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It Pays to Specialize When Marketing Your Construction Company

Being a Jack of All Trades Kills Your Marketing Message!

Here is a not so fictional conversation between a customer and a construction contractor:

Customer: “Do you build homes?”
Contractor: “Yes, we specialize in homes.”
Customer: “Do you also build single story office complexes?”
Contractor: “Yes, we specialize in office complexes.”

Do you see a problem?  The contractor is claiming that they specialize in homes and they also specialize in office complexes.  I wonder what the contractor would have said if the customer asked if they build chicken coops???

What I am trying to point out here with this little fictional conversation is that most construction contractors are too willing to say yes to almost any job.  Even if it is a job that they are not comfortable doing.  The prevalent thought among most contractors is that “We can’t say no to this job, we don’t know where the next one is coming from!”

Let’s change the circumstances a bit.  Suppose an offshore oil rig has a problem and needs some underwater welding performed.  Do you think the manager of the rig is going to give the job to the first guy he sees holding a cutting torch?  No, he is going to find someone who has (a) the experience of welding underwater and (b) has the equipment to get the job done.  Price may play a factor in the decision, but the first two items are necessities for getting the job done right…the first time.

When you add material to your website or you post new videos to YouTube, what message are you sending to prospective clients?  Are you letting them know that you have the experience and the equipment to confidently do a specific type of construction job?  Or are you merely saying “I can build, hire me”?  The answer can be the difference between generating new business vs. more flat sales and fewer leads.

Photo credit: Abulic Monkey

One response to “It Pays to Specialize When Marketing Your Construction Company”

  1. David Moore Avatar
    David Moore

    I’m 100% with you on this one. Narrow your market. Rather be a mile deep and an inch wide than a mile wide and only an inch deep. The more narrow the greater the impact.