While most construction businesses are still pretty busy and the runway of work ahead should see you into 2023 without too many issues, the longer term picture is looking a bit more fuzzy. It’s time to start reviewing what you are doing in the marketing and sales space and look to make some improvements.
There is a habit of many business owners in the trades to just take what the market dishes up and not put some proactive systems in place to generate work. “I get all my work from word-of-mouth” is what I hear a lot. That’s great when WoM is working, but what if it isn’t? What’s the back-up plan? Usually there is none. This is particularly true when the market is stronger and the perceived need to generate leads is less. With building consents running at record levels over the past year, you can understand why marketing has not been high on the priority list of most people. Inflation, Covid, supply lines and labour shortages have naturally dominated the headlines. A downturn in building activity however will naturally make some of those issues die away. The need to generate more leads and improve your conversion rate will start to sneak up on you if you don’t take proactive steps.Details