Many construction companies rely heavily on client referrals to win new projects. Certainly, this type of passive lead generation works well for larger, established companies. But if you’re trying to get a newer business off the ground, it’s important to invest some energy into active lead-finding.
Online lead generation strategies hold plenty of potential for construction businesses — especially since they’re often underutilized in this industry. But don’t let that deter you! Adopting new digital tools and platforms allows you to actively drum up new business instead of waiting for clients to recommend you.
Here are six strategies that construction companies can use to generate more leads.
1. Leverage lead management software
Often, the most difficult part of implementing new lead generation strategies is developing a new process for lead management. Manually managing a few leads at a time is doable. But if you’re bringing in dozens or even hundreds of new leads per week, the workload can quickly become overwhelming.
Before you can ramp up your lead generation, you need the right tools. Investing in lead management software allows you to streamline a variety of tasks, from qualifying leads to sending follow-up emails to managing potential projects. Once you have lead management under control, you can turn your attention to finding lots of new clients for your business.
2. Use social media to share your current projects
People who are considering a remodeling project will be interested in seeing the finished results of similar projects. Leverage this interest by regularly updating your social media channels with photos and videos of your work. Since seeing is believing when it comes to construction, highly visual platforms like Instagram are a good bet.
At a minimum, maintaining a social media presence will create brand awareness for your company. Followers who are simply looking for inspiration today may keep you in mind for projects a year down the road. But for those who are ready to start work soon, these posts allow them to assess the quality of your work before making a decision. Make it easy for these individuals to contact you by including a link to the web-to-lead form on your website.
3. Create effective landing pages
One tried-and-true tactic for acquiring leads online is to create compelling landing pages on your website. You can then drive targeted traffic to your pages using advertising services like Google Ads. This is one of the most effective lead generation strategies for businesses of all types, and construction businesses are no exception.
Each landing page should include a description of your company’s services, along with a form for visitors to provide their contact information. Depending on the nature of the page, the incentive for visitors to fill out the form can vary. You may promise to provide more information about your offerings, a discount code, or access to an educational resource. In any case, capturing visitors’ email addresses allows you to follow up with them and assess their needs.
4. Start a referral program
As mentioned earlier, referrals are extraordinarily valuable in the construction industry. Peer recommendations carry a lot of weight in any scenario. But they’re especially useful for people who are trying to decide which company to hire for a large construction project.
However, don’t just sit back and wait for past clients to generate new leads for you. Instead, you can actively seek out new business by starting a referral program that rewards past clients for recommending you. The incentive you offer can be anything from a gift card to a discount on a future project. You may even consider a tiered system: the more referrals, the greater the reward! Whatever you decide on, make sure you have a good system in place (like a customizable CRM) for tracking which clients provide which referrals.
5. Make use of content marketing
People looking to start a construction project are always going to have plenty of questions. And many (if not most) of them will likely turn to the internet for answers before they ever contact your company. If you can provide answers to these questions in the form of blog posts and other digital resources, prospective clients will take notice. Write about how to choose the right construction company, DIY repair tips, FAQs about common projects — anything that you often discuss with clients in person. In each piece of content, include links to your landing pages or web-to-lead forms.
Admittedly, content marketing can be a bit of a long game. It takes time to move up in organic search rankings. But since most companies have a limited budget for paid advertising, it’s worth investing some effort in producing high-quality written content. As you attract more organic traffic to your website, the lead generation payoff can be huge. And unlike pay-per-click ads, your content will continue to draw in visitors even if you don’t spend another cent on it.
6. Focus on specific markets
Unless your company is highly specialized, chances are you work on a wide range of projects and offer many types of construction services. But when it comes to your digital marketing and lead generation efforts, you’re better off focusing on one area at a time.
Ideally, you want to create individual landing pages and ads for each of the different services you offer. For each campaign you create, be as specific as possible about the type of customer you’re targeting. When consumers search for information, they don’t want to wade through a lot of general information — they want results that are relevant to their needs. If visitors to your site can find information that directly pertains to their potential project, they’ll be more likely to give you their contact details.
The lead generation strategies described above have a lot of potential for construction businesses. If you’re tired of waiting for referrals, it may be time to try something new. By directly pursuing new clients instead of waiting for them to come to you, you’ll set your business up for ongoing success.