No matter how broad a range of construction services your company provides, not everyone who could work with you will. By clearly defining your target audience, you’ll be better able to find and connect with the right prospects for you to bring in more leads for your marketing dollar.
Know Where to Find Them
Before you can market to your potential clients, you have to reach them. The better you understand their demographics, habits, and preferences, the more accurately you can identify where they’re likely to spend their time. This, in turn, shows you where your marketing money and efforts are best spent. If you specialize in single family homes and you notice an uptick in building permits granted for large houses and room additions in your region, you’ll know to target your marketing toward growing families. If you notice more permits granted for renovations, you might want to target owners of older homes.
Know How to Appeal to Them
Understanding who you’re targeting helps you better use the data you have to find marketing angles that will appeal to your ideal clients. Building permit data doesn’t just tell you what new structures are going up, but it also tells you about the age of the buildings in your area to help you find clients who might be needing work done soon. That can be a valuable source of leads if your company focuses on renovations and remodeling.
Data on what other large construction companies near you are building can also give you ideas. If you spot a trend in new houses with solar panels and smart home features, you might decide to tailor your marketing toward an eco-conscious and tech-savvy crowd. On the other hand, if the data says small commercial construction is booming in your area, that suggets you’ll get better results by adapting your marketing to entrepreneurial types rather than large commercial property developers.
To learn more about pinpointing your target audience, contact us at Construction Monitor.