Creating a marketing plan for a construction business in Kent

Marketing challenge: Moving into a new market

A construction company in Kent approached me when they wanted to reposition their business. They had built a strong reputation in the commercial sector but were keen to expand into the residential market, an area with very different customer behaviours, emotional drivers, and decision-making processes.

Their objectives were clear: they needed to raise brand awareness among homeowners, increase visibility locally, and put in place a structured lead generation strategy. That’s where I came in as their marketing consultant, providing the direction and clarity they needed.

Strategic marketing approach: Building from the ground up

As with many of my projects, the starting point was a deep dive into the business. I worked closely with the managing director to understand their expertise, values and reputation, while also carrying out a competitor audit to identify gaps and opportunities. This helped highlight how their impressive commercial credentials could be translated into the residential sector.

From there, I developed customer personas. Homeowners make decisions in a very different way to procurement teams, and it is essential to understand their emotional triggers as well as their practical needs. Many businesses worry about narrowing their market, but in my experience, clarity about who you are targeting always produces stronger results.

Armed with these insights, I created a new brand positioning designed to resonate with homeowners and set the company apart from local competitors who often relied on the same generic messaging. We also mapped the customer journey to ensure every interaction, from a website visit to the first call, reinforcing trust and credibility. A customer charter was introduced to underline the company’s values and commitment to service and published on the website.

Marketing plan execution: From strategy to lead generation

The marketing plan gave the business a clear roadmap, showing where to invest their marketing budget, what content to create, and how to reach their target audience effectively. The messaging was built around emotion, focusing on how the business could help turn homeowners’ visions into reality.

Alongside this, I recommended the development of a new SEO-optimised website with fresh copy and blog content to improve search rankings and generate online enquiries. PR activity was also used to raise the profile of the business owner, positioning them as a trusted voice in construction through commentary on industry trends and legislation. Social media became another valuable channel, with advice-led content helping the business connect directly with potential customers and demonstrate their expertise.

The results: Marketing strategy that delivered clear direction

With a defined plan in place, the construction business gained clarity on who they were targeting, what assets they needed, and how to reach homeowners effectively. A marketing budget gave them confidence that activities were prioritised in the right order and investment was being spent wisely.

Their new brand positioning allowed them to speak directly to the emotional side of residential projects. By focusing on helping customers “make their dreams a reality,” the company shifted their message to connect with homeowners’ aspirations and goals. To raise credibility, PR was used to build the profile of the managing director, securing TV and online media coverage with expert commentary on construction trends and legislation. Their digital presence was also strengthened through recommendations for a new SEO-optimised website, supported by blog content designed to capture search traffic and generate more enquiries.

Finally, with a social media plan in place, the business had the tools to share advice-led content and engage directly with homeowners. Together, these elements helped build a stronger reputation, increased online visibility, and created a clear framework for lead generation in the residential market.

“Nat has done a fantastic job with our marketing, and is continuing to work with us. We have seen great response to the methods that have been designed and she has consistently supported our businesses across all platforms going above and beyond what we expected from her. Could not be happier, many thanks.”

Why SMEs in Kent choose Sharp Thinking for marketing support

For many established SMEs, entering a new market or shifting focus can feel overwhelming. But with the right sales and marketing strategy for small businesses, it becomes manageable and far less risky. By combining customer insight, competitor analysis and clear positioning, I helped this Kent-based construction business strengthen its brand, attract the right customers and set itself up for sustainable growth.

If you are an established business owner looking for a marketing consultant or marketing mentor in Kent, I’d be delighted to support you.