Diving Deep Into Marketing in Construction (My Takeaways)

As the pandemic surged in 2020, people stayed home, and demand for home improvement services went through the roof. Construction companies swooped in and launched targeted marketing campaigns. One example is Brett Landscaping, which sold almost its stock of higher-priced porcelain paving products.

Fast forward to 2024, people are at work. The economic outlook is grim, and interest rates and inflation are high. These factors have led to one outcome: declining interest in construction and home improvements. Our yearly business recap shows the construction industry saw decreases in customer acquisition metrics. Inbound leads are down by 3.8%, web conversions by 0.65%, and web traffic by 6.84%.

Despite these challenges, now is the best time to double down on your construction company’s marketing efforts. As Warren Buffett famously said, “Be fearful when others are greedy, and be greedy when others are fearful.” In this article, I’ll discuss 13 marketing strategies you can use to find and acquire clients for your construction company.

Construction Services Marketing Strategies
Below are 13 marketing strategies you can use to generate leads and clients for your construction company.

Create a helpful website that communicates your value:

A few months ago, I stumbled upon a Reddit post about a business owner who wanted to build a construction website. The person said, “I just want to show some pics of work I’ve done as well as a little contact me section.”

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Pictures of work and a “contact me” section alone aren’t enough to make a construction website. From my experience, sites like this don’t deliver the desired results because they don’t communicate your value effectively. Beyond your portfolio and contact info, your website should show your services, testimonials, and case studies. Take Turner Construction, for instance.

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Build awareness with SEO content:

Author of Sticky Branding Jeremy Miller says, “Only 3% of your prospects are ready to buy now.” The remaining 97% are not in purchase mode or don’t need your solution yet. Instead of considering them lost opportunities, a better strategy is to build brand awareness with SEO content. Your goal? Educate your audience. Establish authority. Build trust. Win clients who search for information related to your services. AFT Construction is one brand that milks its SEO content to build brand awareness.

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Set up a Google Business Profile:

According to a Bright Local Survey, 98% of consumers use the Internet to find information about local businesses. One popular directory these consumers use is the Google Business Profile. Creating or claiming your business on Google means you won’t lose revenue from people searching for you locally.

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Join local directories:

Your Google Business Profile is one of many local directories like Yelp and Angie’s List. These platforms allow potential customers in your area to discover your construction company. If I was a Yelp user, I could search for construction services in San Francisco and find several companies. With over 95 reviews and a 4.7-star rating, Prosper Construction Development stands out as a great company to work with.

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Be active on social media:

Many brands used to overlook social media. Today, the perception has changed. Founders and CEOs are now in charge of promoting their businesses and generating leads on social media platforms. Brendan Bechtel, the Chairperson and CEO at Bechtel Corporation, excels at this.

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