In the construction industry — and any sales-driven business — landing new clients is essential for growth. While repeat business from existing clients is valuable, it’s unlikely to keep your company fully booked year-round. That’s where new clients come in, playing a key role in your long-term success.

Building strong relationships with current clients is crucial, but expanding your client base is equally important. Assessing your business’s capacity will help you determine how many projects or clients you can handle at once. For example, a general contractor in Sacramento successfully grew their business by balancing strong client retention with a focus on attracting new projects. Here are nine strategies to attract new construction clients and grow your business without feeling overwhelmed.

1. Be selective with bids

Bidding on every project is tempting, but success isn’t about quantity. Focus on contracts that align with your strengths and are profitable. These allow you to reinvest in equipment, staff, or new capabilities.

Consider your chances of winning a bid — expertise in a niche or connections with a client can give you an edge. For example, specializing in green building could help you secure LEED-certified projects.

2. Define your niche

Specialization helps you stand out in a crowded market. Clients prefer experts, so having a niche makes your business more appealing. Whether it’s sustainable development, bathroom renovations, or retail refurbishments, being known for something specific sets you apart.

Top general contractors in Sacramento, for example, often focus on specific construction types like schools or apartments, while subcontractors might specialize in trades like electrical work or plumbing. By identifying market gaps where demand outweighs supply, you can reduce competition and highlight your strengths effectively.

3. Leverage referrals

Happy clients are your best advocates. They’ll naturally recommend your services to others, especially in areas like roofing or pool installations. Deliver quality work and maintain strong relationships to encourage referrals.

You can also ask satisfied clients if they know anyone who needs similar services. This works well after major weather events or in neighborhoods where renovations are trending. Referrals often come with built-in trust, making them valuable for gaining new clients.

4. Use lead generation services

Lead generation services save time by finding projects for you. These platforms compile project details and deliver them directly to your inbox. By choosing leads that match your expertise — residential, commercial, or both — you can quickly find new opportunities.

5. Stay alert for opportunities

Opportunities can appear anywhere, so stay proactive. Notice a storefront for lease? Offer to handle the renovations. Spot a condo building needing repairs? Reach out to the property manager. Schools, businesses, and apartments often need work their in-house teams can’t handle.

Follow up with potential clients, even if they don’t need your services right away. Staying on their radar ensures they’ll think of you first when the need arises.

6. Network and build connections

In construction, who you know matters as much as what you know. Building relationships with industry professionals can generate leads. For instance, architects often know about upcoming projects and can offer referrals. General contractors should connect with developers and subcontractors to uncover new opportunities.

Networking keeps you informed and gives you an edge over competitors without the same connections.

7. Strengthen your online presence

If someone searches for contractors in your area, will they find your business? If not, you’re missing out. Create a free Google My Business profile to showcase contact info, services, reviews, and links to your website or portfolio. Engaging with visitors builds trust.

Your website should highlight completed projects, testimonials, and certifications. Keep it updated and link to your social media accounts for extra exposure.

8. Get listed as a preferred contractor

For long-term success, aim to become a preferred contractor for institutional clients like property managers, schools, and universities. While the approval process takes time, being on these lists can lead to consistent, high-value projects.

Preferred clients may not need work often, but when they do, they’ll call you first.

9. Build a strong brand

Your brand is your reputation, so make it visible. Use job site signs, branded vehicles, and logoed equipment to spread the word. Branded workwear reinforces professionalism. Sponsoring local events or youth sports teams can also build goodwill in your community.

The goal is to be the first name people think of when they need a contractor. If your competitors are investing in branding, so should you.