construction and property

How to master construction and property development marketing

If you work in the construction and property industry, the chances are that over the past few years, you’ve seen your competitors up their construction marketing game.

While word-of-mouth referrals are still a reliable way to drum up potential leads, increasing numbers of property businesses are building an online presence to expand their reach using construction marketing.

Why you need a great construction marketing strategy

Now, more than ever, your dream clients, whether they are commercial clients, property developers, landowners and other potential clients are searching online to seek quotes and find the most suitable construction companies to work with at the best price.

While most construction and property firms now have an online presence, not all websites are equal.

It is vital that your construction company’s website is engaging, straightforward and easy to navigate. This will help your target audience get the crucial information they need. It ensures you get more qualified leads, and ultimately more business.

From brand identity, content marketing, and digital marketing efforts to search engine optimisation (SEO), email marketing, and everything in between, here’s how you can master your online construction and property development marketing.

Why is construction marketing important?

With the right construction marketing strategy in place, property businesses can increase brand awareness, generate qualified leads, attract more customers, and build relationships with their clients.

Defining your marketing objectives

The best construction marketing plans can achieve the following objectives:

  • Stand out from the competition – differentiate your firm from other construction businesses.
  • Widen your client base – grow the number of customers and ensure a healthy flow of construction projects.
  • Gain a loyal following of existing customers and potential clients who will recommend your construction business to their family, friends and contacts.
  • Attract new business through lead generation to develop more sales and increase revenue.
  • Build authority in the construction industry by showcasing your expertise to improve your reputation and build positive relationships both online and in the community.
  • Provide content marketing, including marketing tactics such as blog posts, compelling video content, and social media. This will establish your construction company as a credible thought leader and boost your community outreach.

Developing your brand identity in the construction and property industry

According to Edelman’s Trust Barometer, over 81% of consumers say they need to trust a brand in order to buy from them. And it is exactly the same for construction companies.

Whether you’re a small or medium-sized family-run construction business in a small town or the marketing manager of a large, established construction company in the city, your brand needs to stand out as one that is well-established and trustworthy to potential buyers.

Construction marketing ideas and PR initiatives are essential to building trust in your company.

Your brand is about much more than your logo, colour scheme, and advertising slogan. The term ‘brand identity’ encapsulates how potential customers experience your construction company, including:

  1. Your backstory

    How long have you been established? Are you a family business? What problem were you set up to solve?

  2. Your brand’s niche in the industry

    What is your expertise? What makes your construction business different? Making this clear will help your brand stand out.

  3. Your company values

    In other words, what matters to your construction company? If you’re renowned for delivering a safe, trustworthy and quality service, make this known to elicit trust from online users. Ideally, you would sum this up in a powerful company tagline.

  4. How your business operates

    If you have a history of completing projects on time, within budget and with exceptional customer service, make sure this is part of your construction marketing campaigns.

  5. Your people

    Any great construction marketing strategy focuses on people to provide a human element. Who are your leaders? Who are the individuals that existing clients or potential customers will likely encounter? Their experience and expertise should be promoted so people know they’re in safe hands.

Identify your selling points

Investing the time to paint your brand’s picture online and hone your digital marketing excellence is well worth it.

Are you a family-run business with over 25 years of experience in providing quality roofing? Do you have any new, exciting property developments in the pipeline?

Make this information front and centre on your website. Use an ‘About us’ page that clearly explains who you are, what you do as a business, your expertise, and your brand values, using professional images to enhance authenticity.

These important marketing messages should also be evident on your brand’s social media profiles. They will help provide a human element, satisfy website visitors seeking evidence that you’re a reputable construction business, and create a point of difference with your competitors.

Drive traffic to your site with optimised blog content

Search engine optimization or SEO is the art of engineering your site to rank for the keywords your target audience is searching for online to boost your search results and generate leads.

Typically, the higher you rank for relevant keywords, the higher the volume of traffic (visitors) that will land on your site.

There are many Google ranking factors. Your main marketing tactic should be to focus on your owned media by producing high-quality, relevant, valuable content for your construction and property audience. Setting up a construction blog is a great place to start.

Steps to take to create construction marketing content

Follow these marketing steps to start producing relevant, data-driven blog content to engage with your audience:

  1. Conduct keyword research

    This is the most important step. Conducting thorough research will help you make data-led decisions on the type of content you develop and share. Keyword research helps you understand what people are searching for online and when, so you can track trends.

    This in-depth guide explains exactly how to do this. You’re looking for long-tail keywords, including phrases and questions, that you can answer within a blog.

  2. Create a content calendar to plan what content you’re producing

    Who is the target audience, and when will your blog go live? This should map out which relevant keywords and topics are being searched for the most each month. You should also input key industry and market-relevant dates, such as trade conferences, awareness days and events in your area. Here’s a great content calendar template to try.

  3. Segment your target audience and the topics they’ll be interested in

    For example, as a construction firm, you may provide services for both domestic and commercial customers. If this is the case, both audiences should be considered separately, with content ideas developed to appeal to both. This is because the type of information they will seek will differ. Create buyer personas to understand who you are targeting and why.

  4. Identify timely and topical content

    If you have done full keyword research and run your list of keywords through Google Keyword Planner, and export the CSV file. You can see which keywords are searched the most and in which month. If you’d like to produce valuable content for the following month, you could filter this list to identify keywords with the highest search volume.

    Focus on longer keywords and questions because these are users looking for information. Your online marketing content should aim to answer their questions. You can also wrap in industry, market and cultural events, for example, by sharing a social post about recent changes to building regulations.

  5. Consider the best way to present information and fully explore the topic

    Do you need to write a long-form blog article, or would a more concise ‘listicle’ work best? To enhance your content, you can also include other content formats, such as videos or infographics on social media channels.

After finishing your market research and producing your content calendar, you’re ready to start creating your blog content, following SEO best practices to ensure it’s as optimised as possible.

Be aware that it can take a while for Google to crawl your site and recognise your new content. Publishing a blog post one month ahead of schedule will increase your chances of being able to capitalise on that month’s keyword search peaks.

Write blogs that educate and engage your audience

Content marketing is an essential part of your construction marketing strategy. It is a powerful marketing technique for creating and distributing valuable, relevant, consistent content to attract and acquire a defined audience.

It can be very beneficial to your business regardless of your size or speciality. Well-developed, company-related blogs are a useful source of content for digital marketing.

A great post that is informative, engaging, and well-targeted can drive lots of traffic to your website and create interest in your company and services.

Engage with your target audiences on social media

So far, we have talked about how your company website, SEO and marketing content strategy can attract visitors. But getting the most from the content you’ve created is important.

Social media can amplify your marketing content, so it reaches a wider but still relevant target audience who may search the web on their mobile phone, laptop or computer.

Marketing on socials is a highly effective way to interact, in real-time, with target audiences that promote brand awareness and can also be a source of new business.

From delivering client or customer support via Twitter to sharing images of construction projects on your Facebook page or Instagram, you should consider where your target audiences are.

Ensure you cultivate a following on social networks as part of your construction marketing. LinkedIn is the best platform to reach prospects for commercial prospects.

Don’t disregard platforms such as Facebook or Instagram as these have a much larger user base.

Posting a regular stream of content that appeals to your target audience is the key to leveraging social media to cultivate an audience, build relationships and grow your business. Your existing keyword research and content calendar should be used to inform the content you share on social media.

Using social media channels

To get the most out of your digital marketing efforts, you can also research topical and trending topics directly on social media platforms. You can delve into trending topics on Twitter or explore content ideas which show up when you search for key hashtags like “#Renovation” or “#NewBuild”, for example, on Instagram or LinkedIn.

For example, a company that does this well will have a senior leadership team that has active LinkedIn profiles and regularly features high-quality video content shared through the company’s profile.

This technique puts a spotlight on the skills and expertise of the company’s key decision-makers and also works to bolster its credibility.

Publishing content on social platforms shouldn’t be the endgame for your construction marketing strategy. Once you’ve posted your construction blog or social post, you should keep checking back for comments, likes and shares.

If conversation picks up, make sure that you respond and encourage your potential clients to engage with you. The more engagement your post has, the more visible it will be to other users.

Top social media marketing tips for your construction business

  • Encourage your marketing team or marketing agency to set up a regular content posting schedule to keep your construction business top of mind among your target audience.
  • Get feedback from your followers. This may provide useful construction marketing ideas and help inform your marketing strategies.
  • Look at what similar businesses to yours are doing on their platforms and if it’s working, think about how you could replicate this in your marketing campaign.
  • Mix up your content so that it’s as interesting as possible. Digital marketing ideas include posting before and after photos of recent work to show people the construction process and your work. Post testimonials and reviews from past customers and engaging and informative blogs.
  • Ask your employees, construction industry contacts, friends and family members to follow you to give your online marketing efforts a boost.
  • Do your best to respond to comments on your Facebook page, Instagram and LinkedIn posts. Make sure you reply to all comments – positive and negative. Thank your happy clients for sharing, and address any customer complaints. This will show your followers that you genuinely care.
  • Jumping onboard trending construction and property topics can be a great way to supercharge your construction marketing strategy. If something funny or interesting is trending, and you can relate it to your construction company, you should go for it! Using carefully researched hashtags can be a great way to get noticed.

Adopt a proactive approach to feedback and case studies

Case studies are a brilliant way for construction companies to shine a light on their work. Adopt a proactive approach to collecting feedback and testimonials from happy clients and customers.

This will allow you to produce trust-enhancing case study content for your website and social media profiles. It may also help boost your local SEO by creating tailored, local landing pages that attract leads for your company in your local community.

While marketing your services, products or services is important, showcasing the end results that you achieved for your clients is even more so. And it can pay dividends. It may also help you to do cross-promotion as part of your marketing plan.

The construction and property industries lend themselves well to imagery, videos and work-in-progress documentation, and prospective consumers will seek out evidence of your past work.

What information do you need to develop case studies?

Case studies play an important role and are a crucial part of any construction marketing campaign. Here are the key bits of information that you should collect and keep on file about your work to help with your marketing campaigns:

  1. The value of the contract
  2. The project’s scope and requirements
  3. The project’s estimated duration and its actual duration
  4. Positive client feedback in the form of quotes about their experience of working with you.

However, before you feature them in your property marketing campaigns, you should seek written consent from your clients or customers.

Once you’ve got the information to build your case study, you can feature it on your website in a dedicated ‘Projects’ or ‘Case studies’ hub, in your social media advertising or posts, online ad campaigns (e.g. google ads), email marketing and any print marketing materials.

Get on the paid advertising bandwagon

Paid advertising allows construction businesses to develop online ads that promote their construction marketing messages to the target market.

Examples of advertising that may be a bit easier on the company marketing budget include social ad campaigns and pay-per-click advertising (PPC), which involves your business paying a set fee every time a user clicks on one of your ads.

Using custom-built landing pages for your online marketing may be more effective.

A landing page is a place on your website where you lead traffic to encourage them to contact you. If you are building a landing page, it is important to think about customising your messaging, headlines and the photos or imagery you use to attract your target audience.

Construction marketing strategies often include paid-for social media campaigns. These give you the chance to take your marketing content beyond your usual ‘organic’ audience and specifically target people based on a range of factors such as location, industry sector, job title or job type, company size, hobbies and interests, etc.

Your next construction marketing strategy

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