Get the Biggest Bang for Your Marketing Budget

Managed well, even a modest marketing budget can bring impressive results. Knowing where to put your marketing money isn’t just about finding the right advertising channels, though. To get the greatest return on your investment, you need to zero in on the right prospects and be ready for them when they come.

Focus on Active Buyers

Turning a lead into a paying customer requires repeated, high-value contact. This is particularly true in the construction industry, where investments are high and long-term, and the sales cycle is often measured in months. You’ll get better results by building relationships with a small pool of promising leads than by broadcasting your company name far and wide.

Instead of targeting broad groups such as “families with children,” invest some of your budget in data that leads you straight to eager buyers. Building permits can help you find prospects who are actively searching for what you offer. If you sell eco-friendly wall or floor coverings, permits for home additions can help you find parents who want building material that’s safe for their growing family. If you’re a general contractor specializing in home additions, reviewing building permits can help you find neighborhoods where additions are trending.

Get Your Website Right

Once you reach a prospect, for your marketing investment to pay off, you need to convince that prospect to buy. Your website can do a lot of the heavy lifting here. The articles, images, and videos on your site and in your mailing list demonstrate the value you offer and nurture trusting relationships.

Accurate data on your target market helps you produce the kinds of content that attracts your ideal customers‘ and wins them over. Maybe you sell fireplaces and local building permit data tells you most remodeling homeowners in your area have small houses. Knowing this, you might predict they’ll be more interested in learning about free-standing gas or ethanol fireplaces than about traditional wood-burning models.

For more tips on getting the most from your marketing budget, contact us at Construction Monitor.

Building Trust With Potential Clients

Trust is the foundation of any business relationship, but it takes on even greater importance in the construction field where your clients trust you with their homes and investment projects. Showing your prospects you truly understand their goals goes a long way toward building that trust.

Get to Know Their Needs

Your would-be clients want to know not just that you’re an honest business person, but also that you understand their needs and have the skills necessary to fulfill those needs. To show them they can trust you with their projects, invest some time in learning about what your ideal clients are really looking for.

Local construction industry data can help here. If you’re a roofing contractor, researching building permit data might show you there’s an ongoing decrease in permits to alter roof lines, but an increase in permits for remodeling. Knowing this, you can focus on showing your target audience how your services can fit into a remodeling project.

Communicate Consistently

Building trust is a long-term process that requires repeated interaction. One of the most practical ways to manage this process is with an email list. A mailing list keeps you on your prospects’ minds while letting you demonstrate your expertise. It also gives you a chance to express a little of your personality to establish a real human connection. If you sell building materials, you might use your list to show how your clients have used your materials, offer quick guides to choosing materials or share a funny story about a problem your past client had and how your materials saved the day.

Use the data you have on your target market to inspire ideas for content. Maybe you’ve noticed more permits are being issued for remodels than for new builds in your area. If so, that’s a good sign your prospects might like to hear about your bathroom and kitchen flooring materials and the benefits of upgrading their existing flooring.