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.

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.

How Big Data Can Help You Convert Your Prospects to Clients

Whatever the size of your company, big data can give you a competitive edge. With a wider pool of data, you can draw insights that give you a clearer understanding of what it will take to turn your prospects into satisfied clients.

Keep Up on Market Conditions

In the past, available database technology couldn’t process large amounts of data continuously flowing in from multiple sources. That meant the view it gave you was incomplete and always a little outdated. Big data solutions can handle far more data in real time to give you a more comprehensive view of the current market.

Suppose you supply building material to multi-family housing developers and big data analysis tells you your prospects are struggling with a shortage of skilled tradespeople. Knowing this, you might win them over by offering materials that don’t require advanced installation skills. If your data analysis tells you developers are under pressure to use eco-friendly yet affordable materials, that’s an angle you can use to convert them.

Analyzing data from the top companies in your field along with data on external conditions such as economic factors, current events, and weather conditions further helps you understand how these factors affect what your prospects want from you.

Understand Your Clients

Efficient use of big data cuts down on blind spots to give you a more in-depth view of what your prospects will buy. If you sell waste management systems for high-rises, traditional data might suggest your clients want easy-to-use recycling systems. That’s good to know, but it doesn’t give you much competitive advantage.

Through the extra insight you get from big data analysis, you might realize they want systems that are both easy for residents and that reduce the risk of injury to maintenance personnel. By pointing out how your systems offer both benefits, you’ll come out ahead of your competitors who only know one aspect of what your prospects are looking for.

To find out more about how big data can help you win over more prospects, contact us at Construction Monitor.

Get the Biggest Bang for Your Marketing Budget

Managed well, even a modest marketing budget can bring impressive results. Knowing where to put your marketing money isn’t just about finding the right advertising channels, though. To get the greatest return on your investment, you need to zero in on the right prospects and be ready for them when they come.

Focus on Active Buyers

Turning a lead into a paying customer requires repeated, high-value contact. This is particularly true in the construction industry, where investments are high and long-term, and the sales cycle is often measured in months. You’ll get better results by building relationships with a small pool of promising leads than by broadcasting your company name far and wide.

Instead of targeting broad groups such as “families with children,” invest some of your budget in data that leads you straight to eager buyers. Building permits can help you find prospects who are actively searching for what you offer. If you sell eco-friendly wall or floor coverings, permits for home additions can help you find parents who want building material that’s safe for their growing family. If you’re a general contractor specializing in home additions, reviewing building permits can help you find neighborhoods where additions are trending.

Get Your Website Right

Once you reach a prospect, for your marketing investment to pay off, you need to convince that prospect to buy. Your website can do a lot of the heavy lifting here. The articles, images, and videos on your site and in your mailing list demonstrate the value you offer and nurture trusting relationships.

Accurate data on your target market helps you produce the kinds of content that attracts your ideal customers‘ and wins them over. Maybe you sell fireplaces and local building permit data tells you most remodeling homeowners in your area have small houses. Knowing this, you might predict they’ll be more interested in learning about free-standing gas or ethanol fireplaces than about traditional wood-burning models.

For more tips on getting the most from your marketing budget, contact us at Construction Monitor.

Building Trust With Potential Clients

Trust is the foundation of any business relationship, but it takes on even greater importance in the construction field where your clients trust you with their homes and investment projects. Showing your prospects you truly understand their goals goes a long way toward building that trust.

Get to Know Their Needs

Your would-be clients want to know not just that you’re an honest business person, but also that you understand their needs and have the skills necessary to fulfill those needs. To show them they can trust you with their projects, invest some time in learning about what your ideal clients are really looking for.

Local construction industry data can help here. If you’re a roofing contractor, researching building permit data might show you there’s an ongoing decrease in permits to alter roof lines, but an increase in permits for remodeling. Knowing this, you can focus on showing your target audience how your services can fit into a remodeling project.

Communicate Consistently

Building trust is a long-term process that requires repeated interaction. One of the most practical ways to manage this process is with an email list. A mailing list keeps you on your prospects’ minds while letting you demonstrate your expertise. It also gives you a chance to express a little of your personality to establish a real human connection. If you sell building materials, you might use your list to show how your clients have used your materials, offer quick guides to choosing materials or share a funny story about a problem your past client had and how your materials saved the day.

Use the data you have on your target market to inspire ideas for content. Maybe you’ve noticed more permits are being issued for remodels than for new builds in your area. If so, that’s a good sign your prospects might like to hear about your bathroom and kitchen flooring materials and the benefits of upgrading their existing flooring.

Understand Your Competition and Propel Your Business Forward

Getting to know your customers isn’t the only way to learn about your market. Studying your competition can lead you toward new opportunities, help you define and capitalize on your strengths, and save you from expensive mistakes.

Spot New Opportunities

Researching what the competition is up to can reveal whole new markets you’ve been overlooking. If you typically sell kitchen and bathroom cabinets, but you discover the highest-valued builders in your area are thriving on retail renovations, it’s worth looking into the kinds of retail display cabinets they’ll be needing. Exploring the ways your competitors run their businesses can highlight opportunities for improvement in your own approach. Maybe you learn your strongest competitors all offer more extensive follow-up services than you do. By improving your after-sale service strategy, you might gain some ground on your competition.

Knowing what the competition isn’t doing is just as useful. No business can be everything to everyone, so your competitors weaknesses leave openings for you. Maybe you’re a framing contractor and you’ve seen an increase in building permits for home additions, yet no other local framing contractor seems to be targeting that market. Positioning yourself as a specialist in the finer points of framing home additions could bring you more business.

Learn from Their Mistakes

Keeping an eye on your area’s top companies can help you see when a company’s management has made a bad decision so you don’t make the same mistakes. If you notice a long-successful contracting company starts to lose its ranking, do some digging to find out why. Were they too dependent on a dying market? If so, you’ll know to avoid entering that market and to stay alert for signs of over-specialization. Did they try to expand too quickly? If they went from building only medical facilities to working on every type of commercial project within a few years, that’s a good indication to take your own company’s expansion a little slower.

To learn more about using data on your competitors to strengthen your business, contact us at Construction Monitor.

Building Loyalty in Your Customer Base

When your competitors are just a quick internet search away, building loyalty in your customers requires a strategic approach. By using market data to predict your customers’ needs and by staying in touch during the slow times, you can keep your customers around for years.

Give Them What They Want

When your customers know you understand their needs like no one else, you become their go-to provider. They’ll have little reason to shop around for anyone else. Keeping up on the trends helps you anticipate your customers’ needs so you’ll always be ready with the products and services they want.

Reviewing building permit data tells you what types of construction projects are happing in your area. If you sell lighting fixtures and there’s a rise in office building construction, chances are a lot of your customers will be looking for LED task lighting. An increase in warehouse construction, on the other hand, suggests they’ll be coming to you for batten and high bay fittings. Data on the top companies in your field can help, too. If local contractors are making a killing on kitchen and bathroom remodels, it’s probably worth having a good inventory of lighting for those rooms.

Stay in Touch

Construction work is seasonal and cyclical, so your customers might not always have a constant line-up of building projects. No matter how happy they are with your work, it could be months to years before they need you again. Staying in touch with them during their down times helps ensure you’re the first company they think of the next time they’re ready to buy.

A blog and email newsletter are both efficient ways to stay connected with your customers, but the topics you choose have to be relevant. Construction industry data can help you find those topics. If recent building permit data tells you home additions are hot now, blogging on the subject will encourage customers to keep visiting your website even when they aren’t ready to buy immediately.