Using Construction Data to Improve Your Website

construction data to improve your website

Construction data can help make your website more relevant and informational to your most likely prospective clients. Research shows interested customers don’t linger long on sites where products and services are not specific to the customer’s needs or locale.

Effectively prioritizing the information on a website helps generate maximum exposure and amplify sales potential. Utilizing construction data from building permits provides the raw information to accurately aim website content and attract the most suitable prospects.

Target your marketing

Data from building permits offers the opportunity to more accurately match services on your website to specific demands and/or a particular season. For example, building permit data can indicate particular areas where renovations and remodels are trending upward this spring. This information gives you an edge by enabling you to synchronize the information on your site to the rising demand in that specific area.

Localize specific services

Construction data can also pinpoint particular areas where certain services are increasing in demand. With accurate data, you’re empowered to target the site accordingly by emphasizing closely related services and products.

A spike in recent permits issued for water damage recovery might indicate areas where a market for structural repair and rehab of flood damage also exists. Increases in permits for installation of high-efficiency HVAC (heating, ventilation, air conditioning) and/or high-tech insulation retrofits could be a sign of increasing concern about local energy costs or environmental issues.

Track your competitors

Information about who’s getting what kind of work—and where—can be derived from permit data. If you learn contractors and other companies providing services similar to yours are thriving in a particular geographic zone or income level, that’s information you can use. For example, you can use such data to adjust your website content appropriately as well as localize your sales outreach to the most promising locale.   

Use construction data to effectively fine-tune your website content and engage potential customers in a targeted market.  Contact the professionals at Construction Monitor for more information.

How to Use Construction Data in Your Content Marketing Book

content marketing book

You won’t hear many construction industry professionals say, “I wrote the book on…” There aren’t that many books written about content marketing using construction data. There simply aren’t that many construction-industry books, period.

What is Construction Industry Content Marketing?

Content marketing is a strategic marketing approach…to drive profitable customer action. Content Marketing Institute

If it sounds to you as if content marketing is a fancy name for advertising, you’re right. Kind-of.

Advertising takes a direct approach. “Buy now.” “Visit our showroom.” And these words are used in billboards, television, radio, newspaper, direct mail, and other traditional advertising venues.

Content marketing is more subtle. Construction industry content marketing targets your specific customers (You sell lighting; you need to appeal to interior designers, homeowners and architects.).

You share information that appeals to these potential customers: “Why Direct Sunlight is More Popular Than Ever in Commercial Construction.”

It’s advertising, but you’re using the internet and social media as your billboards. This is truly the Information Age and consumers want to know more about…everything.

3 Ideas for ‘Writing the Book’ Using Construction Data

If you’re willing to share what you know using timely construction industry data, why not write a book? An ebook would be cost-effective and garner more hits on the internet than a printed version.

History always repeats itself, and you can study industry trends to predict the future. Here are some construction industry-related title ideas. You are welcome to “steal” them:

  1. Common Mistakes in [doing what you do]
  2. Examples of Outdoor Living Spaces
  3. Ways to Get [results they need, want, etc.]

These book titles could work if you use information gathered from remodeling construction data:

  1. Renovation Mistakes
  2. Ways to Increase Your Home Value
  3. Should You Move or Remodel?

You can use these ideas based on new-build construction permits in your demographic:

  1. Architectural Styles
  2. Best Places in [State/County/City] to Build a New Home
  3. Ways to Hire the WRONG Contractor

You have valuable knowledge to share. Contact Construction Monitor for more information about using that knowledge to generate revenue.

Building Permits and Your Client’s Buying Cycle

building permits and the buying cycle

It doesn’t matter whether you are a construction industry company marketing to B2B (business-to-business) or B2C (business-to-client). Applications for building permits can reveal a lot of information that can impact your bottom line.

As with everything else, construction data is a tool. You need to develop ways to use that information to your business advantage.

Use Building Permits and Construction Data to Grow Business

Your customers go through 5 buying cycle stages:

  1. Awareness – Your potential customer is beginning to develop an action plan and files for building permits.
  2. Consideration – This is where you proactively seek to add your product and service solutions to the customer’s action plan. This is actually the most important buying cycle. 
  3. Intent – Your customer is reviewing pricing options and making decisions. Whether right or wrong, those decisions are driven by emotions, money, time, and logic.
  4. Purchase – It’s decision-making time for your customer. Did you make the cut?
  5. Repurchase/renewal – This buying cycle is contingent upon what you sell and/or service.

Building Permits: More Than Meets the Eyes

Building permits can tell you how much new construction and renovation is going on where. But dig deeper… –Using Building Permits

Again, it doesn’t matter what your connection is within the construction industry. One food truck company monitors construction sites and makes frequent lunchtime appearances at worksites. With regular analysis, building permits data can reveal prior and current trends in your geographic area of interest. You can use this information to your advantage.

Use It or Lose It

If you’re not using business permits data, someone is, and they’re likely a competitor for your business.

Construction information technology (IT) is driving our industry’s sales and services and fewer of us are sitting around, waiting to be called. Some of the most respected and long-established companies are discovering that customer response to their proactive marketing results in additional quotes and projects.

Discover how building permits data and trends can increase your profits in 2020. Call 800-925-6085 or contact Construction Monitor to request free tutorials and more information.

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.

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.

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.

How to Learn About Construction Trends in Your Area

Construction Trends

Learn to spot construction trends before your competition and you’ll gain access to pools of potential clients eager to get in on the next big trend. Construction data makes it easy to identify emerging trends by showing you exactly how your target market’s demands change over time.

Track Building Permit Data

An increase in building permits issued for a certain type of project is a clear sign demand for this project is trending upward. If you see bathroom remodels are starting to overtake kitchen remodels, that tells you not only what skills your would-be customers might be looking for in a general contractor, but also what kind of cabinets, countertops, and floor coverings will interest them. As a roofing contractor, you might notice the demand for roof replacements is down, but more homeowners are building additions, so you can adjust the focus of your marketing accordingly.

With access to in-depth building permit data, you’ll see not only what types of projects are gaining popularity but also which aspects of those projects are changing. Even if the popularity of kitchen remodeling is holding steady, you might discover the average value of those projects is rising. That could mean homeowners will be increasingly interested in luxury products.

Examine Data on Leading Construction Firms

Paying attention to what the most successful construction companies in your area are doing can lead you toward profitable trends. Data on these companies can tell you what types of residential and commercial projects they’re focusing on, how much these projects are worth on average, and where the work is happening.

Looking over the data on the biggest local company might show you they’re shifting their efforts toward commercial office spaces. If all three of the local top companies are making that move, you’re probably onto a trend. As a building materials supplier, you can get in on the trend by preparing to stock more material suited to office construction and targeting your marketing towards the needs of commercial builders.

For more on using construction data to spot profitable trends, contact us at Construction Monitor.

Identifying Construction Trends for 2020

Preparing your business for the future is a lot easier when you have some idea of what to expect. Data on what’s happening in today’s construction market helps you develop the foresight you need to take advantage of emerging opportunities while steering clear of potential threats.

Shifting Demand in Project Types

Changes in the types of projects in demand in your area are some of the clearest trends that emerge from construction market data. Reviewing building permit data over time makes it easy to see what customers in your target market might be planning for the year ahead. For example, you might notice home additions are trending while remodeling jobs are in decline. If your company offers mortgages and financing, you might decide to rework your marketing or offer new loan packages to target homeowners who are planning additions.

More detailed data on these projects could reveal a trend in home additions, maybe master bedrooms are on the upswing.  If you sell fireplaces and stoves, marketing that highlights the benefits of a bedroom fireplace could help you attract customers who are getting in on the new bedroom trend.

Changing Methods and Materials

With the constant advance of construction technology, demonstrating competence with the latest construction methods and materials is an effective way to differentiate yourself from the competition. If data shows more and more top companies near you are moving toward modular construction, that’s a trend you could cash in on as a general contractor or roofing contractor. To set yourself apart, you might offer customization options your competitors don’t.

No matter what your specialty, trends in building methods can give you valuable insight into your market’s interests and values. Increased interest in modular construction suggests your would-be customers prioritize speed, cost-effectiveness, and flexibility over traditional appearance. As a floor coverings supplier, you could use that knowledge to focus more on materials that are low cost and quick to install.

For in-depth construction market data that will help you spot profitable trends, contact Construction Monitor.