Generating leads is critical to the success of any business. In the construction industry, lead generation (through online and offline channels) is essential to keeping the pipeline full, extending your reach and growing your company.
As your competitors will tell you, marketing a building business is unique, and an out-of-the-box strategy won’t be enough to attract quality leads.
Here are five smart ways to get leads for your construction company.
The construction industry has largely relied on traditional marketing channels to attract customers. However, in today’s world of technology, it’s important for your business to be more visible online. Online marketing has become an essential practice for many construction companies. In fact, 73% of construction marketers have increased their investment in online marketing channels.
There are many different strategies you can use to increase your visibility online. The first step is to create an attractive website with SEO-optimised content. A website serves as the home of your brand and the hub of services that you offer to customers.
After you establish a website, make sure its content is optimised for search engines.
This means using keywords, phrases, and content that your customers are likely to search for online. When your target audience carries out an online search for construction services, they’ll be more likely to come across your website if it includes educational and informative content targeted to their queries.
Trade shows and conferences are excellent channels for promoting your business. These events are often focused on a specific industry, and they bring together a broad range of businesses and customers. You can use a trade show to position yourself within the sector and to promote unique services that your company offers.
In addition to national trade shows that bring together construction companies from across the country, you should also seek out regional and market-specific trade shows. These events tend to be more focused on a specific niche, allowing your company to appeal more directly to potential leads.
For example, a market-specific trade show may focus exclusively on residential apartment construction. If your company designs and builds apartments, the guests who attend such a niche trade show are likely to be more qualified construction leads.
At the actual event, ensure your trade booth is unique, branded, and representative of your services.
Referrals are key to the success of any business. In fact, 92% of customers trust referrals from friends and family when purchasing a product/service. In the construction industry, things are no different. Customers trust referrals from other customers, business associates, friends and family when looking for construction services. But how can you encourage your customers to refer your business to other people?
Start off by building strong relationships with your current customers. When you provide high-quality services and develop trust with your customers, they will be more likely to recommend your services to others. Go the extra mile to make sure that each contract you handle is done to the full satisfaction of your customers.
You can also obtain referrals by offering your customers something in return. Offer discounts or extra services if a customer refers your construction business to a certain number of people.
Construction companies are often listed in both local and national listing sites. These sites serve as resources for helping customers to find a reputable construction company. If your business is listed on the right sites, you can land quality leads for nurturing. For example, the CHDC business directory is a useful resource that customers refer to for construction services.
When looking for a listing site to use, do some research to find out the types of customers that the site attracts and then optimise your listing to appeal to these potential leads.
Another effective way of generating construction leads is by upgrading your technology. Construction software has revolutionised how the industry is operating.
Technology like estimating software makes it easier for you to provide more accurate quotes, reduce the time it takes to deliver work and provide better satisfaction to your customers.
By cutting costs with estimating software, you can redirect more resources to marketing efforts and obtain more referrals due to the quality of your work. And by using better and more innovative construction tools, your business will continue to grow its brand and generate quality construction leads.
For a free marketing plan template and more, download our Tradies’ Template Pack today.By David Cartwright
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