Marketing in the offsite construction industry is often an afterthought, yet it plays a crucial role in driving growth, building brand recognition, and ensuring sustainability in a competitive marketplace. According to a recent reader survey, the majority of offsite construction companies are relying on part-time or external solutions to manage their marketing efforts, with some neglecting it altogether.
“What is your marketing plan for 2025?“
Here’s what the numbers reveal and why having a dedicated marketing team within the industry could be the game-changer for 2025.
Survey Breakdown: How Offsite Companies Approach Marketing
- Part-time employee handling marketing: 30.6%
- Part-time social media marketer: 29.0%
- Word-of-mouth only: 14.8%
- Just realizing the need for marketing: 10.7%
- Outside marketing agency: 10.6%
- Dedicated marketing department: 4.3%
This data tells a compelling story: most companies in the offsite construction sector lack a fully integrated and focused marketing approach. With over 70% of respondents managing marketing part-time or through social media alone, it’s clear that marketing is not yet seen as a core component of business strategy. This is despite its potential to increase leads, partnerships, and visibility in a fast-evolving industry.
“I will start no Marketing Program before it’s time!”
“IT’S TIME!”
Why Internal Marketing is Critical
The offsite construction industry is unique in its challenges, innovations, and customer expectations. Here’s why having marketing managed by industry insiders matters:
Industry Expertise Equals Targeted Messaging
Marketing for offsite construction is not a one-size-fits-all effort. From modular factories to ADU manufacturers, each niche has its own audience, trends, and selling points. An in-house team familiar with the industry can craft campaigns that speak directly to these specifics, unlike generalized approaches from external agencies.
Faster Response to Industry Trends
The offsite industry evolves rapidly, with new technologies like 3D printing and AI-driven design reshaping operations. A marketing team embedded within the company can quickly adapt campaigns to highlight innovations and respond to market shifts, keeping the company competitive and relevant.
Building Long-Term Brand Authority
Companies that rely solely on word-of-mouth or sporadic social media posts miss opportunities to establish themselves as thought leaders. A dedicated marketing program ensures consistent branding, regular engagement, and a strategic content plan that builds trust and authority over time.
The Risks of Outsourcing or Neglecting Marketing
Outsourcing to external agencies or sidelining marketing altogether has its pitfalls. Agencies unfamiliar with offsite construction may struggle to understand the technical aspects of the business, leading to campaigns that feel generic and fail to resonate. On the other hand, companies with no marketing strategy risk stagnation, losing visibility to competitors who actively promote their strengths.
Making the Case for a 2025 Marketing Program
Given the survey results, there is a clear need for companies to prioritize marketing in 2025. Here’s how to get started:
Invest in Full-Time Talent
Transition from part-time marketing roles to full-time positions filled by individuals with both marketing expertise and knowledge of the offsite construction industry.
Develop an Industry-Specific Strategy
Focus on what sets your company apart, whether it’s innovative processes, sustainability, or unique customer service. Tailor your message to resonate with developers, contractors, and homeowners.
Leverage Data and Analytics
Use analytics tools to track the effectiveness of campaigns, ensuring every dollar spent delivers measurable results. An in-house team can closely monitor performance and make adjustments in real time.
Educate Your Team on Marketing’s Value
For the 10.7% of companies just beginning to understand the importance of marketing, now is the time to align leadership on its potential impact. Share success stories from competitors who’ve leveraged marketing to grow their businesses.
Gary’s Note
The survey highlights a significant gap in how offsite construction companies approach marketing. With only 4.3% having a dedicated marketing department, the industry as a whole risks falling behind in a world where visibility and brand presence are paramount. Investing in a marketing program operated by people within the industry is not just a smart move for 2025—it’s essential for long-term success.
As the offsite construction sector continues to innovate, the companies that embrace marketing as a core component of their business will be the ones leading the way into the future.
Gary Fleisher, The Modcoach, writes about the modular and offsite construction industry at Modular Home Source.
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