I have felt for some time that the building/construction industry was dragging its heels on Internet marketing and social media but I was surprised to see that even the top firms were slow to adapt. Using Building Design + Construction’s Giants list as a guide in checking out the websites of the industry’s top construction management firms, I found only one of the top ten construction management companies – all with revenues in excess of $888 million, had a blog.
There is no denying these companies have achieved success without a blog, but they undoubtedly face increased competition. While I am sure potential building owners still solicit referrals for a considered set of builders, I am equally confident they also turn to websites at some point during their search. A company blog provides an outlet for thought leadership, an opportunity to showcase expertise as well as a place for customers and potential customers and prospective employees to engage with you online.
There are plenty of content possibilities … projects in progress, sustainability, charitable work, interesting people and stories. When research shows that blogging drives website traffic, provides valuable feedback to management, and allows companies to showcase their expertise and talent, I am at a loss to understand why these top construction management companies are foregoing the opportunity.
No. 6 (Suffolk Construction) as well as No. 11 on the list, (Hunt Construction Group,) are the exceptions. Hunt’s blog, entitled Landmarks, offers an inside look at various projects under construction as well as community events. Suffolk’s blog provides thought leadership from the company’s CEO. While good efforts, neither of the blogs provides website visitors with an opportunity to comment. About half of the Top 10 firms have Facebook and Twitter accounts. However, often the connections weren’t accessible from the company websites.
Today’s buyers demand more. A modern site should include blogs and sharing features that foster a sense of community.Why is construction so far behind the curve?
|Rank BD+C Giants
|Gilbane Building Co.
|Hensel Phelps Construction
|Whiting-Turner Conracting Co.
|The Yates Companies
|Hunt Construction Group