Contents:
1. Avito and other classified advertising sites
Classified advertising sites can help you find requests for renovation, finishing work, building houses, bathhouses, gazebos and other jobs. Examples in the Russian context include Avito, Yula and Iz Ruk v Ruki; before posting, check that the service is available and that listings in your city are current. In our article about apps for finding builders, we discuss services you can consider for advertising your services and finding leads.
Does Avito or a similar site work for your niche? To find out, enter your main search query, such as “turnkey renovation Krasnodar”, and examine the listings in detail. How many views do competitors get? How do they present their listings? Do they pay for promotion, have reviews on the platform, and offer any other services?
Test this approach in your region, the suburbs or the capital, using actual results. Even if Avito brings you 1–2 enquiries a year, the return depends on whether they turn into jobs, how much profit they generate and the cost of posting. Assess these figures before deciding to continue promoting your services.
2. Partnerships with designers, architects and estate agents
We have already written about referral arrangements (in Russian): construction, design, renovation and finishing professionals can recommend each other. The linked article also discusses the Russian legal context; its tax and contract rules cannot automatically be applied in other countries.
Partnerships can be based on mutually beneficial cooperation between professionals. Anyone making a recommendation puts their reputation on the line with the person receiving the contact details, so it is important to understand the quality of your partner’s work.
How does a referral arrangement work? A referring partner—a designer, architect, building supplies shop assistant, estate agent, builder, finishing specialist or anyone else who regularly deals with your potential customers—recommends you and receives an agreed payment for each referred customer who signs a contract with you:
- either a one-off fixed payment;
- or a percentage of your profit on the project or of the total estimate.
3. Your own website and SEO
If you do not yet have a website, consider creating one. Even a simple business website with a portfolio, contact details and an enquiry form can regularly bring in new customers, especially if you promote it in search results or simply pin the link to your profile.
A website can be a useful place for an initial contact with a customer. They can learn about your services and completed projects, find your contact details, or even use a renovation cost calculator.
Not every company can afford a full website with a blog, many pages and a custom design. Building it can take considerable time and money, while maintenance may involve regular costs after launch. A small business could start with a single-page business website or a site on Taplink. Promotion options depend on the platform and content, but initially you can use it to share contact details and basic information about the company.
4. Targeted and search advertising
Advertising tools such as Yandex Direct, Google Ads and VK can help you reach customers interested in renovation or construction. Choose a system with its availability and rules in your operating region in mind.
For targeted advertising, prepare a landing page with examples of your work and specific offers. If the website is still unfinished, sending traffic to it may use up the budget without achieving the result you need. First work on the page, then follow this process:
A specific USP (unique selling proposition). You do not need wild creativity or copywriting skills here; marketing knowledge matters more. A USP is a short phrase that describes your main activity and the benefit you provide to customers.
The right settings. Geographic targeting options depend on the advertising platform and available settings. You can consider an audience in your city or district; check whether your chosen advertising account lets you target a specific residential development. The more precisely you define the audience, the more precise your USP should be.
Testing. You may need to revise both the ad creatives and the landing page as you go. If you are unhappy with the results, do not keep doing the same thing. Try adjusting budgets across campaigns, identify the ones that work best and invest in them.
5. Social media and messaging platforms
Running an Instagram or VK account or a Telegram channel with completed projects, before-and-after videos, reviews and practical tips from your work can both build your image and attract customers.
Is it worth starting to manage social media? For example, a budget of 100,000 rubles for an outsourced social media team does not, by itself, guarantee a flow of customers from the first month. Social media can help you find partnerships, raise brand awareness and serve as an online business card for people discovering your business. Assess its role and results against your audience and objectives.
Other lead generation channels may also work for a builder. Compare them with social media in terms of results, money and time spent, then choose a suitable form of presence.
If you currently lack the money and time to run a full VK, Telegram or Instagram presence, consider setting up a company profile on a platform available to you. Add your name and USP, post a few completed projects and include contact details for a quick response. Why does this matter?
- When a customer searches for you, they can check you out. People tend to trust those who are visible.
- Organic traffic. People may find you through phrases such as “renovation + location”, for example “turnkey renovation Kazan”. Check the volume of this traffic in practice; a well-presented profile helps you make use of available enquiries.
- An opportunity to create a funnel. Suppose a potential customer sees your company name on a sticker on your vehicle, visits your social media page and receives an offer for a free quotation. This can help you make the most of the organic traffic you already have.
6. Forums and chats
Neighbourhood chats in WhatsApp or Telegram and groups in VK can be places where people look for a “trusted tradesperson”. You can find such communities through the search functions available in the particular service or through recommendations. Depending on the community’s rules, you can post an offer of services or respond to a potential customer’s request.
A useful approach to participating in these forums and chats:
- Help other members: answer questions and share advice. That can help people remember you as someone who knows the subject and is willing to offer guidance and explain things. This reputation may help you receive an enquiry.
- Join property and construction chats and take part in discussions. You may find customers, useful partnerships or recommendations there.
The Telegram channel “Business Platform — 101” (in Russian) publishes material for entrepreneurs. It can be an additional source of ideas for developing your business.
