The Building Blocks of Construction Marketing with Joseph Hughes

Can you pivot a niche agency business into consulting?

Let’s hear it from Joseph Hughes, an entrepreneur and founder who has successfully built a marketing training company from the legacy of a construction marketing agency he started all the way back in 2013. 

After working his way up into the office of his family’s construction business (that has been around for over 100 years), he decided to carve out a path of his own while still staying in the lane his family had built by offering marketing services to construction companies. 

Joseph quickly discovered a niche within the construction niche, and narrowed down his offering to serve roofing businesses.

In this episode, Corey is joined by Joseph to discuss verticalization and his experience building and scaling niche coaching services through his agency-turned-consulting-business, Contractor Dynamics. The company has over 60 clients all across North America who turn to Joseph and his 12-person team to learn the ropes of digital marketing, and more specifically, a signature, year long marketing training program.

As the visionary behind the company, Joseph spends his days deeply entrenched in the culture and marketing side of the business. But, he did not start out offering training services. Joseph actually found his way to coaching by initially offering marketing services as an agency from 2013 until 2018. 

The turning point for the company came when they noticed that clients who were thriving were benefiting from a more consultative point-of-view, especially as social and video content was on the rise. So, Joseph and his team tested selling a training program offering in 2019 and made the full switch in 2020. They never looked back.

Here’s what Corey and Joseph discuss:

  • How a Facebook group turned into a bonafide business.
  • How to test out new offerings before scaling them.
  • What Contractor Dynamics’ current marketing training consists of.
  • How niching down helps templatize offerings.
  • What drives businesses to realize they need help with marketing.

Here are some actionable key takeaways for company founders:

  • If your business sells high-ticket services, small tweaks can make a massive impact on revenue.
  • Find patterns in your clientele and revenue to distinguish repeatable business.
  • Niches (like roofing) that can scale their business easily have more potential as a target vertical.
  • Putting out more content can shift market perceptions positively.
  • If you delegate well, you can work on the business, not in the business. 

The resources mentioned in this episode are:

- Connect with Joseph on LinkedIn Here

- Learn About Contractor Dynamics Here


Join us as we build up a case for marketing training in a verticalized niche.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: