As the owner, you struggle to identify the Premier General Contractor (GC) on a very crowded playing field where many players look the same on the surface. You are most likely to have some criteria you see before hiring a general contractor in Houston, but do you consider that the approach to marketing can give a glimpse into the company's reputation? Many construction companies do not emphasize marketing too much, so they tend to stand out. It would be unfair to suggest that GC did not have a good reputation if not involved in marketing; However, those who tend to be more conscience, focus on reputation, services to the public, and benefit the customers they serve. Branding Some GCS saw branding as Hocus Pocus. Considering that customer experience is a big part of branding, it is a big mistake. Construction companies that understand and invest in brand development operate in a higher field. They recognize it as an investment and tend to operate their business with a long-term view. They care about all aspects of their business, including how they are considered by outsiders. If this is one of the properties you are looking for in the Builder, see beyond the GCS logo. Positive publicity What did the media say about this contractor? Towels like what appears when you do a Google search? Show me the contractor who is worried about how it was seen by the outside world and I would show you the contractor who cared about other aspects of his business too. General media has been known to quote or misinterpret the contractor so a reserve assessment until you believe you are dealing with hard facts and have enough information to see trends. Charity. A successful business believes in giving back and general contractors are no different. Does your GC examine the charity support? Do they sponsor and attend the event? Do they support local communities? Do they have employees who serve as volunteers for industrial groups? Many contractors play close to the vest when it comes to charity, so you might have to do homework. JH Greene, for example, shows a commitment to social responsibility in 2017 by building a special tag (#greenAcres), which is used by employees who are involved in supporting the positive causes including online fundraising campaigns for Houston Food Bank after Hurricane Harvey. Each GC can attend a charity event, but only the most dedicated will build a campaign around it. Social media This might be surprising, but many GCs are not big social media fans. Some are there roughly and others embrace it because it represents the opportunity to promote themselves and engage with customers, prospects, and clients. How do you distinguish between both? Find a complete profile contractor, active presence, and engage with followers rather than just broadcast. Those who practice the latter are usually on social media reluctantly because they are told that they must have a presence. Content marketing Content marketing - The approach involving sharing information is useful for attracting new businesses - is a slow tactic for capture in the construction industry. Typical tactics may include blogging, bulletins, guest articles, ebooks to mention a few. There are two reasons GC practicing content marketing must be important for you as the owner. For one, it can help you determine whether they have mastery of their trade, whether it's carpentry or paving. Second, it shows that they value generosity and are willing to share their expertise with the market. From mouth to mouth Most GCs rely on mouth to mouth to produce references because they hang their hats on the quality of work done. Some get so many referral businesses that they consider to be unnecessary marketing, which is one of the main reasons I will never suggest that the contractor does not have a good reputation if they do not invest in it. As the owner, it will help you to find out clients and subcontractors what to say about GC. Do they meet deadlines? Do they use competent subcontractors? It will take a few feet in the form of phone calls, emails and social media. The point is that marketing is just one of the criteria owners consider when checking general contractor. Although it is true that aggressive marketing can be used to disguise shortcomings, more often that it represents a conscience and a holistic approach to business.
Sign in to leave a comment.