Risinger Build Behind the Business: Proof content marketing works – and can lead to serious growth (Part 5 of 5)

Behind the Business series: This week, we bring you the last in a series highlighting Matt Risinger, CEO and chief builder of Risinger Build and founder of The Build Show Network out of Austin, Texas.

In 2008, Matt started a YouTube channel to draw awareness to building science topics that weren’t getting attention. He never expected these videos to expand and become The Build Show Network – an online destination for contractors that teaches thousands of people a month how to build better.

The idea came to Matt early on in his career. “Maybe we should start a whole separate company and make videos for the sole purpose of teaching people about building a better house,” Matt said, “…and not let them make the same mistakes that some of the gray-haired builders like me and my friends have made.”

This decision set the gold standard for content marketing in construction and helped prove how this could help a company separate itself from the competition and become an industry standout. Making quality videos and teaching his audience about topics he was passionate about set Matt apart as a top construction influencer.

In this video, Matt talks about how content marketing – specifically connecting with an audience via video – has made Risinger Build and The Build Show Network major names in construction.

Three reasons why you need content marketing

Content marketing is a smart, cost-effective way to drive website traffic and gain more leads. You don’t need millions of followers or a network as wide as Matt’s to make a difference. Start small by posting short tutorials or introducing yourself to your potential audience.

Matt has found a healthy balance by running both a media and a home building company that inform each other through content marketing. He shares the latest tools and cutting-edge best practices that he’s using in his current builds on his content marketing. He isn’t afraid to show behind the scenes – the good, the mistakes and everything in between. It’s all about him being honest and transparent in a way that’s authentic. 

Check out these three reasons why your construction company needs to up its game and develop a content marketing plan.

1. Foster trust with clients

By getting in front of the camera and talking about what you know best, you’ll position yourself as an expert in home building and remodeling. You’ll build trust and credibility with your viewers, and they’ll be familiar with your name and be more inclined to use you as a future resource.

“Video is so connective. When you watch a video, you feel like you get to know that person,” Matt said.

Matt’s videos have landed him real clients – which means real growth for his business. This is a prime example of how content marketing helps your construction business. 

“I was only building in Austin for a couple of years, but I would go into meetings with clients and they felt like they knew me,” Matt said. “They’d already made a decision after watching a couple videos that I had integrity, that I was smart, that I knew what I was talking about and that they might like working with me.”

2. Create brand awareness

The construction industry is crowded – there’s only so many jobs to go around. It’s important to use content marketing to stand out. Don’t be afraid to show off your knowledge and make your brand a household name. By posting relevant, helpful content, you’ll start to attract a wider audience.

“I put myself out there on YouTube videos, and I would talk about building science topics that weren’t getting addressed in national publications at that time,” Matt said.

Matt got in front of the camera and taught other builders his personal expertise, and his audience wanted more. He created sharable content that grew his brand. Now, some of Matt’s videos on YouTube have over 5 million views.

Don’t let Matt’s success intimidate you. He didn’t net 5 million views overnight – he just found topics he cared about and started sharing. It’s that easy. Consider your area of expertise and how you might dive into this subject area on various channels – blog, social media, company website – and start recording. 

3. Gain more leads

By generating content that addresses the very problems your potential clients want answers to, you’ll begin to engage your target audience, and they’ll keep coming back for more. As your subscribers grow and your brand gains more traction, your company will appear higher in Google searches, making your brand widely known.

“Here we are now, we’ve got well over a million subscribers on our YouTube channel. We get 3 million or 4 million views a month over there,” Matt said. “It’s crazy. I didn’t expect this to be the case.”

Valuable content develops trust and establishes a relationship. An audience that trusts your expert opinion is more likely to become a loyal client.

Buildertrend helps gain clients’ trust

Matt relies on Buildertrend to manage client communication and streamline administrative processes while he gets to work building and teaching his followers how to build better.

Risinger Build and The Build Show Network are proof that developing a loyal relationship with your audience and clients leads to success. Extend that client trust to your construction management software by trying out Buildertrend – the leading construction software for residential builders

Because Buildertrend has allowed Matt to button up and automate processes on the home building side of business, he can confidently spend time on making content without stretching himself too thin and while knowing that he isn’t sacrificing quality.

If you’re not already using Buildertrend, schedule a demo to get started today.

This is the final entry of our series highlighting Risinger Build. If you missed out on the previous installments, check them out below:

Part 1: Trailblazing a new path in residential construction

Part 2: How to transition to a nearly paperless construction company

Part 3: Mastering the not-always-so-easy change order process

Part 4: Secrets of healthy building: Why every contractor needs building science