It used to be that construction companies and contractors had no problem getting new business. They listed themselves in the local Yellow Pages, passed out business cards to a few industry contacts, and then waited for the phone to ring. And it did!
These days it’s not that simple. The construction and remodeling industry has gotten much tougher. You’re no longer competing with a handful of construction companies; you’re competing with dozens, perhaps hundreds of builders and contractors, and many of them have much bigger marketing budgets than you do.
Plus, who you know doesn’t seem to matter anymore. Old-fashioned networking went out the window when customers realized they could simply go to Google or sites like Angie’s List, do a search and find plenty of commercial and residential construction companies in seconds!
How do you get new customers when you don’t have the time, expertise or desire to do marketing? That’s a question wrestled with by plenty of construction companies, home builders, remodelers, renovators and contractors. And it can be daunting!
See if you’ve been challenged by any of these issues:
The good news is you don’t have to solve these business problems yourself. There are marketing professionals and copywriters who can easily provide you with any services you need. Consider it an investment in your construction business, one that potentially could result in a significant return!
A professional copywriter who understands the construction and home-building industry can provide you with the guidance you see. She can create marketing materials that attract prospects and convert them into leads and sales. She can assist with writing content for:
Our construction copywriting services apply if you’re any of the following:
According to Chron, a blog for small businesses, “Marketing a new construction company against long-standing, established competitors can be a challenge. Finding the strengths from within your own company and team and highlighting them in your promotions is key to establishing a solid reputation and encouraging new and repeat business.” That’s something a freelance copywriter can help you do.
Construction spending in the United States topped $1.29 trillion in 2018, according to Statistica. At $992 billion dollars, 77% of construction spending occurred in the private sector in 2018. That same year, there was a 5% increase spent on home improvement projects.
Those are some big numbers. You want to be sure you get a piece of that pie, but not just any piece.
You may be flooded with construction work but ask yourself these questions:
How you handle the marketing of your firm greatly influences the types of customers you attract.
Consider this example. I recently worked with a construction company that specialized in designing and installing kitchens and baths. For over a decade, it had been steadily growing, but the bulk of its work was for residential clients. While that niche had served them well and was reasonably lucrative, the owners of this construction company had their eyes on a bigger prize.
They wanted construction jobs with multiple kitchen and bath installations. Instead of targeting residential clients and doing a single family home, they decided to target developers who were building apartment complexes, hotels, hospitals and schools. Brilliant, right?
Just one sale could result in months of work for the construction company’s crews. And with the economies of scale, they could bulk buy supplies and also streamline their design and installation processes, greatly impacting their potential profits.
To target this new demographic, I rewrote their website, focusing on their capabilities for large-scale, high-volume projects. Every sentence was designed to help them sound big and capable. I removed all but brief mentions of their residential work. And the photos we chose to accompany the text were of sizable commercial properties.
I also created case studies for some of the larger projects they’d completed. Those case studies, which included testimonials from their satisfied commercial customers, were able to be included with project proposals, demonstrating to prospects their experience and capacity.
I also wrote a targeted sales letter that they could send out to developers who did big construction projects.
Every aspect of the construction company’s marketing now focused on attracting the type of commercial customers the owners most wanted to attract. And it wasn’t long before the lucrative, large-scale projects they’d been eyeing soon began to flow in.
“Modern online marketing requires many skills in order to generate positive ROI,” according to The Brand Constructors. “If your in-house marketing team doesn’t feel confident in handling all of the aspects of modern online construction marketing, then consider subcontracting some or all of that work to outside professionals.”
Unless you’re a large, well-established construction company with a substantial marketing budget, you don’t need a full-service marketing firm or advertising agency. They’re expensive, so that’s not how you’ll get the best bang for your buck.
Working with freelance professionals is an economical way to create your builder marketing materials. If you start with a freelance copywriter, she can usually assist you in finding other freelancer service providers such as website designers, web developers, graphic designers and more.
Once you tap into “the freelance network,” you’ll find there are talented, experienced professionals ready to assist you no matter what area of construction you’re in. Freelancers are affordable and you won’t have to pay a monthly retainer fee, as you would if you chose to go with a full-service marketing firm or ad agency.
The process is pretty simple. Figure out what you want — a website, brochure, sales letter, etc. It’s okay to create a list, but identify your priorities. I recommend focusing on just one or two projects at a time.
Then contact a freelance copywriter for a free consultation by phone. You’ll be able to discuss your needs, decide on some basic project parameters, and then get a cost estimate and timeline for completion.
Most freelancers are accustomed to working with clients who have limited marketing experience. They’re happy to take you by the hand, steer the process and lay out a plan for your projects.
Within a few weeks, you can find yourself with professional caliber marketing materials that will help you generate numerous leads and sales for your construction business!
Could your construction company benefit from a new website, brochure or sales letter? Construction marketing works! Contact Susan Greene today for details!