Your active job sites are more than just workspaces. They are powerful marketing opportunities waiting to be leveraged.
Every project you undertake presents a natural chance to highlight your expertise and attract potential customers in the immediate vicinity. Whether it's through strategically placed site boards, smart vehicle positioning, leaflet drops, or utilising digital platforms, these marketing techniques can transform your current work into future business opportunities.
In this article, we'll explore practical and proven methods to turn your job sites into effective marketing tools, helping you generate valuable enquiries from the local community while you work.
Strategic Site Presence
Physical Branding
Create a professional and visible presence at your job sites through well-designed site boards, banners, and vehicle branding. Position your company vehicles where they're visible to passing traffic, ensuring your branding is clear and professional.
Local Leaflet Drops
Another way to make the most of your current projects is by delivering targeted flyers to neighbouring properties. Create service-specific flyers that highlight the exact work you're doing in the area. For example:
"We're currently installing a new bathroom at: _________________
While our expert team is working in your neighbourhood, we're offering special rates for local residents. Feel free to call us for a no-obligation bathroom quote."
Having separate flyers for each service (bathrooms, kitchens, extensions, etc.) makes your marketing more relevant and effective. Remember to include your other services at the bottom of the flyer, but keep the main message focused on the specific type of project you're currently working on. This targeted approach typically generates better response rates than generic marketing materials.
Digital Integration
Social Media Updates
Use your social media platforms to announce your presence in specific areas. For example: "Our team is currently installing a beautiful new bathroom in the Boscombe area of Bournemouth. Here's a peek at the work in progress! If you're in BH5 and thinking about a bathroom renovation, get in touch for a special local rate."
Google Business Profile Updates
Create posts on your Google Business Profile about current project locations. This helps improve your visibility when local residents search for contractors in their area. Include progress photos and mention the specific neighborhood you're working in.
Local Facebook Groups
Many areas have active community Facebook groups. While respecting group rules, share updates about your local projects and any special offers for residents. This can be particularly effective as it reaches people who are already invested in their local community.
Targeted Local Ads
Consider running geo-targeted social media ads focusing on the streets and areas where you are currently working. These can be more cost-effective than broader advertising campaigns as they reach people who can see your work in progress.
Combining Physical and Digital Presence
By coordinating your on-site marketing with digital promotions, you create multiple touchpoints for potential customers.
When local residents see your physical presence through site boards and leaflets, then encounter your targeted social media posts and ads, it reinforces your professional image and increases the likelihood of generating enquiries.
Take Action
Transform your job sites into powerful marketing tools by implementing these strategies systematically. Start with one or two actions that feel most manageable for your business, then gradually incorporate the others. Remember, consistency is key - make these practices part of your regular workflow for each new project.
Design professional site boards with your contact information and services
Create service-specific flyers for local letter drops
Document and share project progress on social media with location tags
Update your Google Business Profile with current project locations
Engage with local Facebook community groups
Set up geo-targeted social media ads for project areas
Up Next: Uncovering Your Unique Value - Standing Out in the Trade and Construction Industry
In our next post we’ll explore how to identify and use your company's unique strengths to stand out against your competitors.
Found This Useful?
I hope you've found this guide to maximising your job site's marketing potential helpful. If you would like to discuss how to implement these strategies for your construction business, please email me. You can also connect with me on LinkedIn. If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.
About the Author
John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.
In 2016, John transitioned into digital marketing as an it'seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.
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