A Marketer’s Guide to Lead Generation for Construction Companies

Coronavirus has affected the whole world, with over 5 million reported cases as of May 20. And while governments have responded fast to flatten the pandemic curve, the revenue curve for many businesses hit rock bottom. And one of the industries that took the biggest hit was the construction industry.

Before the COVID-19 outbreak, construction companies were thriving in one of the longest economic boosts in the last couple of centuries. Today, with the recession being inevitable, construction companies have to battle with disrupted supply chains, operational restrictions, and disputes over non-payment. And although no one knows what the “new normal” will bring, one thing is certain: construction companies have to act now in order to overcome this downturn and ensure stable cash flow.

Earlier years, when businesses were suffering from a lack of revenue, the reason was usually associated with their lead generation approach (or a complete lack of it). The times have changed but some things are still the same and a continuous stream of high-quality leads remains the most important criteria for business sustainability and stable cash flow.

Lead generation has become the number one strategy for modern construction companies as they continue to work hard to restart their operations and recover what they have lost. Lead generation for construction companies, when done correctly, is a powerful way of building brand awareness, nurturing prospects and clients, qualifying leads, and finally generating revenue.

In this article, we will show you some of the lead generation best practices that your construction company can utilize to ensure a steady income of leads.

4 lead generation best practices for construction companies in 2020

Focusing on local search results

The number one step of lead generation is the easiest one and there is a high chance that your company is already doing it.

But just to be sure, you have to ensure that your business is listed in all available search directories.

This way, everyone who lives and works in your area of business will be able to see your company name in their local search results.

Building a content marketing strategy

Business cards and a great sales pitch are important as they were twenty years ago but there are new tools that you can use to add some additional floors on your revenue graph. One of the most important tools is content marketing. And while there are many ways on how to use it, the best results come when you use it regularly.

The best starting point for content marketing is to have a blog on your website and post on it at least two times a week. Although it can sound hard, opening, and maintaining a blog is fairly easy.

You already know your customers, so creating blog posts in which you focus on your previous projects or latest industry trends will portray you as a thought leader in your industry and a desirable contractor to your potential clients.

Starting with email marketing

Once you have ensured that your construction company is easy to find, it is time to make your company worth finding.

By proactively contacting your potential clients and providing them with regular information that they find useful, you are not only tying your email marketing strategy with your content marketing.

You are ensuring your company stays on top of their mind whenever they have a construction project.

However, you should not send emails too often or emails that have the same content to avoid becoming too intrusive or a nuisance.

Although the email frequency varies across different industries, it has been shown that one email per week offers the best results for lead generation for construction companies.

Using SEO as a cornerstone for building your revenue

If you ask a person from travel, retail, telco, or any similar industry whether SEO works, they will all say yes.

If that same question is given to someone who works in construction, they will probably say no since most of them believe that most of their business comes through word of mouth. But what about all those people who hear about their business from a friend and want to get more information about them online?

Having a website that is optimized for your services offering and your geographic area will make your business easier to find to every potential client that is searching for someone to take their construction project.

When done correctly, SEO is a great way of connecting the dots between people searching for construction services and your online presence since search engines – especially Google, love SEO-optimized websites and reward them with more visibility.

Ready to get those leads? Ask us how we can turn you into a lead generation machine!