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How to promote house construction services? Analysis

Table of Contents
  • Bohdan Lytvyn
  • September 05, 2025
  • 02:32 pm

KEY TERMS

Value Proposition

Canvas

Customer profile

Customer pains

TARGET AREAS

Recognition of value

Delivery of value

Informational intent

Transactional intent

CONSULTING

Value review

SEO strategy audit

GTM Strategy

Marketing strategy

FR

Let’s analyse the question of how to promote house construction service on a market. The market for this service starts from the phrase "affordable house” and falls down into 2 larger categories: “construct” and “buy”.


Let’s use the following Value Proposition canvas thereto.

Value Proposition Canvas

Creating a value proposition effectively is finding a client. If done properly, it helps avoid waste and overburdens in the number of organisation’s processes as well as ensures repetitiveness and efficiency.


“Clients come for this because ...”

Issue

A prototypical, pressing and expensive issue (something that the organization will “own”)


Affordable house. 


Pains

Specific challenge(s) a customer struggled with before coming to the organisation.


(Low) net disposable monthly income (after the mortgage, taxes, etc)


Triggers

Circumstances that made a client feel pain or realize they have an issue.


  • Energy prices.
  • Taxation.
  • Cost of rent.

“Clients typically are…” The ideal customer profile

Attributes

What are the attributes of the “buying champions”?


  • Extremely price sensitive (Price / Quality)
  • Rational: resort to Cost / Benefits analysis


Segment

How can we segment or group them using socio-economic criteria?


  • Able to relocate (work remotely or hybrid)
  • Young families with kids



Difference

What differentiate them, e.g. strategic motion or lifecycle stage?


A need to find a land to construct.

“They usually struggle with …” The customer problem

Jobs

What jobs do customers have to accomplish to resolve the issue?


  1. Find a land.
  2. Decide on a construction project (model).
  3. Find a construction company.
  4. Integrate their expectations with the reality.
  5. Arrive at the final price.
  6. Secure a financement.



Hurdles

What barriers do they confront when trying to do the jobs?


  1. Land: a high cost of land, restrictive terms for residential construction, the search is time consuming
  2. Construction project: not enough choice, poor visualisation, can’t see before buying.
  3. Construction company: reputation, availability of finished projects, not enough information (consultation), hidden costs (no transparent pricing). 
  4. Expectation vs Reality: hard to make a link between a project and a real look of the house, where to procure the rest of services (garden, plumbing etc) - staying alone problem.
  5. The "Final" price: is it even possible to calculate (a price to move in), requires multiple exchanges (time consuming)?
  6. Financement: [add here]



Options / Alternatives

What are other options to relieve the pains? Alternatives, including doing nothing.


  1. Land (availability of): no alternatives, a deal breaker.
  2. Project: a project from scratch, modular (the lego-like) or expandable project.
  3. Provider: do it yourself (fully or partially).
  4. Expectations integration: switch to buying a house. 
  5. Price: DIY, find providers of individual services and order them separately.
  6. Financement: deal breaker (or finance by own money).

“They can expect from us..” The promise

Two types of solutions are possible:

  1. Comprehensive, i.e. relief many pains at once.
  2. Granular (one or several pains).


Let’s discuss comprehensive solutions.

Expertise 


  1. Client onboarding and retention.
  2. Consultation.

Impact 

One stop shop for affordable house construction.


Outcome


A ready house (a turn-key).

Why it works? How do we help

Perspective


Solving for affordable housing without stress for clients. 



Method


A combination of domain expertise as an agency (finding a land) and as a general contractor.

 


Customer journey milestones


  1. Securing financial solution (credit).
  2. Finding constructible land.
  3. Receiving permission for construction.
  4. Deciding on the project and material options.
  5. "Welcome to a new home!"

Delivery of value: the process

Let’s divide customers in three types:


  1. Aware of their issue and possible solutions.
  2. Aware of their issue, but NOT possible solutions.
  3. Aware of the issue but have a BIAS towards the solutions.

Scenario 1: Value is recognised

The first client type recognizes the value of the possible solutions and can evaluate the promises by different sellers.

Informational intent

Where customer actions are bounded by intent to collect more information, which responds to the discovery stage.


The goal of an organization's marketing is to effectively demonstrate the different aspects of value to a customer.


Aspect of value: 


  • Financial
  • Decision making
  • Informational


Financial value 


The marketing product is Calculator. The document that contains a calculator might be a Landing page with a Lead Magnet. The leads come to this landing pages through channels / ways of:

  • SEO (Organic Search Traffic).
  • Paid search (e.g. Google Ads).
  • Video ads (Youtube).


The lead Magnet is a white paper for an affordable house construction that 


  • Summarizes the calculator data, including the total cost, monthly mortgage, monthly energy costs, taxation, etc.
  • References the main standards and technologies used.
  • Guides through the milestones of the future customer journey, etc. .

Decision making value

The marketing product is Customers’ House Construction Roadmap, which is contained on a Landing page with a Lead Magnet. Lead generation channels:

  • SEO (Organic Search Traffic).
  • Video (Organic).
  • Social (Organic).


The Lead Magnet is an ability to download the white paper as above (or a version of it).

Informational value


The marketing product is Case study, discussing the actual customer case in the form of a website document, traditionally with a Lead Magnet, i.e. a short form by submitting which a client is able to download a whitepaper. Lead generation channels: 


  • SEO (Organic Search Traffic).
  • Youtube (Organic).


Where a customer searches for a solution by its proper name -- has a clear transactional intent -- a proper service page is necessary to accommodate this type of leads.

Transactional intent

“Proper term” search queries


In this case the product is a Service page that contains a Lead Magnet: a free Eligibility Evaluation. This website’s document is targeted to attract Organic search when customers use the proper name search queries, e.g. “construct an affordable house”, etc. In addition to SEO, this page must be promoted on site internally, e.g. by means of advertising on other site’s pages.

“Disambiguation of meaning” search queries   


Since, most often, customers use more than one search term to address the service, it is good to create a set of dictionary-like pages to discuss the same issue under the different names (if any). These documents on the site might contain links / adverts pointing to the principal service page as above.

Scenario 2: Value is not recognised

Often a potential customer never heard of the solution and does not know it by name (the terms used). The goal of marketing here is to prepare and promote scenario-based content that addresses situations where recognition of the value is potentially evoked. 


Sources of scenario-based content:


  1. Restatement of customer pains.
  2. (Research of) queries that suggest a customer is a “close type”.
  3. Affinity of audience interests.

Restatement of customer pains


The way to arrive at a deep analysis of customer pains is an interview. Actual clients may suggest their own specific path to the buying stage which might be integrated into a story. The product is Guide or an extensive, long-form article that is strategic, problem focused educational writing. The Lead Magnet here might be the same white paper. Importantly, in view of customers' weak grasp of the issue, it is advised to set up a chain of email interaction to nurture them. The principal sources of leads for this are organic traffic (SEO) under the condition of useful content as well as Google Ads (retargeting).


Search queries that suggest interest 


The long list of search quotes must be created to address those that do not immediately suggest the ideal customer profile (ICP) or the “buying champion" type, but still signal an interest. This can be done by keyword research. The marketing product here is Information Article (blog). For example, How to construct a house without breaking your budget? Etc. The same lead magnet as above may work here as well.


Affinity of the audience interests 


Audience interest analysis may uncover the interest overlap between your customer types and those who are yet to be. Topics where such overlap exists may become a source of inspirational content for potential customers, e.g. ideas, what we have learned from our practice. The goal is to help clients realize they have an issue that can be relieved using the organization’s solution.

Scenario 3. Customer has a bias towards solutions in the category

Biases can be Rational and Irrational, which also has its ground in the rational. A rationally biased customer tells: “the barriers that constrain a solution provider are insurmountable for them because…” and it’s grounded in the previous experience. Often, these biased customers have a deep knowledge or understanding of the market too. An irrationally biased customer tells the same but without feeling a need to provide arguments.


Working with biases and objections is generally hard. The working solution is to already integrate counter-arguments that address the customers' resilience to the solution in the value proposition itself.

Priorities of marketing of the house construction services

The most fundamental attempt of prioritisation is the value proposition itself. It answers the question who are our buying champions and why.


Therefore, the ready to purchase (as we think) clients shall be addressed in the first place unless the cost of their acquisition is very high, which tells of the established market. In our case the organisation may start from creating the service pages addressing the most common terms or problems as we discussed in the Transactional intent section.


The number of clients with informational intent is higher, so the number of documents and marketing products for this segment of clients must be higher (just like the budget allocation). In most cases, this is where the most of untapped category potential lies.


The group of customers who don’t fully recognize the value of the solution (if at all) is hard to tackle. They shall be actively addressed once the above segments are covered, unless it is a new market and the solution is brand new.