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.