Marketing for Contractors: Proven Strategies to Grow Your Business

Construction continues to grow in the United States. The industry was worth $2 trillion in 2023 and will expand to $2.2 trillion by 2027.

There are plenty of opportunities for contractors and trade specialists. But, there is also a lot of competition, with 919,000 businesses in the sector as of 2023.

It’s vital to use strategic marketing for contractors to stand out in the industry. With the right approach, you can highlight your qualities and unique selling points. If clients understand the benefits you bring to their project, they are more likely to choose you.

In this article, we will take a deeper look at why marketing for contractors is so important. You’ll learn strategies to help you win more contracts. Finally, we’ll share marketing tips you can use today to grow your business.

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Why Marketing Matters for Contractors

Marketing for contractors requires time and money. Why is it so important to invest in these efforts?

First, many contractors don’t get marketing right. For example, one survey of HVAC pros found that only 53% use social media. Yet, 71% of homeowners get recommendations from social platforms. Almost half of contractors miss out on social connections with their target audience.

Here are more reasons why it’s important to fine-tune your marketing approaches.

• Increase your profile: Marketing can make you more visible on social media and in the local area.
• Look more professional: An online presence makes you appear more trustworthy and capable.
• Showcase expertise: Use marketing materials to highlight your skills. This can lead to higher-paying jobs in your specialty.
• Stand out from competitors: Good marketing helps explain why you’re different from the competition.

Strategic marketing can also offer a positive return on investment (ROI). The business you get from your efforts should bring more revenue than the amount invested in your campaign.

RELATED ARTICLE: Why your home services business needs an annual marketing plan

How to Use Strategic Marketing for Contractors

A positive ROI isn’t guaranteed. You need to use the right construction marketing strategies to get good results. The following five strategies can bring marketing success to your business.

Focus on Local SEO

Contractors need to connect with customers in their area. The best way to do this is to focus on local SEO. This strategy involves adding location keywords to your content and website.

You also need to fill out a Google Business Profile. This platform will reach mobile and maps-based searchers.

Local SEO is essential for in-person services and brick-and-mortar businesses. Web traffic from people outside your service area won’t help your business.

More importantly, a vast majority of potential customers use local searches. According to a 2023 Statista report, 21% of people used local online searches to find businesses every day.

The report also said that 32% of people searched locally more than once per week, and only 2% never relied on local searches.

Start a Referral Program

Many contractors rely on word-of-mouth recommendations. This can be effective if you have a good rapport with your customers. You can offer incentives to them to make it more likely that they will actively recommend you to others.

What incentives could work? You can offer discounts on future services. This option could be effective if you provide ongoing maintenance or repairs.

For a big job, consider offering a cash commission. It could be either a flat amount or a percentage of the revenue earned from the referred customer.

Put your referral offers in writing and give them to customers after you get done with their project.

Manage Online Reviews

Consumers look at online reviews before choosing a product or service. According to a 2023 survey, 91.1% of people perform this type of research before hiring or buying.

How can you use this trend to your advantage? First, ask satisfied customers to write online reviews. These can be on your Google Business Profile or a third-party site like Yelp.

Second, take the time to respond to both positive and negative reviews. Give thanks for the positive reviews. For negative feedback, offer an apology. If it’s reasonable, ask the reviewer to contact you so that you can fix the issue.

These responses show professionalism and a willingness to engage with customers. Readers will notice these qualities, even if the reviews are negative.

Use Content Marketing

Consumers want expert contractors. One way to prove your skills is to offer free advice. Create articles or videos that show people how to deal with common issues in your niche.

You can provide a walk-through of how you would fix specific issues or handle DIY projects.

Obviously, you don’t want to compete with yourself by giving away your trade secrets. For content marketing, stick to simpler work.

For instance, you can make a video about how to replace the hardware on kitchen cabinets. Or write an article about how to fix a leaky bathroom faucet.

Make sure to include your branding on the content so that people associate it with your company.

Set Up an Email List

Email lists can reach current and past customers.

The list can be an excellent way to get repeat business. You can reach out with relevant seasonal tips or reminders.

For instance, you might tell homeowners to change their HVAC air filter before winter. You can add a soft pitch reminding them to hire you to clean ductwork or inspect their furnace.

Another option is to offer occasional promotions or deals only for past customers. Such emails give you a chance to remind your customers of the services you offer. When they have a project, your emails ensure you will be at the front of their mind.

FROM ONE OF OUR PARTNERS: How to Do Email Marketing for Contractors & Construction Companies

How You Can Get Started with Marketing for Contractors Right Now

Marketing campaigns don’t usually bring results overnight. They take time, planning, and careful budgeting. Don’t withdraw your savings to buy pay-per-click ads. Instead, use these steps to lay the groundwork for successful marketing efforts.

• Define your target market: Who are your customers? Define their location, budget, and needs. You’ll tailor future ads for people with these traits.
• Write down your unique selling points: What skills, tools, or qualities do you have that your competitors lack? List these and plan to use them in future marketing.
• Reach out to current customers: What do customers like about your services? Get ideas from them and add them to your list of unique selling points.
• Post on social media: Social media is free. Create profiles for your business if you don’t have any. If you do, make some new posts that incorporate the selling points you just listed.

These steps will help you build a base for marketing. Then, when you’re ready, you can launch longer-term strategies.