How to successfully market your building firm to customers
If you’re reading this article, you’re a forward-thinking building firm owner, looking for ways to improve your business. No doubt you’ve already found some ways to market your building firm in your area. But is your current strategy bringing the quality enquiries you need to allow your firm to thrive?
In this blog, we consider ways building firms can attract the best homeowners and win the contract once they’ve quoted for the work.
Good clients want to work with dependable building firms, not cheap ones
Targeting the ideal client
Before adopting a new marketing approach, think about what type of client you want to work with. You may at first be sceptical to hear that the “ideal” client will have an eye for detail. Though they will expect you to deliver high quality building work, they will be happy to pay what it’s worth by return. Many homeowners have been let down in the past, and consequently, are on the lookout for a trustworthy builder. Choosing a reliable builder will be more important to them than getting a cut price deal. This is the type of client you want to seek out.
How to catch the eye of the target market
Once you have a clear view of your target market, it’s time to think about how you can make your building firm stand out from others in the area. Attracting profitable clients means creating the right impression with the homeowners.
To start with, your business needs to project a smart and professional identity. Your logo should be clean and sharp and you should have a domain name for your emails and website - Hotmail and Google email addresses don’t cut the mustard if you’re looking to come across as business-like. A simple way to make your communications look more professional is to add an email signature to your business email.
As we’ve touched on already, ideally you should have a website for your business. You can use your website to share case studies and photographs of work you’ve undertaken. Share testimonials from previous clients and any endorsements or memberships you have with trade associations, such as Federation of Master Builders or The Guild of Master Craftsmen. Reassure your prospective clients with details of how long you’ve been in business, your insurance, credit rating and so on. If you use estimating software such as EstimatorXpress or BuildingWorks, be sure to highlight the fact on your website – the fact that you produce accurate, detailed quotes for your clients demonstrates that you’re a professional and reliable outfit.
Make your website as visual and impressive as possible – think 3D models or time-lapse videos. These types of media will differentiate your building firm from the crowd. Bear in mind, for your website to be a really effective marketing tool, it needs to be updated regularly. If you can include blogs on industry-related topics – new materials and building methods, updates to building regulations, how you manage health and safety and so on - the new content will improve your Google ranking and bring more homeowners to your website.
Set up a Facebook page to promote your building firm
If you haven’t already, setting up a Facebook page for your business to help you to reach more homeowners. It lets potential clients know that your building firm is more than a hobby business. You may also find it helpful to join Facebook groups for your area as prospective clients often use community pages to find building firms. Another approach you may choose to take is taking out an advert in your local magazine. They are often a good source of leads.
How to seal the deal
Once you’re receiving more enquiries, the final, crucial stage to nail is winning the work. There can often be little to decide between the numerous quotes a homeowner receives. For this reason, the impression you give of your company is key. The small details count.
Firstly, make a strong first impression. Clients will be looking for you to show confidence and project a professional attitude. This means arriving on time, wearing smart casual clothing rather than your site gear. Listen carefully to the homeowner, taking notes as appropriate. Scrutinise the plans, ask questions and be on the lookout for details other builders may miss. Ensure your quote is back in the homeowner’s hands quickly. Using estimating software such as EstimatorXpress or BuildingWorks can help you achieve a business-winning quotation speedily and easily. Of course, spelling errors and mistakes in the quote are a big no-no.
Finally, discuss with the client how you will work – touch on subjects such as storage of materials, placement of the portaloo and how you keep a tidy site. These issues are important to the homeowner. Talk through your health and safety approach, planning permissions, building regulations and so on. Also explain that you’ll put together a written payment schedule, so everyone’s on the same page. Taking this approach will give the homeowner confidence in your business.