Commercial construction in Florida is finally coming back. But things have changed since the last time we saw a surge in new commercial real estate development. For contractors, it’s not only important to understand this shift in the market, but also to know how to capitalize on it.
Today’s commercial real estate buyers and tenants have high expectations regarding functionality, technology and user experience. And they’re looking for a team of experts who can bring this vision to life. Therefore, contractors who demonstrate to prospective clients their ability to deliver on these expectations will greatly improve their chances of winning that business.
The critical component to accomplishing this is to showcase examples of properties you’ve built or spaces you’ve renovated that are similar to what the prospect is envisioning. If you don’t have anything to show that is similar, instead highlight your otherwise impressive projects to give the prospect confidence you can meet their expectations.
There are several ways to feature these signature projects to improve your chances of winning new business:
Share your impressive success stories – including photos – in your marketing materials. The company website, e-newsletter and printed materials are all tools to feature signature projects and testimonials from satisfied clients.
Upon the start and finish of a newsworthy project, earning news coverage – aka “publicity” – is an excellent way to showcase your work to a large number of people. News articles can also be used in new business pitches and shared via online marketing.
Lastly, integrate case studies and success stories into your in-person meetings with prospective clients. By highlighting projects – or types of projects (i.e. state-of-the-art restaurant spaces) – your contracting firm has completed, you will give prospective clients a visual of what you can achieve for them.
Remember, as the commercial real estate industry continues to change, so too should the commercial contractor. Marketing your organization’s strengths in this new market will ensure that you differentiate yourself from the competition.
