Hush. Shhhh. We’re going to let you in on one of the industry’s best-kept secrets. Ready? Here it is: Big time marketing doesn’t have to cost big bucks.
No money? No problem. You don’t need to break the bank on traditional advertising channels like newspapers, radio and television. We know many residential builders are small family-owned businesses. Every penny counts – especially in today’s climate.
That’s why it’s all about developing a smart, savvy construction marketing strategy. Dollars spent does not equate to new customers gained. It’s time to level the playing field so even underdogs can compete with the top dogs.
How? Construction marketing tips from your friends at Buildertrend! Here are seven ways to make sure the right message reaches the right audience at the right time … for the right cost, too. Even better, this advice won’t cost you a dime either. Double cha-ching!
1) Get social
Facebook, Twitter and Instagram … these are a few of our favorite marketing things! Make sure they are yours, too.
You’d have to be living under a rock to not know it’s free to use these platforms. Yes, you can employ targeted ad campaigns if you have the moolah to make those moves, but organic reach can be just as effective.
Here’s something you might not know. Have you ever heard of the 4-1-1 rule? Consumers don’t want to always be sold to; they want to be entertained, engaged and educated. So, for every four re-shared posts from elsewhere, post one thing salesy and one thing of original content. It’s about keeping the conversation going rather than being pushy.
2) Grow your email list
What if social went away? How would you reach your best customers?
That’s why growing your email list is so valuable. If your list is small, there’s easy solutions out there. MailChimp is free up to a certain number of subscribers and has great resources on how to beef up your list in less than an hour.
Email marketing is the way for remodeling companies to stay top-of-mind with previous clients. Just reach out and check in. It’s that easy.
Pro tip: The ability to automate email marketing campaigns comes included with construction project management software like Buildertrend. Sure, there’s a small fee to use powerful platforms like this, but email marketing is just a sliver of a fraction of what’s all possible.
3) Bring your business online
An online home isn’t like a real home. There’s no mortgage. There’s plenty of online resources out there that will allow you to host your site for free – or for a minuscule, microscopic cost.
Websites should be your No. 1 salesperson, capturing leads even while you sleep. Seriously. Even if you are paying to host your site, adding great content like construction blogs, case studies and white papers is free. Do so a couple times a week, including great imagery and strong SEO terms, and you’re sure to move up the ranks for search traffic.
Beep beep, competition. Coming through!
4) Let your clients’ voices be heard
Up until this point, all of our advice focused on broadcasting your company’s voice further. Now let’s give someone else a chance to speak.
Whom, you ask? The people who matter most to you – your clients. Word-of-mouth is powerful stuff, especially for high-value services like construction. You could create a referral program where you offer existing clients a discount or reward them for bringing you a new client. Better yet, just ask what they think then share their thoughts. That’s easy, free and informs you on what you’re doing right – and not so right.
Homebuilder apps like Buildertrend come with survey tools to help you easily collect this feedback, too. This improves your client experience while giving you promotional content to share in emails, social media and your website.
5) Harness the power of the press
We’ve got two words for you: earned media.
Maybe you’ve heard of it, maybe you haven’t. But it’s a cornerstone of public relations and all it really boils down to is free press. Who doesn’t like that?
Your marketing strategy isn’t complete without a construction public relations strategy. Getting your name in the news expands your brand reach, establishes you as a community leader and boosts your online search results.
Surely, there are plenty of stories behind your company. To help you get started, here is a list of ideas that are worthy of drafting a press release and sharing with the media:
- Business milestones like 100th home built/renovated
- Anniversaries if you’ve been around for a significant amount of time
- Innovations in your company culture or service offerings
- Philanthropy or giving back
- New leadership
- How you’ve managed to keep going amid the COVID-19 crisis
- Company events (Smile! The press loves a good photo opportunity.)
6) Put on your director hat
Spielberg, watch out! The next big director is here and it’s … you!
OK, so an Oscar isn’t likely on the horizon, but some free buzz just might be. Do you have a smart phone? Good, then you’ve got a production studio in your palm.
7) Make networking work for you
Networking isn’t just for college kids hoping to get their foot in the door. It’s for construction pros, too.
Building connections with subs, material companies, designers and other non-competing businesses can earn you loads of referrals that turn into actual business. Plus, networking is easier than it sounds.
Just think of these three key things:
- Don’t eat lunch alone.
- Form genuine relationships and say what you can give before asking what you want.
- Refer to our first point and use social media. Share others’ posts and connect on LinkedIn.
Master marketing with Buildertrend
They say you have to spend money to make money. But by now you know that even low-budget marketing ideas for construction can see a high return. And construction job software can help get you there. These smart systems can also help you find more efficiency, too.
Do you know what that means? More bucks to spend on the biz. To see the leading construction project management software in action, demo Buildertrend today.
Getting you the best bang for your limited buck, software is your way to a marketing makeover.