Constructing Clear Communication With Your Market
Communicating your construction specialty to your niche market will enable you to work for fewer more profitable clients instead of many less profitable ones.
Communicating your construction specialty to the ideal clients within your niche market will enable you to work for fewer, more profitable clients instead of many less profitable ones.
Your ideal clients, the ones that value your expertise, are turned off by a “jack of all trades.” They want a specialist, an expert.
Just because you can do it all doesn’t mean that you should tell them that. Surprise them with your breadth of general knowledge after they have hired you for the depth of your expertise within your advertised specialty.
In his book, Unmistakable: Why Only is Better Than Best, Srini Rao gives some sagacious advice in regards to specialization:
STOP TRYING TO BEAT EVERYONE ELSE.
DON’T AIM TO BE THE BEST.
AIM TO BE THE ONLY.
You certainly aren’t the only construction business that does what you do, but you can be the only construction business that does it the way that you do.
There are several ways to specialize in construction. Review the the following list and determine in which areas you are the expert.
AREAS OF CONTRACTOR SPECIALIZATION
Commercial – large, small, tenant improvement, or specialty type
Residential – new homes, spec homes, remodels, developer tracts, custom homes of a certain value
Repair work – handyman, rot, siding, wood windows, log homes, roof flashings
Service work – MEP maintenance, commercial contracts, industrial contracts
Pre-construction design and planning
Owner’s Representative/Construction Manager
Hourly/Time and Materials
Time of Year/Season
Government Based Programs
Focusing your marketing, operational, administrative, and networking efforts in any one of these areas can increase the awareness of the your niche construction business in the eyes of the clients in these markets.
NARROW THE FOCUS OF YOUR SPECIALTY
You may think that picking a single market is good enough to differentiate your construction business.
You would be wrong.
You need to go deeper and combine the areas listed above to create a truly unique offering to your ideal clients.
Marketing your business as a general contractor that specializes in remodeling work on homes that have an average value of $500,000 is a good start.
But marketing your business as a custom remodeler serving the “High Point” area of town that provides interior design services as part of your pre-construction process so that you can develop a fixed price for the scope of work that meets the requirements of the financial institutions that you have partnered with over the years is better.
Effectively communicate your specialized expertise to your niche market and your ideal client will track you down.
And when people hire an expert and pay for that value, they will expect world-class service.
You will be able to give them that level of service because you won’t be wasting your time on projects on which you were never going to make a profit in the first place.
Thanks for taking the time to read this article. I really appreciate and value your time. Please leave a comment below and let me know if you agree, disagree, or have any questions about this topic.