📢 Marketing for Contractors
Marketing for construction is different. You're not selling widgets—you're selling trust, expertise, and reliability.
Construction Marketing Basics
What Makes Construction Marketing Different
- Long sales cycles - Months or years from first contact to contract
- Relationship-driven - Trust matters more than ads
- Project-based - Each project is unique
- Referral-heavy - Word of mouth is powerful
- Local focus - Most work is local/regional
Marketing Channels That Work
1. Referrals (Most Important)
Why it works:
- Free
- High conversion rate
- Pre-qualified leads
- Trust already established
How to get more:
- Deliver quality - Do great work
- Ask for referrals - Don't be shy
- Thank referrers - Show appreciation
- Stay in touch - With past clients
- Make it easy - Give them your card/info
2. Website
Must-haves:
- Clear services - What you do
- Project portfolio - Photos of your work
- Contact info - Easy to find
- About page - Your story, experience
- Mobile-friendly - Most traffic is mobile
Nice-to-haves:
- Blog with helpful content
- Client testimonials
- Certifications/licenses
- Service area map
3. Google Business Profile
Why it matters:
- Free
- Shows up in local search
- Reviews build trust
- Easy to update
Optimize it:
- Complete profile - All fields filled
- Add photos - Projects, team, office
- Get reviews - Ask satisfied clients
- Respond to reviews - Good and bad
- Post updates - New projects, services
4. Networking
Where to network:
- Industry associations - AGC, ABC, specialty associations
- Chamber of Commerce - Local business groups
- Trade shows - Industry events
- Community events - Local involvement
- LinkedIn - Professional networking
How to network:
- Show up consistently
- Be helpful, not salesy
- Follow up after meeting
- Give before you ask
5. Social Media
Best platforms:
LinkedIn:
- Professional network
- Share company updates
- Connect with potential clients
- Post project photos
Facebook:
- Local community groups
- Share project photos
- Client testimonials
- Community involvement
Instagram:
- Visual platform
- Project photos
- Behind-the-scenes
- Stories and reels
Content Marketing
What to Share
Project photos:
- Before/after shots
- Progress photos
- Finished projects
- Team at work
Educational content:
- How-to guides
- Industry insights
- Tips for clients
- Common mistakes to avoid
Company updates:
- New hires
- Certifications
- Awards
- Community involvement
Paid Advertising
When It Makes Sense
- Launching - New company or new service
- Expanding - Entering new market
- Competitive - Highly competitive market
- Targeted - Specific project types
Options
Google Ads:
- Pay per click
- Target specific keywords
- "Contractor near me" searches
- Can be expensive
Facebook/Instagram Ads:
- Target by location
- Visual ads
- Lower cost
- Good for brand awareness
Industry publications:
- Trade magazines
- Local business journals
- Higher cost
- Targeted audience
Marketing Budget
Typical Spending
| Company Size | Marketing Budget | Where It Goes |
|---|---|---|
| $0-5M | 1-2% of revenue | Website, referrals, networking |
| $5-25M | 2-3% of revenue | Website, ads, content, events |
| $25M+ | 3-5% of revenue | Full marketing program |
What to Spend On
Priority 1 (Must-have):
- Website
- Google Business Profile
- Business cards
- Project photos
Priority 2 (Should-have):
- Social media presence
- Content creation
- Networking events
- Referral program
Priority 3 (Nice-to-have):
- Paid advertising
- Trade show booths
- Promotional items
- PR/marketing agency
Measuring Marketing Success
Key Metrics
- Leads generated - How many inquiries
- Conversion rate - Leads to contracts
- Cost per lead - Marketing cost ÷ leads
- ROI - Revenue from marketing ÷ marketing cost
- Referral rate - % of work from referrals
Track Everything
- Source of leads - Where did they come from?
- Conversion by source - Which sources convert best?
- Cost by source - What's your cost per lead?
- ROI by channel - What's working?
Common Mistakes
| Mistake | Problem | Solution |
|---|---|---|
| No marketing plan | Random activities | Create simple plan |
| Ignoring referrals | Missing best leads | Systematize referral process |
| Poor website | Lose credibility | Invest in good website |
| No follow-up | Lose leads | Systematize follow-up |
| Inconsistent | Out of sight, out of mind | Show up consistently |
Quick Wins
This week:
- Update Google Business Profile
- Ask 3 past clients for reviews
- Post project photos on social media
- Update website with recent projects
This month:
- Attend one networking event
- Create content (blog post or social)
- Ask for 5 referrals
- Review and update website
Related Resources
- Finding New Clients - Where to find clients
- Qualifying Opportunities - Which jobs to pursue
- Proposal Writing - Win more work
Start Simple
You don't need a big marketing budget. Start with referrals, a good website, and showing up consistently. Build from there.