The construction industry is seeing unprecedented change in a sector that is traditionally resistant to new ideas. One way the industry is changing is the use of offsite building and technology to improve productivity thanks to the construction labor shortage. Technology is also changing the way builders market themselves, especially since millennials and Gen Z customer rely on technology to find the right construction professional for the job.
Your New Buyers
Generation Z is comprised of people born between 1995 and 2010 and make up 26% of the US population. They are responsible for 40% of consumer sales and 93% of Gen Z parents say their children influence their shopping choices. As the oldest of this generation begins to dip its toe into the home market, it’s important to know how to make your construction company relevant and keep yourself in the game.
Both millennials and Gen Zers respond to brands that focus on healthy living, social good and technological advancement. That means focusing on the environmental impacts of your builds. Switch to products that are more energy efficient and environmentally friendly. Make sure to include these improvements in your marketing messaging.
Make your jobsites efficient and eco-friendly. Recycling and reusing not only reduces your impact on the environment, it can also really reduce your running costs. Research shows that younger customers are loyal and far more likely to leave a review. They also rely on reviews to find builders they like, so be sure to ask your customers to leave reviews on your social properties which you should also share to your website.
Modernize your Tech
- Ensure your website and social media properties are properly run. Make sure they are efficient and load quickly and that inquiries are promptly answered.
- Keep it short –be concise and make it really easy to get a quote.
- Use ‘word of mouth’—your happy customers are your best marketing tool. Encourage reviews and share them so that others will feel confident in your ability to meet their needs.
- Be present—this is tough, especially for people who are so busy running their company, but clients respond well to personal stories. By putting yourself in your marketing, you create a connection with potential customers and foster trust.
Marketing is the one area you need to tend to in order to keep those jobs rolling in. Invest the time and resources into marketing your construction company properly and you’ll reap the rewards.