Construction Marketing Strategy 

How Builders Can Win More Projects with a Client‑First Approach

You need a construction marketing strategy because when you finish a run of jobs and the phone stops ringing, the pit in your stomach is very real. No walk‑ins, no quick fixes—just crews and overheads waiting for the next tender. If that sounds familiar, hit play on the video above. In this straight‑talk interview, podcast host Jordan Skinner grills Sydney builder John Carolan on the one change that stopped his pipeline from drying up.

The conversation is refreshingly honest. John explains how a retired neighbour pointed him to marketing consultant Ken Robinson, whose client‑first approach felt risky—but paid off. You’ll hear, in John’s own words, why flipping the message from “what we build” to “how it helps” opened boardroom doors, and how a simple printed newsletter lands on the right desk at the right time.

Scroll down for the full word‑for‑word transcript—broken into clear sections so you can scan, quote, or reuse any part of it. Whether you run a five‑man outfit or a multi‑site firm, the lesson is the same: talk benefits, prove results, and stay visible.

Full Transcript

Opening and Introductions

Ken Robinson is his name and he is from Persuasive Marketing. And look, I just took the leap of faith, and in hindsight it has been a really good thing to do.

(Music Intro)

Hello and welcome to the Crushing It in Construction Podcast. I'm Jordan Skinner.

John, thanks for coming on the podcast, mate. If you can just explain to everybody who you are and what it is you do in your own words,

I'm the founder and director of Skope Constructions. We've been around for about 19 years.

Why Flip the Website Message?

That, I suppose, brings me to the reason that I wanted to get you on the podcast, which was on your website. You guys are doing something that I recommend all of our clients do, but most websites in this industry talk about themselves, but you've completely flipped that and you talk about the value that your clients get

what made you take this new approach?

A Neighbour’s Recommendation

I think the initial catalyst was simply we have a commercial builder now retired two doors down he said, talk to Ken Robinson about some marketing he did for me and, and a different approach because he won some projects for me.

Ken Robinson’s Client‑First Strategy

And Ken basically created a, a different approach on our website. And then he also. Gave me material that I could use to give to clients or in a board meeting or do presentations because a lot of us aren't naturally salespeople. In a smaller business, you don't have a business development manager, so. He said, you really should talk to this guy and you'll have some pre-prepared things that you can show people, and like what you just touched on.

It was more about talking about what problems we could solve. For the client and what the benefit was for them to use us.

Why Project Posts Fall Flat

And as we spoke about in our last conversation a few months ago, I think I put up a post that was talking about how project completion posts are boring 'cause they're not making use of the things that you just mentioned. You know, like clients want contractors or people to work for 'em that are safe, reliable, are smart.

And are gonna do things properly. So leaning into all that sort of stuff and telling clients or educating them on how you work and what you do is really important. And very, very, very few people in the construction industry are doing that. Give the guy a shout out that, that you've been working on with this.

It's, uh, it's unfair to talk about him. It's not me by the way, but you know, it's unfair to talk about him, him, him. So tell us, tell us who it is. Yeah.

Ken Robinson is his name and he's from Persuasive Marketing.

Taking the Leap

When I first spoke to Ken, you know, like a lot of people in our industry were a bit conservative and we don't really want to go outside the square in terms of what everyone's doing and the approach they have.

I did feel a little bit uncomfortable that some of the approaches in, in the sense that they were different to what everyone does, I guess, and it's therefore you, you think, well, is this gonna work or is it, is it, is it gonna be damage to us? Is it gonna be just a waste of time, blah, blah, blah. So. I just took the plunge and trusted his experience, you know, in a number of, he doesn't just do construction, he does a number of other things in real estate and different industries.

And look, I just took the leap of faith and in hindsight, it's been a, a really good thing to do.

The Empty Pipeline Pain

So tell us what was going on in the business at that point in time that made you try this new approach?

Yeah, look, I mean, one of the worst sinking feelings in, in our game is when you realize that. You've just finished a really busy period and you've finished your projects and then there's nothing there to start another project.

And we don't have customers walking in off the street, obviously, so projects take a number of months to get off the ground.

So it was really just trying to be more proactive and building a client base.

Timing and Newsletters

So a lot of marketing is about timing. Because you've gotta be in front of those people at the right time. That's right

and that's he a hundred percent right what you're saying. And Ken has said that to me in the past. He said, look, it might sound a bit old hat to you, but it can be really effective to have a, newsletter and get it to that person that's the decision maker. Because quite often, yeah, there'll be people in the organization down a few runs that will just get it and just chuck it out or not mention it. So. I think the key is getting in front of someone and at the right time getting rear to the ground.

Wrap‑Up

Awesome. No worries. And yeah, we will put the, the link to the website in the show notes too. I recommend. Having a look at the website because it is different than what you see on most construction industry websites, and it's worth checking it out and having a look at a bit of a different approach.

You've been listening to the Crushing It In Construction Podcast. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. And it would be greatly appreciated if you could leave us a five star review.

Click on the imager below to visit John Carolan's website: