Marketing trends in construction

 Almost all construction companies have a marketing department. However, if previously it was above all the image that prevailed, now the return on investment has taken a prominent place in the communication strategies of those involved in the construction industry. Companies in the sector no longer just seek to highlight the positioning of the brand or product but rather to generate quality leads.

The specificities of the construction market

Very specific products

Construction products are very specific products that meet very strict standards. Almost all of them are subject to certification and/or validation by the CSTB (Scientific and Technical Center for Building) before they are placed on the market. An element on which it will be necessary to ensure to provide clear information to your future customers.

Two types of customers

How to reach the right target: individuals or professionals?

Other complexity of construction products, they are also highly sought after by individuals. It is therefore very difficult to reach only one B2B target, as the keywords used in B2B remain in high demand in B2C. If you want to achieve both targets, you absolutely have to separate B2B marketing and B2C marketing.

Do not waste your efforts and your budget and choose the right levers. The marketplace allows you to reach a B2B target and generate truly qualified leads, from decision-makers and professional buyers with a short or medium-term purchase plan.

Fierce competition

The construction market is an ultra-competitive market. There are a great many companies offering the same categories of products. In addition, in times of crisis, international products become even more attractive because of a very real price differential.

Two important arguments to put forward in your communication:

  •  manufacturing, still considered a guarantee of quality
  •  The importance of differentiating yourself
  • The more competitive the market, the more essential the emergence of your business.

Very visual communication

While today's marketing departments in construction companies are more focused on ROI and qualified lead generation than they ever were before, the image remains paramount. Most of the time, these are very visual products that require a scenario, especially in the face of prescribers. To sell, a construction product has to be sexy. This visual communication is thus found on almost all products in the sector.

Frequent updates

Construction products regularly benefit from improvements. Updates that translate into upgraded technical characteristics or improved functionality. Digital levers such as the B2B marketplace allow communication to evolve over technical improvements.

The importance of exchanges between customer and supplier

Even if you have an extremely well-indexed website, keep in mind that construction products are complex products. E-commerce is not a very efficient channel in this industry. This complexity requires regular exchanges between the customer and the manufacturer in order to be able to guarantee a perfect match between the specifications of the prescriber and the technical characteristics of the product. Distance selling cannot therefore prevail.

Is the product able to precisely meet the need? Only a real exchange between the two parties will determine this! And bringing together decision-makers and suppliers, the B2B marketplace promotes exchange and communication.

The updated payment plan of 5 Marla Price in Discovery Gardens Islamabad: The total price for 5 Marla is Rs. 19,80,000, with 16 quarterly installments and 48 monthly installments.

The construction market requires juggling differentiation, visual communication, and efficiency. By allowing you to reach the right targets and generate quality leads, digital levers provide a real answer to the problems of the sector. Need support in your marketing strategy? Do not hesitate to contact our experts!

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