The Most Common Challenges I've Seen From 10 Years in Construction Marketing
When I tell people I specialize in marketing for construction companies, I usually get one of two reactions: either "Wow…sounds boring!" or "Construction companies do marketing?"
Both reactions make me smile, because after spending nearly a decade marketing for everything from a tech-enabled design-build firm to a construction marketplace connecting skilled trades with top ENR contractors, I know just how fascinating—and essential—great marketing is in this industry.
But I also understand why these misconceptions exist. Construction marketing has unique challenges that don't apply to other industries. And after working with dozens of companies across the sector, I've noticed the same obstacles appearing again and again.
Let me walk you through the five most common marketing challenges I've seen in construction—and the solutions that actually work.
Challenge #1: The "We've Always Relied on Word-of-Mouth" Mindset
This is the big one. Nearly every construction company I've worked with started with some version of "we get all our business through referrals."
While word-of-mouth is incredibly powerful, it's also:
Unpredictable (feast or famine cycles)
Limited in scale (you can only reach people who know your existing clients)
Increasingly insufficient (as more competitors adopt digital strategies)
The best contractors understand that word-of-mouth isn't a marketing strategy—it's the result of doing great work. True marketing amplifies and extends that reputation to new audiences.
The Solution:
Start by documenting and systematizing your referral process. This means:
Creating a formal system for requesting reviews and referrals at project completion
Building a digital showcase of your completed projects
Developing relationships with complementary businesses (architects, designers, realtors)
At a top general contractor servicing the NYC metro area, we implemented a structured referral program that increased our word-of-mouth leads by 2X in just six months. The key was making referrals a deliberate process rather than hoping they would happen organically.
Challenge #2: Difficulty Measuring Marketing ROI
"We tried marketing before and couldn't tell if it worked."
I hear this constantly, and it's a legitimate concern. Construction has long project timelines and high-value contracts, making it difficult to connect marketing activities directly to revenue.
The Solution:
Start with the right metrics. Instead of trying to track everything, focus on:
Lead-to-consultation rate: What percentage of inquiries result in an initial meeting?
Consultation-to-proposal rate: How many meetings convert to proposals?
Proposal win rate: What percentage of your bids do you win?
Cost per acquisition: How much do you spend to acquire each new client?
Average project value: Are your marketing efforts attracting higher-value projects?
Data changes everything. At a top design-build firm, we built tracking dashboards that revealed which marketing channels truly delivered. Some surprised us. With this intelligence, we reallocated budget to align with the firm's goals, ultimately landing higher-value, higher-margin projects instead of just more projects.
( ⬆️ Don’t have time for this? Candor can help—get in touch with us here to learn more)
Challenge #3: Inconsistent Marketing Execution
Many construction companies start marketing initiatives with enthusiasm, only to abandon them when work gets busy. This stop-start approach yields minimal results and reinforces the belief that "marketing doesn't work for us."
The Solution:
Focus on building systems rather than campaigns. This means:
Creating templates for common marketing activities (project updates, case studies)
Setting up automation for routine tasks (follow-up emails, social media posting)
Developing a marketing calendar that accounts for seasonal fluctuations
Identifying the minimum viable marketing activities that must continue even during busy periods
When I worked with a residential remodeling company in NYC, we created a simple "marketing minimum" checklist—five activities that took less than two hours per week but maintained their market presence during peak seasons. This consistent approach increased their year-over-year lead flow by 28% without additional budget.
Challenge #4: Attracting the Wrong Types of Projects
"We get plenty of leads, but they're not the right kind of projects."
This is particularly common for companies trying to go upmarket or specialize in certain project types. Traditional marketing tactics often attract a broad audience rather than the specific clients you want.
The Solution:
Implement a strategic pre-qualification process:
Clearly define your ideal project profile (size, type, budget, timeline)
Create content that specifically addresses the concerns of your target clients
Develop an assessment tool that helps potential clients self-qualify
Train your team to ask the right qualifying questions early in conversations
At past companies, we created an intake survey that helped potential clients understand if their renovation budget aligned with their goals. This reduced unqualified consultations by more than 50% while increasing our average contract value by 25% year-over-year.
Challenge #5: Lack of Technical Marketing Expertise
Construction excels at building physical spaces, not digital marketing infrastructures. Most firms lack the specialized knowledge needed for effective digital marketing.
The Solution:
Rather than trying to become a marketing expert overnight, focus on building a simple but solid foundation:
Invest in a professional, mobile-friendly website focused on your portfolio
Set up basic analytics to track where your leads come from
Implement a simple CRM system to manage client communications
Consider fractional marketing support rather than hiring a full-time specialist
( ⬆️ Don’t have time for this? Candor can help—get in touch with us here to learn more)
The Common Thread: Integration Is Key
What I've learned from addressing these challenges across dozens of construction companies is that the solutions aren't about implementing isolated tactics—they're about integration.
The most successful construction marketers create systems where:
Project documentation feeds their portfolio and case studies
Client interactions update their CRM automatically
Follow-up processes run consistently regardless of how busy the team is
Marketing data informs which types of projects to pursue
The construction companies that overcome these challenges don't just generate more leads—they create more predictable business cycles, higher profit margins, and ultimately, greater control over their growth trajectory.
Next Steps: A Simple Framework to Get Started
If you're facing these challenges in your construction business, here's how to begin addressing them:
Audit your current situation: What marketing assets do you already have? What's working and what isn't?
Define your ideal project profile: What types of projects do you want more of?
Document your existing process: How do leads become clients today?
Identify your biggest gap: Which of the five challenges is limiting your growth most significantly?
Start with one solution: Pick one action item from this article and implement it consistently for 90 days.
Remember, effective construction marketing isn't about flashy campaigns or massive budgets—it's about consistently communicating your value to the right audience through the right channels.
Want to do all of the above, but don’t have the time? That’s where Candor comes in! We help construction companies build marketing systems that deliver measurable results without the headcount or cost of a full marketing team. Let's talk about your specific challenges →
