Let’s say you’ve just completed a successful construction project. What do you do next? A) sit back and bask in the glory of construction services well done. Or, B) start on your next construction project?
If it’s not option B, you need to generate more construction leads. You must have a steady stream of clients to keep your business afloat, and ideally, growing. But how do you make that happen?
Lead generation for construction companies is the focus of this blog. I’ve worked with many construction business owners, and I know first hand the challenges that you face. I’ve also helped them to overcome those challenges, develop robust lead generation strategies and convert those leads into paying customers. I’ll share some of my tips and learnings here.
Why is lead generation important in construction?
Without lead generation, you’re leaving your business growth up to chance. And as a construction business owner you need to be in control – not fate.
When you own a business or work as a general contractor, you may find that work is either feast or famine. You’re either super busy or horribly quiet. What you want is steady work – and that’s what you create with successful lead generation strategies.
Secondly, you get better clients. You don’t want to attract just anyone to your business. You want quality construction leads. High quality leads can be converted into lovely clients. That’s the goal.
Why a strong sales process is the key to construction lead generation and conversion
By improving your lead generation and conversion process, you’ll secure new sales. And the key to that is a well-defined construction sales process. It gives your salespeople a clear structure and roadmap to follow consistently. A strong sales process can transform your business.
When it comes to sales leads, quality leads beat quantity. If you could choose between 100 ‘tyre kicker’ leads with only a vague interest in your construction services, or 10 quality leads who are keen to employ you, the latter wins every time. Quality leads have higher conversion rates.
Do you know the part of the lead generation process that people neglect so often? Always follow up!
Why an effective construction marketing strategy is great for lead generation
Do you know your CRM from your PPC or SEO? Are they meaningful parts of your marketing strategy or total jargon? It can be hard to decide which marketing efforts to invest in for the most impact. Do you focus on digital marketing activities like Google ads, email marketing and social media sponsored posts, or stick with traditional printed flyers and posters?
Generating marketing qualified leads is hugely important. These people have had some interaction with your construction company. They’ve seen an aspect of your marketing campaign and have acted on it. Your marketing efforts have warmed up this potential customer, and it’s down to your salespeople to convert them into a paying customer.
You may need to experiment to see which marketing activities deliver the best lead generation results. It could be well-researched SEO, paid ads, or perfectly targeted email marketing for example. But once you know which channels target the best quality leads for your construction business, you can dial up those marketing efforts and scale back on others.
7 great ways to generate more construction leads
Stand out from the construction crowd
What makes you different from everyone else in the construction industry? Make sure you stand out, especially in a competitive market. Think carefully about your USP (unique selling proposition) and communicate it clearly to your target audience.
Please don’t say that your construction company is ‘professional and family run’. So many tradespeople use that line, and I’m tired of seeing it. There’s nothing unique about that. Say something different that will connect with your potential customers.
Create a winning website
A strong online presence can be a powerful tool. Don’t neglect your website. If it looks like it hasn’t been touched since 2008, you’re losing out on business. People will go elsewhere if your website doesn’t look trustworthy and professional.
Make sure your site is:
- Quick to load and fully functioning
- Packed with great photos of your projects
- Optimised for appropriate search terms
- Easy to navigate with clear contact information (phone number, email address, social channels, office details)
- Full of helpful content (answer common questions about construction projects).
Rank on local search
When someone searches for “best construction company near me,” you want to be the first name they see. The internet may be world wide, but when people are looking for local businesses, they search online.
Local SEO (search engine optimisation) is crucial for construction businesses looking to rank highly in local search queries. Optimise your site for keywords that include your location (e.g. “house builder in Reading” or “commercial construction company in Hatfield”).
If you’re paying for Google ads (or social media), set up location-based targeting so you’re not advertising to people 500 miles away.
Proactively connect with potential customers
Here’s an idea. Say your target audience is homeowners looking to extend, rework or update their property. Where could you find them? Try looking for people applying for planning permission from the local council. That information is available on the council website. It won’t include a phone number or email address, so you’ll need to write the homeowner a persuasive letter.
Another route is to connect with architects. You’ll find their name on planning details too. Develop a relationship with them and you could end up partnering on multiple projects. I find that architects enjoy seeing completed projects. Invite them to see your latest construction project and give them a taste of your work.
Want a steady flow of referrals? Build relationships with estate agents, property developers, and suppliers, as well as architects. When they need a contractor, they’ll think of you first.
Power up your social media
Social media isn’t just for influencers and funny cat videos. It can be a goldmine for contractors too.
First up, work out which social media platform your target audience tends to use. LinkedIn can be good for commercial construction leads. Connect with potential clients. Show off your client testimonials and high-quality photos and videos of your projects. It’s a platform where you can start building relationships with potential clients (like the architects, estate agents and property developers mentioned above).
Instagram can be a good platform for residential construction. People love browsing before-and-after shots of home construction projects. Remember, it’s a place to have a dialogue, not just post and disappear. Jump into comments and DMs to engage with potential clients.
Paying for social media marketing can generate leads pretty quickly. Run targeted ads to reach people in your local area looking for your services.
Keep your clients happy
Happy clients can be your best marketers. Positive customer testimonials and word of mouth referrals make a huge difference. Encourage your clients to leave you a positive review online and to make referrals. You could always give them a thank you gift, perk or discount for providing a referral.
But first, you need to ensure your client is happy. Prioritise providing incredible customer service. Remember, it’s not always you that’s on site. Drum this ethos into anyone who works for you on a construction project including subcontractors. Treat your clients well.
And don’t forget customer retention. It isn’t all about generating new leads. Encouraging repeat business is a great way to generate further sales.
Get listed on business directories
People often head to platforms like Houzz, Yelp or Homeadvisor when they’re looking for a trade service provider – a construction company, plumber, landscape gardener, electrician or interior designer for example. You need to pay for an online presence on these lead generation services, but you often see a return on that investment.
A free and simple way to generate leads online is with a decent Google My Business profile. Make sure to claim yours, and include all your contact information. It’s an important place to promote your construction services and it can boost your SEO. Your clients can leave testimonials there too which can be highly influential.
Construction business testimonial
“I was a builder turned businessman not the other way around. I felt like I’d got to a stage where I’d built up the business to a point and I just needed a little bit of help to take it to the next level.” Patrick Steppel, PML Construction.
Watch the success story in full
Start generating quality construction leads for your business
Bringing in new construction leads takes time and effort, but you’ll reap huge rewards. Focus on your online presence, network like mad, and treat your clients like the precious gems they are. You need to be consistent in your efforts too.
If you want to improve your sales process, create a cracking marketing strategy or need to carve out time in your day to focus on lead generation, I’m here to help. Let’s chat!
