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The ABCs of CRM for Construction Companies

The ABCs of CRM for Construction Companies

CRM for Construction

Technology has improved how companies do business in every sector. The construction industry is learning the benefits of the digital era to grow its client base. Contractors are learning that it will require more than heavy equipment and listings in construction blue books.

To remain competitive, construction companies must implement a digital strategy to reach potential customers. Customer Relationship Management (or CRM) for construction provides the tools for success. 

CRM applications are used around the globe to connect construction companies and suppliers. It also enhances the relationship between consumers and contractors.

Are you a contractor wondering how CRM software can benefit your construction company? Keep reading to learn the ABCs of CRM.

CRM for Construction Companies Can Bridge the Gap in Communication

The latest technology has enhanced CRM applications significantly. Your company may already have a CRM database where you’ve collected essential data on clients, suppliers, and industry partners.

The goal now is to load it into advanced software that can do more with the information. Having all of your contacts in one location will help with bidding on jobs and creating estimates.

Building Your CRM Database

The thought of building a CRM database may seem overwhelming for a business owner who may not be tech-savvy. The reality is, today’s CRM software is easy to use. Sometimes your information is transferred from Excel lists and spreadsheets.

Once your data is uploaded, the next step is to determine how you plan to use it to your benefit. With a growing number of CRM apps on the market, you can determine the path you want to take now and in the future.

Using Third-party Applications

Third-party applications are easy to implement with CRM programs. The market allows businesses to decide which apps work best for their brand. Companies with a development budget can contract with software development or consulting companies, like TrellisPoint, to customize an app to fit their business needs.

Established CRM for construction apps have taken into consideration everything the industry requires in its application. It is common for a company to utilize more than one application. The best course of action is to explore apps to see which provides the technology you need.

Different Types of CRM Apps and Tools

CRM Apps and CRM software can differ on several levels. Your CRM software is a computer-based product that is housed on your systems or a local modem. The more current software on the market will most likely come with a cloud-based version of the program.

Applications or apps are features to enhance your software. Apps allow businesses to stay connected with customers 24-7. You can monitor and manage emails, inventory, orders, and more using an app downloaded to your mobile device.

Dynamics 365 CRM Case Study

The Welty Corporation

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Here’s a quick overview of apps you can use for the CRM strategy.

AI Technology

Artificial Intelligence (AI) technology is making its way into CRM for construction businesses. There are four levels of AI technology. 

  1. Limited Memory
  2. Reactive Machines
  3. Self Aware
  4. Theory of Mind

Each has a descriptive methodology and performs different roles.


Automation CRM for construction companies allows you to convert repetitive processes employees are performing to automated CRM software. Examples are seen in marketing, accounting, sales, and customer service tools.

For example, AI technology is used instead of having a customer service representative available 24/7. You can implement a chatbot on your website. Site visitors enter a question, and AI uses predictive information to respond.

In marketing, your teams can create B2C email automation using your client database. Start with a welcome email, next segment your emails based on roles, such as customers, suppliers, and industry partners. You can automate emails to recognize birthdays or send an incentive for a referral.

These examples are popular tools, but automation also includes lead generation software and automated password resets. 


We’ve all heard the call to create a target audience or narrow down your audience. In most cases, this amounts to determining who your ideal client is or who is most likely to need your services.

GEO-targeting takes it one step further by allowing businesses to target a geographical location.

The strategy is helpful if your construction company only services a designated city, county, or state. It’s beneficial when marketing on social media and mailing promotional materials.

Coupled with basic targeting, you have a much better chance of reaching people in need of construction services.  

Insights and Analytics

Insights and analytical data are another vital part of CRM basics. You can build on them to improve your growth. With the data obtained from reporting, you can determine which CRM strategies work well for the company.

In areas where you do not see meaningful engagement, a decision to cease the practice may be in order. However, if the numbers aren’t too bad, your team can tweak the techniques being used to see if there’s meaningful improvement in the results.

Lead Generation

Construction company owners cannot afford to sit back and hope people call them for their next project. There are steps to take to generate sales leads. You’ll need to start with a well-designed website infused with Search Engine Optimization (SEO).

Your web pages need to be informational and contain strong calls to action.

Integrate Social Media

Social media platforms like Facebook and Instagram are proving to be great for business. Your company can design a sales funnel that originates on social media and directs potential clients to your website.

Your sales team can take the lead at this point and close the deal.

It’s Time to Grow Your Business

The essential part of CRM for construction companies is collecting data to use to feed your CRM strategy. With your CRM database, your business will become more competitive and operate with fluidity. The result will be greater exposure and profits.

Migrating your current data to an innovative CRM system can take some time. Don’t fret. We can prove the tools you’ll need for a smoother transition.

To learn more about CRM technology for Construction, contact us today. Be sure to ask about a Microsoft Dynamics 365 for Sales!

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