A lack of brand differentiation and new project leads can put a strangle hold on growth for built environment firms at this stage of expansion.

We call it the “growth chasm”, the point at which the existing network becomes too small to deliver the number of new business ops required to grow.  It’s the point when construction marketing needs to shift from a reliance on word of mouth and recommendation, to pro-active, intentional business development.  

Think about it from your target main contractor or developer’s point of view.  If they’ve never worked with you, they don’t know what sets your offering apart and why they should choose you over others.  Worse still … they may even have preconceptions about your capabilities or capacity and have incorrectly decided you’re not right for them.  

To overcome it you need to get new targets – whether main contractors, architects, or developers – to know, like and trust you.

The key is taking action to increase visibility and credibility
So, tip one: acknowledge the issue and avoid jumping into marketing investment feet first.  Work through a series of “growth gears”, dealing with insight and strategy before shifting into the final gear, marketing execution. 

Understand Competitors for Greater Brand Differentiation 
This involves delving into who your competitors are, what they stand for, and the value they deliver. 

By doing so, you can identify key differentiating factors that set your rivals apart. This analysis will help you pinpoint areas where your business can shine and areas that need improvement.  You can use this to identify potential market gaps or underserved segments your offering can address. 

Know Why Clients Choose You
In pursuing effective marketing strategies, you should understand why contractors and developers choose your firm over competitors. You must engage with your current clients and supply chain partners and explore their preferences. This qualitative feedback is invaluable in shaping your marketing initiatives, as it allows you to highlight and promote the attributes your clients find most appealing.  

Craft a Superior Value Proposition  
Designing a compelling value proposition is pivotal for MDs looking to excel in marketing execution. Your value proposition revolves around comprehending what your firm excels at and how it solves your target audience’s problems. 

To begin, it’s essential to identify your unique offerings. What are you uniquely best at delivering? These are your Points of Differentiation (PODs) compared to your competitors. By pinpointing these key differentiators, you can clearly articulate what sets your business apart and why main contractors and developers should choose you over others. 

Pinpoint Your Ideal Client / Project 
Identifying your target client or project type/size is important in construction marketing; a clear value proposition helps with this.  Furthermore, ensure that your Points of Differentiation (PODs) are highly relevant to your target client and that values align. This alignment is crucial to ensure your marketing messages resonate and drive conversions. You will have a higher likelihood of engaging your audience and winning new work. 

Assess the Market Size and Reach 
This final step ensures your marketing aligns with your growth goals. Start by conducting a thorough audit of existing and lapsed clients to assess the size of your immediate ‘low hanging’ market.  Can you generate more from your existing relationships?  Next, repeat the exercise into the wider market and gauge whether the segments you plan to target are substantial and financially stable enough to meet your growth ambitions.   

Once you’ve determined the market size, the next step is identifying where and how you can most effectively reach your target decision makers. The hallmarks of an effective plan should combine both sales and marketing activities.  In our experience this would include lead generation delivered by your in-house BD team or provided by our partners Crannull.

In support of sales, Attract & Engage marketing works to increase positioning and long-term credibility, deploying tactics including meet the buyer events, eMail marketing, LinkedIn content and prospecting, and thought leadership / speaker ops.

Pillars of a Successful Marketing Strategy 
By clearly understanding these five areas, you pave the way for targeted, efficient, and effective built environment marketing campaigns. You have the pillars of a successful marketing strategy when you know your competitors, customers, unique value, target market, and where to find them. The result is a well-positioned brand that stands out from the crowd and supports business development to increase revenue in an intentional way. 

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