While the construction industry has seen steady growth over the last 20 years, and the number of contractors tripled during that same time, there was barely a budge in the net amount of construction. That means more players vying for less work. So, how do you make your construction business stand out in a sea of competitors in order to win projects and grow your brand?
Differentiate Positively
In order to catch a potential prospect’s eye, you have to stand out in a good way. That means not relying on the same spiel your competitors have offered a thousand times. And, depending on your company size, contacts, suppliers, crew, location, and a million other factors, you may not always be able to promise the cheapest quote or the quickest turnaround time. Instead, determine what you do uniquely, and find a way to make your brand the only one your target audience can imagine doing business with.
Focus on Your Customer First
It is easy to become business-centric. After all, like most companies, you have to protect yourself and your company from others who might take advantage of you. But, since most customers and clients aren’t actually trying to take advantage of you, a better focus would be, “How best can I protect my customers?” One of the best ways is through education. Build a knockout website that answers all their questions and provides plenty of photos, videos, and graphics related to the type of construction you do. Don’t be afraid to post content featuring success stories of past projects. Your website is the perfect place to toot your horn while explaining how you can make your reader’s project a success, too.
Look For Ways To Stand Out
There are a variety of ways you can make your company more appealing and attractive, from the creative to the personal. Can you make your proposals more eye-catching? Are they missing crucial information your customer needs to make a decision? Think like a customer and make sure your literature and web site content answers their needs. What would you want to know?
Think Outside the Box
Sometimes you need to broaden your search, and other times you need to go outside your comfort zone. Here are some ways to stand out in the crowded construction market.
Add New Markets
While one way to draw attention is to specialize and only offer work on niche projects, it could pay to consider projects that are different from what you normally do. Try qualifying for new bid lists to increase your visibility in other markets.
Find a New Partner
One way of attracting new clients is to partner with another construction-related business, such as a home improvement store. Branching out by pairing up with (or starting your own) plant maintenance service or renovation company could increase your visibility. Have a local celebrity host or do a voice-over on instructional videos.
Add a Profit Center
Adding a profit center can bring in traffic that will potentially lead to bigger sales. For example, create a maintenance company, smaller projects department, service division, or offer electrical service or crane service. If you have a lot invested in equipment, consider adding a rental division.
Add More Bids
Make a concerted effort to make bids on more projects. Make a list of a dozen or more customers you have been afraid of targeting in the past. Ask each customer what you would need to do in order to win their project, and if they may need other services. Getting your name in front of prospective new clients through bidding is one of the best ways to grow your business.
