It’s easy to get overwhelmed by marketing, especially when you’re running a construction or remodeling business. SEO, social media, email automation, branding, AI… it’s a lot. But what if there was someone who not only understood marketing, but actually built a successful construction brand before starting an agency?
That’s Denise Grothouse, Founder and CEO of Perfect Six Marketing. In this episode of Titans of the Trades, she shares how to grow your construction business without getting lost in the weeds or wasting money on marketing that doesn’t move the needle.
Vulnerability Is Your Secret Weapon
Most contractors shy away from showing pricing, introducing their team, or explaining their process in detail. They worry competitors will steal their ideas or poach their people. But Denise says vulnerability builds trust.
When homeowners ask, “How much does it cost to remodel a bathroom?” they want a ballpark, not a mystery. Be upfront. Educate them before they call. You’ll shorten your sales cycle and convert better leads.
Your Old Customers Are Gold
Most contractors spend all their time chasing new leads, but ignore past clients. That’s a huge mistake.
It’s easier to sell someone you’ve already sold to. With tools like email and text automation, you can keep in touch effortlessly and keep your pipeline full.
Earned Media Builds Trust and Traffic
Denise is a big believer in public relations and earned media. When a magazine or popular brand features your work, it does two things:
- Exposes you to a bigger audience.
- Boosts your SEO through backlinks and authority.
It’s part of Google’s E-E-A-T guidelines: Experience, Expertise, Authority, and Trust. Public mentions tell Google, and your future clients, you’re legit.
Why Niching Down Works
Trying to be everything to everyone only leaves you burned out and buried in generic search results. Denise recommends identifying your “bread and butter” service and leaning into it.
Bathroom remodels, for example, are surging in demand. Specializing makes your marketing clearer, your operations smoother, and your customers more confident.
Don’t Hire a Doer When You Need an Expert
One of the biggest marketing mistakes small businesses make? Thinking $50 a month can deliver expert results.
Marketing isn’t a commodity. It’s a growth engine. If you’re only investing in cheap help, you’ll get cheap results. Instead, work with someone who understands your industry and has the tools to make it work.
Your Brand Starts with Your People
Finally, Denise hits on a crucial but overlooked piece of marketing: your employer brand.
If your people don’t know what your brand stands for, how can your customers?
She created an employee checklist to help business owners understand what makes their team tick and use those insights to attract the right talent and create a magnetic culture.
Want the checklist? Call her and mention this episode.
Connect With Denise:
Website: https://perfectsixmarketing.com/
LinkedIn: https://www.linkedin.com/in/grothouse/
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