🏗 Feasibility Studies & Technical Marketing in Construction: How to Get into Projects Early!
- Jörg Appl
- Mar 10
- 9 min read
If Your Construction Company Only Shows Up When the Tender is Published – Congratulations, You’ve Almost Lost the Game.
Those who are already considered in the feasibility study gain massive advantages later in the project.
But how can you get into the conversation early? What role do project delivery methods play? And why do construction companies so often get their technical marketing wrong?
📌 In this article, you'll learn:
✅ Why the feasibility study is the secret gateway for your construction company
✅ How to position yourself as a solution provider early on
✅ Which project delivery methods have the biggest impact on your chances
✅ The 3 key levers to stay top-of-mind with architects and engineers
✅ How to get considered by public clients
Turn the feasibility studies & technical marketing in Construction into a strategic advantage – instead of waiting for tenders! 🔗 Read now! 🚀
Feasibility Studies & Technical Marketing in Construction Is Your First Lever for Winning Construction Projects
If your construction company only appears on the radar when the tender is published – congratulations, you’ve almost lost the game.
Those who are already indirectly considered in the feasibility study gain massive advantages later in the project.
But how can you achieve this? And what role does the chosen project delivery method play?
The Secret Gateway: How to Secure Your Spot in the Feasibility Study
The feasibility study determines whether a construction project is technically, economically, and organizationally viable. At this stage, initial preferences for technologies, construction methods, and even suppliers are established—often subtly, but with long-term impacts.
Why Does This Matter to You?
✔ Technical Solutions:
If specific materials or construction methods are preferred in the feasibility study, suppliers who are visible early on and perceived as solution providers have a higher chance of being considered. Companies that engage through technical consulting, whitepapers, expert talks, or BIM data can influence decision-makers and position their solutions as the preferred choice.
✔ Cost Framework:
The feasibility study defines the cost estimates. Construction companies can indirectly influence this by advising consultants, actively participating in industry associations, or providing benchmarking data that gets incorporated into the study.
✔ Project Structures:
The project delivery method dictates when your construction company gets involved—but only if you actively engage in the network. Those who establish early connections with architects, consultants, or clients have a much higher chance of being included in the feasibility study.
However, not all project delivery methods offer the same opportunities for early influence. Some models involve construction companies only at a later stage, while others allow early participation in project planning.
💡 Key Insights:
• Most challenging: The traditional method (Design-Bid-Build) makes it difficult for construction companies to get involved early, as they only enter the process after the planning phase. Here, influence can only be indirect, through planners, consultants, or industry associations.
• Most effective: Integrated Project Delivery (IPD) allows construction companies to be at the table from the start. Those who position themselves early as innovation partners can actively shape the entire planning and decision-making process.
Project Delivery Methods: How They Impact Your Technical Marketing
🔹 Strategy: Influence planners and consultants through technical webinars, whitepapers, or reference projects that demonstrate why your approach is technically superior.
2️⃣ Design-Build
🔹 Strategy: Build direct partnerships with clients and provide expertise in innovative, cost-saving solutions to secure early involvement.
🔹 Strategy: Offer technical consulting and early-phase workshops to establish a preferred construction method during the feasibility study phase.
🔹 Strategy: Position yourself as an innovation partner who delivers technical and economic value in complex construction projects.
➡ Regardless of the project delivery method, the key to success is early visibility. Architects and consultants play a critical role in selecting construction methods, materials, and partners. But how can you ensure that your solutions are considered right from the planning phase? 🚀
How to Stay Top-of-Mind with Architects & Engineers as a Construction Company
✔ Many construction companies focus on tenders—and in doing so, they miss the opportunity to get involved in projects early. But this is precisely the role of technical marketing—yet in construction companies, it is often not used strategically.
✔ While industrial companies have long leveraged industry associations, technical consulting, and strategic partnerships, the construction sector still relies heavily on traditional sales approaches—waiting for tenders instead of influencing the planning process early on.
✔ Architects and engineers prefer partners they already know and trust to provide reliable solutions. Those who are present during the feasibility phase gain a significant competitive advantage. However, this advantage doesn’t happen by chance—it must be actively built through targeted technical marketing.
Three Key Actions:
✅ Build networks early
✅ Increase visibility
✅ Form strategic partnerships
Why a Feasibility Study Gives Construction Companies a Competitive Advantage
Step 1: Build Networks Early & Establish Trust
1️⃣ Build Networks & Gain Trust Early
Architects work within established routines and rely on trusted contacts. If a construction company wants to be involved early in a project, it should actively nurture its network—long before tenders are published. Personal connections and regular exchanges with engineers help position a company as a trusted partner.
🔹 Success Factors:
✔ Attend industry events such as DGNB conferences or structural engineering congresses.
✔ Engage in professional associations (e.g., VBI, BDA) to position yourself as an expert.
✔ Provide technical consulting, whitepapers, or training to demonstrate expertise.
💡 Case Study:
A timber construction company regularly published expert articles on hybrid construction methods. As a result, architects included the company in feasibility studies early on, establishing it as a preferred partner.
But networking alone isn’t enough. Companies must also be highly visible to be considered in the decision-making process.
Step 2: Increase Visibility – Why Should a Planner Think of Your Company?
Expertise is worthless if it’s invisible. Construction companies must actively showcase their references to position themselves as the go-to choice for future projects. Both digital channels and direct engagement with decision-makers are crucial.
🔹 Success Factors:
✔ Presence in trade journals, architecture websites, and LinkedIn to reach key stakeholders.
✔ Showcasing projects online with detailed case studies on time and cost advantages.
✔ Providing BIM data for architects and engineers to integrate solutions directly into their planning.
💡 Case Study:
A modular construction company made its construction processes available as a BIM library for architects. This led to integration into planning software and early consideration during the feasibility phase.
However, long-term success requires more than just visibility. Strategic partnerships with planners and architects are key.
Step 3: Strategic Partnerships with Planners & Architects
Long-term collaboration ensures construction companies a permanent place in future projects. Those perceived as reliable partners are more likely to be selected. Partnerships with architects and engineers provide early insights into upcoming projects and allow companies to embed their solutions directly into planning.
🔹 Success Factors:
✔ Collaborate with architects and engineering firms on pilot projects.
✔ Participate in research projects on innovative construction methods.
✔ Partner with sustainability consultants for CO₂-optimized construction.
💡 Case Study:
A construction company specializing in energy-efficient commercial buildings partnered with an architectural firm on a research project for CO₂-neutral industrial buildings. This resulted in a long-term collaboration across multiple follow-up projects.
However, not all partnerships form easily—especially when it comes to public clients. While private developers often work directly with preferred partners, public construction projects follow strict procurement regulations. In these cases, success is not just about offering the best solution but also meeting formal selection criteria.
👉 So how can your construction company still be considered early in the planning phase? 🚀?
How Can My Construction Company Be Considered by Public Clients?
Public clients follow strict procurement regulations and cannot simply choose preferred partners. Direct sales approaches don’t work here, but there are clear strategies to ensure your construction company is considered in the feasibility study.
✅ What Works?
✔ Standards & Technical Committees:
Many public tenders follow standardized construction methods. Companies that actively participate in standardization efforts (e.g., DIN, VDI, DGNB) or industry associations can help shape technical specifications.
✔ BIM & Digital Planning Tools:
Public clients are increasingly relying on digital processes. Providing BIM objects and pre-configured tender texts can lead to planners integrating your system into the feasibility study.
✔ References & Pilot Projects:
Many public clients prefer proven solutions. Companies that contribute early to a publicly funded pilot project are more likely to be considered for future large-scale projects.
✔ Technical Consulting via Third Parties:
Direct consulting for public clients is often not allowed, but planners, engineering firms, and consultants have significant influence on feasibility studies. If they know and approve of your solutions, there’s a higher chance they will be included in the planning phase.
❌ What Doesn’t Work?
✘ Direct Influence on the Client:
Public procurement laws prevent clients from selecting a preferred supplier without a formal bidding process.
✘ Sales Efforts After the Tender Is Published:
Once the tender is released, it’s too late—the specifications are already set.
✘ Non-Standardized, Custom Solutions:
Public clients favor standardized methods. If your solution doesn’t meet industry norms or lacks widespread adoption, it’s unlikely to be considered.
Long-Term Positioning Is Key
Even with standardized solutions, waiting for a tender isn’t enough. Successful construction companies think long-term and position themselves strategically—not just with their products, but also through effective industry communication.
Whether a company is considered in feasibility studies and tenders depends heavily on its visibility and reputation within the industry. 🚀
Initial Approaches for Strategic Communication in Construction Companies
Client / Principal | Project Delivery Method | Message | Key Channels |
Private Clients / Private Developers | Design – Bid – Build (Traditional Method) | "Our construction method saves costs in the long run and is technically proven." | ✔ Direct discussions with investors and project developers ✔ Expert articles in industry media ✔ Case studies of successful projects |
Design & Build (D&B) | "We provide turnkey solutions from a single source – faster, cost-secure, and efficient." | ✔ Networking events & personal meetings ✔ LinkedIn & industry platforms ✔ Presentations & whitepapers for investors | |
CMAR (Construction Manager at Risk) | "Our early involvement reduces construction costs and minimizes risks." | ✔ Workshops with clients and planners ✔ Webinars & expert presentations ✔ BIM data & digital planning tools | |
IPD (Integrated Project Delivery) | "We are innovation partners and shape construction projects holistically." | ✔ Participation in IPD initiatives ✔ Sharing research projects & best practices ✔ Direct discussions with project partners |
Questions to Take Your Marketing Expertise in the Construction Industry to the Next Level!
Case Study 1: Networks and Visibility for Private Clients
You are a marketing manager at a construction company specializing in energy-efficient commercial buildings. Your CEO wants to increase visibility among private clients, particularly for Design & Build projects.
Which measures are most effective in strategically reaching this target group?
🔹 A) Organize an exclusive networking event for investors and project developers to showcase your turnkey solutions.
🔹 B) Invest in social media advertising on Facebook to increase visibility among end customers.
🔹 C) Publish an expert article in an architecture magazine to inform architects about your sustainable construction methods.
🔹 D) Offer a webinar for private clients explaining why Design & Build is faster and more cost-secure.
✅ Correct Answers: A and D
🔎 Explanation:
Networking events and webinars provide direct touchpoints with your target audience (investors & private clients). Expert articles are useful but primarily address planners and architects. Social media ads on Facebook won’t reach key decision-makers in this context.
Case Study 2: Public Construction Projects and Tendering Criteria
Your company wants to strengthen its position in public tenders, particularly for Design – Bid – Build (Traditional Method) projects. Your sales director asks how to optimize your marketing strategy to be considered in feasibility studies for public clients.
Which strategy is the most promising?
🔹 A) Participate in standardization and industry committees (e.g., DIN, VDI, DGNB) to help shape technical standards.
🔹 B) Launch a large advertising campaign in construction trade magazines to directly address public clients.
🔹 C) Develop specification texts and provide them to planning and engineering firms.
🔹 D) Invite public project representatives to an exclusive dinner to convince them of your solutions.
✅ Correct Answers: A and C
🔎 Explanation:
Standardization work and specification texts are the most effective levers to be considered in public projects. Direct influence on public clients (e.g., invitations) violates procurement regulations. Advertising can support visibility but does not directly lead to feasibility study consideration.
Case Study 3: Strategic Partnerships with Architects
Your company develops innovative modular construction methods and aims to be considered more often in CMAR (Construction Manager at Risk) projects. Architects and engineering firms play a key role since they are involved in the early planning phases.
How can you, as a marketing manager, overcome existing barriers and bring your solution to market?
🔹 A) Organize workshops with architects and planners to demonstrate the advantages of your modular construction method.
🔹 B) Provide BIM data of your modules to make it easier for planners to integrate them into their designs.
🔹 C) Focus on a large trade fair presence to attract new clients and investors.
🔹 D) Write a press release and distribute it to architecture and construction magazines.
✅ Correct Answers: A and B
🔎 Explanation:
In CMAR projects, early collaboration and technical support for planners are crucial. Workshops and BIM data facilitate the integration of your solutions into the planning process. Trade fairs and press work are helpful but not the primary leverage points for CMAR projects.
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