How to Market a New Construction Company/Division [Part 3]
Once you have your marketing toolkit created (see last post), its time to tell the world, otherwise known as building brand awareness.
Photo from performanceicreate.com
Start with your brand community including your friends & family, vendors, suppliers, subs, and the clients you do know already. Tell them the story of why the company was created and what makes you different from everyone else our there. Especially while you’re smaller, get personal – that is a strategic edge. Don’t forget to tell people what an ideal client looks like for you so you don’t spend all your time wading through the muck of bad prospects. People that care about your (in your brand community) will try to help, sometimes this help is more harmful if they don’t know what is good for you.
Most people jump straight into courting prospective clients and generating leads, especially new construction divisions. Don’t forget to think strategically and look for partners, otherwise known as referral sources. They might not be the end client themselves, but they may have access to those clients and be able to refer you multiple times. (Don’t forget to thank them for referrals too!) When we started working nationally in the construction industry, I discussed it with my current referral partners to see who can work nationally and I started looking for other referral partners near my clients.
Remember the steps:
- Define your brand
- Build your marketing toolkit
- Tell your brand community