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6 Steps for Creating a Construction Marketing Plan

6 Steps for Creating a Construction Marketing Plan

Raina Becker // March 20, 2024

6 Steps for Creating a Construction Marketing Plan

Are you tired of seeing your construction trucks sitting idle? Do you wonder why your phone isn't ringing off the hook with new project inquiries?

Many construction business leaders face these challenges. The construction world is crowded, and the market is only projected to increase in the next five years.

A well-crafted construction marketing plan is your roadmap to getting noticed. It helps you reach the right people, show off your work, and win more projects.

This article is your guide to building that plan. First, we'll explain what a construction marketing plan is and why it's crucial to build your business. Then, we'll walk you through the steps to create one. Finally, we'll share actionable tips to kick-start your marketing efforts today.

Let's pave the way to your business's success, one step at a time.

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What Is a Construction Marketing Plan?

A construction marketing plan is like your company's guidebook. It gives you a framework to share your company's work with more people.

Think of it like a map that points out how to spread the word about your projects, find new clients who need your expertise, and expand your business.

Devising a plan helps you make smart decisions on how to communicate effectively.

It helps you figure out who might need your services. Maybe it's families dreaming of their perfect home or businesses looking to expand their space. Your plan will guide you along the best path to reach these potential clients.

By following it carefully and adapting as needed, your company will be poised for growth.

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6 Steps for Creating a Construction Marketing Plan

A construction marketing plan guides your marketing efforts.

The goal of your marketing plan will depend on your specific aspirations. You might want to increase your customer base, expand your services, or increase profitability.

To help you achieve your goals, here's a step-by-step guide:

Step 1: Understand Your Market and Audience

First, think about who might want your construction services. That is your target audience. Are they families wanting new homes? Are they businesses needing office spaces?

Next, learn about them. What do they really want? What problems do they face that you are uniquely qualified to solve?

Knowing these details lets you ensure your marketing speaks right to them.


  • Talk to people: Ask your current customers what they like about your services.
  • Do your research: Use the internet to learn more about your potential customers.
  • Focus on adding value: Consider how to solve your customers' problems.

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Step 2: Set Clear Goals and Objectives

Decide what you want from your marketing plan.

Do you want to increase your brand awareness? Do you want more calls asking for quotes? Do you want to expand your work area or the types of projects you take on?

Knowing your goals helps you choose the right path and determine if you successfully achieve them.


  • Be specific: Instead of saying, "Get more business," say, "Increase quotes by 30% over six months."
  • Write it down: Keep your goals where you and your team can see them.
  • Check your progress: Review your numbers regularly to see if you're getting closer to your goals.

Step 3: Analyze Your Competition

Knowing this lets you see how you can differentiate yourself. Maybe you have faster service, better prices, or more personalized work. Promote those points of pride and your accomplishments. It's ok to toot your own horn when promoting your business.


  • Browse online: Check out your competitors' websites and social media.
  • Be a customer: Pretend you're a customer and see how they treat you.
  • Learn from them: Use what you find to improve and expand your services.

Step 4: Choose Your Marketing Strategies

Consider the most effective ways to make people aware of your services.

You have many options to choose from. Use the internet, social media, emails, or even old-school methods like flyers, door hangers and billboards.

Find the place where your customers spend the most time. Then, pick the ones you think will reach your potential customer pool the best.


  • Mix it up: Use different ways to spread the word to reach more people.
  • Know your audience: Choose strategies that your potential customers like and use. For example, 78% of millennials have purchased something after seeing it on social media. In contrast, only 16% trust traditional advertising.
  • Be creative: Stand out by being unique in your ads and posts.

Step 5: Develop a Budget

Figure out how much money you can safely spend on marketing.

Consider the return on investment you can expect from different marketing approaches. Put your money and efforts where they will do the most work for you.


  • Be realistic: Set a budget that fits your business size and income.
  • Plan for everything: Remember to include all costs, like ads, printing, tools, and hiring extra help if needed.
  • Keep track: Write down all your marketing costs and how much work you can attribute to each promotion to see where your money goes.

Step 6: Measure and Adjust

After you start telling people about your business, see how it's going.

Use tools like Google Analytics to check if your ads and posts are reaching people and getting them interested.

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If something isn't working, don't worry. You can change it. Always look for ways to do better.


  • Use tools: There are free and paid tools online to help you see how your marketing is doing.
  • Ask for feedback: Always ask your customers how they found you so you know what's working and what's not.
  • Be flexible: If something isn't driving results, try something else. It's all about finding what works best for you.

How You Can Start Creating a Construction Marketing Plan Right Now

Now that you've seen what you need to include in your construction marketing plan, are you ready to start building one?

Here are some simple steps that you can take right now:

Think About What You Want to Achieve

Set SMART goals—Specific, Measurable, Achievable, Relevant, Time-bound. This means your goals should be clear, achievable, and have a deadline. They should also be relevant to your business, and you should include benchmarks for performance.

Take Stock of Your Marketing to Date

Look back at what you've done before to promote your business. What worked well? What didn't? Learning from the past helps you make better plans for the future.

Find Your Audience

Who needs your construction services? Understanding your future customers helps you reach them.

Get YourTeam Together and Brainstorm

Think about where your customers spend their time. Is it online on social media? Or do they prefer reading newspapers or flyers? Pick the places where you can best reach them.

Assess Your Current Marketing Budget

How much money are you spending on marketing now? How much can you allocate to future marketing? Does that number support your ideal construction market plan? Knowing your budget helps you plan without overspending.

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