Marketing for Contractors
Understanding Construction Marketing Strategy
Some industries, like construction contracting have unique requirements when it comes to workable marketing
methods. Construction is the business of completions where every project has specific termination and serious
consequences for failing to do so.
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A sound strategy for getting new clientele will define the construction firm’s strengths and pay for customers
that are attracted to those points. The contractor is a person with a company who takes a formal contract to do a
specific job, supplying labor and materials and providing and overseeing staff if needed. There are lots of
contractors such as;
• foundation installer,
• clean-up crews,
• and HVAC technicians.
Determine your Primary Specialty then Market Accordingly
Determining your specialty strength will narrow the kind of project decision makers you need to approach and
simplify your marketing requirements. If remodeling is your specialty, consider advertising to home owners through
advertising directories such as the Yellow Pages and directly using postcards, and newsletters. If you are an
erection specialist, your marketing focus should be more targeted at general contracting firms. Association
membership and active participation may the key to becoming and remaining a preferred vendor to area project
leaders. If you are into general contracting, your marketing effort will be directed at organizations that need
facilities that you specialize in erecting. In addition to membership in construction industry associations, you
will need to consider participating with other non-construction professional groups that work to improve your
community’s economic and civic stature.
It's Advertising & Publicity, Online or Off
You want your customers to find you Online, so you need to understand publicity versus advertising. In
construction you advertise to attract new business and publicize to retain existing customers. Websites mostly
serve the publicity purpose. This is the activity of disseminating information, designed to increase public
interest in your specialty so as to make project owners aware of the things or methods and people you employ to
serve their community.
You may consider building yourself a lead generating website and employing SEO strategies to direct home owners
using the Internet to find your firm. If you attach a price for a specific service to a paper or electronic ad,
that’s advertising. Seeing as how most profitable referrals will come from word of mouth, this is a better
renovation remodeling strategy than erection construction GM approach.
The Shortest Path to Success Isn't a Shortcut
Paying for leads solves a lot of advertising versus publicity issues before they get started. Keeping business
in the pipeline may require working out of your region or state at times when the economy is unfavorable to local
construction. You don’t want to be relying on cold calls and advertising during lulls. The most cost effective,
long term strategy is to work every lead you purchase in a consistent methodical manner. Working those leads
requires a commitment from day one till the day you shutter the business. That includes following up your mailings
and publicity on a regular basis with a live calling program.
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