Stay Top of Mind With Your Best Prospects Through Email Marketing

Every day your target audience is bombarded with marketing that steals their attention away from you. Getting into their email inboxes helps keep you on their minds, but just showing up isn’t enough. Earning top-of-mind awareness as the company they can trust with their construction project takes the right kind of communication.

Meet Their Needs

Turn your email newsletter into a source of genuinely useful information and readers will remember your name. Review building permit data to discover trends your readers might want to get in on. Examine the stats on top companies to see what their customers are interested in. Then use what you learn to create content that provides concrete value and helps your clients accomplish their construction goals.

Consider segmenting your list to provide more relevant content to each audience you target. If you offer mortgage and construction financing services, you might publish a separate newsletter for your first-time home buyers, your real estate investors, and your commercial property developers.

Go Beyond Newsletters

A regular newsletter gets you repeated exposure, but it’s also easy for recipients to overlook. Occasional surprises keep them paying attention. Congratulate readers on their six-month sign-up anniversary and offer a bonus for their loyalty. Send special greetings on holidays and remind them of what you can offer this season. If you sell light fixtures to home remodelers, a Thanksgiving greeting is the perfect time to recommend lights for the upcoming winter.

Triggered emails help you automate the process of maintaining contact. You might create a follow-up email to be triggered when a website visitor downloads something or visits the same page several times. In the email, offer more in-depth information, a phone consultation or anything else that will draw them closer to becoming a paying client.

If a reader hasn’t opened your emails in a while, send a “We’ve missed you” email offering a special white paper, case study or other tempting benefit that will encourage them to take action.

For more ideas on using email to stay top of mind with your prospects, contact Construction Monitor.

Get the Scoop on the Latest Home Remodeling Trends

Your potential customers spend hours poring over magazines, books, and websites to plan their remodeling projects, so it’s only natural they’ll be influenced by what’s trending. Keeping up with those trends gives you an edge on your less savvy competitors.

Gaining Insight from Trending Home Features

Trends have a strong influence on the features your would-be customers decide to include in their remodels. Even trends in home features you don’t provide can give you clues on what those trend-following homeowners might buy from you. If there’s an increase in solar permits issued in a certain neighborhood, chances are those homeowners will be interested in other eco-friendly, energy-saving upgrades. They might be looking to install energy-efficient doors and windows, redesign their interior lighting or hire an insulation contractor.

In a neighborhood where swimming pool permits are on the rise, the homeowners there are likely good prospects for luxury home features. If you’re a general contractor, these are people who might hire you to create their gourmet kitchen or spa bathroom.

Paying attention to the top builders and contractors in your area can also guide you toward profitable markets. If several companies are having great success with remodeling attics and basements, you’ll know that’s a trend worth looking into.  

Profiting from Local Style Trends

While the media can keep you up on what’s in style around the country, trends vary by locality. Reviewing the data from your region gives you a more accurate picture of what your prospects might want from you.

Maybe you sell countertops and cabinets, and notice most kitchen remodel permits are issued to homeowners in a wealthy area. You’ve just found a good market for high-end products. If it’s a middle-class area where most of the kitchen remodeling is going on, it makes more sense to focus on practical, budget-friendly options.

If you notice the kitchens successful local contractors have remodeled often include dark-toned cabinetry or cabinetry with hidden storage, you can get ready to supply the same.

For more insider info on current home remodeling trends, contact us at Construction Monitor.

Using Video to Showcase Your Best Work

Video shows the full extent of your talent like no other medium can. To showcase your work in a way that attracts new customers, though, you’ll need to choose your projects carefully and focus on the right aspects.

Start with a Customer in Mind

When you choose finished projects to showcase, consider what your ideal customers want to see. That one-off spa bathroom remodel you did might be impressive, but if you primarily target small retail businesses, you’ll get more milage out of a video on the striking luxury shoe store you built.

Construction industry data can help you choose what to focus on. If you’re a general contractor and local data shows more permits being issued for home additions than for kitchen remodels, you’ll know video tours of your best home addition jobs will go over well. With a little more research, you might find homeowners are using their additions as short-term tourist rentals. In that case, your video tours can focus on the guest-pleasing features in your additions.

Offer Clear Benefits

Videos that offer concrete benefits are more likely to be found in online searches and watched to the end. Showcasing your work in how-to videos is one way to take advantage of this. If you specialize in kitchen remodels, try a video on how to remodel a kitchen for energy efficiency that shows off the energy-efficient features in your projects. If you install swimming pools and pool permit data suggests a lot of new pool owners live in a windy part of town, consider making a video on how to landscape pool windbreaks.

Inspiration videos are another way to showcase your skills. For your would-be kitchen remodel clients, put together a video montage of all the clever storage solutions or built-in seating ares you’ve created. For those looking to finish an attic or basement, make a video on the creative ways your clients decided to use their finished spaces and how you helped them realize their ideas.

For more on showcasing your work through video, contact us at Construction Monitor.