The construction industry is experiencing a resurgence after a rocky year in 2020. Projects that ground to a halt during the pandemic are now picking back up—homeowners are embarking on major renovations, commercial real estate companies are breaking ground on postponed projects, and the federal government is spearheading an infrastructure overhaul. Seems like a good time to break into construction, right?
Not so fast—as construction business owners know, competition within the industry is fierce. If you have your eye on a lucrative project, chances are, other companies are prepared to fight for the same opportunity. To win your next bid, you need to be a few steps ahead of the competition at all times. Unless you have a foolproof lead generation strategy, you’ll be sitting on the sidelines watching your competitors sign six-figure building contracts.
If your current lead generation strategy is poorly constructed, don’t worry—with a few proven steps, you can lay the groundwork for rapid growth. Follow these 10 tips to clinch your next construction contract and get a leg up on the competition:
- Know Your Audience
- Collect, Cleanse, and Repeat
- Know When To Let Leads Go
- Never Stop Nurturing
- Perfect Your Proposal
- Construct Quality Web Content
- Nail Down Your SEO Strategy
- Build a Solid Social Media Presence
- Let Marketing Collateral Do the Talking
- Outsource B2B Appointment Setting and Marketing Services
Most construction companies focus on a niche within the industry. You may be a general contractor specializing in high-rise commercial buildings, a large business focused on roads and bridges, or a small construction company with expertise in renovations. Unless you have thousands of skilled workers on staff, you probably can’t tackle every construction project out there. As a result, you should focus your lead generation efforts on a specific target.
Before you go live with a B2B appointment setting program, ask yourself the following questions to determine your target audience:
- How far am I willing to travel? Most small- to medium-sized construction companies prefer to work in a specific area. If you can’t envision your crew driving two hours to a job site each day, limit your lead generation efforts to a specified radius.
- Do I want to sign as many contracts as possible or focus on big-ticket projects? In other words, which is more important to you: quality or quantity? If you’re struggling to sign any contracts, you may want to focus on quantity. However, if you’re looking for a once-in-a-lifetime opportunity, you should be very selective about the leads you chase.
- What does my company do best? Is there a service you offer that no one else knows how to do? Maybe you’re the only company in town with the expertise necessary to restore old buildings to their original state. By targeting owners of historic buildings, you can find the leads that are most likely to sign contracts.
- Are there any industries I don’t want to target? Most construction business owners prefer to work in certain sectors. If infrastructure work is outside your wheelhouse, don’t target leads in the government sector.
Once you know who your target audience is, find ways to reach them. Do your research, get to know your audience, and use your new knowledge to your advantage.
Once you compile a list of every potential client in your area, it’s time to cleanse your data. Construction business owners often feel this step is unnecessary, but it’s crucial to the B2B appointment setting process. Data cleansing involves amending and removing incorrect information about leads, whether it’s their phone number, address, or detailed information about their current building.
When you have accurate information about your leads, you can tweak your sales pitch to best fit their needs, thus increasing your chance of signing a contract. This information can include:
- Key decision-maker’s contact information: It’s not hard to see why this information is important. If you can’t reach the decision-maker, you’re not going to make a deal.
- Industry: Why waste time chasing leads outside your target industry? If you learn that a lead doesn’t fit your criteria, you can remove them from your list.
- Potential project timelines: Leads may not be ready to make a deal right away. However, if you know the approximate timeline of an upcoming project, you can plan your follow-up calls accordingly and increase your chances of closing a future deal.
- Current/past construction providers: You can position yourself as the better option if you know a lead’s current or past construction provider.
- Construction needs: There are certain services you do well and others you don’t do at all. It’s not worth your time to chase a lead that needs something your company can’t handle.
- Facility size: The larger the building, the bigger the opportunity. You can adjust your lead list based on facility size.
By thoroughly and frequently cleansing your data, you can keep your B2B appointment setting program running as smoothly as possible.
Leads can make it through your data cleansing process and still be dead-end opportunities. Instead of spending weeks calling prospects who will never sign a contract, you should dedicate your time to qualified leads. When appointment setters deem a lead qualified, it means that they’re a good fit for your services.
You should never disqualify a lead if there’s a chance they’ll turn into a customer, no matter how small that chance is. However, you should use discretion when choosing the leads your sales team spends the most time pursuing. When employees dedicate most of their time toward setting qualified appointments with the best prospects, you end up closing more deals and increasing your revenue.
Don’t have time to get down to the nuts and bolts of lead generation? Hire Abstrakt as your sales subcontractor.
Leads need time to warm up to your company. It usually takes around three weeks and more than nine calls to convince a lead to set an appointment. If you give up after the fifth or sixth call, you might miss out on a deal worth more than $250,000—the average in construction B2B appointment setting. To close as many deals as possible, you need to nurture your leads until they’re finally ready to entertain a partnership.
Lead nurturing can take many forms: cold calls, personalized emails, social media messages, and marketing collateral. Regardless of the method you use, your sales reps need to walk a fine line between too much communication and not enough. Leads don’t take kindly to daily phone calls, but they might fall out of the pipeline if you wait too long between conversations.
It took weeks to convince a lead to meet with you—don’t mess it up with a haphazard proposal. Before attending a sales meeting, you should get to know your potential customer, learn about their pain points, and create a construction proposal that addresses all of their needs (and then some). Proposals are a lead’s first indication that you’re worth their investment.
When businesses need a construction company partner for a new project, they don’t sit and wait for a salesperson to call. Instead, they consult Google and weigh their options. If they click on your website and land on a bare-bones homepage, they might hit the “back” button before they can even see what you have to offer.
Quality web content goes beyond words. To prevent a user from leaving your site after a few seconds, you need a visually appealing design, a user-friendly site structure, and content that addresses visitors’ needs. With a professional website and a few strategic blog posts, you can reel in qualified leads and convert them into your next contract.
You can spend thousands of dollars building the most eye-catching website possible, but that investment won’t pay off without search engine optimization (SEO). SEO ensures your target leads find your website and spend more than a few seconds browsing your content. By incorporating these elements into your site, you can drive more web traffic and increase your conversion rate:
- Keywords: People search for your services using specific keywords, such as “construction company near me.” By anticipating their searches and using relevant keywords on your site pages, you can attract more visitors.
- Links: Google favors web pages that incorporate links to other internal pages and credible external sites. You’ll rank more highly in search results if you use links strategically.
- Intuitive site navigation: Search engines crawl through sites before displaying them in results. If it’s difficult to move through your site, you won’t rank as highly.
- Compelling meta titles and descriptions: When you get a list of Google search results, a short title and description appear for each page. Those are called the meta title and meta description, and if they’re clever and well-written, they can increase your chances of getting clicks.
With a few tweaks to your current website, you can generate more inbound construction leads than ever before.
Your leads are on social media, and they’re not just looking at vacation pictures from their friends and family—they’re looking for their new construction partner. Social media platforms like Facebook, LinkedIn, Twitter, and Instagram are surprisingly useful B2B lead generation tools.
Cleaning up your company profiles is an excellent first step in incorporating social media into your sales strategy. Professional profiles play a role in both inbound and outbound lead generation. When organic leads stumble on your profile, they make a snap judgment that could impact the likelihood of a future partnership. Additionally, when outbound leads receive a cold call from your sales reps, they often look you up afterward. If they find an impressive profile, they might be more willing to take your next call.
After you polish your profiles, you can get to work implementing a complete social media marketing strategy. With frequent curated posts, social media ads, and carefully monitored metrics, you can turn your digital presence into a lead generator.
As a construction industry insider, you might not realize that your frequently used terms sound like a foreign language to your leads. Many of your potential customers have little to no experience on a construction site, and they don’t understand the jargon you and your crew throw around. Luckily, if you use marketing collateral, you don’t have to do any of the talking.
Professionally crafted collateral pieces like brochures, sell sheets, pitch decks, and case studies show off your work in an easily understandable way by using concise language and eye-catching visuals. Plus, collateral gives your leads a chance to see your work instead of just hearing about it.
The past nine tips are incredibly effective, but only if you can actually put them into action. If you’re like most construction business owners, you barely have time to even think about finding sales leads. There are two routes you can take to grow your business: hiring a sales team and taking a stab at a DIY program or outsourcing your appointment setting services.
It can be difficult to let go of the reins and trust an appointment setting company with your sales program. However, outsourcing is typically cheaper, faster, and more effective than an in-house program. Plus, it requires minimal effort on your part—while your outsourced sales reps focus on sales, you sit back and watch the leads pour in. And when it comes time to present a proposal, you get to flex your sales skills.
Looking for a lead generation company with years of experience under its belt? Look no further than Abstrakt Marketing Group. We’ve been generating construction leads for over a decade. Whether you need a website overhaul, a new social media strategy, or a new appointment setting program, we have the tools to make it happen.
Ready to take advantage of the construction boom? Contact us today to learn more about our B2B appointment setting services and wide range of top-tier marketing services.