Click here to read our latest article in Master Builders Build Today Magazine – Jan 2025
Builders can utilise many strategies to attract potential clients, although it’s advised to start with two or three and , once mastered, expand to more. But if you’re light on leads, attack all 10 below and grow your business over the next 18-24 months.
1. Three-Street-Wide Flyer and Door Hangers
Introduce your services to specific neighbourhoods using flyers or door hangers. This tactic generates leads and builds brand awareness. Include your business details and a special offer, such as a free home consultation, since you’re already working nearby. It’s also a respectful way to inform neighbours of any construction noise or disruption.
- Site and Vehicle Signage
Displaying your business information on signs and vehicles is a simple but effective way to boost visibility. Position signs at your worksites with your logo, website, and contact details. Adding association logos (e.g., Master Builders, NZCB, LPB) enhances trust. Include QR codes linking to more information about your services. You can also add a photo of yourself to personalise the signage.
- Geo-Fenced Facebook Advertising
Geo-fencing allows you to target specific geographic areas with Facebook ads. Before running ads, ensure your online presence is polished. A marketing audit will confirm that your website and social media profiles clearly who you are, what you do and how you can help.
After your audit, run geo-targeted Facebook ads. If you’re new to this, it’s worth hiring a specialist social media marketer. Ensure your website and profiles align with the ad content for higher conversion rates.
- Google AdWords and Landing Pages
Pairing Google AdWords with a well-designed landing page can effectively convert visitors into leads. Ensure your landing page highlights customer testimonials, case studies, and examples of completed work to build trust and credibility. Visitors want to know how you can specifically help them with Timeline, Budgets, Quality, Communication and Trustworthiness concerns.
- Home Shows, Show Homes, and Open Homes
Participating in home shows or hosting open homes allows you to engage with potential clients directly. This builds trust and showcases your work. Be sure to have professional marketing materials like WOW Packs, and Look Books available. Offering a free consultation to visitors can further incentivise potential clients to reach out.
- 1% Referral Programme
Referrals are one of the most powerful ways to generate new business. Offering a 1% referral reward to those who refer clients can incentivise word-of-mouth marketing. Share the programme widely, targeting past clients, sports clubs, real estate agents, and networking groups like BNI. You could also offer Prezzy cards or gifts as rewards for successful referrals.
- KLT Instagram Strategy
The ‘Know-Like-Trust’ (KLT) concept is vital in Instagram marketing. The goal is to help clients get to know your business and trust your expertise. Share content that answers the questions: Who are you? Who is in your team? How can I trust you? How can you specifically help me? This will help you stand out from competitors. And pull the curtain back so people Know, Like and Trust you more.
- Case Studies and Testimonials
Trust is crucial in the building industry, and case studies and testimonials are an excellent way to build it. Video testimonials are particularly effective, though written ones are also valuable. Ask satisfied clients if they would be willing to serve as references for future projects, especially for larger jobs. This can reassure potential clients and give them confidence in your abilities.
- Networking and Sponsorships
Networking can be a powerful tool for builders. Consider joining business groups like BNI, where you can meet potential clients or partners. Awards, such as the Master Builder House of the Year, can also build credibility. Sponsoring local events or sports teams is another way to increase visibility while giving back to the community.
Sponsoring local sports clubs, like a rugby or netball team, can give your business added exposure. Sponsorships are an easy way to build goodwill while promoting your services.
- Marketing and Sales Audits
If you’re struggling to generate leads, a marketing and sales audit can be the first step. Make sure all your marketing materials, both online and offline, clearly communicate your services, brand identity, and how you operate. Once this foundation is in place, refining your sales strategies will help you improve your conversion rates and build long-term relationships with homeowners.
By implementing these 10 strategies, you can improve your lead generation and establish your business as a trusted name in residential building. Focusing on marketing, trust-building, and strategic networking will position your company for sustained growth.
