Property & Construction

Affordable Property and Construction Marketing Services

The property and construction sector is competitive and constantly evolving, so it’s easy to get lost in the crowd. Being ‘known’ in your industry can make a huge difference to the success of your business.

However, for most small-to-medium-sized construction or property businesses, hiring a specialist marketing agency or taking on a full-time marketing leader is just too expensive.

That’s where I fit in. I’m a freelance marketing and PR expert with nearly 20 years’ experience in the construction and property sectors. I have a broad skillset which means that I offer most of the services that an agency would provide, but for a much lower cost.

Get in touch

Why work with Me?

There are three key reasons why businesses in the construction or property industries choose to work with me:

I have plenty of experience. I’ve worked with a wide range of businesses related to the built environment including contractors (design & build and fit out), surveyors, developers, civil engineers, construction consultants, estate agents, building product manufacturers/installers, and property managers.
I spent a decade in top marketing and PR agencies learning from fantastic teachers, so the quality of my work is exactly what you would expect from a leading agency.
I’m a freelancer so I don’t have expensive overheads so I charge a lot less than agencies. This means that I can be flexible and work around your budget and needs. And because I cost less, you can do more marketing activity for longer, which will improve the results you get from your budget.

Three construction workers standing together, a women wearing a hijab and holding a hard hat is in the centre, and two men wearing hard hats stand next to her

who herkess works with

There are three key types of property and construction businesses that Herkess Marketing is a great match for:

Small, busy, ambitious construction/property businesses

Specialist contractors/subcontractors, consultancies, specialist firms, and service delivery specialists that need ongoing marketing support but don’t have the budget for a full-time senior marketer or an agency. I'll help you raise your business’s profile, elevate your reputation, and generate enquiries using cost-effective tactics and without you having to micro-manage anyone to get those results.

Established, small-medium ambitious businesses

Large fit-out companies, multi-disciplinary contractors, or building products manufacturers that have an in-house marketing team that is stretched. You need more PR or marketing activity to retain your visibility in the construction/property sector for consistent growth and to hit ambitious targets, but don't need or want another full time marketer. I can step in to take the pressure off them on an ongoing or project basis.

Medium-large construction/property consultancies

Medium-large sized construction/property consultancy businesses that struggle to stand out against competitors. Your fee earners struggle to know what to say when they're asked what makes your firm different. I’ll help you to identify a clear competitive advantage, then communicate it to your fee earners so they can talk confidently about your business’s USPs, have better sales conversations, and win more work.

Read here for more information about my competitive advantage consultancy service.

I help all of the above types of construction/property businesses to:

Stand out and communicate what makes them different
Improve their online visibility and reputation
Produce high quality sales collateral and case studies that show how they go the extra mile for their clients
Generate awareness and more enquiries
Write better tenders (and win more of them)
Win more awards

My role is to help you elevate your marketing and support business development in an affordable and easy way so you can get on with doing other things.

Sound like you?

Testimonial

"Emma Radcliffe is a remarkably talented marketing and communications specialist. She combines clever, resourceful thinking with outstanding communication skills and always, always delivers. Emma is also one of the most generous team players I’ve ever had the pleasure to work with."

Victoria Gifford, Head of Marketing, Lambert Smith Hampton

Property and Construction Marketing Services Offered

I have a broad skillset so rather than paying for an individual service, you can just tell me what your business goals and budget are, and we'll work out an integrated plan that prioritises my time for maximum impact. This keeps your marketing costs transparent and predictable.

SEO

Local SEO
On-page SEO
Off-page SEO

PR & Social Media

Traditional
Digital
Social media

PPC Advertising

Google Ads
Linkedin
Campaign optimisation

Bids & Award Entries

Bid writing
Award entry writing

Content Marketing

Case studies
Blogs
White papers

Marketing Strategy

Marketing audits
Competitive advantage
SOSTAC

Find out more

Business Development Support

For many smaller construction and property businesses, the challenge isn’t just getting the lead, it’s closing the deal. This can be much more difficult without having the right sales tools to hand.

Tender & Bid Writing Support: I help you articulate your value proposition in formal documents. From drafting executive summaries to polishing technical responses and communicating social value, I ensure your tenders are persuasive, clear, and focused on the client's pain points.

Case Studies & Testimonials: Social proof is the most powerful tool in marketing your construction/property business. I'll interview your clients and produce high-impact testimonials that show how your business went the extra mile and and delivered expertise and reliability.

Sales Collateral & Brochures: I can write the content for and manage the creation of professional sales assets, including digital brochures, data sheets, and white papers that reinforce your brand and present your business as a "safe bet".

Pitch Deck Creation: The ability to present your business and expertise well can be critical to commercial success. I can help you build structured, compelling and easy-to-deliver presentations that tell your story and clearly define your competitive edge.

Digital marketing

While word-of-mouth remains a pillar of the construction and property industry, your digital presence is now the first place potential clients go to verify your expertise and decide if your business is the right fit for their next project.

Search Engine Optimisation (SEO): Being easy to find using a search engine or AI LLM (e.g. ChatGPT) says a lot about your business. Not only does it bring clients to your door, it also bolsters your company's reputation, making you easier to trust. I'll help you appear for the commercial terms that matter by optimising your website content, structure, and bolstering your online authority.

Pay Per Click (PPC) Advertising: SEO is an ongoing process so whilst we work on increasing your ranking positions, we can use Google's PPC advertising to drive the right sort of traffic to your website using targeted ads.

Conversion Rate Optimisation (CRO): Whilst CRO is traditionally something adopted by high-traffic websites, there are techniques that can be used by all websites to make them more user-friendly. I can apply techniques to identify where improvements can be made that will encourage more of your site visitors to take the actions you want.

Traditional & Strategic Marketing

Marketing strategy and traditional marketing are often neglected by many construction and property businesses due the misapprehension that they are unnecessary or old-fashioned. A good marketing strategy is crucial in getting a good return on investment from your marketing budget, simply because it avoids 'random acts of marketing' and helps you steer your resources and budget towards achieving specific commercially-focussed goals. Traditional marketing has stood the test of time for a very good reason - it works!

Marketing Strategy: I'll always start with a free marketing audit or a competitive advantage consultation to define your strengths and weaknesses and identify objectives and the path to get you there. I use planning frameworks like SOSTAC to ensure every activity is measurable and focused on delivering results for your construction/property business.

Brand: Your brand is more than a logo and corporate colours, it reflects your quality and expertise. I'll help you ensure your brand positioning is clear, professional, and aligned with your long term business strategy.

PR & Social Media: I'll help you raise your profile where it matters. Targeted public relations and thought leadership activity in key industry and trade publications are essential for building a reputable construction brand. I also offer award entry writing to help you gain industry recognition and credibility. For social media to work well for your business, activity needs to be well through out and consistent. I can help you plan, produce and post updates in a cost-effective way.

Content Marketing: For construction and property consultancy businesses, it's vital to be front of mind when businesses are looking for specific expertise. I'll help you turn technical expertise and/or research into compelling, trustworthy content, for example blogs on new regulations/technical developments, or white papers on sustainability. I'll craft content that builds credibility and establishes you as the 'go to' business in a particular specialism.

FAQS

How do you price your services?

I know that it's important for small-to-medium businesses to know upfront what things cost, so you can find Herkess Marketing's pricing on the dedicated pricing page. I price my services based on a day rate, and offer discounts to clients that buy more of my time. This ensures you get high-quality expertise at an affordable price. My pricing also allows smaller businesses to do more with their marketing budgets.

How do you measure success?

When I first start working with a new company, we'll agree on mutually-set Key Performance Indicators (KPIs) based on your priorities, be it qualified leads, website traffic, or tender submissions. All activity will then be prioritised and measured against these goals.

Do you understand the technical nature of the construction industry?

Whilst I don't have any qualifications related to construction or property, I’ve spent nearly two decades working with and writing on behalf of everyone from civil engineering firms and construction and commercial property consultancies to building product manufacturers. I know that construction marketing isn’t just about "looking pretty", it’s about demonstrating compliance, safety, and technical expertise. I have plenty of experience in, and am comfortable interviewing subject matter experts to turn complex information into compelling marketing materials that your target audience will understand and respond to.

We already have a small in-house team. How would you work with them?

It absolutely depends on what you need. For some small marketing departments, they just want a specialist to help with PR. For others with a single marketing executive who's a little less experienced, they may want leadership and coaching alongside the delivery of activity. Some will want an extra pair of hands to help with specific projects, and some will want someone to just 'muck in' and help with a range of ongoing activities. I aim to be a flexible resource, providing help in whatever way and whenever needed, so it's absolutely up to you.

I don’t have time to write blogs. How much of my time will you need?

Generally speaking, I'll start with an initial meeting with a subject matter expert to get a decent understanding of the areas that relate to key objectives. I'll then do some research and make a start on writing. If I get stuck and realise that I don't have enough information in a specific area then I'll ask specific questions that don't need a long explanation. Then I'll send you a piece of text to sign off or correct. I'll use any corrections to bolster my subject matter knowledge.

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