Taking educated guesses about your target market might have worked decades ago, but with the wealth of data available today, it’s no longer sufficient or necessary. By leveraging data on the construction projects happening in your area, you can develop a marketing strategy based on facts instead of assumptions.
Researching Your Market Through Building Permit Data
Building permit data is a valuable source of insight into the types of construction services and products that are in demand in your area. Refining your data searches by project type, contractor or valuation gives you a more nuanced understanding of your market. With this knowledge, you can focus your marketing efforts on the hungriest audiences. If you sell waste management systems, you might notice permit data shows more commercial buildings than apartment buildings are going up. That tells you to focus your marketing strategy on promoting systems suitable for commercial waste management.
Work in an area that includes both urban and rural residents? Building permit data can show you whether there’s a stronger market among city housing developers or farms in need of agricultural buildings. Knowing that will inform your choice of marketing methods, platforms, and messages.
Including Top Companies in Your Competitive Analysis
You can learn a lot by reviewing data on the types, valuations, and locations of the projects top companies are working on. Knowing what your most successful competitors are up to helps you find new opportunities and spot things you might be doing wrong.
As a roofing contractor, if you discover all the top roofing contractors market their roof replacements and repairs more heavily than their new roof construction services, you can be sure that’s a profitable angle. On the other hand, if none of them specialize in flat roofing, a little further investigation might lead you to an untapped market. If your content marketing material doesn’t emphasis the low-maintenance aspects of your roofing as much as your competitors’ do, you might want to pay more attention to that.
For more ideas on using data to develop your marketing strategy, contact Construction Monitor.