I’ve been doing a lot of reading on what to expect when it comes to construction marketing services in 2017. Things like what the consumer trends are and how to position my clients for the coming year. What I’m reading is something I’ve talked about for a long time; differentiate your business by building a strong personal brand.
People want is to do business with people, not nameless faceless companies
They want to do business with people that they know, like and trust. People they can associate with, people that are like them. You can’t fake that. You can’t write your way into a brand with some content. It has to be in your DNA. It has to all be real.
A lot of construction services have become marginalized and commoditized
Let’s face it, there’s not much that distinguishes one deck builder from another deck builder. I mean, it’s a box of screws, it’s some wood, and at the end of the day, you have a finished deck.
I get that there is like, a hundred other things that go into that, but to the homeowner, there’s not much that differentiates that deck builder from this deck builder other than what I said above; your own personal brand.
I don’t care if you’re a one man or woman show or if you have a team of 50 people. The way to differentiate, the way to add value, the way to help express what your company’s foundational principles are is by having somebody out front singing the company gospel from the rooftops!
It takes more than just a few photos and a logo
Having somebody doing the talking, not just having a logo or a picture of you and the team and the dog…everybody wants to have the dog in the shot. No, People want more and it’s such an opportunity missed if you don’t provide it.
Look around here, search Google, check out DarrenSlaughter.com, Twitter, Facebook, LinkedIn, Instagram. I’m everywhere because I work hard at being where you, and you always see my name and my face. Personalizing my own brand. Eating my own dog food.
It’s not vanity, it’s branding
It’s my face and my name everywhere not because I think I am particularly handsome, but because I’m trying to get you to know a little about me as quickly as I can. Just enough to get you to call or email mail. I do videos to help you decide if you want to do business with me or not.
You will be easier to remember when people associate YOUR name to your service versus a company name
For example, when you think about construction marketing experts, even though I hate that title, I need to make sure I’m included in the conversation. Not for ego, but because I’ve spent 20-plus years doing marketing for construction and I think I may be able to help you.
Addition by subtraction
I know there are people out there who can’t stand me. They don’t like that I curse or that I’m opinionated, and that is perfectly fine with me because the people that call me tend to be the type of people that think like me and relate to me, which makes for a much easier relationship, while those who don’t, go on to some other outfit.
And that’s the same thing that you can do in your business!
If you get in front of one of these cameras and you start talking about the things you are most passionate about, you will attract people just like you. Problem is, most of you are worried about the people who aren’t going to like you. Guess what…fuck’em. You give your attention to the people who are giving you theirs!
So if I were you, I’d figure out a way to distinguish myself and my company from my competitors, and I’d double down on that. Start by making more of a personal appeal to your prospects. Making things personal helps you overcome the one thing that is the kiss of death to any contractor’s margins…competing on price. I mean, if the only way to improve your product is to lower your price, It’s not going to be long before you’re out of business.
So do yourself a favor, start by blogging more, shoot videos, write things that matter, take pictures and talk about them. Anything that you can use to take your personality and implant it into the DNA of your business will keep you in the mind’s eye of your best clients or customers, the people just like you!
If you are reading this blog post because you are trying to figure out how to put together your own construction marketing plan, then maybe you want to read my take on marketing in the construction industry. -Darren