Ask 100 managers in offsite and modular construction how they use marketing — and whether it’s working — and you’ll hear 100 different answers. Most of them sound like excuses disguised as strategy.
Marketing in our industry is like that old forklift sitting in the corner — everyone swears it still works, but nobody remembers the last time they turned it on.
Let’s break down what you’d hear from our very own “marketing masterminds” across the modular world.
Group One: “We Don’t Really Do Marketing” (30%)
“We rely on word of mouth.”
“Our reputation speaks for itself.”
“Marketing? We don’t need it — we’re busy building.”
These folks think good work markets itself — like houses magically advertise themselves on Zillow. They’ve been in business 40 years and believe that’s proof they don’t need marketing.
They’re not wrong about reputation — but if nobody new hears about you, reputation becomes nostalgia.
Group Two: “We Post on LinkedIn Sometimes” (25%)
“We post pictures of walls and trucks.”
“We got three likes, one was my cousin.”
This group equates a random LinkedIn post with a campaign. They confuse activity with strategy and think hashtags equal leads.
Ask how it’s going and you’ll hear:
“It’s working… we think?”
They’re like fishermen who throw one line a month and wonder why they’re hungry.
Group Three: “Marketing Supports Sales” (20%)
“We have a brochure.”
“We send emails when we have something to sell.”
These are the folks who use marketing as a megaphone — loud, sporadic, and aimed directly at buyers. They see it as sales support, not storytelling.
Their biggest challenge? No one’s listening. Because marketing that doesn’t connect emotionally is just more noise.
Group Four: The Storytellers (15%)
“Marketing tells our story, positions our brand, and builds trust.”
“We track engagement and align our message with growth.”
Now we’re getting somewhere. These teams post consistently, track performance, and educate their audience. They’re remembered because they show up — and show value — even when they’re not selling.
These are the factories people think of first when opportunity knocks.
Group Five: The Innovators (10%)
“We use AI analytics.”
“We run video campaigns and measure ROI.”
“Marketing is part of our R&D.”
They’re not asking if marketing works — they already know. These companies use data, storytelling, and consistency to lead the conversation. They’re attracting builders, partners, and investors because they act like a brand, not a brochure.
The “Effectiveness” Poll
Here’s how your 100 answers would break down:
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30%: “No idea — we don’t track it.”
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25%: “Maybe? We think so.”
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20%: “It works sometimes.”
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15%: “Yes — when we do it right.”
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10%: “Absolutely — it drives our growth.”
That’s 70% of our industry saying, essentially,
“We don’t know if it works, but we hope so.”
Imagine running a production line with that logic.
The Real Takeaway
The companies growing the fastest are not always building better boxes — they’re building better brands.
Marketing isn’t magic. It’s not optional. It’s the bridge between your great work and the world that doesn’t know you exist yet.
If you don’t tell your story, someone else will. And they’ll probably do it better — and get the business you wanted.
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