Ask Jamie: How Can I Market My Construction Business More Effectively?
Q: I run a construction company and have recently shifted from extensions to house building, which has caused cash flow issues due to infrequent income. I’ve tried sending out letters but haven’t had much response. What should I prioritise?
A: You know what? This reminds me of a conversation I had last week with another construction client who was facing exactly the same challenge.
He’d been sending out letters to planning applications and getting nowhere fast. Sound familiar?
Here’s something that might surprise you – you’re probably targeting the wrong people at the wrong time. Let me explain why.
Understanding the House Building Journey
When someone decides to build a house, they don’t start by looking for a builder.
Their first call is almost always to an architect.
By the time those planning applications appear, it’s usually too late – they’ve already got their builder lined up.
I heard this directly from a client who recently built their house.
They told me that their architect managed everything, including which builders got to quote.
The architect oversaw the entire process, managed the tender with builders, and essentially became the gatekeeper for the whole project.
Any builders who contacted them after the plans were submitted were simply too late to the party.
The Real Decision Makers
Here’s the game-changer – stop chasing individual homeowners and start building relationships with architects.
Think about it: one good relationship with an architect could bring you multiple projects year after year.
Much better than constantly chasing one-off jobs, right?
The best part? In your local area, you’re probably only looking at a few dozen architects, not hundreds.
That makes it a much more manageable target market to work with. Plus, architects speak your language – they understand construction, they appreciate quality work, and they value reliability.
Making It Happen
Let me break this down into practical steps you can take right now:
- Get your basics in order:
- A simple but professional website showing your work
- A solid Google Business Profile
- Some good project photos and testimonials
Don’t overcomplicate this part. I recently worked with a builder who spent months perfecting his website when he could have been building relationships. Keep it simple but professional.
- Research local architects:
- Who’s active in your area?
- What kind of projects do they typically handle?
- Have you worked with any of them before?
- What’s their typical project value range?
Spend a couple of hours doing deep research. One of my clients found that just four architects in his area were handling 80% of the high-end residential projects he wanted to work on.
- Make direct contact:
- Pick up the phone
- Be confident about your work
- Ask what it would take to quote on their next project
- Follow up consistently but professionally
Here’s something crucial I need to emphasize: as the business owner, you need to lead this relationship-building process yourself.
I’ve seen too many construction companies try to delegate this to sales staff or marketing agencies.
But here’s the truth – architects want to build relationships with the person who’ll be ultimately responsible for their projects.
They’re not just buying building services; they’re buying into you, your expertise, and your commitment to quality.
Get out there and meet these architects in person.
Pick up the phone yourself, arrange face-to-face meetings, invite them to see your current projects.
Yes, it takes time, but this is the most important work you can do to grow your business.
One of my most successful construction clients dedicates every Friday morning to architect relationships – meeting them for coffee, showing them around sites, or just catching up. His business has doubled in two years just from these personal connections.
Building Your Credibility
Your website doesn’t need to be fancy, but it does need to show:
- Who you are (a simple video introduction works great)
- What you’ve built (good quality photos)
- Who you’ve worked with (testimonials and architect references)
- Your approach to projects
- Quality of your finish
One of my clients created a simple two-minute video walking through a recently completed project.
It’s become his most powerful marketing tool because it shows both his work and his personality.
The Compound Effect
Here’s what I love about this approach – it gets easier over time.
Once you’ve built relationships with a few architects who trust your work, you’ll find you need less and less marketing.
They’ll keep coming back to you with new projects.
Think of it this way: instead of starting from scratch with every potential client, you’re building a network of professional relationships that generate ongoing opportunities.
I’ve seen builders transform their businesses from constant hustle to steady, profitable growth using this approach.
The Power of Focus
One final thought – don’t try to be everything to everyone.
It’s better to be the go-to builder for three or four architects than to be just another name on everyone’s list.
Focus on building deep, valuable relationships rather than casting a wide net.
Want to Make This Work for Your Business?
If you’d like help putting this plan into action, let’s grab a virtual coffee and talk it through.
We can map out exactly who you should be targeting and how to approach them effectively.
Sometimes, having an outside perspective can help you see opportunities you might have missed.
Best wishes,
Jamie
P.S. Remember, one strong relationship with the right architect can be worth more than a thousand marketing letters. Let’s focus on building those relationships that will sustain your business for years to come.
