The construction industry faces some unique challenges both in the way that businesses are run and how they are marketed. Today, we are going to talk about these challenges and how a good plan can minimize or completely eliminate these challenges.
Challenge #1: Lack of marketing savvy
To assume that someone outside of the field will understand how we need to market without some guidance is unrealistic. Anyone can effectively market and every company should. It’s the unknown aspect of marketing in the construction industry that can be overwhelming. Partnering with a marketing company who does not have inside knowledge of the industry is just as big a mistake as letting someone who knows nothing about marketing plan your campaign. You need a delicate balance of industry specific knowledge and marketing know how.
Challenge #2: Unworthy competition
There are a lot of “fly by night” contractors in our business that are not licensed, insured or even qualified to do the work that they try to perform. This results in dissatisfied customers and a black mark on the construction industry as a whole. Educating customers about the benefits of working with an established organization with credibility and customer referrals can help you “sell against” the unqualified companies that exist in every community.
Challenge #3: Refusal to market services
Unfortunately, many in the construction business have a “build it and they will come” attitude in relation to the existence of their company and customers. Consumers can be fickle – out of sight, out of mind. Remind your community, your customers and your prospects on an ongoing basis that you want their business and that you are the best company for the job and you will be rewarded with more sales.
Challenge #4: Lack of education
Many remodelers don’t move forward with marketing and business expansion because they simply do not have the time to learn how to best implement new practices. While there are many small business tactics and marketing practices that have been simplified in the past five years, giving more companies the ability to grow, owners of remodeling companies are busy. They don’t have TIME to ensure that every step of a fifty step process is followed and finished. They are busy implementing what they do best.
Challenge #5: Delegation
No one is good at everything. Doctors aren’t plumbers, realtors need their lawyers, and dentists can’t fix a broken toe. Contractors, particularly those who are specialists practicing in the field every day, aren’t going to be able to effectively run their businesses without assistance. A high quality office manager, outsourced bookkeeping and marketing support will be vital for a business that wants to move to the next level.
Challenge #6: Distrust from consumers
Unfortunately the construction industry carries with it a bad reputation of contract overruns, not finishing jobs on time, unreliable crews, etc. Using testimonials from satisfied customers on your website and promotional material give you social proof that will increase your know, like and trust factors. Make every effort to set yourself and your company apart – let your community know that you operate differently and that you work hard to stand out from the crowd.
Challenge #7: Poor staffing
Finding the right person for the right job can be a challenge no matter what industry you are in. Establish requirements for each position that you have available in your company. What qualities will the ideal candidate have? What duties will they need to be able to perform? Get specific with what you need which will help you in the selection process. If you know in advance what you’re looking for, finding it becomes much simpler. Sometimes companies that help locate temp to perm employees are worth the additional cost because of the time, money and aggravation that they can save you
The great thing about these seven challenges is that each of them can be overcome easily. As a remodeler, you are no stranger to hard work and some of these items may be harder to overcome than others. Seek out help or connect with us and get on the path to success with you remodeling business.