The interest in Buzzwords’ construction industry and property copywriting services in the past six months has been surprising. Given the dire state of new house building in the UK and the contraction of the commercial side of the construction industry – what’s going on?
Here’s my guess. Unlike during the last recession, marketing people in 2009 aren’t simply battening down the hatches until this ill-wind dies down. They are in fact taking the medium-term view – and most aspects of construction planning involve time-spans of three years or so. Seizing the moment has translated into ‘getting ready to seize tomorrow’.
Whether we’ll ever return to the mad days of the past decade is debatable, but one thing is certain. The UK has a housing shortage – and there will always be a demand for high quality offices, stores and warehouses on both urban and out-of-town developments.
So it looks like construction industry marketing departments are diverting some of their resources into developing their business profiles, extolling their expertise – and maybe using the services of a copywriter or two to help them out!
