Construction Industry Copywriter? Party Like It’s 1999!

Without a doubt, boom times are back for the construction industry! Before we consider the role of copywriting in this welcome renaissance, let’s look at the bigger picture in which the building sector has operated for the past five years or so.  Starting at the top end: major infrastructure projects backed by government money (such as Crossrail and HS2) will always be headline grabbers.  For quite a few years, however, private sector investment in lower-level projects has been tentative, to say the least. Of course, everyone factors-in the length of time it takes for construction projects to come to fruition. Two to three years – or even longer – is not an unusual timescale for multi-million pound projects.  Few people in the industry would have thought the green shoots of recovery would take so long to emerge! In 2014, the UK’s major house builders are continuing to report significant growth, thanks in no small part to the government’s Help To Buy mortgage scheme.  Commercial construction – including local authority capital projects, and private sector office and factory building – is literally building on the back of growing economic confidence (despite the battering everyone had in February’s floods and gales!).    It’s boom-time… If we’re to believe the latest UK construction Purchasing Managers’ Index compiled by MARKIT/CIPS, the building boom – especially in the civil engineering sector – is well under way.  Across-the-board optimism is evidenced by growing numbers of ‘invitations to tender’, rapidly expanding order books and impressive levels of job creation. Marketing in the construction industry, particularly with larger projects, appears to be affected more by macro-economic factors... Read more...