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Far Eastern University 2nd Semester 2022-2023

Institute of Architecture and Fine Arts

COURSE MODULE 05:

Marketing your Construction Company
ARC1703: BUILDING CONSTRUCTION 3
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Far Eastern University 2nd Semester 2022-2023
Institute of Architecture and Fine Arts

ARC1703 Specialization Course 03 Building Construction

Week 05: Marketing you Construction Company:

Week 5. 1: Role of Marketing in Construction Industry

Marketing is one of the most important tools for a construction company to operate at its full potential.
Although your business is very effective, without the right marketing you will not reach the right audience.
Therefore, do not underestimate the role of marketing in construction. The process of researching,
promoting, and ultimately selling your product or service is what allows your business to be successful.

In the modern era, the role of marketing in construction becomes somewhat complex, because having
so many marketing channels to share content, it is often difficult to choose the most appropriate one
among them to reach the largest number of people, and those people have the need to invest in buying
a home or building.

The objective of this article is to analyze the role of marketing in construction and why it is so important
to guarantee the adhesion and trust of the customers.

Next, we explain the two approaches with which construction companies define their marketing role.

1. Branding.

The role of marketing in the construction industry can be oriented in two directions. On the one
hand, and to a greater extent, construction marketing is dedicated to branding. This technique is
strategic and creative management aimed at digital media to build a brand identity that is
positionable, differential, and sustainable over time.

Branding communicates business values through its digital proposal on different platforms so that
the public identifies with the brand and internalizes it. In the construction of a building, this action
is necessary to transmit its value and to be able to reflect corporate identity. People looking to buy
a property are looking for a face-to-face ecosystem to be established around them.

On the other hand, nowadays every construction company has to have a digital presence to make
themselves known to the audience. This site must be a reference for the activity that it carries out
every day, as well as be able to account for the progress of the work, not with the intention of selling
but as an attempt to position itself in the mind of the consumer to generate peace of mind that the
company exists, your investment will be safe and you will get the result you expect.

2. Strategic marketing.

To a lesser extent, but no less important, strategic marketing can be applied in the construction
industry, through a digital channel. Mainly, what this practice usually does is to create a buyer
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Far Eastern University 2nd Semester 2022-2023
Institute of Architecture and Fine Arts

journey and start generating leads. In other words, a group of users who are not yet ready to buy
an apartment but want to start researching for quality information.

In this way, the construction company begins to acquire a better understanding of its target audience,
knowing what its best sales opportunities are, where its consumers are located and the communication
channels through which it can interact with them. Although they do branding that way, they can start
doing strategic marketing, and perhaps from all those leads they captured, they generate a closing that
pays the entire structure.

How can you combine branding and strategic marketing?

From all the above, we can maintain that the role of marketing in construction is, on the one hand,
branding and, on the other, strategic marketing, but without neglecting to give importance to the fact of
communicating the message to a greater number of people, and that this marketing must promote a
commercial objective, because if the company does not have a commercial objective and a sales plan
that is oriented towards strategic marketing, it becomes redundant, since strategic marketing, unlike
branding, seeks to support sales.

Branding contributes to brand image, but cannot measure sales generation. In terms of strategic
marketing, it is possible to set objectives and it is possible to obtain metrics in a defined time that, at the
same time, will become results.

It is in this aspect that construction marketing can be very important. Otherwise, branding is seen as an
expense because it's made up of immeasurable, untraceable actions that contribute to an unconscious
perception of the human being. However, when you start applying strategic marketing in your
construction company, you start to see your marketing efforts turn into sales opportunities.

In this sense, the role of marketing in the construction industry can become increasingly significant,
because, through a website, the buyer persona who travels a defined conversion path can begin to
generate contacts who can be nurtured through email chains, educate them and give them the impulse
to buy apartments through a digital channel. This will add value to your marketing efforts.

In conclusion, the role of marketing in construction has two approaches to attracting sales opportunities:
branding and strategic marketing. The first seeks to promote brand recognition, and customer
identification and remain in their memory for longer. The second is more oriented towards generating
new leads and nurturing them to shorten the path to conversion and purchase.

In the future, strategic marketing in the construction industry should gain more importance and
prominence. Only if the business process supports it will it sell itself. Although a company may be fine
with branding, it should also consider implementing strategic marketing to complement brand awareness
and a sales strategy that closes sales.
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Far Eastern University 2nd Semester 2022-2023
Institute of Architecture and Fine Arts

Week 5. 2: Marketing Plan for Construction Company – 10 Proven Strategies

What Are The 10 Steps to A Successful Marketing Plan for Construction Company?

Here are 10 things to do when making a marketing plan for a construction company:

1. Set Your Objectives

2. Identify Your Target Audience
3. Plan Your Budget
4. Check Out Your Competitors
5. Optimize Your Website (SEO)
6. Plan Your Organic Marketing Strategy
7. Invest In Paid Advertising
8. Engage Clients with Social Media Marketing
9. Connect via Email Marketing
10. Track Your Success (Key Performance Indicators)

The best way for construction companies to show their value and obtain new leads is to have a marketing
plan. A marketing plan will outline how you’re positioning your company in the market and what channels
you’re capitalizing on.

1. Set Your Objectives

One of the first things to do when making a marketing plan for a construction company is to set
your objectives.

Not having objectives for your marketing plan is like taking a road trip with no destination in mind.
Sure, you may stumble upon some interesting places along the way — but do you really want to
rely on chance?

Think about what you want to accomplish with your marketing plan. Do you want to:

 Increase brand awareness?

 Get more leads?
 Boost sales revenue?
 Increase website traffic?
 Get more social media followers?

Set realistic objectives for your marketing plan and come up with a strategy for meeting those
objectives. Analyze the market, identify trends, and see where you can capitalize.
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Far Eastern University 2nd Semester 2022-2023
Institute of Architecture and Fine Arts

The more research and data you collect, the more comprehensive your marketing plan will be.

2. Identify Your Target Audience

Your marketing team should always keep your target audience in mind when executing your
construction company’s marketing plan. To figure out who is in your target audience, ask yourself
the following questions:

 What kind of projects is your company looking to take on? Private, government, residential,
commercial, etc.
 Are you doing B2B marketing, B2C marketing, or a mix of both?
 What kind of budget do those in your target audience have?

Identifying these key elements will help you determine what key marketing messages to form in
your campaigns.

This is crucial, since you may find that you have multiple buyer personas in your target audience.
If you want to convert these theoretical buyers into actual buyers, you need to elaborate on how
your services solve their specific pain points.

3. Plan Your Budget

Once you have the fundamental aspects taken care of, the next step in making a marketing plan
for a construction company is planning your budget. The U.S. Small Business Administration says
that, generally, small businesses with revenues less than $5 million should allocate between seven
and eight percent of their revenues to marketing.

That means if your company makes $1 million in revenue, you should expect to allocate between
$70,000 and $80,000 to your marketing budget.

Keep in mind that your total marketing budget needs to cover aspects like:

 Paid advertising
 Marketing tools
 Paying marketing personnel
 Building and maintaining a website

It’s incredibly important to stay on budget with your marketing efforts. If you go over budget, you
have to dip into the company’s revenue to make up for it, and that doesn’t look good to investors
or company leadership.

It’s also important that your marketing efforts provide a solid return on investment (ROI), so focus
on marketing efforts that positively impact the bottom line. If your efforts don’t provide the right ROI,
you risk your budget getting slashed.
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Far Eastern University 2nd Semester 2022-2023
Institute of Architecture and Fine Arts

4. Check Out Your Competitors

If you aren’t paying attention to your competition, you risk losing business to them.

Plain and simple.

Part of the marketing plan for your construction company should include keeping tabs on your
competition’s marketing initiatives and observing what messages they’re putting out into the world.

Competition analysis can make a huge difference in your marketing initiatives.

You can launch these efforts by identifying who your top competitor is and evaluate their website,
paid advertisements, and content. From there, you can get a sense of how they’re positioning
themselves and the types of marketing messages they’re generating.

From there, you can plan your marketing countermoves. For instance, if you find out they’re
targeting certain keywords in their paid advertising strategy, you could target those keywords in
your own paid advertising strategy.

Keeping up with your competition’s marketing initiatives lets your target audience know that there
are other companies to consider for services.

5. Optimize Your Website

When coming up with a marketing plan for construction company, one of the best ways to generate
valuable traffic that could turn into valuable leads is to properly optimize your website.

People need to be able to easily find your website in our digital age. Statistics show that 88% of
consumers research online before making a purchase either online or in-store. If they can’t find
your website, they’ll seek services elsewhere.

Make sure your team is focusing on your website’s search engine optimization (SEO) efforts. You
can do this by:

 Identifying what keywords you want your construction company to rank for
 Using alt tags
 Publishing relevant content on a consistent basis
 Making sure there are no 404 errors or broken links on your site
 Optimize your meta descriptions
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Far Eastern University 2nd Semester 2022-2023
Institute of Architecture and Fine Arts

You can also boost your SEO by focusing on your local SEO strategy. Local SEO refers to the
practice of boosting search visibility for businesses that have physical locations. So, if someone
were to search “construction companies near me”, you’d want to rank in that query by utilizing local
SEO.

There are multiple ways to boost your local SEO, including:

 Setting up and maintaining a Google Business Profile listing

 Getting clients to leave reviews of your construction services online
 Creating content that’s unique to your area

If you properly optimize your website and continuously post relevant content, Google will reward
you with visibility. The more visibility your website has, the more people will be able to find your
services faster.

6. Plan Your Organic Marketing Plan for Construction Company

Organic marketing is an incredibly valuable marketing strategy that, when done right, can drive
brand awareness and growth for your construction business. Organic marketing is just as it sounds:
it’s the process of generating traffic to your website naturally, meaning you don’t have to pay for
these efforts.

It includes:

 Writing blogs
 Creating engaging social media accounts
 Publishing case studies
 Allowing guest posts on your website
 Utilizing hashtags on social media to broaden your reach

Organic marketing is crucial for building long-term brand awareness and growth for your
construction company. For instance, consistently posting on your construction blog will tell Google
that you’re an authority in your space and that you post relevant content, and therefore your visibility
may increase.

While organic marketing is important, it can take time to build up. This is definitely a long-term
strategy that may take months (or even years) to achieve key marketing goals. That’s why it should
be used as a complementary strategy, not a sole strategy.

7. Invest in Paid Advertising

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Far Eastern University 2nd Semester 2022-2023
Institute of Architecture and Fine Arts

Paid advertising, on the other hand, can quickly provide the results you’re looking for in your
marketing campaigns. Paid advertising is exactly how it sounds: it’s a strategy that requires you to
pay in order to get your company’s name in front of people.

Traditional advertising (TV ads, radio ads, and newspaper ads) is considered paid advertising, but
many companies are putting a priority on paid digital advertising. That’s because statistics show
that traffic brought through pay-per-click (PPC) advertising yields 50% more conversions than
organic advertising. Generally, paid advertising is found to yield higher conversions and a greater
return on investment than organic marketing.

When planning paid advertising as part of a marketing plan for a construction company, consider
investing in the following:

 Facebook ads
 Google ads
 Display ads
 Instagram ads
 YouTube ads

Do your research before you invest in these ads, though. Targeting the wrong keywords &
audiences can cause you to burn through your paid advertising budget and waste money. Research
what platforms your target audience is on and come up with targeted campaigns that speak to their
needs. When done right, paid advertising can get you quick and high-yielding results.

8. Engage Clients with Social Media Marketing

If your construction business isn’t marketing on social media, you’re missing out on a chance to
build brand loyalty and reach new clients. Statistics show that web users are now spending, on
average, 142 minutes each day on social networking and messaging platforms. If you want to reach
the masses and build your company’s brand, you must focus on your social media marketing
strategy.

An important thing to remember with social media marketing is that it’s not a one-size-fits-all
strategy. It will depend on who your target audience is, what platform they use, what kind of content
you’re posting, and when you’re posting that content.

For instance, if you’re trying to target CEOs of large companies to try and land construction projects,
you may want to double down on your LinkedIn strategy since your target audience may be most
engaged on that platform. Or, if you’re targeted small business owners, you could post more content
on Facebook. Do your research on which platforms your target audience engages with most and
go from there.
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Far Eastern University 2nd Semester 2022-2023
Institute of Architecture and Fine Arts

Also, don’t be afraid to incorporate video marketing into your social media strategy. Video remains
a top medium for content consumption, and when optimized for your social channels, video
marketing can lead to incredible conversions. Don’t be afraid to test the waters and get in front of
the camera.
9. Connect Via Email Marketing

As you come up with a marketing plan for a construction company, you should make it a priority to
use all your owned channels. These are channels that your construction company has complete
control over. Email is one of those owned channels, and it has the power to bring in a lot of business.

Email marketing is known for having a good return on investment, but the key to getting that return
is to be strategic with your email marketing initiatives. One way to do this is to segment your email
list. Here are some examples of segments you can use:

 New leads who haven’t worked with your company

 Previous clients who may have other projects coming up
 Seasonal clients
 The role each of your contacts has in their company
 Engaged leads vs. non-engaged leads

Segments allow you to create target messages that resonate with each lead’s specific needs. You
can monitor your email efforts by looking at data such as open rates, click rates, and conversions.
If they aren’t meeting your email marketing goals, then you know to adjust your strategy.

10. Track Your Success

It takes time to make a marketing plan for a construction company. You want to make sure that
plan works, right? One way to do that is to set key performance indicators (also known as KPIs) for
your marketing initiatives.

KPIs measure the success of your efforts by outlining key measurements. Examples of KPIs for
marketing plans include:

 Number of conversions
 Cost per channel
 Weekly/monthly leads generated
 Weekly web traffic per channel
 Average time of conversion

Your company should set marketing goals and come up with KPIs that can help them measure
their efforts. Make sure the KPIs promote growth, but are still within the realm of possibility. The
last thing you want is to have a goal that isn’t reasonable and, as a result, leaves your marketing
team feeling defeated when they don’t meet it.
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Far Eastern University 2nd Semester 2022-2023
Institute of Architecture and Fine Arts

Final Thoughts

Construction companies have to get creative and strategic with their marketing efforts if they want to
stand out from the competition.

These efforts should aim to do three key things: build their brand, attract new leads, and show the world
how they provide value. If your marketing efforts do all this, you’ll see the results in your revenue.