Construction Marketing

I am a firm believer in offering just one service…if you can. A lot of contractors want to do everything because they are afraid of missing out. My contrarian point of view (which has been shown to succeed) is to specialize. If you can be the best basement finishing company in your area, do it.

If you like doing bathrooms because you like the cool feel of tile, then go for it.

The benefit of specialization is you become known as the defacto expert in that market for that job type. You get pricing breaks on supplies since you will buy less of everything, but more of some things.

Finally, being the expert in your market will protect you from the deeper-pocketed competition when it comes…and it always does.

Future Snapchat plans…None!

Only 9% of marketers plan on increasing their Snapchat organic activities over the next 12 months, down from 16% in 2018. A significant 76% of marketers have no plans to use Snapchat, up from 72% in 2018.

This platform is useless, I don’t care what the market tells you.

Source: https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/IndustryReport2019.pdf

Most contractors I talk to these days are doing well. So, if you aren’t, something is wrong, and it is probably one of these 3 things;

• People
• Product
• Process

You are too close to the situation. You need to find an honest 3rd party who knows what they are doing who can be your voice of reason. Some of the best advice you are going to get will come from someone who isn’t knee-deep in it. Someone who is ‘zoomed out’ is going to help you much more than someone internally who is ‘zoomed in’ on the situation.

If, from day one, you don’t manage your customer’s expectations, at some point in the process, you are going to live to regret it, even if it’s something small.

You have all the control over customer expectations, you just give it away as the sales process moves forward.

Remember, no matter what, there IS ALWAYS a sale, either you sell them on buying, or they sell you on NOT buying.

SEO is something you do to your website. It isn’t a marketing plan. Companies that live off of SEO optimization for lead generation are living on borrowed time.

At some point…and it always does, the search engines will take away whatever favor they’ve shown your site and you will then be faced with the dilemma of building traffic to your site again.

Use SEO, make it part of your site structure, just don’t count on it as a business driver.

Let me start off by saying there are no new construction marketing ideas. The way to win the game is to iterate and improve upon what is already out there.

Know your numbers

Big company, little company, it doesn’t matter. You have to know where your new business is coming from. Only then can we start a deep dive into how to make that channel work better for you.

If you don’t know or need a hand, we should talk. Get a free, 30-minute call with me and let’s get you marketing a bit better.

If you’ve hung out here at Darren’s for even more than a minute, you know I can’t stand the two most common answers to the following question;

What makes you better than your competition?

I usually hear these two answers, almost verbatim:

• Quality craftsmanship
• Good customer service

If you are new here and don’t know my feelings on these features, here it is in a nutshell; ‘those two things are what’s expected, they’re the ante. If you aren’t providing AT LEAST those two benefits, you’re not in business.‘

No I’m going to drive home the point:

A recent customer satisfaction survey found that most respondents EXPECT small businesses to be friendlier than larger businesses.

You read that right…they EXPECT it.