What’s Next for Construction Marketing?

By Cayden Wemple. 

Ingage sat down with industry expert, Brad Yoho, to discuss the future of marketing and sales for the construction industry.  

As technology like Ingage, a cloud-based presentation building platform, becomes more prominent in the construction industry, it’s becoming easier to speculate what the future of marketing will look like. Ingage sat down with Brad Yoho of Dave Yoho Associates (DYA) to discuss some possibilities.  

The first thing that needs to be normalized is to realize that the sales team and marketing team should be working more harmoniously. “Many companies think of their sales and marketing departments as two separate entities - and they are. But to find success, they have to be on the same page in every interaction that occurs with prospects and customers.” Brad explained.  

As for the future of marketing, Brad told Ingage that even though the industry is becoming more digital, you should never undervalue the face-to-face experience. “I look at technological platforms like Ingage and see how it can transform not only efficiency but how you engage with customers,” Brad told Ingage, “It’s extremely exciting, but also needs to be carefully managed because you can’t over rely on technology as the source to fix all of your problems. The need to present face to face with homeowners is still critical, specifically when it comes to balancing what a prospect ‘wants’ against what they truly ‘need.” 

Brad continued, “Another critical issue is how reps build rapport and transmit value to their customers. Due to material shortages and backlog, many homeowners have to wait months for their project to even begin. As such, the post-sale communication delivered by the sales rep is more important than ever. Do not rely on emails, text messages and calls from your office to ensure customer satisfaction during the waiting process. To add immediate value, train your reps to deliver a powerful post-close that gives them assurance that they will be their Expert Advisor during this process, and ask for referrals while they are still in the home.”