Sage Advice US

Do you look like every other construction company?

Quick. Can you say what makes your construction company unique in 10 seconds or less? I’ve asked that question many times in my marketing career and, more often than not, I get a 30-minute company description that would make most potential customers yawn with boredom.

Too often, companies don’t have a clear reason why someone should do business with them over a competitor. Consequently, they just add to the noise of me-too marketing messages that bombard consumers of products and services every day.

Do you know what makes your construction company special? Are you highlighting that competitive difference on your website, in discussions with potential and current clients, and in other business development and marketing efforts?

I certainly have seen some construction companies that do a great job of separating themselves from the crowd. They offer something unique that their customers truly care about–and it’s not just lip service. They show proof that they can deliver on their competitive promise. How can you do the same for your company? Here are some tips to help your company stand out:

Usually, it’s not one specific thing that helps you differentiate yourself from your competitors. It may take several of the above strategies, plus others, to get your market to take notice. The effort, however, will be worthwhile. When times are good, stand-out contractors often have the cream-of-the-crop projects. And when times are not so good, they still have a solid base of business because their clients can’t imagine going anywhere else.