By Gary Fleisher
Within the world of offsite construction and development, the strategies businesses employ to market their services to builders and developers are evolving with remarkable diversity and sophistication.
A survey conducted last year among my readers has shed light on the innovative approaches companies are taking to navigate this complex marketing terrain.
A notable finding from the survey is that only a quarter of respondents have adopted a comprehensive digital marketing strategy. This approach spans across the entire digital landscape, from the vast realms of social media platforms like TikTok and Facebook to the professional networks of LinkedIn. The aim is clear: to capture the attention of industry professionals across every possible digital avenue.
However, the survey also uncovers a more selective strategy among other companies. About 12.5% have chosen to focus their efforts exclusively on social media platforms, leveraging the extensive reach and the dynamic, engaging content that resonates with a broad audience. On another front, 18.8% of businesses have zeroed in on LinkedIn, targeting the niche demographic of professionals and decision-makers within the construction and development sectors.
Interestingly, there remains a significant reliance on traditional sales approaches, with 12.5% of companies depending entirely on their sales force to establish connections and drive business forward. This preference underscores the enduring value of personal relationships and direct interactions in an industry where trust and reliability are key to securing contracts.
Yet, perhaps the most surprising revelation from our survey is that a substantial 31.3% of companies engage in no marketing efforts at all. This absence of marketing initiatives might hint at a reliance on word-of-mouth, the strength of reputation, or established networks for business sustenance and growth.
Alarmingly, nearly 44% of respondents have either forsaken marketing altogether or relegated it to a mere responsibility of their sales teams. This startling admission underscores a potential oversight of the vast opportunities that a proactive and varied marketing strategy could present.
In this digital era, the significance of an online presence and brand visibility cannot be overstated. The neglect of marketing efforts not only raises questions about a company’s dedication to growth and profitability but also overlooks the boundless opportunities presented by the digital domain to connect with new clients, engage with industry peers, and carve out a distinguished brand identity in a competitive marketplace.
These survey findings underscore a pivotal message: the adoption of a multifaceted marketing strategy is crucial for unlocking new avenues for business development and growth in the construction and development industry. Whether it’s through broadening digital footprints, fostering professional relationships on platforms like LinkedIn, or empowering a dedicated sales team, the potential to enhance visibility and achieve success is vast.
For those companies still on the fringes of marketing, the call to action is clear: the moment to embrace marketing is now. In an environment where visibility is synonymous with opportunity, investing in marketing transcends mere promotion—it’s about securing your company’s relevance and competitive edge in an ever-evolving industry landscape.
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Gary Fleisher is a renowned blogger and commentator on construction and housing trends, known for his insightful analysis of the industry.
