Understand Your Market BEFORE Spending on Facebook Ads

Facebook lets you target your ads to nearly any conceivable audience, but using ad targeting effectively requires in-depth insight into your target market. Combining Facebook’s targeting options with the knowledge you get from construction market data lets you maximize your ad budget.

Demographics

For any business in the construction industry, location is one of the most valuable Facebook targeting options. A careful review of building permit applications in your area will show you what construction projects are going on where. With a mapping tool, you can see projects around your area at a glance. If you spot an upward trend in kitchen remodeling in a certain ZIP code, you might target that area with ads for your construction services or for countertops, floor coverings or other remodeling-related protects you sell.

Interests

Knowing what projects are popular in your area gives you valuable information about the local market’s interests, even if you don’t work directly on those types of projects. If you sell tile and stone products and notice an increase in pool and spa installation permits, you might focus on advertising your pool patio stone. If you learn kitchen and bathroom remodels are booming, you might decide to invest more in ads for your countertop and flooring material instead.

To attract more clients for garage construction, you can target those who list their interests as Automobiles or any other vehicle your clients are likely to have. Specialize in home remodels using eco-friendly building materials? Try targeting owners of electric vehicles or hybrids who have a demonstrated interest in sustainability.

Home Ownership

Using building permit data to find out where the remodeling is going on lets you take better advantage of Facebook’s Year Home Built and Home Value targeting options. A cluster of remodeling and renovation jobs in a certain neighborhood shows you where the homes are older and their owners have money for upgrades. You can then target your ads toward owners of older homes in that location.

To learn more about using construction market data to optimize Facebook ads, contact Construction Monitor.

Word of Mouth is Not Enough for Steady Construction Leads – Think Outside the Box

Word of mouth marketing might be popular among construction companies, but it’s also unreliable and limits your growth. With a little creativity backed up by good data, you can pull in more of the leads you really want more consistently.

Show Off Your Skills with Video

Video lets you show off your projects like no other medium can. It also gives your prospects a chance to see and hear you, which helps build trust. To pull in leads from your videos, though, you need to know what topics your target audience cares about most. Reviewing data from building permits in your area can spark lead-pulling topic ideas.

If you spot an increase in building permit applications for restaurants or other businesses where appearances matter, you’ll know it’s worth addressing the concerns of these potential clients. Trying grabbing their attention with a video series showing the esthetics-enhancing features you’ve built into your past projects.

Tempt Prospects with Useful Tools

Planning a construction project, choosing products for remodeling, and securing financing are complex topics that require numerous calculations. Your potential clients are out there looking for anything that can make their project planning easier. By providing helpful tools, you’ll be attracting leads to your website while also demonstrating your expertise. If you specialize in kitchen remodeling, your tool could be as simple as a cost-calculator or a quiz to help your prospects prioritize the features of their new kitchen.

Gate Your High-Value Content

Useful content is one of the best ways to attract visitors to your site, but sometimes it takes a little nudge to turn those visitors into leads. Instead of making everything you publish freely available, choose some of your more popular content to offer in exchange for contact information.

This tends to work best with content that provides a concrete benefit. If you have proven tips on how to save thousands on a new home addition, your best prospects will be happy to give up their email address to hear them.

For more tips on taking your marketing beyond word of mouth, contact Construction Monitor today.