Marketing tips for builders during a recession

Construction is one of the biggest industries in New Zealand and, with talk of the economy tightening in 2023, it’s essential to get your name in front of your potential customers. Here are some ideas on what you can do.

The best advertising is specifically designed for the people its targeted to. Decide who your ideal customer is and find out where they spend their time and what they need. For example, homeowners wanting alterations are likely to search online using Google Search or Facebook. Your local newspaper might be useful for targeting older customers.

Keep in touch with your customers

Following up with your customers is an easy way to build relationships. When you finish a job, reach out and ask your customer if they are happy. Keep an eye on social media too. Find out how you can improve. Positive word-of-mouth is the best way to advertise your business.

Here are some cost-effective tips to market your business:

• Focus on customer retention

• Run Google Adwords online advertising

Keep your business current

By being a member of New Zealand Certified Builders (NZCB), you are already a step closer to achieving this goal than those builders who are non-aligned. Keeping up to date on industry news and developments can help you better serve your customers. Stay up to date by attending industry events and trade evenings, as well as expos to assist you with building stronger networks.

Talk to your local NZCB President to find out what’s currently in demand within your region. Questions such as: should you pull back on new builds, and instead focus on the alterations/ renovation market? Is there an opportunity to focus less on ‘residential’ and do transportable homes or ‘light commercial’ instead? Talking to fellow members in your region could help you identify possible growth areas.

Not sure who your NZCB Regional President is? Check out the ‘Regional Committee’ tab, under the ‘ABOUT NZCB’ section on the NZCB members’ only Toolshed: www.nzcb.nz/members/nzcb-people/

Refresh your marketing strategy

As you’ve been so busy, some of you won’t have done anything in the past 18 months towards promoting your business. But now is the time to get your brand name in front of your potential customers. Digital marketing is great for business, so it’s helpful to have a well-designed website that works on both desktop and mobile phones. Think about social media, Google Search and search engine optimization. Paid services such as Google Adwords can help to get your business name in front of possible clients.

• Use video online to showcase your projects

• Get yourself found in local online searches and get your business listed on all local digital directories

• Create a Google Business Page

• Build or update your website, then keep it up to date by adding new project photos and customer testimonials

• Optimise your website

• Set up phone tracking and email enquiry in Google Analytics

• Get involved in your local community

• Sponsor a local sports team or event

• Donate left over building materials

• Participate in local exhibitions and expos (e.g., local home shows)

• Drop postcards in letterboxes on the streets where you work

• Get involved in business networking groups

• Ask for referrals from your customers

• Adopt economical outdoor advertising (e.g., sign write your vehicle and put big corflute signs out on the properties where you work)

• Introduce yourself to Real Estate agents in your region, as they may be willing to refer alterations work your way.

Lastly, research what your main competitors are doing well from a marketing perspective and consider implementing similar ideas for your business.

Karla Farrar, General Manager – Marketing and Services, NZCB With 20+ years’ experience in marketing and communications, Karla has a breadth of knowledge across large and small New Zealand organisations, including owning and managing her own boutique advertising and communication agency. She specialises in acquisition, digital development, branding, communications and marketing.