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Why Your Construction Marketing Looks Like Everyone Else's (And How to Fix It)
Owen Drury
July 16, 2025 • Estimated Reading Time: 12 minutes
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Why Your Construction Marketing Looks Like Everyone Else's (And How to Fix It)
We mentioned this in a previous newsletter: if you can't clearly explain what your product does, neither can your customers. But even when AEC tech companies nail their messaging, they often stumble on the next challenge: making it actually resonate with their audience.
David Horesh, an experienced construction tech CMO, learned this the hard way during a sales call with a senior civil engineer. The engineer was confused by something on their website and asked,
"David, I don't understand what is this Al, Al, Al all over your website."
David realized the engineer was reading "AI" as a person's name, not the tech buzzword plastered across their marketing materials. That moment sparked a complete overhaul of how they communicated with the construction industry.
After building go-to-market strategies for multiple AEC tech companies and consulting with dozens more, David has identified why most of construction marketing looks identical, and more importantly, how to fix it.
TL;DR: Why Your Marketing Isn’t Working (And How to Fix It)
Tired of your construction tech marketing falling flat? Here’s the fix:
Everyone sounds the same. Generic ROI stats, dull branding, and forgettable case studies
Your buyers don’t speak "AI" (literally). One CMO learned this mid-sales call
Your audience lives on Reddit, not trade magazines
Memes > White papers. Yes, really
The real funnel: Awareness → Trust → Demand
Success = Customers. Not likes. Not leads.
Fix it fast:
Scrap copycat content
Go where the audience actually is (Reddit, LinkedIn, memes)
Make content that feels human, real, and actually useful
The Problem: Everyone's Playing It Safe
Scroll through LinkedIn and you'll see it everywhere. AEC tech companies posting the same content:
Corporate case studies nobody reads
ROI calculators that breed skepticism
Conference photos showing executives on stage
Dark blue, gray, and green branded materials that blend together
The result?
A sea of forgettable content that fails to connect with the no-BS professionals who actually buy construction technology.
"The industry marketers think they need to create BS content to market to no-BS type of people," David explains. "It's backwards thinking that's killing engagement."
The Solution: Go Where Your Audience Actually Is
While most AEC marketers stick to "traditional" channels like print ads and billboards, David discovered two overlooked goldmines where construction professionals actively engage:
1. Reddit Communities Are More Active Than You Think
David was surprised to find thriving construction communities on Reddit, a platform he initially dismissed as "conspiracy theory territory."
But digging deeper revealed active forums where project managers, engineers, and superintendents discuss real problems and get genuine answers.
Admittedly, we have never heard of Reddit being an effective channel for AEC tech startups. BUT, if you spend some time exploring the platform, you will see people seeking solutions. We sense this channel will grow.
The opportunity: These professionals are already seeking solutions and advice. Instead of interrupting them with ads, you can provide value where they're already looking for it.
2. Memes Work Better Than White Papers
Credit: Construction Yeti
This might sound ridiculous, but David's data proves it works. Construction professionals engaging with memes that highlight their daily pain points significantly outperform traditional content.
"Picture this: a PM or superintendent on site at 7 AM with their first cup of coffee. Do you think they're going to read a 10-page essay about maximizing ROI? They want a meme that's going to start their day with a smile."
Why memes work:
They show you understand real industry challenges
They're easy to consume during short breaks
They get shared because they're relatable
They build trust through authenticity
Look at what Matt and Joey are doing on LinkedIn. They're "killing it" because they're creating content nobody else is making while addressing genuine pain points.
The Strategic Shift: From Awareness to Trust to Demand
David's approach follows a clear progression:
Awareness: Get in front of your audience where they actually spend time (hint: it's on their phones, not reading trade magazines)
Trust: Create content that shows you understand their day-to-day challenges
Demand: Once they trust you understand their problems, they'll ask what you do
"You want to first create content that shows you understand the pain points of your ICP. After that, they'll see the content, engage with it, and eventually ask themselves: what's this company that's sharing this content actually do?"
The Measurement That Actually Matters
Forget vanity metrics. David uses one primary measure of marketing success: customers.
Not LinkedIn views. Not lead generation numbers. Customers.
"Any marketer that knows what they're doing can bring in leads. The challenge is bringing in people who actually want to buy."
This means tracking the complete journey from awareness to closed deals, identifying where your "bucket is leaking," and fixing conversion issues at each stage.
Making the Shift: Three Immediate Actions
Obvious but overlooked.
1. Audit your current content: Does it look like everyone else's? If yes, scrap it.
2. Find your audience's real hangouts: Research Reddit communities, LinkedIn groups, and other platforms where your buyers actually engage.
3. Create authentic content: Share real industry pain points in formats people actually consume (hint: shorter is better).
The Bottom Line
Construction professionals are tired of being talked at by companies that clearly don't understand their daily reality. They want to buy from people who get it, who understand that change orders are a nightmare, that safety isn't just a talking point, and that not every problem needs an app.
The companies winning in AEC tech are the ones building genuine relationships with their audience through authentic, valuable content.
Your competition is still stuck in 2019, posting corporate case studies and hoping for the best. The question is: will you join them, or will you stand out?
Watch the full episode with David Horesh here👇👇👇
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