Marketing Construction Equipment: Get Data-Driven

marketing construction equipment

In the construction equipment industry, there’s no such thing as too much information, otherwise known as TMI. Today’s customers, in their quest of wanting to know more about everything, have become data-driven. Businesses slow to catch on will be the also-rans in a competitive race for market share. If your business includes marketing construction equipment, your goal should be TMI.

3 Marketing Construction Equipment Tips

Marketing to the right people at the right time requires knowledge and no small amount of commitment. Using data to narrow the construction equipment customer field is what will make your company stand out. When the right customers need you, you’ll already be there.

Here are three data-driven strategies for marketing construction equipment. You need to be able to identify who, what, and when.

1. Who

You can’t keep throwing money “out there” and hoping for hits. Bad leads will waste valuable time and resources. Identify your prospects and get down to the basics. Historically, who are your likely customers? Now look beyond that to explore who would benefit from your equipment and/or services. You can use historical data trends or current building permit data.

2. What

Brand loyalty is what you want to cultivate. Round up every testimonial from every customer you’ve had and publish them on your website. Informed buyers seek testimonials before they buy. If your construction equipment is a national leader, find loyal consumers in your area and initiate a relationship.

Prospective buyers who say “I only buy (XYZ equipment)” is not worthy of a lot of your time, but…again, build relationships. They might convert and become customers that say they only buy from you.

3. When

When is your potential customer ready to make a decision to buy? Data analysis can help you determine buying cycles and capitalize on each one. Buying cycles are:

  • Awareness – The buyer sees your product as a possibility.
  • Consideration – Now is the time to make the buyer aware of your equipment and brand advantages.
  • Purchase – Buyer makes the final decision. If you have a clear understanding of your market, the odds of your buyer choosing you are greatly improved.

Use timely, relevant information to increase profits. Call 800-925-6085 or contact Construction Monitor.

Using Building Permits in Creating Your Marketing Schedule

Building Permits

The building industry encompasses many types of businesses and organizations. Construction companies may form the foundation for our industry, but there are many more: interior design, landscaping, appliance sales, water conditioning services, real estate, carpet, insurance… The list is unlimited.

Your company (and your bottom line) depend on area-specific new and/or renovated properties. Building permits can shape your marketing strategy when used to target your demographics.

Building Permits Can Increase Sales, Service

If you feel as if your marketing strategy is more like a shot in the dark, you’re probably right. Small- to medium-size business owners, in particular, may not have a sales/marketing department, so who’s in charge of advertising? You are.

Your organization needs advertising presence in:

  • Broadcast
  • Direct mail
  • Mobile/cellular
  • Home-based businesses
  • Pay-per-click
  • Print
  • Social media

National, state, county, and community building permits reports allow you to:

  • Bid on sales leads
  • Identify most active contractors in any given area
  • Pull and utilize data/information you need now
  • Receive daily, real-time advertising lead generation
  • Stop chasing non-qualified leads
  • Target specific areas with advertising campaigns

Data is Only as Valuable as Analysis

If building permits reports sound like something you could use, get started! But they aren’t much good if you don’t analyze – and utilize – the data. You should look for:

Hot Spots/Fads

Building permits can tell you how much new construction and renovation is going on where. But dig deeper. Your company may sell hot tubs, but spas are trending. How can you channel your 2020 marketing?

Opportunities/Risks

Building permits can “show you the money” in your area. If you sell swimming pool equipment, how many residential/commercial pools/spas were built in 2017, 2018, 2019? What’s the trend for 2020? Studying data can help you evaluate business goals.

Information Technology Increases Business

Construction Monitor Inc. can help you get the most out of building permits’ data. Ask us about ways to target marketing projects using comprehensive, up-to-date information.

We are a flagship. Construction Monitor leads the way with U.S. building permits generation and utilization ideas for you and other construction industry businesses.

Learn more. Contact us today.