Marketing Toolbox: Ways to Build Your Residential Construction Business From the Ground Up

Some of the smartest ways to build a home construction business aren’t always the most intuitive. Here are a few ideas to get you going from the ground up using smart marketing tools that your competition isn’t.

Residential construction business

How To Find Your Target Audience

Think about the age, gender, location, and income of the families you want to be working with. Figure out where these people live right now, what the neighborhood culture is like, and how to connect your ideal customer with that neighborhood.

For example, in Chicago, you might have one type of customer that would want to live in Hyde Park. This same customer wouldn’t belong in Evanston. Matching the customer to the neighborhood ensures that there’s no disconnect when you go to pitch them a new property.

Once you know your target market, you can infer the kinds of things they like – where they hang out online and offline, what colors will likely appeal to them, and the types of homes they want to live in.

The Secret To Stellar Sales Totals

The secret to higher sales goals is two-fold. First, you need to hire a good Home Builder Sales Trainer that can show you the latest marketing strategies that are working right now in home construction.

You also need to set goals for your company.

What kind of company do you want to be? How much do you want to make? What kind of culture do you want to cultivate?

What You Must Do To Attract People On The Web

To get people on the web, you need to have a few things in place. First, you need an amazing website. It must be easy on the eyes and intuitive to use. Some of the best sites in construction include brands like Nutter Custom Construction, BCCI Builders, and All American Construction.

When you visit these companies’ sites, you get “larger than life” images, a sense that the company caters to a particular kind of customer, and that the company has an intense focus on a particular style. That’s what you need.

Do You Need To Blog? The Answer Might Surprise You

Here’s something that almost no one in the construction industry does and, when they do it, they fail epically: blogging. If you’re not blogging, you’re missing out on a huge chunk of the market.

Most blogs in the construction niche are boring. They don’t incorporate projects that are interesting, design notes, and ideas that people actually want to use.

This is why websites like Apartment Therapy are so popular. There’s a demand for blogs about interior and exterior design – people want to read about it. They want ideas. They want to know how to avoid scams, how to save money on their next project, what types of homes are worth the money, building materials that are a good buy right now, and how to hire a general contractor.

You’re in a position to show them “insider secrets” from the construction industry. So, show it to them.

Closing The Sale

After you’ve captured your leads, sent them some follow-up literature or sales material, followed up with them on the phone, what are you supposed to do? Why, close them of course.

Be available.

Today’s consumer is smart. They’re going to shop around. Your job is to stay in front of them so that when they’re ready to buy, they’re thinking of you. Keep your contact information in front of them – in your emails, on your header, and on your business card.

Set up a live chat feature on your website so that customers can engage with you whenever they feel like it. Yes, construction is a messy and complex business. Some questions that customers have require answers that are so involved that there’s no way they can be addressed in a FAQ.

This is why a live chat feature is almost a must-have – it allows customers to do more research without feeling pressured by a salesperson.

Finally, when it is time to close the deal, make sure your call-to-action is clear and concise. The website visitor should not be confused about what to do. It shouldn’t be difficult to pay you (way too many construction companies make it hard for the customer to pay).

Some ideas that consistently work well include a pop-up box that captures customer information, a payment button that’s large, easy to read, and tells the customer what will happen when they click on it (e.g. “Pay now!” or “Put down your first deposit now!”).

You could also use something subtle, but still obvious, like “Get a Free Quote” or “Schedule a Design Consultation.” These are much more intuitive than the usual “Contact Us” or “Request More Info” buttons everyone else is using.

And, that’s what you need if you want to make it in this business – you need to stand out.


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