Frozen Dinners or a Fresh Harvest?

Let me be honest—I’m not happy. 

You talked me into a long-term marketing strategy, but after six weeks I’ve barely seen any results. The phone isn’t ringing with new business calls and I’m starting to feel like I’m throwing money away. 

I think it’s time to part ways and go back to what I was doing before. It wasn’t perfect, but at least I didn’t feel like I was wasting my money…

I hate to admit but I’ve been on the receiving end of this client conversation more times than I’d like to admit. Despite my best efforts to explain the importance of a long-term marketing strategy, many building contractors who depend on leads - even large outfits surprisingly - revert to what they know: quick fixes like Google Ads or ValPak mailers. 

The truth is, many contractors don’t fully understand your audiences or the decision-making process behind hiring you for their project. Yes, you need to keep the business development engine running, but relying solely on immediate results is an unhealthy approach to business development and can stunt your growth in the long run.

Let me put it this way: chasing quick leads versus building a brand-based marketing strategy is like choosing between frozen dinners and growing your own vegetable garden. 

Frozen dinners are all about convenience. You run out and buy them, throw them into the microwave and wolf them down right away. You may have gotten your quick fix, but they’re not healthy nor sustainable, and the costs add up over time keeping you stuck in a loser loop with meager benefits.

On the other hand, a long-term marketing strategy is like growing your own vegetable garden. It takes time, effort, and most of all, patience. You clear the land, plant the seeds, water them, and wait. It’s not instant, but if you stick with it, you’ll eventually harvest fresh, healthy produce that sustains you for years to come—with far less effort and cost over time.

In the building industry, whether you’re a contractor, fabricator, remodeler, or electrician, you can’t expect high-quality prospects to call you immediately. These are significant investments for your clients, and they need time to think, research, and compare options—sometimes over several agonizing months.

Some of my clients get this, and my hats off to you for your patience and trust in the process. You understand that like tending a garden, consistent effort and patience will eventually yield results. So what does this garden metaphor look like in practical marketing terms?

Find Your Own Plot of Land

To stand out, you need a unique position in the market. This could be a niche like specializing in tropical-themed commercial landscaping or focusing exclusively on HOAs of a certain size. The more specific your focus, the more targeted and effective your marketing efforts will be.

Plow Your Field

Before you plant your seeds, you need to prepare the ground. What drives your business? What makes you different? What is your company’s vision, purpose, story, and values that support your decisions on a day to day basis? A clear, consistent message will help you stay focused and connect with your audience.

Fertilize Your Soil

Plan a year-long marketing strategy that aligns with your audience’s needs throughout the seasons. For example, focus on storm damage prevention in winter and water management in summer. Choose the channels your audience uses most and tailor your content accordingly. Remember, it's about your audience and their needs, not what you think is interesting.

Plant Your Seeds

Create a library of valuable content—articles, videos, case studies, or even a podcast. Share your expertise generously. Start with one piece of content a month and increase volume as the muscle grows. The goal is to position yourself as a trusted authority, not just another replaceable vendor.

Water

Test different channels to see what works best. For consumer-facing businesses like remodelers or roofers, Facebook might be the go-to platform. For B2B companies like engineering firms, LinkedIn or direct mail could be more effective. Experiment, but stay consistent.

And most importantly…

Don’t Give Up Too Soon

And then comes what James Clear refers to as the Chasm of Disappointment (working with contractors, I call it the Chasm of Panic). Nothing happens at first. You try to stay patient, but even after several weeks when the seeds start to bud but are yet to bear fruit, you may become discouraged and give up too soon.

I can’t stress this enough. Marketing isn’t instant. It’s about building trust and credibility over time. As Jacob Riis once said, “Look at a stone cutter hammering away at his rock… It’s not the last blow that splits the stone, but all that came before.” 

Your first piece of content won’t bring in a flood of leads, but over time, your consistent efforts will compound. Your audience will come to see you as the obvious choice—without you having to convince them.

Enjoy Your Harvest

The payoff of a strategic, long-term marketing plan is well worth the effort. You’ll create a self-sustaining ecosystem that generates a steady stream of high-quality leads. You’ll no longer waste time and money on ineffective tactics, and you’ll stand out from competitors who haven’t invested in building their brand.

If you’re ready to start planting the seeds of a successful marketing strategy, we’d love to help. Let’s talk about how you can grow your business sustainably and thrive for years to come. 

Good luck, and here’s to your future harvest!

‍