Stop Undermining Yourself: Better Marketing for Subcontractors

If there’s one thing I see subcontractors do over and over, it’s undervaluing themselves in their sales and marketing. Getting new clients often turns into a race to the bottom—who can quote the lowest price and land the job? But let’s be real: the cheapest tradesman isn’t the best quality, and clients know it.

If you keep positioning yourself as the lowest-priced option, you’ll only ever attract the kind of clients who want to pay as little as possible.

And guess what? Those clients will squeeze every last dollar out of you, complain the whole time, and then go find someone even cheaper next time.

Your reputation will suffer, your margins will shrink, and you’ll be left wondering why you’re working so hard for so little.

Instead of slashing your prices, marketing as a subcontractor should focus on elevating your brand, demonstrating your value, and attracting the right clients. 

Here’s how to market yourself as a subcontractor—starting with what NOT to do.

1. DON’T let your Facebook page serve as your website.

DO invest in a professional website with strong SEO practices.

A Facebook page is not a substitute for an actual website. If your only online presence is a social media page, you’re relying on borrowed land—one algorithm change and your visibility could vanish overnight.

A professional website gives you credibility and control. Every great homepage needs these four things:

✔️ A clear help statement at the top before the scroll (who you help and how you help them).

✔️ A compelling CTA button repeated throughout (Get an instant quote, Schedule a consultation, etc.).

✔️ A clean design that’s easy to navigate.

✔️ Clear, compelling copy that answers questions and solves pain points immediately.

Don't have the budget yet for a web designer or a fully custom site? Try a service like WebIt - https://www.webit.com/contractors-websites

2. DON’T offer empty incentives for referrals like discounts.

DO create a structured referral or partnership program that fits your industry.

Traditional referral programs don’t work for subcontractors. Why? Because discounts and punch cards aren’t likely to motivate project managers or GCs—they aren’t spending their own money. If you offer them a discount on their next service, they’ll never personally see that benefit.

And even worse, discounting your services can send the wrong message about your value.

Instead, structure your referral system with incentives that actually work:

✔️ Personal or team-based incentives – Offer breakfast drop-offs at job sites or gift cards in exchange for successful referrals. (But always check first to make sure you comply with their company's gifting policy.)

✔️ Strategic partnerships – Build long-term relationships with complementary trades and cross-refer clients to each other.

✔️ Co-marketing opportunities – Publish case studies, co-host industry webinars, offer training seminars, or collaborate on social media content together.

✔️ Industry leadership initiatives – Create exclusive cohorts of top-performing clients who meet annually to discuss best practices and industry trends. Write up their insights and distribute them widely, positioning them (and you) as industry leaders.

3. DON’T rely solely on word-of-mouth.

DO leverage online marketing to expand your reach.

Word-of-mouth is powerful but not always consistent. You may never know when or from where your next referral will come.

You should be actively promoting your services online. Otherwise, you’re missing out on countless opportunities to attract new clients.

Here’s how to boost your online visibility:

✔️ Optimize your Google Business Profile – This is crucial for local search results and for credibility. When new leads do hear of you, the first thing most people do is Google your business to read reviews and get more information. Keep this up-to-date and accurate.

✔️ Post project showcases on LinkedIn – LinkedIn isn’t just for office jobs; it’s where construction industry decision-makers network and vet potential partners.

4. DON’T undervalue your expertise.

DO position yourself as an industry authority.

If you’re great at what you do, share that knowledge. Thought leadership isn’t just for big firms—it’s how you set yourself apart from the competition.

Here’s how to build authority in your field:

✔️ Write blog posts or LinkedIn articles about best practices, industry trends, or common mistakes to avoid.

✔️ Host or participate in webinars and training sessions – Partner with other subcontractors, suppliers, or industry groups to educate and network.

✔️ Speak at industry events or panels – Even small, local events can boost your credibility and attract new business.

5. DON’T be the cheapest option.

DO sell on value, not price.

High-quality clients aren’t looking for the cheapest option—they’re looking for the best value. Your job is to clearly communicate why your expertise, reliability, and quality work make you worth the investment.

✔️ Showcase your best work – Use professional photography and detailed case studies to highlight successful projects.

✔️ Collect and publish testimonials – Let past clients speak to your expertise and reliability.

✔️ Educate your prospects – When clients understand the value of hiring a skilled, reliable subcontractor, they’re more willing to pay what you’re worth.

Stop Competing on Price—Start Competing on Excellence

If you want to grow your business, stop being the cheapest and start being the best. 

A strong brand, a professional online presence, and a value-driven marketing strategy will help you attract the right clients—ones who respect your work and are willing to pay for it.

Good marketing isn’t just about getting leads—it’s about getting the right leads. If you find this all overwhelming and need help, let’s talk.

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