A/E/C CMOs President Perryn Olson recently joined Menke’s ESOP Radio to discuss how construction companies can strengthen marketing as they grow, transition ownership, and prepare for the next generation of leadership.
For many architecture, engineering, and construction companies, growth has historically depended on referrals, repeat clients, and relationships founders build. That model can work for decades, but it becomes harder to sustain when a company expands into new markets, completes an acquisition, or transitions ownership through an ESOP.
The conversation focused on marketing’s role in helping ESOP construction companies scale beyond relationship-only growth. Perryn discussed defining an ideal client profile, aligning sales and marketing around shared revenue goals, strengthening positioning, improving the company website, and creating content that demonstrates real project experience and problem-solving ability.
The topic is especially important for employee-owned construction companies preparing for generational change. A strong reputation may transfer to the next generation, but the personal networks that helped build the company often do not. Strategic marketing gives the organization a way to preserve that reputation, communicate its value, and build new relationships that don’t depend on a handful of longtime leaders.
Listen to the conversation on the ESOP Radio website.
