How to scale your construction company in a down economy

Want to know the secret to scaling your construction company fast, sustainably, and profitably?

Being a great builder isn’t enough.

You also have to have great marketing.

This is why most construction companies hit a growth ceiling they can't break through.

Almost every contractor in every city in North America markets themselves the exact same way!

They might have the basics sorted out, like:

• A website

• Some online ads

• LinkedIn and Instagram accounts (that they rarely update)

But you rarely see construction companies market themselves with the intentionality and drive you’d expect from SaaS, realtors, clothing, beverage companies, etc.

How MAC Renovations turned themselves into a marketing powerhouse

A construction company in Victoria, BC called MAC Renovations recognized this problem about four years ago, and decided to dial up their marketing to 11.

Here’s how they built a standout brand.

Step 1: Generating leads through paid ads

MAC started with the low-hanging fruit: paid marketing channels.

This included:

• SEO (to drive traffic to the website)

• Facebook ads

• LinkedIn ads

• Instagram ads

They pumped money into ads, did ongoing A/B testing to see which ones performed best, and optimized until they were happy with the results.

A note for the builders reading this: If you’ve been neglecting your marketing, we recommend starting here!

Paid ads do reach a ceiling eventually in terms of cost-effectiveness.

But it’s an invaluable long-term investment. Once you have high-performing ads, that gives you a reliable lead pipeline that will continue to improve ROI if executed correctly. 

Step 2: Generating leads through non-digital channels

Second, they started focusing on non-Internet marketing channels like billboards.

They saw fantastic results by building referral programs for customers, staff, and past clients, (called the “Contractor-for-Life Program”).

But the biggest needle-mover was:

Sponsorships.

MAC sponsored a garden show in Victoria, VC, and handed out garden gloves with their logo on it.

This was a stroke of brilliance, because:

• Land in Victoria is expensive

• So anyone who lives in Victoria, has a garden, and attends a garden show has to be wealthy

• This created a target-rich environment for MAC to find their ideal client (or someone who might be in the same social circles as their ideal client)

They also sponsored car rallies and golf tournaments... and over time, that flywheel effect started getting traction.

The results

The construction industry is in a negative business cycle right now, and most companies are having a tough time scaling.

But, because MAC has been laser-focused on their marketing over the last few years, they’ve actually managed to keep growing. They’ve been making good money, and haven’t had to do any big layoffs.

More importantly...

They’ve laid a foundation so that once the economy swings back in a positive direction, they’ll be significantly ahead of the other construction companies in their area.

Want to build a standout construction brand?

If you want to build a construction brand that:

• Brings in consistent business even during economic downturns...

• Automatically attracts high-quality clients (while turning away tire-kickers and time-wasters)...

• Makes you the clear choice in a sea of copycat competitors...

Consider joining us inside Highspire Coaching.

A small slice of what you’ll get access to:

• Proven marketing frameworks used by top-tier construction companies

• Personalized feedback from industry veterans on your implementation

• A community of like-minded builders who are serious about growth

👉 For more details about Highspire Coaching, click here

👉 To apply to join the next cohort, book a call here

Forward always,

Highspire