In an era where digital presence can make or break a business, contractors and architects are discovering that traditional marketing approaches are no longer sufficient. Todd Hockenberry, a seasoned marketing consultant with over 20 years of experience, recently joined the Building with Metal podcast to share invaluable insights about navigating the digital marketing landscape.
His journey from turning around a dying company in the early 2000s to becoming a trusted advisor for businesses like McElroy Metal offers a roadmap for construction professionals looking to thrive in the digital age.
Marketing expert Todd Hockenberry shares his wisdom on how contractors and architects can transform their approach to customer acquisition. Drawing from years of experience turning around struggling companies and partnering with industry leaders, Todd reveals the secrets of inbound marketing that work in the construction world.
Todd Hockenberry on AI and Marketing: "AI is good at a lot of things... You could put into ChatGPT, 'I'm a contractor and I want to sell in Dallas within 100 mile radius. What are the best things I can do to market?' And you're going to get a decent answer... What you won't get is the 20% that probably puts you over the top and makes you successful."
Todd Hockenberry on Content Creation: "You create content all day long, you just don't see it as content.' Every email you send to a prospect that answers the three questions they ask you, you have content."
Todd Hockenberry on Future Marketing: "The winners are gonna be the people that balance the two, that use AI to leverage where they can, but never lose the human touch, and stay personal, and have a unique value proposition for their work and their community."
Let's be honest - if you're a contractor or architect still relying on the Yellow Pages and word-of-mouth alone, you're missing out on a goldmine of potential clients. The digital world has completely transformed how customers find and choose construction professionals, and those who adapt are thriving while others struggle to keep up. Todd Hockenberry, who's been in the marketing trenches for over 20 years, recently shared some eye-opening insights on the Building with Metal podcast that every construction professional needs to hear. His story of saving a dying company in the early 2000s and building lasting partnerships with industry leaders like McElroy Metal proves that smart digital marketing isn't just theory - it's a proven path to real business growth.
Remember when marketing meant interrupting people's day with commercials they didn't want to see? Those days are rapidly fading, thanks to a revolution that started with the internet and companies like HubSpot. They called it "inbound marketing," but the concept is beautifully simple: instead of chasing people down with ads, you position yourself to be found when they're actually looking for help.
Think about your own behavior as a consumer. When you need something fixed or built, do you flip through the phone book or search online? Exactly. This shift means smart contractors are creating valuable content that people actually want to read, watch, or share. As Hockenberry puts it, "It's just a better mindset to be in as a marketer, as opposed to saying, 'I'm gonna just buy an ad and hopefully one out of a thousand clicks it.'"
The beauty of this approach lies in its natural flow. When someone searches for "metal roofing contractors near me," they're already interested. Your job isn't to convince them they need a roof - it's to show them why you're the right person for the job. This fundamental shift changes everything about how you approach marketing.
Artificial intelligence has burst onto the scene like a digital tsunami, and everyone's trying to figure out how to ride the wave without getting crushed. Tools like ChatGPT can give you solid marketing advice - ask it about contractor marketing strategies in Dallas, and you'll get a decent roadmap. But here's the catch: if every contractor in Dallas is asking the same AI the same questions, guess what? You're all going to sound exactly the same.
Hockenberry warns against this trap: "What you won't get is the 20% that probably puts you over the top and makes you successful." That crucial difference comes from your unique perspective, your specific experience, and your understanding of what makes your business special. AI should amplify your ideas, not replace them.
The smart approach? Start with what makes you different. Maybe you specialize in historic renovations, or you're known for finishing projects ahead of schedule, or you use innovative materials that others don't. Figure out your unique angle first, then use AI to help you communicate it more effectively. Let AI handle the heavy lifting of content creation and campaign building, but never let it replace your authentic voice and perspective.
Here's something that might surprise you: Google automatically creates a business page for your company, but most contractors never claim it. This is like having a free billboard on the busiest street in town and never putting up your sign. It's the biggest mistake Hockenberry sees businesses make, and it's costing them customers every single day.
When someone searches for contractors on their phone, those map results that pop up? That's your Google location page, and if you haven't claimed and optimized it, you're essentially invisible to potential customers. The claiming process might involve jumping through a few hoops - phone verification, photo uploads, or other authentication steps - but it's worth every minute of effort.
Once you've claimed your page, you can control your business hours, add photos and videos of your work, respond to reviews, and make sure all your information is accurate. For a Dallas roofing contractor, this means prominently featuring "Dallas" throughout your website while also mentioning surrounding service areas. Search engines need to understand exactly where you work and what you do.
Let's talk about reviews - they're the digital equivalent of your reputation, and they matter more than you might think. Hockenberry admits he reads reviews all the time before making decisions, and your customers are doing the same thing. The difference is, smart business owners know how to work with this system instead of against it.
The review ecosystem spans multiple platforms - Google, Facebook, Angie's List, Yelp - and each one contributes to your overall digital reputation. When you finish a project and the customer is clearly happy, don't just shake hands and walk away. Ask them to share their experience online. It's not pushy; it's smart business.
But here's where many contractors miss the boat: they don't respond to reviews. Both positive and negative reviews deserve responses. Thank customers for positive feedback, and address negative reviews professionally. That Key West restaurant owner Hockenberry mentioned? He actually called to discuss a negative review instead of ignoring it. That's the kind of personal touch that builds trust and shows you care about customer satisfaction.
Think you don't have time to create content? Hockenberry has news for you: "You create content all day long, you just don't see it as content." Every email you send explaining a process, every before-and-after photo you take, every video of your crew at work - that's all content waiting to be shared.
This reframe is liberating. You don't need to become a professional videographer or hire a content team. You need to start recognizing the valuable moments that happen naturally in your business. That drone footage of the new roof installation? Perfect for social media. The explanation you gave a client about why you chose specific materials? That's a blog post waiting to happen.
Video content particularly resonates with local audiences because it's authentic and shows your work in action. A 90-second smartphone video of you explaining a complex installation can build more trust than a dozen stock photos. People want to see real work by real professionals, not polished marketing materials that could come from anywhere.
Your existing customers are marketing gold mines that most contractors completely ignore. If you install a metal roof designed to last 50-60 years, why would you only talk to that customer once? Hockenberry suggests a simple but powerful approach: "What if you did a campaign where you reached out to everybody you put a roof on and said, 'Is your roof leaking? Have you had any problems with your roof?'"
This follow-up serves multiple purposes. It shows you care about long-term customer satisfaction, helps you catch any warranty issues early, and creates natural opportunities for referrals. When customers confirm they're still happy with your work, it's the perfect time to ask about neighbors or friends who might need similar services.
Strategic partnerships multiply your marketing effectiveness too. Working with quality suppliers like McElroy Metal that maintain contractor referral programs gives you access to qualified leads while demonstrating your commitment to quality materials. These relationships become marketing assets that benefit everyone involved.
Looking ahead, Hockenberry predicts AI will become embedded in nearly every aspect of business operations. From generating proposals to assessing damage and managing finances, artificial intelligence will handle more of the routine tasks that currently consume your time. This technological integration will make businesses more efficient and allow for more precise marketing measurement and personalization.
But here's the interesting paradox: as AI becomes more common, human connection becomes more valuable. Customers will increasingly appreciate authentic interactions with real people who understand their specific needs and challenges. The future belongs to contractors who can balance technological efficiency with personal service.
This means using AI to handle routine tasks while focusing your personal attention on building relationships and solving unique problems. The contractors who win will be those who leverage technology to enhance their human capabilities, not replace them.
Ready to improve your digital marketing game? Start with the basics that cost nothing but time and attention. Update your website with current information, including recent project photos and updated copyright dates. Add professional signage to your work vehicles with QR codes that make it easy for people to find your contact information.
Implement a systematic approach to asking for referrals. When you complete a project successfully, ask satisfied customers about neighbors who might need similar services. This simple question, often overlooked, can generate significant new business opportunities without any additional marketing spend.
Most importantly, stay in touch with your existing customer base. These relationships represent your most valuable marketing assets and deserve ongoing attention. Simple check-ins, maintenance reminders, and project follow-ups demonstrate professionalism while creating opportunities for additional business and referrals.
The digital marketing landscape keeps evolving, but the fundamental principles remain constant: provide value, build relationships, and maintain authenticity. Contractors and architects who embrace these principles while strategically adopting new technologies will find themselves well-positioned for sustainable growth in an increasingly competitive marketplace.
As Hockenberry's experience shows, successful digital marketing isn't about choosing between traditional relationship-building and modern technology. It's about using digital tools to enhance and scale the personal connections that have always driven successful construction businesses. The future belongs to those who can effectively blend technological efficiency with human authenticity, creating marketing strategies that attract customers while building lasting professional relationships.