There are a multitude of ways to differentiate your construction business from the pack. In these challenging economic times it often comes down to the selling points you identify that bring the work your way. However, this is exactly where construction businesses often fail to differentiate themselves at all, and instead make the mistake of blending themselves into a sea of sameness.
One example of that can be seen today in the green building arena. Many construction businesses are trying to somehow differentiate themselves from others by identifying themselves as green builders. But using green building as your selling point just because it is all the rage does little to differentiate you from your competitors. Sure, you ought to consider letting everyone know the kinds of green things you do, but unless you cut your teeth on green building you probably don’t have any more to crow about then thousands of others.
So how do you identify the selling points of your construction business that will differentiate it? You have to identify what truly makes you unique. What is it about your approach to building that sets you apart? How about your track record? Or, maybe you have awards that attest to your expertise. Whatever it is it will no doubt take some serious thought to uncover. So don’t just jump at the characteristics you think people are interested in since those selling points might not be very unique at all.
There are some tried and true characteristics that never seem to go out of date. But watch out here since many of them, like quality, are once again touted by all. Just about every builder or tradesman I’ve ever talked to boasts about their quality. Can they all be that good? No, and so that adds a challenge for those who truly are to find ways to not just say they deliver quality, but to prove it as well.
Here are some other, often overlooked characteristics that construction businesses might focus on to differentiate themselves.
- efficiency
- speed
- on-time performance
- within-budget performance
- experience
Also, don’t overlook the members of your team as selling points. If you have really good drywall hangers and exceptional plumbers who work with you, then they become points of differentiation. Identify these and there will be times when you will even pick up work simply because hiring you poses fewer headaches. Owners, generals, and developers don’t want to have to manage the details, that’s why they hire known quantities to do the work.
Once you identify the selling points of your construction business that will differentiate you from all the others, you should make a big deal about them. Talk them up, include them on your web site and in your written promotions. If you use advertising, get them in the ads. If you differentiate but don’t communicate you will just fade into the crowd.
