How Marketing Can Earn General Contractors a Seat at the Table

In the construction industry, earning the trust of developers, architects and clients is the foundation of business development.

For many small and midsize contractors, a modern marketing strategy has become a key tool for building that trust, creating brand recognition and securing a place in competitive project discussions. A sophisticated brand presence can support business development and position a company for growth.

This article explores insights from Matt Ferguson, Co-Founder and Principal of Venn Marketing, whose own career journey from a contractor’s marketing department to leading a specialized marketing agency highlights a growing need within the industry.

From in-house marketing to a new business venture

After several years in marketing roles, Matt brought his experience of large event marketing and branding to the construction industry, where he saw an opportunity to apply modern marketing principles in a new environment.

“Before joining the construction industry, I was implementing large-scale multimedia campaigns for a well-known collector car auction, Matt explains. "During COVID, a long-time friend reached out and invited me to join her construction company, Venn Construction, where I eventually started their marketing department.”

Scottsdale, Arizona-based Venn Construction soon developed a reputation for its sophisticated multi-channel approach to marketing, which was an outlier in an industry that has been slow to embrace new marketing tools. The company developed a podcast, polished content, detailed case studies, email campaigns and a strong social media presence.

“Cevelopers, architects and even other contractors started asking me to show them how to build their brands as well," Matt says. "I thought to myself, ‘There’s a real need for this.’ In November 2023, we started Venn Marketing, a marketing agency for commercial contractors, architects, developers and subtrades.”

Earning a seat at the table

Matt has observed that many smaller general contractors tend to take an antiquated approach to marketing and business development. Most are not marketed as well as they could be, or even lack basics, like a mobile-friendly website.

Conversely, GCs that prioritize and invest in creating a distinctive brand and marketing that brand are winning more business and insulating themselves against market volatility.

“The big players in the construction game have really strong branding," Matt emphasizes. "They’re instantly recognizable. They have this marketing behemoth behind them that attracts new clients and people who are looking for work. What we do at Venn Marketing is help those small and midsize GCs take their branding and marketing to the next level.”

For many GCs, one business development person often owns the company’s marketing, while making phone calls and meeting people. The organization as a whole, however, may not give the brand or its marketing channels the attention they deserve.

“To even earn a seat at the table, you need to be invited. Usually, that happens through industry relationships and getting out there and meeting decision makers at industry events, happy hours, etc.," Matt says.

"But that's not usually enough. As a brand, you need to be at the front of those key stakeholders' minds, and the most efficient way to do that is through a consistent branding and marketing strategy.”

How branding and marketing support the preconstruction process

How a GC presents itself — in person, on the phone, on its website, through social media, via email and even in requests for proposals — contributes to the GC’s brand equity and will likely increase or decrease a prospective buyer’s confidence.

“Branding is how you show up, consistent logos on trucks and hard hats, professional signage on jobsites, how your staff looks and acts. Marketing is how that brand is expressed — your LinkedIn page, project photos, website, your pitch," explains Matt. "Together, they create the touchpoints that build trust and confidence along the buyer’s journey, especially when the stakes are $10, $50, or $100 million projects.”

Even if a property owner, engineer, architect or other industry professional doesn’t have an immediate need for a construction partner, each touchpoint keeps the GC top of mind and supports business development efforts.

“Venn Marketing is not a business development agency," Matt says. "We’re a tool that business development can use to start a warmer conversation because you’ve already built a certain level of trust in your brand. This can lead directly into your preconstruction process.”

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Adapting to a new marketing playbook

Marketing fundamentals remain the same, such as maintaining a professional website, developing valuable content that addresses the concerns of your target audience and delivering the right message to the right audience at the right time.

However, marketing tools and behaviors have changed significantly just this decade. For example:

• Google has begun to shift from traditional "blue links" to AI Overviews. Google CEO Sundar Pichai has called AI Mode the future of search as keyword-focused searches give way to a more personalized, conversation-based experience.
• As of a May 2025 study, 77% of ChatGPT users in the U.S. report that they use it as a search engine.
• While reviews continue to carry weight with buyers, online communities like Reddit have become go-to resources for peer recommendations.
• Third-party tracking cookies are slowly being phased out, making first-party data and owned platforms a high priority for collecting data and understanding user behavior.

Marketing best practices of five years ago or even two years ago may no longer apply. GCs must adapt to changing user behavior and expectations of a more savvy customer.

Optimizing content for AI visibility

Venn Marketing’s sister company, Venn Construction, is primarily a healthcare builder. In the past, traditional search engine optimization (SEO) strategies implemented by Venn Marketing have helped the company move to the top of search rankings when people search for healthcare contractors in Arizona.

Now, AI Overviews often appear above links in search results. Original content that directly answers questions in clear, concise language — published by a brand that has demonstrated experience, expertise, authoritativeness and trustworthiness (EEAT) — is important for AI visibility.

“We’ve been working hard to make Venn Construction cited as a source by large language models (LLMs),” Matt says. “People are getting their information from ChatGPT, Google AI Overviews and TikTok. If you’re not keeping up with AI optimization as part of your SEO, they’re going to click on the first link that Google gives them.”

Matt has seen these efforts produce leads. Someone searches for a healthcare contractor in Arizona, Venn Construction appears in an AI Overview — and then they contact Venn about a project.

7 questions GCs should ask about their marketing

While specific strategies and tactics will vary, there are foundational questions every GC should be exploring.

1. Is your website easy to use, especially on mobile?

   Your website is your digital storefront. Clients, partners and potential hires judge you on it. A clunky site, especially on a phone, suggests a lack of attention to detail and can cost you valuable bids and top talent.

2. Are you using case studies paired with high-quality visuals to prove your claims?

   On most projects, clients need proof, not just promises. Case studies accompanied by project photos and videos show you’ve handled complex jobs successfully and are essential sales tools that build the validation needed to win competitive bids.

3. Are you consistently engaging with partners on social media?

   Tagging clients and project partners on social media on a regular basis strengthens key relationships. When they share your post, your company gets free exposure to their valuable networks.

4. Are your photos and videos high-quality?

   Cell phone photos don't do justice to a $100 million project. Use high-quality, professional photos and videos of your work and your team to reflect the quality of your construction.

5. Is your content optimized for AI search?

   Clients are asking AI questions like, "Who is the best GC for hospital projects?" Your content needs to be optimized so AI search tools feature your company in the answer, keeping you visible.
   

6. Are you consistently sharing valuable content?

   Regularly sharing updates on your projects, team and industry news through newsletters, social posts, or press releases keeps your company top-of-mind. This positions you as an active expert, which helps attract better projects and partners.

7. Does your team share a consistent message?

   Your entire team should describe your company and its value in the same way. A consistent message builds trust and professionalism, giving clients a clear, confident understanding of who you are.

Marketing as a foundational business tool

“Whether it's getting branding on jobsites, publishing social media posts with project photos or just being consistent out in the marketplace, the GCs that prioritize branding and marketing are getting ahead and succeeding," Matt emphasizes.

A strong brand, supported by a data-driven marketing strategy, is essential for success in today’s construction industry.

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