You might be surprised that 69% of U.S. adults use Facebook — many of them contractors and homeowners who could become your clients. Yet, reaching general contractors remains tough, as they work 60+ hours a week and have little time for marketing.
The good news? 77% of professionals want brand and product info directly from businesses, and 56% prefer to hear it from you. Research also shows 40% of contractors prefer email communication, while 83% recommend businesses they like — over half do so monthly.
This article reveals proven strategies to market effectively to busy contractors, from building a professional website (trusted by 56% of users) to using video content (the top ROI tool for 52% of marketers).
Define and Understand Your Ideal Contractor
You need to define your target audience before creating marketing messages for general contractors. The construction industry makes up 6-9% of GDP in developed countries. This makes it crucial to narrow down your focus.
Identify the type of general contractors you want to reach
Your marketing success starts with creating an Ideal Client Profile (ICP). Look at your existing clients to spot patterns and strengths. You can categorize potential contractors by:
- Market sector and sub-categories
- Size (revenue, employee count)
- Selection process priorities
- Financial position
- Project delivery methods
You should also determine if commercial subcontractors are your target. These contractors typically work with general contractors, construction managers, or project owners. Different contractors excel in various project scopes. Some build large-scale industrial developments while others specialize in residential housing.
Understand their biggest challenges and goals.
Your marketing should address the most important hurdles general contractors face. Cost overruns top the list, with 35% of industry professionals calling this their biggest risk. Large construction projects face an even bigger challenge – 98% of them exceed their budget by more than 35%.
Time management creates serious headaches, too. Projects run late 77% of the time, with delays averaging 77 days. Superintendents must make 500-700 decisions each day. These range from small choices to critical safety decisions.
The industry loses $88.69 billion yearly due to “bad data” and rework. Labor shortages make these problems worse. Reports show the industry needs 500,000 more workers.
Map out their decision-making process.
Your approach becomes more effective when you understand how contractors make decisions. Construction managers and clients work together on smaller projects, with minimal outside input. Larger projects need group efforts and often require consultants.
Projects become complex with multiple stakeholders involved. Mid-sized to larger projects can have hundreds of decision-makers. General contractors want early project involvement. This helps them share expertise about construction costs, material availability, and constructability.
Contractors base their choices on customer values and project priorities. Your marketing must show how you help them balance cost, timeline, and quality while solving their specific challenges.
Build a Strong Digital Presence
A strong online presence has become vital for businesses marketing to contractors. Studies show that 97% of people search for local businesses online and judge a company’s quality by its digital footprint. Your digital strategy should be detailed yet targeted to meet contractor needs.
Create a professional website with clear service offerings.
Your website should act as your digital headquarters. More than 80% of smartphone users look up businesses online before making purchases. This means your site must clearly outline your products and services. You need detailed information about your offerings, solutions to contractor problems, and pricing where applicable. Contractors visit construction websites mainly to find contact details, check project experience, and understand your operational approach.
Optimize for local SEO to appear in contractor searches.
Local intent drives contractor searches – 46% of monthly Google searches have a local focus. The best way to capture this traffic is to claim and optimize your Google Business Profile with accurate business details. A complete GBP gets 7 times more clicks, which boosts your visibility substantially. On top of that, it helps to keep your business information consistent across online platforms, since inconsistencies hurt trust and rankings.
Use social proof like testimonials and case studies.
Client testimonials build trust in your capabilities. Research indicates that 86% of consumers check reviews before choosing a local business. About 57% only work with businesses rated four stars or higher. Your website should showcase client feedback on multiple pages – not just a dedicated testimonials section. Case studies of completed projects are a great way to get attention, as 26% of homeowners rank reviews and ratings second only to price when choosing contractors. Note that praise from outside sources carries more weight than your own marketing claims.
Use Content and Social Media to Build Trust
Social media has become a revolutionary force in building trust. Construction firms with active profiles receive 3.5x more asks than those using conventional advertising alone. More than 87% of construction decision-makers use social media to assess potential partners. Here’s how you can tap into these platforms to market to general contractors.
Develop a content calendar with helpful tips and project showcases.
A content calendar forms the foundation of organizing and scheduling your posts. This planning tool helps you retain control by mapping out topics, formats, and publishing dates. You should arrange content that matches contractor needs—think over seasonal construction trends, regulatory updates, and industry news. The content creation process works better when you prepare multiple posts at once instead of scrambling daily for new material.
Post consistently on Facebook, Instagram, and LinkedIn.
Each platform plays a unique role in your contractor marketing strategy. LinkedIn guides you to key decision-makers, architects, and property developers—80% of B2B leads flow through this professional network. Facebook builds local visibility through community groups and targeted promotions. Instagram shines at visual storytelling through project emphasis. Whatever platform you choose, consistency pleases both social media algorithms and your ideal audience.
Involve yourself with contractor communities online.
Online communities create spaces where contractors discuss specific topics and build professional relationships. Local Facebook groups or contractor-focused forums let you answer queries and showcase your expertise. Your active responses to comments and messages demonstrate professionalism and respect for others’ time. To name just one example, see how Q&A sessions allow contractors to submit questions about relevant topics.
Repurpose content into short videos or how-to guides.
Video has evolved into a crucial marketing format. Before-and-after transformations and project walkthroughs generate much engagement. Time-lapse videos showing construction processes or virtual SOQs (Statements of Qualifications) help connect with contractors’ needs. Note that short-form videos like Reels can effectively drive users to your longer, detailed content.
Generate and Nurture Leads with Email and Ads
Lead generation is the lifeblood of contractor marketing, and proven approaches deliver measurable results. Building your digital presence sets the stage to convert visitors into guides and turn them into clients.
Create a lead magnet that speaks to contractor needs
Start by developing resources that solve contractors’ specific challenges. The best lead magnets for contractors include:
- Cost guides that break down pricing by project type and materials
- Checklists for project planning and execution
- Before-and-after project casebooks
- Maintenance guides for completed work
- Industry-specific style guides for design inspiration
These resources are a great way to get immediate value and establish your authority. Research shows that e-books and white papers build trust among potential customers effectively.
Set up an email sequence that builds trust gradually
Your automated email sequence should kick in after capturing contact details. Studies show 40% of industry professionals prefer email communication. A solid sequence should:
- Start with a welcome message and your promised lead magnet
- Continue with educational content about common challenges
- Share relevant case studies that showcase your expertise
- Add personal touches—subject lines with first names boost open rates by 82%
Run targeted Facebook and LinkedIn ads
Facebook’s 189 million monthly active users in the United States make targeted advertising highly effective. Geographic targeting helps focus on specific service areas on Facebook. LinkedIn puts you in touch with decision-makers directly—the platform hosts 58 million registered companies.
Follow up with past clients and get referrals.
People trust recommendations from those they know – 84% of consumers say so. The best time to ask for referrals is right after project completion, when satisfaction peaks. Happy clients can share their experiences on social media and review sites.
Conclusion
Marketing to general contractors requires a focused approach built on understanding their unique challenges—tight deadlines, cost concerns, and limited time. A strong online presence, optimized website, and authentic testimonials build trust and visibility among potential partners. Consistent content marketing and social media activity position your brand as a reliable resource in the contractor community.
To stay ahead in the construction industry, you need a strategy that builds relationships, not just awareness. Ready to grow your construction business online? Codevelop, Portland’s trusted digital marketing agency, offers tailored SEO and marketing services to help you connect with more general contractors. Contact us today to get started.
