Are you confused about the best way to generate quality leads for your building company?
Thanks to the internet, marketing for construction companies has completely changed over the past 10 years.
So, if you’re still marketing your building company the old way, then generating new leads is getting harder and harder, every single year. And unless you change your marketing strategy, soon you won’t have enough leads to sustain your business.
The “I Don’t Need to Advertise” Myth
One of the biggest myths in our industry is that custom home builders who ‘don’t need to advertise’... are doing well. The truth is, those guys are not hitting the benchmark for gross or net margins because they don’t have enough demand for their services.
You see, the builders that advertise, understand the basics of business. That is, when demand exceeds supply, margins go up. Conversely, when supply exceeds demand, margins go down. And if supply and demand are equal, then nothing changes … No margin growth and no revenue growth.
When you start advertising your building company, you’ll be able to create more demand than you need and then turn down the projects and the clients that you don’t want to take on. When you do this, your margins will increase and you can start to enjoy the lifestyle you deserve as the owner of a building company.
So don’t worry about those old school builders that tell you how great their business is because they don’t need to advertise; instead, focus on growing your margins by increasing demand for your services.
Very soon you’ll be dominating your local market and your competition will be too far behind to do anything about it.
Here are some construction marketing tips to help you:
Marketing Tips For Builders
The first thing you must do is identify your avatar. If you don’t do this first, you’ll simply be wasting your advertising budget.
When you know who your ideal client is (your avatar) you can get more granular with your advertising. You can create powerful marketing messages that speak directly to the people you want to work with.
To create that perfect message, you need to craft the perfect offer that provides your ideal client with a solution to their problems. We call these lead magnets and there are many options for builders. Downloadable guides, templates, price lists, floor plans, calculators...you get the picture. Consumers in research mode love hearing tips from experts, and as a licensed professional builder you certainly qualify as an expert! As long as your offer provides value to your ideal client, then you will start generating high quality leads that are more likely to progress through your sales process.
When those new leads start rolling in, you need to expect the 100:1 ratio. Meaning, as long as your sales and marketing processes are up to scratch, 100 new leads should give you 1 highly profitable building contract. Those numbers might sound crazy, especially if you’re used to relying on referrals, but when leads only cost around $50 each, the investment is worthwhile.
Don’t mistake the other 99 leads as dead, however. When they click on your ad and sign up for your offer, they’re handing you their email address so it’s your job to nurture them with useful information about building a home until they are ready to speak with a builder. So you need to be sure you have automated email sequences in place too.
Marketing a building company can create a constant flow of opportunities when it’s implemented correctly.
If you need some help getting started, download the Marketing Blueprint for Builders. It’s the ultimate guide to advertising a building company.