How to Drive Construction Business Growth Insights from Phil Risher

Construction Champions Podcast

15 hours ago3 min read

Marketing is broken for many construction businesses. They spend money on ads but have no idea which leads convert—or how to fix bottlenecks in their sales funnel.

In the latest Construction Champions Podcast, Phil Risher, founder of Phlash Consulting, breaks down the exact metrics every contractor should track to drive consistent growth.

1. Track Everything: Data Drives Growth

If you don’t know your lead count, booking rate, and close rate, you’re flying blind. Many contractors rely on gut feelings rather than hard data, leading to wasted marketing dollars and missed opportunities.

Key Metrics to Track:

Lead Count: How many potential clients are reaching out?
Booking Rate: What percentage of leads book an estimate or consultation?
Close Rate: How many proposals turn into signed contracts?
Customer Acquisition Cost (CAC): How much does it cost to acquire a new customer?

Takeaway: Tracking these metrics helps contractors identify which marketing efforts are working and which ones aren’t.

2. Build a Brand: Trust Wins Projects

Google Ads alone won’t cut it. While paid advertising can drive leads, contractors need to build trust and credibility through consistent branding and content marketing.

How to Build a Strong Construction Brand:

Social Media Presence: Share project photos, client testimonials, and educational content.
Content Marketing: Publish blog posts, videos, and guides to demonstrate expertise.
Online Reviews: Encourage satisfied clients to leave Google and Facebook reviews.
Consistent Messaging: Ensure your website, ads, and social media align with your brand values.

Takeaway: Branding builds trust, and trust closes deals. A strong brand turns cold leads into loyal clients.

3. Optimize Existing Spend: Stop Wasting Marketing Dollars

Many contractors already spend money on ads but fail to nurture leads properly. Without follow-up systems, potential clients fall through the cracks.

How to Maximize Your Marketing ROI:

Follow Up Quickly: Respond to inquiries within minutes, not hours.
Automate Lead Nurturing: Use email and text campaigns to keep prospects engaged.
Retarget Website Visitors: Show ads to people who visited your site but didn’t convert.
Improve Your Website: Ensure your site is mobile-friendly and easy to navigate.

Takeaway: Marketing doesn’t end when someone clicks an ad. Consistent follow-up turns leads into customers.

4. Know Your ROI: Marketing as an Investment, Not an Expense

Understanding your Customer Acquisition Cost (CAC) is essential for turning marketing into a profitable investment. Without knowing how much it costs to acquire a customer, contractors can’t scale effectively.

How to Calculate CAC:

Add up all marketing expenses (ads, website, agency fees).
Divide by the number of new customers acquired.

For example, if you spend $2,000 per month on marketing and book 10 new clients, your CAC is $200 per customer.

Takeaway: If your profit per project exceeds your CAC, you’re investing wisely. If not, it’s time to adjust your strategy.

5. Relationships Matter: Maximize Lifetime Value

Growth isn’t just about getting new clients—it’s about staying top of mind and maximizing the lifetime value of existing customers.

How to Build Lasting Client Relationships:

Follow Up After Projects: Send thank-you notes, ask for reviews, and offer maintenance tips.
Create a Referral Program: Reward clients who refer new business.
Stay Connected: Send newsletters with project updates, industry trends, and special offers.

Takeaway: Happy clients lead to repeat business and referrals. Strong relationships fuel long-term growth.

Final Thoughts

Driving construction business growth requires more than running ads, it demands smart marketing, data-driven decisions, and strong client relationships.

Track everything: Know your lead count, booking rate, and close rate.
Build a brand: Trust and credibility win projects.
Optimize your spend: Stop wasting money on ineffective marketing.
Know your ROI: Treat marketing as an investment, not an expense.
Focus on relationships: Existing clients are your best source of future business.