For a lot of CSLS graduates, the toughest part about being a brand-new contractor isn’t passing their exams or getting their business up and running… it’s marketing that brand-new business to potential construction customers.
Not only can marketing be a challenge, it’s often an expensive one. Running print advertisements in newspapers or magazines can get expensive quick, and promoting your new company through other avenues (like television) can be downright impossible when you’re just starting out. For that reason, a lot of new contractors try photocopied flyers, going door-to-door, and advertising in “penny saver” types of publications.
None of these is a particularly bad idea, but there is one detail new contractors should keep in mind: The construction customers that are easiest to get aren’t necessarily the easiest to have, or to keep.
In other words, the people who are looking for construction help through these avenues are often hoping to find an unbelievable deal – a bargain they wouldn’t get anywhere else. That can be fine if you’re brand new and have lots of time to throw at each new construction project, but working with difficult and demanding people (and not making much money for your trouble) can get to be exhausting pretty quick.
With that in mind, here are a few quick tips to help you master marketing and avoid burnout in your new venture:
Plan your marketing budget and activities from the start. Unless you already have a big network of contacts that you’re sure will hire you, make marketing an important part of your business and budget from the first day.
Grow as you go. You might have to start with low-cost (or even no-cost) marketing activities as a new contractor, but set aside a portion of each payment you receive and you’ll be able to afford more substantial advertising and promotion in no time.
As your business becomes more established, keep looking for better customers. Don’t be afraid to take on bigger jobs for higher fees, especially as your reputation grows. You’ll be less stressed, and will probably find less demanding people to work with.
A lot of established construction contractors go through a learning phase during their first couple years, and that includes finding out how to market themselves to better customers. Learn from their example and plan ahead from the start.
Want to know more about becoming a licensed contractor, or growing your construction business? View our list of upcoming CSLS courses here to see which one might be right for you.
