How Should You Advertise as a Builder?

The Best Strategy to Ensuring That Your Building Company Has a Constant Stream of New Clients

If you want to know the answer to the question – How should you advertise as a builder? Then read on, as this in-depth post has been written by Stuart Miles who not only a marketing agency owner and expert but who has also many years experience in the construction industry as a multi trade kitchen fitter / builder.

In the construction industry, maintaining a consistent stream of new client inquiries is crucial for long-term success. As a builder, marketing is not just an optional extra; it is a vital component of your business strategy. A robust marketing strategy ensures you have a steady flow of quotations going out, allowing you to price jobs more competitively. When you have numerous quotations in the pipeline, you can afford to lose some bids, focusing on the more profitable ones you do win.

The primary reason you need a robust marketing strategy is that major building projects are often planned well in advance, typically at least six months ahead. This means that while potential clients may not be ready to buy immediately, establishing a relationship with them over time positions you as the first choice when they are ready to commit. People don’t just choose builders based on price alone; they look for reliability, trustworthiness, and a good reputation, conducting thorough research before making a decision.

Developing a Robust Marketing Strategy

A comprehensive marketing strategy for builders should include both traditional and digital marketing methods. Here’s a deeper dive into how you can effectively advertise your services:

Traditional Marketing

1. Flyers and Brochures: These are cost-effective tools that can have a significant impact if designed well. Make sure your flyers are visually appealing, clearly state your services, and include your contact information. Distribute them in local areas such as community centres, libraries, and shops. The design needs to be undertaken with a strong call to action, ensure you employ a graphic designer with both the technical skill and marketing understanding ( a great looking leaflet may not be the one that converts the best )
2. Local Magazines and Newspapers: Advertising in local publications can reach a broad audience within your community. Regular ads in these publications keep your name in front of potential clients. Consider writing expert columns or articles to position yourself as a thought leader in the industry.
3. Word of Mouth: This remains one of the most powerful marketing tools. Satisfied clients are likely to recommend your services to friends and family. Encourage this by providing excellent service and possibly implementing a referral program where clients get a discount or reward for referring new clients.
4. Local Events and Sponsorships: Participating in community events or sponsoring local sports teams can boost your visibility. These activities demonstrate your commitment to the community and can foster goodwill and trust.
5. Vehicle Branding: Branding your vehicles with your company logo, contact information, and a catchy slogan can turn every trip into a marketing opportunity. It’s a moving advertisement that can reach a wide audience.

Digital Marketing

1. Website Development: Your website is your digital storefront. It should be professionally designed to attract organic traffic and convert visitors into paying clients. Use modern SEO tactics to ensure your site ranks well in search engine results. Important elements of your website should include:

• Clear descriptions of your services
• Compelling reasons why clients should choose you
• Testimonials and case studies
• Multiple contact options (phone, email, contact forms)
• Regularly updated blog or news section with valuable content

1. Search Engine Optimisation (SEO): SEO is critical for ensuring your website appears in search results when potential clients are looking for building services. Use keywords relevant to your business and location, optimise meta descriptions, and ensure your site is mobile-friendly and fast-loading.
2. Google Ads: Pay-per-click advertising can place your business at the top of search results for specific keywords. This is particularly effective for capturing potential clients who are actively searching for services like yours. Set a budget that works for you and adjust it based on the performance of your campaigns.
3. Remarketing: Implement remarketing strategies to keep your services in front of potential clients who have visited your website but haven’t yet contacted you. Remarketing ads can appear on other websites they visit, reminding them of your services and encouraging them to return to your site.
4. Lead Magnets and Email Marketing: Offer valuable content, such as a free “Guide to Building Extensions in [Your Location],” to capture potential clients’ email addresses. Follow up with a strategic email marketing campaign. Regular emails can provide tips, updates on your projects, and special offers, helping to build a relationship and keep your business top of mind.
5. Social Media Presence: A strong and consistent presence on social media platforms is essential. Here’s how you can leverage different platforms:

• Facebook: Share project updates, client testimonials, and behind-the-scenes content. Use Facebook Ads to target specific demographics in your area.
• Instagram: Visual content performs well here. Post high-quality photos of your projects, before-and-after shots, and short videos.
• LinkedIn: Use this platform for networking with other professionals and businesses. Share industry insights and company news.
• Google My Business: Keep your profile updated with your latest projects, client reviews, and important information about your services. Regularly post updates and photos to engage with potential clients.

1. Content Marketing: Create and share valuable content that addresses common questions and concerns of your potential clients. This could include blog posts, videos, infographics, and case studies. Content marketing not only helps with SEO but also establishes you as an authority in the building industry.
2. Online Reviews and Testimonials: Encourage satisfied clients to leave positive reviews on platforms like Google, Yelp, and Trustpilot. Respond to reviews, both positive and negative, to show that you value client feedback and are committed to excellent service.

Combining Traditional and Digital Marketing

To maximise your reach and effectiveness, combine traditional and digital marketing strategies. For example, include your website and social media handles on your flyers and brochures. Use email marketing to follow up with leads you meet at local events. Cross-promote your content between your website, social media, and email campaigns.

Measuring Success

It’s crucial to measure the success of your marketing efforts to understand what works and what doesn’t. Use tools like Google Analytics to track website traffic and conversions. Monitor the performance of your Google Ads campaigns and adjust them as needed. On social media, track engagement metrics such as likes, shares, comments, and clicks. Regularly review and refine your strategies based on these insights to ensure continued growth and success.

Building Trust and Credibility

In addition to advertising, focus on building trust and credibility with your potential clients. Showcase your certifications, insurance, and any industry awards. Provide detailed case studies that highlight your expertise and successful projects. Engage with your audience genuinely and transparently to build long-lasting relationships.

Conclusion

Marketing as a builder is essential for maintaining a steady stream of inquiries and ensuring the long-term success of your business. By implementing a comprehensive marketing strategy that includes both traditional and digital methods, you can reach a wider audience, build relationships with potential clients, and ultimately secure more profitable projects. Remember, marketing is an ongoing process that requires regular review and adjustment to stay effective and relevant.