What is the role of marketing in construction?

Construction companies in the construction industry work on construction projects that last for a certain period, with specific objectives that must be met within that established period. But before starting any project, the marketing area plays a fundamental role in attracting potential customers to hire the services of the construction company.

<<< Construction industry: how to coordinate the technical team and work >>>

Marketing is one of the most important tools for a construction company to operate at its full potential. Although your business is very effective, without the right marketing you will not reach the right audience. Therefore, do not underestimate the role of marketing in construction. The process of researching, promoting, and ultimately selling your product or service is what allows your business to be successful.

In the modern era, the role of marketing in construction becomes somewhat complex, because having so many marketing channels to share content, it is often difficult to choose the most appropriate one among them to reach the largest number of people, and those people have the need to invest in buying a home or building.

The objective of this article is to analyze the role of marketing in construction and why it is so important to guarantee the adhesion and trust of the customers.

The role of marketing in construction: 2 approaches

Next, we explain the two approaches with which construction companies define their marketing role.

1. Branding.

The role of marketing in the construction industry can be oriented in two directions. On the one hand, and to a greater extent, construction marketing is dedicated to branding. This technique is strategic and creative management aimed at digital media to build a brand identity that is positionable, differential, and sustainable over time.

Branding communicates business values through its digital proposal on different platforms so that the public identifies with the brand and internalizes it. In the construction of a building, this action is necessary to transmit its value and to be able to reflect corporate identity. People looking to buy a property are looking for a face-to-face ecosystem to be established around them.

On the other hand, nowadays every construction company has to have a digital presence to make themselves known to the audience. This site must be a reference for the activity that it carries out every day, as well as be able to account for the progress of the work, not with the intention of selling but as an attempt to position itself in the mind of the consumer to generate peace of mind that the company exists, your investment will be safe and you will get the result you expect.

2. Strategic marketing.

To a lesser extent, but no less important, strategic marketing can be applied in the construction industry, through a digital channel. Mainly, what this practice usually does is to create a buyer journey and start generating leads. In other words, a group of users who are not yet ready to buy an apartment but want to start researching for quality information.

In this way, the construction company begins to acquire a better understanding of its target audience, knowing what its best sales opportunities are, where its consumers are located and the communication channels through which it can interact with them. Although they do branding that way, they can start doing strategic marketing, and perhaps from all those leads they captured, they generate a closing that pays the entire structure.

<<< Family and friends: Presales in the construction industry >>>

How can you combine branding and strategic marketing?

From all the above, we can maintain that the role of marketing in construction is, on the one hand, branding and, on the other, strategic marketing, but without neglecting to give importance to the fact of communicating the message to a greater number of people, and that this marketing must promote a commercial objective, because if the company does not have a commercial objective and a sales plan that is oriented towards strategic marketing, it becomes redundant, since strategic marketing, unlike branding, seeks to support sales.

Branding contributes to brand image, but cannot measure sales generation. In terms of strategic marketing, it is possible to set objectives and it is possible to obtain metrics in a defined time that, at the same time, will become results.

It is in this aspect that construction marketing can be very important. Otherwise, branding is seen as an expense because it's made up of immeasurable, untraceable actions that contribute to an unconscious perception of the human being. However, when you start applying strategic marketing in your construction company, you start to see your marketing efforts turn into sales opportunities.

In this sense, the role of marketing in the construction industry can become increasingly significant, because, through a website, the buyer persona who travels a defined conversion path can begin to generate contacts who can be nurtured through email chains, educate them and give them the impulse to buy apartments through a digital channel. This will add value to your marketing efforts.

<<< How bad processes affect the construction industry >>>

In conclusion, the role of marketing in construction has two approaches to attracting sales opportunities: branding and strategic marketing. The first seeks to promote brand recognition, and customer identification and remain in their memory for longer. The second is more oriented towards generating new leads and nurturing them to shorten the path to conversion and purchase.

In the future, strategic marketing in the construction industry should gain more importance and prominence. Only if the business process supports it will it sell itself. Although a company may be fine with branding, it should also consider implementing strategic marketing to complement brand awareness and a sales strategy that closes sales.