How To Create an Effective Construction Marketing Plan

construction marketing plan
In this article, we will describe what should be included in each component of your marketing plan and provide some construction marketing strategies that can help you reach your target audience.

What is a Construction Marketing Plan?

A construction company marketing plan is a written document that outlines the specific actions you’ll take to achieve your marketing goals. It contains information about your target audience, positioning, and marketing messages, as well as your overall communications strategy.

A thoughtful marketing plan should be designed to support your overall business strategy and initial marketing objective. It should be updated regularly as your business changes and grows.

Your construction marketing plan should be built around your unique selling proposition (USP), which is the one thing that sets you apart from other constructions in your market. From there, you’ll need to develop targeted campaigns, create compelling offers, and craft a promotions strategy that will reach your ideal customers.

Once you have all of the pieces in place, you’ll need to track your progress and adjust your plan accordingly. The best way to do this is to set measurable goals, establish key performance indicators, and determine how you will track your marketing efforts.

 

Why You Need a Construction Marketing Plan

There are many reasons why you need a marketing plan for your construction. First and foremost, a well-crafted marketing plan will help you focus your limited resources on the most effective marketing activities. Without a plan, you’ll likely end up wasting time and money on ineffective marketing tactics.

Second, a construction marketing plan can help you track your progress and see whether or not you’re on track to achieve your goals. This is important because it allows you to make changes to your plan as needed.

Finally, a robust marketing plan can be a valuable tool for communicating your construction’s marketing strategy to your team. By having a written plan, you can ensure that everyone on your team is on the same page and working toward the same objectives.

 

Marketing Plan Basics

A typical marketing plan includes the following components:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Offers
  6. Marketing Materials
  7. Promotions Strategy
  8. Digital Marketing Plan
  9. Conversion, Referral, and Retention Strategy
  10. Financial Projections

 

How to Write a Construction Marketing Plan

Use the following construction marketing plan template, guide, and examples to write your own marketing plan.

 

Executive Summary

Although the first section of your construction marketing plan, it should be the final section of your marketing plan that is written.

In two or three pages, summarize all of the information you have presented in the other sections and include a summary version of any graphs or charts you have included.

You should also include your marketing goals, objectives, and success metrics for the first year of operations.

 

Target Market Segments

Begin by dividing your potential customers into segments based on their demographics, geography, lifestyle, behavior, or any other factors that are relevant to your construction. Be sure to explain how you determined these target market segments.

For example, you might segment your customers by:

  • Age
  • Gender
  • Income
  • Location
  • Family size and composition
  • Lifestyle
  • Behavioral factors

Once you have identified your market segments, you’ll need to create profiles for each one. These profiles should include information about their needs, wants, and values. They should also include information about their buying habits and preferences.

You can use this information to develop targeted campaigns that will appeal to each segment.

 

Unique Selling Proposition (USP)

Your USP is the one thing that sets you apart from other construction companies in your market. It’s what makes you unique and it’s what will make customers want to visit your construction over others.

Be sure to clearly define your USP and include it in your plan. You’ll need to use it as a guiding force when developing your marketing strategy and campaigns.

To develop your USP, start by identifying your unique strengths. What makes you different from other construction companies? What do you do better than anyone else? What can you offer that nobody else can?

Once you’ve identified your strengths, focus on translating your competitive advantage into benefits that will appeal to your target audience. How will your competitive advantage make your customers’ lives better? How will they make their jobs easier?

Once you’ve identified your strengths, use them to develop a USP that is clear, concise, compelling, and communicated through your website, marketing materials, and offers.

For example, “The construction company with the fastest completion times in the market.”

 

Pricing and Positioning Strategy

Your pricing and positioning strategy will be determined by many factors, including your target market, USP, and the overall goals of your marketing plan.

When setting your prices, be sure to consider your target market’s ability to pay. You want to position yourself in a way that allows you to compete against other nearby construction companies in your market. You want a pricing strategy that will be profitable for your construction and competitive in your market.

Your positioning strategy will determine how you communicate your USP to your target audience. It will also determine the overall tone and approach of your marketing campaigns.

Be sure to clearly define your pricing and positioning strategy in your plan. Include information on how you determined your prices and how you will position yourself in the market.

For example, will you be the low-cost leader or the premium construction business?

 

Offers

Your offers are the incentives that you’ll use to get potential customers to take action. They can be in the form of coupons, discounts, freebies, or anything else that will motivate your target market to visit your construction.

When developing your offers, be sure to keep your target market and USP in mind. Your offers should be relevant to your target market and they should tie into your USP. They should also be appealing enough to get potential customers to take action.

Your offers should be aligned with your overall strategy. They should be developed to appeal to your target market and support your USP.

Be sure to include information on your offers in your plan. Explain how they support your marketing strategy and what you expect them to achieve.

For example, “10% off your first project of $500 or more.”

 

Marketing Materials

Your marketing materials are the tools that you’ll use to reach your target market and deliver your message. They can include your website, brochures, flyers, business cards, and anything else that you use to communicate with potential customers.

When developing your marketing materials, be sure to keep your target market and USP in mind. Your materials should be relevant to your target market and they should tie into your USP. They should also be appealing enough to get potential customers to take notice.

Your marketing materials should be aligned with your overall strategy. They should be developed to appeal to your target market and support your USP.

Be sure to include information on your marketing materials in your plan. Explain how they support your marketing strategy and what you expect them to achieve.

You should also include samples of your marketing materials. This will give readers a clear idea of what your materials look like and how they support your overall construction marketing strategy.

 

Promotions Strategy

Your promotional strategies are how you will promote your products and services to your target market. It should include information about the types of promotions you’ll use, the marketing channels you’ll use to reach your target market, and the timing of your promotions.

As a construction business, you’ll likely use a marketing mix of channels to promote your products and services. You’ll also want to consider the timing of your promotions. For example, you may want to offer discounts during the slow season or run a grand opening promotion when you first open your business.

Your promotional strategy should be aligned with your overall marketing strategy. It should support your USP and be designed to reach your target market.

Be sure to include information on your promotional strategy in your plan. Explain how it supports your overall marketing strategy and what you expect it to achieve.

For example, “We will promote our new construction business with a grand opening celebration. This event will include a ribbon-cutting ceremony, tours of our facility, and refreshments. We will invite the media and local dignitaries to attend.”

 

Digital Marketing Plan

Your digital marketing plan outlines how you will use digital channels to reach your target market. It should include information about your website, social media, email marketing, and any other online marketing tactics you’ll use.

Your digital plan should be designed to support your overall marketing strategy. It should be tailored to reach your target market where they are spending their time online.

For example, if you’re targeting homeowners, you’ll want to focus on channels like Facebook, Instagram, and Pinterest. If you’re targeting businesses, you’ll want to focus on channels like LinkedIn and Twitter.

Be sure to include information on your digital marketing and social media strategy in your plan. Explain how it supports your overall marketing strategy and what you expect it to achieve.

For example, “Our plan is designed to reach homeowners who are researching their options for remodeling their homes. We will use a mix of paid and organic tactics to reach our target market. Our goal is to generate leads from our website and social media channels.”

If social media is a large part of your digital marketing strategy, be sure to include detailed information on your social media marketing strategy for each platform you plan to use. Explain how you will use each platform to reach your target market and what you hope to achieve.

 

Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy outlines how you will turn prospects into customers and keep them coming back for more. It should include information about your sales process, referral program, and customer retention strategy.

As a construction business, you’ll likely use a mix of online and offline channels to generate leads and close sales. You’ll also want to have a solid referral program in place to encourage customers to refer you to their friends and family. Finally, you’ll want to focus on retaining your customers by providing excellent customer service.

Be sure to include information on your conversion, referral, and retention strategy in your construction company’s marketing plan. Explain how it supports your overall strategy and what you expect it to achieve.

For example, “We will generate leads through our website and social media channels. We will follow up with leads via email and phone. Once a lead is qualified, we will set up an appointment for a sales consultation. We expect to close 10% of sales consultations.”

Include information on your customer referral program. Explain how it works and what you hope to achieve.

 

Financial Projections

Your financial projections outline the expected revenue and expenses for your construction business. They should be based on your marketing strategy, target market, and other factors.

Be sure to include financial projections in your marketing plan. Explain how they were developed and what you expect them to achieve.

For example, “We expect to generate $200,000 in revenue in our first year. Our expenses will total $150,000, resulting in a profit of $50,000.”

 

7 Construction Marketing Strategies

For most construction companies, a mix of marketing tactics will be the most effective way to reach their target market. The following are some common construction marketing initiatives:

  1. Social media marketing: Use social media channels to connect with your target market and promote your construction business. There are multiple platforms like Facebook, Instagram, and Twitter are great for sharing photos, updates, and special offers.
  2. Paid advertising: Use paid advertising to reach your target market on various channels, including search engines, social media, and websites.
  3. Email marketing: Use email to stay in touch with your customers and promote your construction services. Send newsletters, coupons, and special offers to your email list.
  4. Promotions: Run promotions and discounts to attract new customers and keep existing ones coming back.
  5. Content marketing: Use blog posts, infographics, and other types of content to educate your target market about your construction company.
  6. Referral program: Encourage your customers to refer you to their friends and family with a referral program. Offer discounts or other incentives for each successful referral.
  7. Customer testimonials: Share customer testimonials on your website and social media channels to build trust with your target market.
  8. Events: Attend or sponsor local events to increase brand awareness in front of potential customers.
  9. Offline marketing: Use traditional offline marketing tactics to reach your target market. Place ads in local publications or distribute flyers in high-traffic areas.
  10. Public relations: Generate positive press for your construction company with public relations campaigns. You can pitch stories to local media outlets or hold a press event.
  11. Word of mouth: Encourage customers to spread the word about your construction company with word-of-mouth marketing. Offer incentives for customers who refer you to their friends and family.

These are just a few examples of construction marketing strategies. A great construction marketing strategy will be one that is tailored to your specific business and target market. 

 

Sample Marketing Plan for a Construction Company

Example – Blueprint Construction

Executive Summary

Blueprint Construction is a full-service construction company that specializes in residential and commercial projects. We have been in business for 10 years and have a team of experienced professionals.

We are looking to grow our business by expanding our marketing efforts. Our goal is to increase our customer base and generate more leads through our website and social media channels.

To achieve our goals, we will use a mix of marketing tactics, including paid advertising, content marketing, and email marketing. We will also participate in local events and sponsor community initiatives.

Our target market is homeowners and businesses in the Greater Chicago area. We will focus our marketing efforts on this region.

We expect to generate $200,000 in revenue in our first year. Our expenses will total $150,000, resulting in a profit of $50,000.

 

Target Market Segments

The target market segments for Blueprint Construction are as follows:

Homeowners: Homeowners make up the majority of our customer base. We target homeowners who are interested in new construction, remodeling, or additions.

Demographics include:

  • Location: Chicago and surrounding suburbs
  • Income: $50,000-$250,000
  • Age: 25-54
  • Home value: $200,000-$2,000,000

Homebuilders: We also work with homebuilders who need a reliable construction partner. We have experience working on both small and large-scale projects.

Demographics include:

  • Location: Chicago and surrounding suburbs
  • Build type: Single-family homes, condos, townhomes
  • Project size: Small to medium

Commercial developers: We have experience working on small commercial projects. We are a reliable partner for developers who need construction services.

Demographics include:

  • Location: Chicago and surrounding suburbs
  • Build type: Small office buildings, retail stores, restaurants
  • Project size: Small to medium

Commercial Property Owners: We have experience working on commercial projects, such as office buildings and retail stores.

Demographics include:

  • Location: Chicago and surrounding suburbs
  • Build type: Office buildings, retail stores, restaurants
  • Project size: Small to medium

Real Estate Developers: Real estate developers are another important target market for Blueprint Construction. We have experience working on both residential and commercial development projects.

Demographics include:

  • Location: Chicago and surrounding suburbs
  • Build type: Single-family homes, condos, townhomes, office buildings, retail stores
  • Project size: Small to large

 

Unique Selling Proposition (USP)

Blueprint Construction is a reliable and trustworthy construction partner for homeowners, homebuilders, commercial developers, and real estate developers in the Chicago area.

The competitors in our market are mostly small, family-owned businesses. We are one of the few companies that offer a full range of construction services, from design to completion.

We have a team of experienced professionals who are dedicated to providing the best possible service to our clients. We employ modern construction technology, and we take pride in our work and stand behind our projects.

We have a proven track record of successfully completing projects on time and on budget. Our team of experienced professionals is dedicated to providing the highest quality workmanship and customer service.

“Trusted construction partner for homeowners, homebuilders, commercial developers, and real estate developers in the Chicago area.”

 

Pricing and Positioning Strategy

Blueprint Construction is a mid-priced construction company. We offer competitive pricing without compromising on quality or service. Our goal is to be the premier choice for construction services in the Chicago area.

 

Distribution Strategy

Blueprint Construction is headquartered in Chicago, Illinois. We serve customers in the Chicago metropolitan area.

 

Offers and Incentives

Blueprint Construction offers a free consultation to all potential customers. We also offer a 10% discount on all projects over $100,000.

 

Marketing Materials

The marketing materials for Blueprint Construction include the following:

  • Website: Our website is the main source of information about our company and our services. It includes a project gallery, testimonials, and contact information.
  • Brochure: Our brochure provides an overview of our company and our services. It includes photos of our recent projects and testimonials from satisfied customers.
  • Business cards: Our business cards include our company logo and contact information.
  • Sales deck: Our sales deck is a PowerPoint presentation that we use to pitch our services to potential customers. It includes photos of our recent projects, testimonials, and an overview of our company.
  • Media kit: Our media kit is a package of information that we provide to journalists and other members of the media. It includes our company history, press releases, and a list of our recent projects.

 

Promotions Strategy

Blueprint Construction will use a combination of online and offline marketing tactics to promote our company and our services.

Online marketing tactics:

  • SEO efforts: We will optimize our website for relevant keywords to ensure that our site appears high in search engine results.
  • Pay-per-click advertising: We will run targeted ad campaigns on Google, Bing, and other search engines.
  • Video marketing: We will create promotional videos about our company and our services and post them on our website and on social media.
  • Social media marketing: We will create and maintain active social media profiles on Facebook, Twitter, LinkedIn, and Instagram. We will use these platforms to share news about our company and our projects, engage with potential customers, and build relationships with construction industry influencers.

Offline marketing tactics:

  • Direct mail: We will send promotional materials to homeowners, homebuilders, commercial developers, and real estate developers in the Chicago area.
  • Trade shows and events: We will exhibit at relevant trade shows and events in the Chicago area.
  • Media relations: We will pitch story ideas to journalists and members of the media.

 

Digital Marketing Plan

The digital marketing plan for Blueprint Construction includes the following tactics:

  • SEO: We will optimize our website for relevant keywords to ensure that our site appears high in search engine results.
  • Pay-per-click advertising: We will run targeted ad campaigns on Google, Bing, and other search engines.
  • Social media marketing: We will create and maintain active social media profiles on Facebook, Twitter, LinkedIn, and Instagram. We will use these platforms to share news about our company and our projects, engage with potential customers, and build relationships with industry influencers.
  • Inbound marketing: We will use content marketing, lead nurturing, and other inbound marketing tactics to attract potential customers to our website and convert them into leads.
  • Analytics: We will track our website traffic, leads, and sales using Google Analytics and other tools. We will use this data to improve our marketing campaigns and measure our return on investment.

Conversion, Referral, and Retention Strategy

The Blueprint Construction Company will focus on conversion, referral, and retention strategy to increase sales.

  • Conversion: The company will offer a 10% discount on all projects over $500 to new customers in order to increase the number of leads that convert into paying customers.
  • Referral: The company will offer a $50 gift card to existing customers for each new customer they refer.
  • Retention: The company will send monthly e-newsletters to past customers with information about new projects, special offers, and company news in order to keep them engaged with the company.

Financial Projections

The Blueprint Construction Company projects that we will generate $2 million in sales in our first year of business. Our gross margin is projected to be 30%, and our marketing budget is $10,000 per month.

 

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