Construction Marketing Strategy

Marketing strategies for construction companies

Crafting Effective Marketing Strategies in Construction Sectors

An effective marketing strategy guides a business through a competitive market. The construction, building products and the environmental & energy sectors are dynamic industries, and a marketing strategy allows you to focus on key aspects for your business, based on a in depth knowledge of the construction market, customers and competitors. This goes beyond sales; it's about carving out a distinct position in a crowded marketplace, anticipating changes and seizing opportunities before they become obvious.

By partnering with Leading Edge, you leverage our expertise in these sectors to develop a construction marketing strategy and plan that's not just robust but forward-thinking. Let's understand the complexities of your industry together, turning challenges into your competitive advantage.

“We worked with Leading Edge to conduct a comprehensive customer satisfaction survey for three of our subsidiaries. The team were knowledgeable and thorough, offering helpful guidance and mapping out the process and timings to meet our tight deadlines. They captured key metrics including Net Promoter Scores and customer perceptions, providing insights into efficiency, communication and reputation across our operations.”

Head of Communications and Marketing, Utilities Infrastructure Organisation

Leading Edge was contracted to perform a market analysis to inform our product development and marketing strategies. Throughout the engagement, their team demonstrated a high level of professionalism and an understanding of our industry’s complexities. The analysis provided was thorough, including an examination of market segments, consumer behaviour and competitive positioning. The analysis and insights they provided were instrumental in guiding our strategic decisions. They had an objective stance and the presentation of the data was clear. The collaboration with Leading Edge exceeded our expectations for a market research project.

Marketing Director, Steel Door Manufacturer

The team at Leading Edge are very professional. We worked with them over the course of 18 months on two research studies helping us to better identify our possibilities in a selection of European insulation markets.

Market Intelligence Manager, Global Insulation Manufacturer

Leading Edge were really easy to work with. The team provided weekly updates and was always available for face to face calls when needed. Altogether a very professional and personable experience.

Marketing Manager, Masonite

The findings from the report enabled the MCRMA to agree a forward strategy to enable us to develop new opportunities within the industry.

Director, Metal Cladding & Roofing Manufacturers Association

At very short notice Leading Edge came into our business to assist with our strategic business planning process. They were able to immediately understand the brief and worked with us to provide essential information to allow us to make some key decisions. This was all done on a very tight timescale and they met the brief exactly.

Business Development Director, Imtech

It was a pleasure working with the staff at Leading Edge. Their expertise in the construction sector was a significant benefit as they assisted our organisation in evaluating our market position and develop a proactive marketing strategy moving forward. I have no hesitation in recommending their services.

Director, John Newton

Leading Edge worked with us on the marketing and brand strategy for our UK business. The market research they carried out has enabled us to identify the most profitable route to growing our business. We were more than happy with their work and would definitely recommend them.

Director, Aliaxis

Our Approach to Developing a Construction Marketing Strategy and Plan

Define your marketing objectives

It starts with setting clear marketing objectives, aligned with your business goals. You may have developed these already, or need our help to refine ideas you and your team have brought together.

Review the market

We then move to a thorough review of the external market and your business's position within it, unravelling the complex layers of customer needs, market trends and competitive dynamics. This understanding forms the foundation of the marketing strategy for your construction business.

Strategic options

The next step is to develop strategic marketing options, a process where creativity meets analytics. We work with you to explore and agree on a strategy that positions your business for growth and resilience. This strategy then transforms into a concrete marketing plan, a roadmap for implementation that translates strategic vision into actionable steps.

Develop and review

It’s not a static document but a living strategy, revisited and refined regularly to stay responsive to market changes. While a construction marketing strategy might hold its course for 5 years, a construction marketing plan needs more frequent updates, ensuring agility and relevance in a fast-paced market.

A marketing plan is an absolutely essential planning tool for any business, no matter what size or type. We support our clients in developing their marketing strategy by helping them understand areas such as market positioning or competitive landscape.

Mel Budd, Director

Our Track Record In Construction Marketing Strategy

Case Study: Assessment of Market Size and Potential for Niche Sector for Fire Door Manufacturer

A prominent US-based fire door manufacturer aimed to explore the market potential and size within a specific niche sector, they tasked Leading Edge with this project. This exploration was centred around the replenishment rates of fire doors in apartments managed by Housing Associations. The project’s primary goal was to understand the dynamics and driving factors behind market activities related to their product.

Understanding the Client’s Needs

The client’s need was twofold. Firstly, they sought to determine the replenishment rates of fire doors in flats associated with Housing Associations. This data was crucial for understanding the demand frequency and lifespan of their products in these specific environments. Secondly, they aimed to gain insights into the market forces and trends influencing these replenishment activities. These insights would be pivotal in tailoring their products and marketing strategies to meet the specific needs of this sector.

Research Strategy and Methodology

To meet these objectives, a comprehensive research strategy was implemented. The initial step involved identifying and ranking the top 20 Housing Associations that presented the most potential for the use of the client’s specific fire door products. This ranking was based on a variety of factors, including the size of the association, the number of properties managed, and their historical investment in fire safety infrastructure.

Data Collection and Analysis

Following the identification of these key Housing Associations, the research team conducted a series of in-depth telephone interviews. These interviews targeted senior decision-makers within the associations, ensuring that the insights gained were both relevant and authoritative. The questions were designed to extract detailed information about their current fire door replenishment rates, the factors influencing these rates, and their specific requirements and expectations from fire door products.

Insights and Findings

The interviews yielded rich data, providing a clear picture of the replenishment patterns and the underlying drivers in the market. It was discovered that replenishment rates were influenced by a range of factors, including regulatory changes, technological advancements in fire door design, and the associations’ internal policies on building safety and maintenance.

Client Benefits and Outcomes

The insights gained from this research were instrumental for the client. They used the detailed data and analysis from the report to inform their marketing strategy as they prepared to launch into this new sector. The specific responses and feedback obtained from the Housing Associations were particularly valuable, as they assisted the client in tailoring their design requirements to better meet the needs of this market segment. This alignment with the client’s needs and the market expectations was a crucial step in ensuring the success of their product launch.

Conclusion and Future Implications

In conclusion, this comprehensive assessment not only provided the client with a clear understanding of the market size and potential within the niche sector of Housing Associations but also equipped them with actionable insights to refine their product and marketing strategies. The project’s success highlighted the importance of targeted research and engagement with key decision-makers in understanding and tapping into specific market sectors. Looking forward, these insights are expected to guide the client in their ongoing efforts to innovate and adapt to the evolving needs and regulations in the fire door industry, ensuring their continued growth and relevance in the market.

More Construction Marketing Strategy Case Studies

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Development of Product Launch Plan for New Construction Product

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Understanding Wastewater Treatment Opportunities Across Europe

Frequently Asked Questions for Construction Marketing Strategy

A construction marketing strategy is a comprehensive plan designed to promote your construction business, attract new clients, and retain existing ones through various marketing techniques and channels.

A well-defined marketing strategy helps construction companies stand out in a competitive market, target the right audience, and achieve business growth.

You need to spend time to identify some basic facts about the market in which you operate and how your business stacks up against the competition.

The key areas you need to think about, with a couple of examples of the type of information you need, are:
• Competitors - who are they, what are they good at, how do they perform
• Customers - description and profile of your current customers and potential customers, sales and profit analysis by customer, what do they think of you
• Product / service range – benefits of your range, comparison to the competition, sales and profit analysis by product group
• Market trends – is the market growing, static or in decline. Are there new regulations coming into force
• What your business does well and where it needs to improve. This should include sales team, head office staff, company image, customer service, communications, after sales and distribution

The main point here is to bring together all your knowledge in one place and write it down.

Very briefly, a construction marketing strategy should contain, at the very least, your plans for these elements:
• Brand image - how you want to be perceived by your customers
• Customers – a description of your target customer
• Market – which part of the market do you want to sell to
• Competitors - who are you planning to take share from
• Product or service range – current and planned
• Competitive edge – why customers buy from you

The facts and figures you gathered in the previous stage will form the building blocks for your construction marketing strategy. You also need to look at a number of options for each of the bullet points above.

Developing a comprehensive construction marketing strategy typically takes 3 to 6 months, depending on the project's scope and complexity.

Construction marketing strategies should be reviewed and potentially updated annually to ensure they remain effective and relevant.

Implementing a successful construction marketing strategy involves:
• Conducting market research
• Defining clear objectives
• Identifying target audiences
• Creating a compelling value proposition
• Developing and executing a marketing plan
• Monitoring and adjusting the strategy based on performance metrics

Why choose Leading Edge for Construction Marketing Strategy

35+ Years Experience

37,000+ Research Interviews Completed

389+ Construction & Environmental Clients

Leading Edge, established in 1988, has over 35 years of experience in construction market research. We have collaborated with hundreds of clients on bespoke market studies and conducted over 37,000 research interviews, providing deep insights into the construction, building products, and environmental sectors.

We offer comprehensive market coverage in the UK, across Europe and globally, bringing you a world of market insights right to your doorstep.

Our team comprises of experts in construction market research, strategic consulting and commercial construction - delivering reliable and actionable intelligence. Working extensively across the construction industry supply chain, out clients often include contractors, building product manufacturers, trade associations, and related service organisations.

In the environmental and energy markets, our expertise spans various sub-sectors, serving multinational corporations in water and waste management, support service intermediaries, SMEs and public sector clients at national, regional and local levels.