Send Emails They WILL Read

construction marketing emails

To stay in contact with potential customers, your construction-industry organization should be sending informative, “cold” emails bi-weekly to weekly. Cold emails are unsolicited emails sent to your customer contact list. With cold emails, less is more; they should average 100 words if possible.

How to Create Better Emails

Here are ways to create emails they will open and read:

Email Architecture Should Be Sound, Every Time

Follow this format:

  1. Important information first
  2. Detailed information
  3. Information recap/reinforcement
  4. CTA

Review. Edit. Rewrite. Repeat.

Pay attention to:

  • Grammar – Spellcheck is critical. Unless your target audience is academia, make the ease-of-reading level about 8th grade or less.
  • Hierarchy – From the first sentence onward, everything should lead your customers to your call-to-action (CTA).
  • Website links – Your blogs, service landing pages…try to include links.
  • Value – There’s got to be something you have the reader wants. Ensure it’s in your email.
  • Voice/Tone – What you say (voice) and how you say it (tone) is different for every email. Add a sense of urgency for increased results.  
  • End w/CTA – Include a link to your website’s contact page.

Write Like You Talk

Good grammar; yes. Complete sentences are negotiable. Write it the way you’d say it.

Email Content: Use the Latest Construction Data

Building permits can tell you how much new construction and renovation is planned in your county or state. It’s easy if your sales and service area is one venue: real estate sales, for example.

Your emails to Realtors can blanket your target audience. Residential construction data can cite sales opportunities. You’ll need to change the content for each sector of your demographics.

The residential community under development will need a “show” home, and company information needs to go inside the sales office for potential homebuyers. Interior designers will want to contact architects and contractors immediately.

Knowledge IS Power

Construction Monitor Inc. was founded with the goal of providing construction industry professionals with the most comprehensive, up-to-date information possible. In 2019, our organization was recognized by Bloomberg as a primary source for U.S. building permits and construction data. You’re the reason we try so hard.

Smarter Marketing Using Building Permits

marketing

There are a lot of ways to get a feel for your prospects’ interests, but few are as accurate as reviewing building permit data. When you have detailed information on the projects going on within your target market, you can create marketing that’s truly in tune with your prospects’ needs.

Understand Your Prospects’ Goals

While talking with your prospects and suppliers can give you a general idea of what interests your target market, building permits show you exactly how they’re spending their money. You’ll find out what types of projects are most popular and how much more popular certain projects are than others.

If you sell countertops and find your area has a similar amount of kitchen and bathroom remodels in the works, you’ll know to create marketing that’s relevant to both. If bathroom remodels are coming in a distant second, though, you might decide to focus your marketing on the advantages your countertops have in the kitchen, such as their ability to resist food stains and heat damage.

Get a Feel for Their Budget

Building permit data lets you see how much your target prospects are spending on their projects. That information can guide you on which products and services to promote as well as how to position your company. If you’re a general contractor specializing in single-family homes and the data says your area’s home builders have high budgets, you might grab their attention by promoting the luxury features your company can build.

On the other hand, if budgets tend to be modest, you’ll probably have better luck with marketing that focuses on the cost-effectiveness and durability of the homes you build.  

If you sell swimming pools, fireplaces or other features best suited to upscale homes, building permit data can help you find high-end building hot spots. This lets you target your marketing toward those affluent neighborhoods where a large number of homeowners are making upgrades.

To learn more about using building permit data to perfect your marketing, contact us at Construction Monitor.

Construction Data: Getting More Value From Social Media Marketing

social media marketing

Social media holds a lot of potential for a resourceful construction company, but it also poses the risk of turning into a frustrating time sink if you jump in without a plan. Building your social media marketing plan with hard data helps ensure your efforts bring profitable results

Focus on Their Interests

Choosing attention-grabbing topics for your posts is an essential part of successful social media marketing. Construction data can help you plan your posts by giving you insight into what your ideal customers might want to see.

If you specialize in light fixtures and building permit data shows home remodeling is booming, you might focus on giving advice to homeowners planning to remodel and suggest ways to include your light fixtures. If more permits are going to industrial projects, you might post tips on improving safety and productivity in factories and warehouses, and demonstrate how your light fixtures can help.

Appeal to Their Budget

If you’ve ever avoided a business just because it looked out of your price range, you know the importance of making the right first impression visually. On social media, photos, graphics, and videos are a critical factor in the image your company projects. By telling you how much your target customers are spending on their projects, building permit data can help you define what kind of image will appeal to your target customers.

If you sell tile and stone and find a large number of permits issued for new high-end retail spaces, you’ll want visuals that convey the classic beauty of your products. You might attract these customers with professional shots showing how your gleaming marble flooring will set off their teak wood display cases. When more permits are being issued for moderately priced spaces, though, you’ll need a different approach. These owners might be more interested in images that show how their customers’ muddy boots are no match for your granite floors.

For more tips on building your social media marketing plan with construction data, contact us at Construction Monitor.

What’s Missing From Your Construction Marketing Plan?

Creating a construction marketing plan is a complex undertaking and it’s easy to overlook aspects that could help you grow your business. By reviewing your plan for missing pieces and using construction data to fill in the gaps, you can find new, more effective ways to reach your target market.

In-Depth Customer Personas

Segmenting your market by age, location, and income is a good start, but it’s no longer enough to compete with companies that use data to create more detailed customer personas. With access to detailed building permit data, you’ll gain a better understanding of exactly who you’re targeting. You’ll find out what types of projects they’re investing in, where they carry out those projects, and how much they’re spending. You can then combine this with other data.

If you’re a drywall and sheetrock contractor, you might profile your target client as a 45-year-old male general contractor specializing in moderately priced multi-family residential projects and who’s married with one child, drives an SUV, and enjoys woodworking. Understanding your customers’ lifestyle beyond their construction projects helps you craft a marketing message that resonates more deeply with them and find ways to get that message to them.

Informed Market Positioning

Market positioning is about more than the products and services you offer. Your brand personality also factors into how effectively you attract your ideal clients. By showing you which of your competitors are popular among your ideal customers, building permit data helps you learn which brand personalities appeal to them.

Do they prefer trendy upstarts or sophisticated, seasoned firms? Do they choose companies with a casual, family-friendly image or companies that focus on luxury? Use what you learn to refine your brand’s personality. That might also mean entering a gap in the market. If you sell windows and doors to commercial remodelers and notice only one local remodeling contractor projects a high-class, sophisticated image, but it’s highly successful, your company might do well with a similar image. 

To learn more about using data to build a comprehensive construction marketing plan, contact us at Construction Monitor.

Using Construction Data to Improve SEO

construction data

If you speak with an old-timer in the construction industry, it might sound as if things were easier before the internet. Everyone knew everyone else, and local jobs were bid by the same area companies every time.

It worked. You didn’t need a website or a blog to get work and find customers. Today, you need as much industry-specific information as possible and you need SEO.

What Is SEO?

Search engine optimization is ensuring your company appears when potential customers enter text into Google’s search box. You want to appear on the first page of their search.

If an architect has plumbing design questions, the search engine query might be: “Plumbing contractor Tomball Texas.” If that’s your market, your company should appear in the architect’s search “window.”

Blogs help because they are a great venue for embedding keywords, linking to your company, and highlighting what you do into the content. This increases the number of website visitors.

How to Use Construction Data for SEO

Your first step toward SEO is to get the information you need for your target demographic. Building permits reports can tell you what areas of a city/county/state are growing, which are declining, and where remodeling construction is trending.

Even if you’re the Big Kahuna in your construction-industry subsector, smart businesses keep an ever-watchful eye on trends. This can reinforce your marketing strategy or signal it’s time to move in another direction. What’s important is you need knowledge and you need to use it for profit.

Example: Building permits for warehouse construction are increasing in a nearby county. What does this mean for your company?

  • If you’re a management company, this means businesses may need inventory management services.
  • If you’re a moving company, this means some businesses may require heavy-lifters and transportation services for large inventories.

Cleaning companies, building materials companies, plumbing, roofing, solar energy solutions companies, if your business is a for-profit, building permits can provide marketing direction.

Construction Monitor Has the Data

Time moves faster today; no doubt about it. Don’t waste it. Contact Construction Monitor for timely construction industry information.

Construction Marketing: Getting Local

local construction marketing

As a local construction company, you already have a major advantage in understanding the needs of your area’s market. By using construction data to refine your knowledge, you can create marketing material that better reflects your local expertise.

Get to Know Your Neighbors

When you’re targeting the local market, it doesn’t matter that your favorite national construction magazine says basement renovations are hot around the country. What’s going on in your area might differ dramatically. Construction market data can tell you what projects homeowners and property developers near you are investing in, right down to the neighborhood.

You might discover a lot of new garages are going up on the east side of your city while high-value commercial remodels dominate the west side. Knowing that tells you what to focus on when you write your local SEO website content and other marketing. If you learn your biggest competitor has several projects going on in one part of the city and none in another, that can tell you something about where to look for new clients.

Focus on Local Challenges

Once you know which projects are popular, focus your marketing around how you can help your clients meet the challenges that come with carrying out those projects in your area. This is where your in-depth local knowledge and experience help you outshine your out-of-state competitors. Are local residents concerned about flood or earthquake safety? Do they need a construction company skilled at building on the area’s temperamental clay soil? Are they highly eco-conscious and willing to pay top dollar for sustainable building material?

If you’re an insulation contractor and know your neighbors demand sustainability, you might build a whole campaign around the cellulose, sheep’s wool, and other less common green insulation you offer. Even if that material isn’t the most popular nationwide, it could be a major hit with your local market.

For more ideas on using construction data to connect with local clients, contact us at Construction Monitor.

Who Can Benefit from Building Permit Data?

building permit data

Every company – online or physically landlocked, small business or mega-corporation, service or sales – can benefit from building permit data. Can you think of any organization that would not need information that is one of the data sets used on a national level to review and predict economic trends?

At the national level, the New Housing Permits Data series
is one of the 11 data sets comprising the Composite Index
of Leading Economic Indicators.
 –InContext

New housing starts and remodeling information actually benefit businesses more on a local level than nationally. This is especially true when used as economic predictors; marketing campaigns can be developed using business permits data.

Examples: How to Use the Information

On a macro level, permits can reveal broad trends like economic growth, gentrification, adoption of solar technology, and more.ICC

Building permits are usually needed for:

  • Building additions
  • Electrical systems
  • HVAC (heating, ventilation, air conditioning) systems
  • New building construction
  • Plumbing systems
  • Renovations
  • Residential work

Here are ways companies use building permit data to drive marketing strategies:

  • Garage conversions to living space
    • Apartment-sized furniture space
    • At-home elder-care services
    • Carports
    • Interior design
    • Plumbing services

…and more

  • New homes
    • Contractor bidding
    • Home furnishings
    • Landscaping
    • Property management
    • Recycling/waste management services
    • Urgent care facilities

…and more

  • Swimming pools/spas
    • Deck sales/construction
    • Filtration system upgrades
    • Patio furniture
    • Pool chemicals/maintenance services

…and more

Prepare for 2020…and Operate with a Sense of Urgency

Construction Monitor provides building permit information when you need it: weekly, monthly, quarterly, or annually. You or a designated member of your organization can begin analyzing and applying that knowledge quickly.

This year, lead generations can make the difference between getting by and getting better. You are about seven times likelier (than your competitors) to have a meaningful conversation with a company decision-maker if you respond faster.

The largest distributor of construction industry data can help you build your business in 2020. Contact Construction Monitor to learn more.

How Is the Construction Industry Using Building Permit Data?

using building permit data

The construction industry is “all general contractors and operative builders primarily engaged in the construction of residential, farm, industrial, commercial, or other buildings,” according to NASA. This includes special trades and sub-specialties:

  • Appliances
  • Building materials
  • Cabinets
  • Countertops
  • Fireplaces/stoves
  • Floors
  • Furniture
  • Garage doors
  • Interior design
  • Landscaping
  • Lighting
  • Mortgage lenders
  • Paint
  • Pools/spas
  • Property management
  • Tile/granite/marble/stone
  • Title/financing professionals
  • Waste management
  • Windows/doors

…And many more.

If you sell or service anything used for residential or commercial properties and the people that build and buy them, you need to utilize construction industry data. Careful analysis of construction industry information from building permits can shape your marketing strategy for 2020 and beyond.

A local (and very successful) dry cleaners chain uses building permit data to market welcome-to-the-community specials. (They offer free pickup/delivery for first-time orders.) The ROI (return on investment) more than justifies the cost.

How can you use building permit data?

City/State Information on a Need-To-Know Basis

Information is driving our country and your industry. What you need to know when you need it is available. It’s up to you to apply construction industry analytics and statistics to increase business.

What You Get from Building Permit Data

Here’s what your local building permit information can deliver:

  • Opportunities – Demographic data: Lakefront property owners, townhouse dwellers, and rural log cabin owners have very different lifestyles. Your company can cultivate their interests.
  • Opportunities – Project values and where industry money is going in your state/county/city.
  • Opportunities – Renovations in a wealthy neighborhood may reveal receptive marketing targets.
  • Risks – Tracking building permit data can also reveal declining projects. Acting quickly to shift your marketing focus can save time and money.

Learn More to Earn More

Contact Construction Monitor to access the biggest repository of up-to-date construction industry information. Your data is customized for your area and your company.