General contractors
Marketing for general contractors
PSM Marketing serves as the outsourced marketing department for residential and commercial general contractors, builders and remodelers. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, leads a team that builds your website, local search visibility, reviews and referral relationships, so you win more of the jobs you want.
Reviewed by Michelle R. Wheeler
Updated October 2026
What general contractor marketing covers
General contractor marketing is how a builder or remodeler gets in front of homeowners, developers and architects before they decide who to call or invite to bid. It comes down to four things.
A website that wins work
Project photos, services, service areas and an easy way to request a quote or bid, on every device.
Visibility in local search
Your Google Business Profile, map rankings and service pages, so you show up when people search for a contractor near them.
Reviews and referrals
Steady Google reviews plus relationships with the real estate agents, architects, designers and suppliers who send you work.
Proof of your work
Before-and-after photos, case studies, licenses and warranties that show you deliver on time and on budget.
11 marketing ideas for general contractors
These are the ideas PSM Marketing uses most with builders and remodelers. Few contractors need all 11 at once. Your marketing plan should pick the ones that fit your clients, your market and your budget.
IDEA 01
Build a modern website
A fast, mobile-friendly site with a page for each service, real project photos and a short quote request form.
IDEA 02
Invest in SEO
Target the searches your best jobs come from, such as “kitchen remodeling contractor” plus the towns you serve.
IDEA 03
Earn authoritative links
Links from suppliers, manufacturers, trade associations, local news and community groups build your site's authority.
IDEA 04
Optimize your Google Business Profile
Complete every field, choose the right categories, post project photos and keep your hours and service areas current.
IDEA 05
Use paid ads carefully
Ads bring quick leads but stop when the spending stops. Build your website, SEO and reviews first, so any ad budget lands on a site that converts.
IDEA 06
Show your work on social media
Facebook and Instagram for homeowners, LinkedIn for commercial clients. Progress photos and finished projects do the selling.
IDEA 07
Share your expertise
Articles and FAQs on costs, timelines, permits and materials answer the questions customers ask before they call.
IDEA 08
Use video
Short walkthroughs of finished projects and introductions to your team help customers trust you before you meet.
IDEA 09
Track what works
Measure calls, form fills, bid invitations and closed jobs by source, so you spend more on what works and stop what doesn't.
IDEA 10
Target local search
Service area pages, consistent directory listings and local content help you rank in the communities you serve.
IDEA 11
Get more reviews
Make asking for a Google review part of every project closeout, and respond to every review you get.
Referrals still matter most
Even referred customers look you up online before they call. Your website and reviews either confirm the referral or send them elsewhere.
Plan for the off-season
Use slower months to refresh your website, add finished projects and build content, so you start the busy season with momentum.
Residential vs. commercial general contractor marketing
Residential and commercial general contractors both need a steady pipeline, but they sell to different people, and their marketing should reflect that.
Residential general contractors
Homeowners are making a big, personal decision. They want to see finished projects, read reviews from people like them and feel sure you'll respect their home and their budget. The strongest marketing for residential contractors leans on project photos, before-and-after examples, Google reviews and referral relationships with real estate agents, architects and interior designers. Local search, Facebook and Instagram, home shows and neighborhood events keep your name in front of homeowners.
Commercial general contractors
Owners, developers, property managers and architects hire on track record. They want proof that you manage large projects safely, on schedule and on budget. Commercial marketing centers on case studies with scope, schedule and results, a clear capabilities statement, your safety record and a website that shows the project types you specialize in. LinkedIn, industry associations, trade shows and relationships with architects and developers bring in invitations to bid.
Where the channels differ
- Residential: Google Business Profile and local SEO, reviews, Facebook and Instagram, home shows, community events and referral partners.
- Commercial: case studies, capabilities statements, LinkedIn, industry associations, conferences, bid lists and email to architects, developers and owners.
Connecting marketing to your CRM
Marketing only pays off if leads get followed up. PSM Marketing connects your website's quote and contact forms to the customer relationship management software you already use, including AccuLynx, HubSpot and Buildertrend, so every lead lands in one place and nothing slips through the cracks.
A connected CRM also shows which marketing brings in your best jobs, not just the most calls.
Contractors PSM Marketing has worked with
PSM Marketing has worked with builders, remodelers and trade contractors including Kolden Renovations, Moonstone Design and Build, Wise Design and Remodel, Camacho Contractors, Precision Exteriors, NHH Roofing Plus, Midwest Attic Solutions and Thornton Plumbing and Heating.
Your outsourced marketing department
A plan only works if someone carries it out. PSM Marketing gives your business a partner-level strategist, a dedicated client marketing lead and a full creative and digital team, for less than the cost of one in-house hire.
Outsourced marketing
A full marketing team that works as your marketing department every month, for $4,000 to $10,000+ a month.
Learn more →
Quickstart Package
A marketing plan and the essentials to carry it out, for smaller businesses and organizations, at $2,000 to $4,000 a month.
Learn more →
Fractional CMO
Senior marketing leadership for organizations that already have in-house marketing staff.
Learn more →
Marketing coaching
One-on-one marketing coaching for owners, leaders and staff who want to build their own skills.
Learn more →
Marketing services for general contractors
Marketing strategy
A written plan with goals, audiences and a measure for every initiative.
Website design
Fast, mobile-friendly websites with service pages, project galleries and quote forms.
SEO and local SEO
Rankings in Google search and the map results for the services and towns you want.
Branding
A logo, colors and messages that look consistent on your site, trucks, yard signs and job-site banners.
Content + communications
Articles, newsletters and social posts that keep past customers and referral partners thinking of you.
Marketing coaching
One-on-one coaching for owners who want to build referral relationships and grow their own business development skills.
Also for contractors: SEO for contractors · Website design for contractors · All contractor marketing
What contractors say
“We felt our companies website was a cookie cutter version of other similar companies in our area. [...] Michelle and the team at PSM delivered a website that is professional, highlights our companies niche, making us stand out from the crowd.”
— Ann L., Google review
“The PSM marketing team is phenomenal, they ensure to educate you along the process and ensure that they are providing you the proper value based on your needs.”
— Jose S., Google review
“I love working with PSM Marketing and highly recommend them! Michelle is so easy to work with, knowledgeable, and produces high quality recommendations, websites, and communications. I love that they are local and women-owned.”
— Amy P., Google review
General contractor marketing: questions
What is general contractor marketing?
It's how a general contractor attracts the right homeowners, developers and commercial clients: a strong website, local search visibility, reviews, referral relationships and content that shows your expertise.
How can general contractors get more leads?
Start with a website that shows your work and makes it easy to request a quote, then build local SEO, Google reviews and referral relationships. Track which sources bring your best jobs and invest more there.
Should general contractors run pay-per-click ads?
Ads can bring quick leads, but they stop when you stop paying. Most contractors get more lasting value by building their website, SEO and reviews first.
Which social media platforms should general contractors use?
Facebook and Instagram work best for residential contractors because project photos sell. Commercial contractors get more from LinkedIn and industry groups.
How do you measure marketing results?
PSM tracks calls, form fills, bid invitations, map visibility and reviews, and reviews results with you in regular meetings.
How much does marketing for general contractors cost?
Outsourced marketing runs $4,000 to $10,000+ a month on 12-month agreements. Smaller contractors often start with the Quickstart Package at $2,000 to $4,000 a month.
Do you work with general contractors outside Minnesota?
Yes. PSM Marketing is based in St. Paul and Rush City and works with contractors across the country by video.
Contractor marketing insights
Let's talk about your business's marketing.
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with a clear view of what to do next, whether or not we work together.