you know inside out?
You Have to Understand Construction Contracts
The type of contract you use in construction helps protect the scope of the project. The contract types include:
Lump Sum or Fixed Price – A contract that presents a lump sum or fixed price for the client. The contractor takes hidden costs into consideration when quoting the final price.
Cost Plus – A contract that requires the client to pay the actual cost of the project including purchases and other expenses, plus a fixed percentage or fixed fee.
Time and Material – A contract that covers the contractor’s time and materials when the scope of the project hasn’t been clearly defined. The client agrees to cover all additional expenses and costs that arise along the way.
Unit Pricing – A contract that covers the full cost of building a unit. Unit Pricing Contracts are most commonly used as bids on government projects.
Construction Marketing Challenges
Several challenges face today’s contractors as they step into construction marketing and social media. The first is creating an online presence. You need a website. You need a domain name for that website. Your business name may be unique for your area, but how many others exist across the United States? You may not get your exact business name as your website’s domain name.
The second is identifying your target market. Offline marketing teaches us that we need to get our basic information in front of everyone. This is why shirts, truck wraps, flyers, postcards, and business cards do so well. Marketing to people online is much different. You have to have a specific type of person in mind when you’re narrowing down your target market. Ask yourself these questions:
- What type of customer do I want to walk through the door or call me for a project?
- What is their life like?
- What do they do for a living?
- How do they find needed information online?
- What information do they need in order to make a purchase?
- You know the local neighborhoods and the areas you work. You should have a pretty good idea who your target market is.
The third challenge is in creating the sales funnel. People will ultimately find your website through a series of searches. The objective of your website is to provide the information they seek and give them an easy way to contact you for information.
The fourth challenge lies in your online presence. Many people within your target market range rely on the internet to help them find contractors and other tradesmen. Here is how your online presence works for you or against you.
Poor Marketing Strategy – Can your potential customers even find you online without having your website on hand? Will they find you if they search Google for your services?
Outdated Website – An outdated website is a lot like having a rundown office. No one wants to do business with someone who doesn’t care about the appearance of their office.
No Blog or Boring Blog – A well-written and properly maintained blog offers answers to questions and solutions to problems. It shows your reader that you know what you’re talking about. A boring blog or no blog at all gives your reader nothing to read, no reason to stick around, and every reason to click away.
You Aren’t Social on Social Media – Human beings, including those in your target market, are social beings. They often make purchase decisions based on emotions and relationships. Answer their questions in a timely manner and provide solutions to their problems. You’ll soon find that social media is well worth the time you put into it.
Construction Marketing Strategies that Work
Marketing in a field as complex as construction can be very tricky and pose a variety of challenges that I didn’t mention here. Give me a call and we’ll talk about your construction marketing strategy. I will show you how the construction marketing strategies that I’ve perfected over the last 20 years will work for your construction company.