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  • Writer's pictureConstruction Champions Podcast

Mastering the Art of Construction Marketing: Insights from a Leading Expert

Becoming a Construction Champion: It's More Than Just Completing Projects

In the fast-paced world of construction, being a true "construction champion" goes beyond simply completing projects. As Will Blunt, the head of marketing at the Association of Professional Builders (APB), eloquently stated, "Becoming a construction champion means more than just completing projects. It's about leading a thriving business and creating a positive impact on the lives of employees, clients, and the community."

This holistic approach to success in the construction industry is a key focus for APB, a business coaching company that has helped thousands of builders across five different countries scale their companies profitably. As the host of the "Professional Builder Secrets" podcast, Will brings a wealth of expertise and insights to the table, and he's excited to share his knowledge with the "Construction Champions" audience.

Mastering Marketing in Residential Construction! Construction Champions Podcast 2-44 Will Blunt BuilderComs Image

The Power of Consistent, Strategic Marketing

One of the fundamental elements of becoming a construction champion, according to Will, is the importance of consistent and strategic marketing. He emphasizes that "the best time to invest in marketing is during a hot market when you have enough leads already coming in from referrals." This proactive approach helps construction companies build a solid foundation for growth, even when the market starts to soften.

Will recommends that residential construction companies invest 3% of their revenue into marketing, a statistic backed by APB's own research. This investment, when done right, can lead to higher net margins and better overall business performance. However, Will cautions that simply "throwing money at the wall" won't cut it – construction companies need to have a deep understanding of their target audience, their unique positioning in the market, and a systematic approach to tracking and optimizing their marketing efforts.

Avoiding the "Chasing Your Tail" Cycle

Many construction companies fall into the trap of neglecting their marketing efforts during times of plenty, only to find themselves scrambling for leads when the market slows down. Will refers to this as the "chasing your tail" cycle, where companies are forced to react to market conditions rather than proactively shaping their own success.

"The worst time to do it is when you're in a crunch," Will explains. "Whether you need money or you need leads or you need workers or you need help running your business. The worst time to have to do that is when you're in a crunch."

By investing in marketing during the good times, construction companies can build a steady stream of high-quality leads, allowing them to focus on the clients and projects they truly want to work with, rather than settling for whatever is available.

Mastering the Numbers: The Key to Sustainable Growth

Alongside a strategic marketing approach, Will emphasizes the importance of mastering the numbers within your construction business. Understanding your key metrics, such as lead conversion rates, project profitability, and customer lifetime value, is crucial for making informed decisions and scaling your company effectively.

"If you've only got 10 leads, then maybe you can only focus you have to focus on all of them, and you end up working with ones you don't want to work with," Will explains. "So, you know, it's just an engine which needs to continue going so that you're always focusing on the on the top you know, 2 to 3% of your energy on the right areas."

By having a deep understanding of your numbers, construction companies can make data-driven decisions, allocate their resources efficiently, and consistently work with the clients and projects that align with their vision for success.

Partnering with the Right Experts

While building a successful construction business requires a multitude of skills, Will acknowledges that it can be overwhelming for business owners to handle everything on their own. That's were partnering with the right experts, such as the team at APB, can make a significant difference.

"There are resources to help with that," Will says. "So, you don't have to necessarily bring somebody on 4 time, but you have the ability to be able to get some help and get some relief or at least guidance in what you should be doing."

By working with experienced professionals who understand the unique challenges and nuances of the construction industry, construction companies can streamline their operations, optimize their marketing efforts, and ultimately become the "construction champions" they aspire to be.

Watch the full interview today!

Conclusion: Embracing a Holistic Approach to Success

In the ever-evolving world of construction, the path to becoming a true "construction champion" requires a multifaceted approach. As Will has outlined, it's not just about completing projects, but about leading a thriving business, creating a positive impact, and consistently investing in strategic marketing and data-driven decision-making.

By embracing this holistic mindset and partnering with the right experts, construction companies can position themselves for long-term success, weathering market fluctuations and consistently delivering exceptional results for their clients, employees, and communities. The future of the construction industry belongs to those who are willing to step up and become the champions their industry deserves.

Mastering the Art of Construction Marketing


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