Because so much of construction work is bid oriented, many contractors see little benefit in marketing their services. Remember, wherever there is a restricted bid list, there have been several successful marketing efforts. The reason is that the contractors on the list convinced a decision maker that they offered more than the plans and specifications could identify. In other words, they sold an intangible product, such as quality, experience, reliability, or warranty.

For most contractors, marketing amounts to simply letting customers know they are responsive to their needs. However, it is important to note that those needs change as customer profiles change in response to social, environmental, and economic changes. To be successful, a marketing plan must continually evolve. Those who fail to adapt their product and marketing efforts to their customers' needs will find that their competition has.