Introduction
For building companies across Kent and Sussex, finding cost-effective ways to market your services can be challenging. With so many digital marketing options available, it's difficult to know which strategies will deliver the best return on investment for your construction business.
Based on our work with dozens of successful building firms across the South East, we've identified seven proven digital marketing strategies that consistently generate quality leads for builders, carpenters, and specialist contractors in the region.
1. Hyperlocal Google Ads Campaigns
Google Ads remain one of the most effective marketing channels for building companies because they target people actively searching for your services. However, the key to success is hyperlocal targeting.
Targeting Specific Kent and Sussex Postcodes
Rather than targeting the entire counties, focus your budget on specific postcode areas where:
- You've had previous successful projects
- Property values support your price points
- You have good supplier relationships
- Competition is less saturated
For example, a kitchen fitting company might focus on affluent areas of Tunbridge Wells (TN1, TN2) and Sevenoaks (TN13) rather than spreading budget across all of Kent.
High-Intent Search Terms
Focus your budget on search terms that indicate someone is ready to hire, not just browsing:
Lower Intent TermsHigher Intent TermsKitchen ideasKitchen fitter quotes Tunbridge WellsHome extension inspirationBuilder for house extension CanterburyLoft conversion costLoft conversion companies near me
Conversion Tracking
To measure ROI accurately, implement:
- Call tracking numbers specific to each campaign
- Form submission tracking
- Google Analytics goal setup for key actions
- Customer journey mapping from ad click to enquiry
Budget Recommendations
For building companies in Kent and Sussex, we typically recommend:
- Small contractors (1-3 person teams): £300-500/month
- Mid-sized building firms: £750-1,500/month
- Larger construction companies: £2,000-3,500/month
Even with modest budgets, hyperlocal targeting ensures your ads reach the most relevant potential clients.
2. Next-Level Google Business Profile Management
Your Google Business Profile (formerly Google My Business) is often the first impression potential clients have of your building company. Going beyond basic setup can dramatically increase visibility and enquiries.
Leveraging New Features
Google regularly adds new features that many builders aren't utilizing:
- Business messaging for direct client communication
- Appointment booking links
- Service menus with pricing information
- Business updates/posts highlighting recent projects
- Q&A section with pre-populated common questions
Photo and Video Strategy
Businesses with well-documented project photos receive 42% more requests for directions and 35% more website clicks:
- Add 4-5 new project photos weekly
- Include before/after comparisons
- Add short (15-30 second) video walkthroughs
- Tag images with relevant keywords and locations
- Show your team working for authenticity
Using Q&A Effectively
This often-overlooked section is valuable for addressing common concerns:
- Pre-emptively add common questions and answer them yourself
- Include questions about service areas, specialisations, and process
- Respond to new questions within 24 hours
- Use keywords naturally in answers
Review Management
Reviews significantly impact your visibility and conversion rate:
- Create a systematic approach to requesting reviews after project completion
- Respond to all reviews within 24-48 hours
- In responses, include keywords naturally (e.g., "Thank you for choosing our team for your loft conversion in Tunbridge Wells")
- Address negative reviews professionally and take the conversation offline when necessary
3. Targeted Social Media for Builders
Many building companies waste time on platforms that don't deliver results. Focus your efforts where your ideal clients actually spend their time.
Platform Selection
Our research among Kent and Sussex homeowners shows:
- Facebook: Highest engagement for building services among 35-65 age group
- Instagram: Effective for visual showcase, particularly for higher-end projects
- Houzz: Valuable for kitchen, bathroom and significant renovation projects
- Pinterest: Increasingly important for inspiration-phase research
- LinkedIn: Primarily valuable for commercial building relationships
Content Ideas That Engage
The most successful building companies in Kent and Sussex share:
- Day-by-day project transformation sequences
- Before/after reveals with dramatic contrasts
- Behind-the-scenes problem-solving
- Team introductions that build trust
- Client handover moments that capture emotion
- Local content that references recognisable Kent and Sussex locations
Before/After Showcase Strategies
Visual transformation content consistently generates the highest engagement:
- Use slider tools to show direct comparisons
- Create video reveals that transition from before to after
- Show multiple angles of the same transformation
- Include brief project details in captions
- Tag locations for local discoverability
Simple Posting Schedules
For busy building professionals, we recommend:
- 2-3 Facebook posts per week
- 3-4 Instagram posts per week (plus daily Stories during active projects)
- Monthly Houzz portfolio updates
- Scheduling tools like Hootsuite or Later to prepare content in batches
4. Email Marketing for Long-Term Projects
Email marketing is particularly effective for building companies because construction projects often involve long decision timelines. A strategic approach helps nurture prospects until they're ready to proceed.
Building Your Database
Effective ways to capture relevant email contacts include:
- Website lead magnets (free guides, budget calculators)
- Previous enquiries who didn't convert immediately
- Past clients for referrals and additional work
- Local home show and exhibition attendees
- Newsletter sign-ups from your website
Nurturing Content
To move prospects closer to decision, share:
- Recent project case studies relevant to their interests
- Educational content about building processes
- Guidance on planning permission in Kent and Sussex
- Pricing and budgeting information
- Client testimonials and reviews
Seasonal Campaigns
Align email content with seasonal opportunities:
- Winter: Interior renovation projects, energy efficiency improvements
- Spring: Garden room and outdoor living planning
- Summer: Extension and major project guidance
- Autumn: Pre-winter home improvement needs
Measuring Email Performance
Key metrics to track for building company emails:
- Open rate (industry average: 18-22%)
- Click-through rate (industry average: 2.5-3%)
- Enquiry conversion rate from email traffic
- Unsubscribe rate (should stay below 0.5%)
5. Video Marketing Made Simple
Video content generates 66% more qualified leads per year for building companies, but many contractors assume it's too complex or expensive. These simplified approaches make video marketing accessible to any builder.
Easy-to-Create Video Types
Start with these straightforward formats:
- Site walkthroughs: Simple smartphone tours of completed projects
- Time-lapse sequences: Showing transformation over days/weeks
- Team introductions: Brief, personable videos of key staff
- Process explanations: Breaking down complex building stages
- Client testimonials: Short interviews with satisfied customers
Project Walkthroughs
These highly effective videos can be created by:
- Using a smartphone gimbal for smooth movement
- Following a consistent path through the space
- Keeping videos under 60 seconds for social media
- Highlighting key features with brief narration
- Using natural lighting whenever possible
Team Introductions
Building trust through personable team videos:
- Keep each video under 30 seconds
- Focus on expertise and specialisations
- Include local connections to Kent and Sussex
- Show personality and approachability
- Film in workshop or on-site for authenticity
Distribution Strategy
Maximise the value of each video across multiple platforms:
- Upload native videos directly to Facebook for better reach
- Create shorter cuts for Instagram and Stories
- Add to relevant project pages on your website
- Include in email newsletters
- Add to your Google Business Profile
6. Strategic Partnerships with Complementary Businesses
Building strategic relationships with complementary businesses creates win-win situations that can significantly increase qualified leads.
Collaborating with Estate Agents
Estate agents across Kent and Sussex often need reliable builders to recommend:
- Offer special rates for their clients needing pre-sale improvements
- Provide home improvement guides co-branded with the agency
- Host joint information evenings about adding value to properties
- Create "moving in" renovation packages for new homebuyers
Architect and Designer Partnerships
Develop mutually beneficial relationships with:
- Local architectural practices specialising in residential work
- Interior designers needing reliable contractors
- Kitchen and bathroom showrooms requiring installers
- Garden designers needing landscaping contractors
Joint Content Creation
Collaborative content creates value for both businesses:
- Co-hosted webinars on renovation topics
- Shared case studies of joint projects
- Guest articles for each other's blogs and newsletters
- Joint social media takeovers showcasing collaboration
Referral Systems
Formalise partnership arrangements with:
- Clear referral fee structures or reciprocal arrangements
- Tracking systems for referral sources
- Special offers exclusive to partner clients
- Regular partner updates about new services or availability
7. Content Marketing That Addresses Local Concerns
Creating useful, location-specific content establishes your expertise while attracting organic traffic from potential clients across Kent and Sussex.
Planning Permission Guides
Local planning information is consistently among the most-searched topics:
- Create guides specific to different Kent and Sussex council areas
- Address common planning challenges in conservation areas
- Provide case studies of successful planning applications
- Offer checklists for planning submission requirements
Local Building Regulations
Help potential clients understand compliance requirements:
- Explain local building control processes
- Clarify requirements for listed buildings common in the region
- Address common building regulation misconceptions
- Provide guidance on finding approved inspectors
Area-Specific Content
Create content tailored to local property types and challenges:
- Renovation guides for Victorian terraces in towns like Tunbridge Wells
- Extension options for bungalows common in coastal Sussex areas
- Barn conversion considerations for rural Kent properties
- Solutions for period properties with conservation restrictions
Seasonal Building Advice
Address regional weather and seasonal considerations:
- Winter-proofing guidance for coastal properties
- Summer renovation planning to minimise disruption
- Autumn maintenance checklists for older properties
- Spring external building work preparation
Conclusion
Digital marketing for building companies doesn't need to be complex or expensive to be effective. By implementing these seven strategies and focusing on the channels that deliver the best results for your specific business, construction companies across Kent and Sussex can establish a strong pipeline of quality leads without breaking the budget.
The most successful approach combines several of these strategies into an integrated plan that builds your company's visibility and reputation over time, creating a sustainable flow of enquiries from homeowners looking for exactly the services you provide.
