As a construction company, you’re always lining up new projects to work on once your current ones are finished. That’s why generating new leads is important. Some construction company leaders undervalue the need to have a constant flow of leads coming in, but if you don’t have jobs lined up, you risk your crew being out of work. You also allow your competition to pick up these clients, which can reduce your share of the market. Fortunately, if you follow these five tips, you can generate more leads for your residential construction business and always have new projects in the pipeline.
Make Engaging, Interesting Content
Whether you use social media regularly or upload a new blog post to your website every few weeks, it’s essential that you do market yourself online through engaging, exciting content. This content doesn’t have to be a significant undertaking, but it does need to be continuous. There are a number of different types of content you can create:
- Videos – Take a video of your current projects or of your crew working. You can also do video content discussing changes in the construction industry or anything else your clients might find interesting.
- Photos – Likewise, be sure to include photos with all of your content. You can also upload pictures to social media without worrying too much about writing long captions for them. Keep it short and let the photos do the talking.
- Case Studies – A case study doesn’t have to be a lengthy report. You can these as a way of explaining how you approach certain projects and what outcomes you provide. Take potential clients through a build from start to finish.
- Consumer Awareness Guides – These guides aren’t necessarily aimed at marketing your company, but at educating your clients. By providing your clients with useful information, however, you do sell yourself as a reliable source of information.
Determine Your Marketing Channels
There are a number of different channels you can use to market yourself. You’ll need to determine which of these advertising avenues works best for you. That means you’ll need to do some marketing research to determine what your particular clients are looking for and where they’re looking. It doesn’t do you much good to pour money into a marketing channel if your potential clients aren’t there.
You’ll first want to consider your local media, including newspapers, magazines, and radio/TV stations. It’s essential for construction companies since nearly all of your work may be done locally.
Using social media has become vital today. It shouldn’t replace your local marketing, but it should work with it. You can create social media profiles to bring in younger clients and share recent information quickly. This can also be a fairly budget-friendly way of generating leads since many social media sites are free. Creating a Pay Per Click or PPC campaign that you place on social media can also help. These campaigns do cost, but they are a way of getting your name in front of more people.
Keep in Contact with Potential Leads and Current Clients
Staying in contact with any potential leads is also important. You need to nurture these leads so that when they do have a project, your name is the first one that comes to mind. They, just like your current clients, can also serve as word-of-mouth marketers. Both current and potential clients may recommend you, especially if you’ve remained in contact with them and showed them that you’re dedicated to meeting their needs.
Focus on Your Audience
Do you know who your target audience is? If you don’t, you may be trying to market to everyone. In the end, that approach usually results in a relatively low return on your marketing investment. You may be marketing your construction services to people who do not need them, and that’s a waste. Instead, you need to take the time to analyze the market and determine the section you want to focus on. By narrowing your focus, you’ll be able to create content that is specifically aimed at these leads. The more relevant your content is, the more likely it is to generate leads and the more likely it is that those leads turn into customers.
Keep Your Channels of Communication Open
It’s important to always respond to emails and social media messages and return phone calls that you miss. Simply showing that you’re listening and that you’re there to talk to your clients and potential clients is a vital part of marketing. Many companies aren’t timely in their communication with clients. If you are, you’ve already moved ahead of a number of your competitors.
A Little Effort Results in a Lot of Leads
Overall, it doesn’t take that much work to generate more leads. By focusing on your market, creating content for those leads, and communicating regularly and quickly, you’ll be able to not only keep your current customer base happy but also generate new leads that allow you to grow your business.