Construction

Strengthening Brand Positioning in the Construction & Real Estate Development Industry

The construction and real estate development sectors in North America are undergoing rapid transformation, driven by evolving infrastructure needs, healthcare expansion, life sciences investments, and higher education development. For industry leaders, building a resilient reputation and ensuring top-of-mind consideration among decision-makers are no longer optional-they are strategic imperatives.

A leading global construction and development company partnered with Jasper Colin to evaluate its brand equity against key competitors and uncover the drivers of preference among U.S. and Mexico-based decision-makers. The objective was to strengthen competitive positioning and inform both near-term marketing strategies and long-term business growth.

Business Challenge

The client-an established player with diversified expertise across commercial, healthcare, higher education, and life sciences projects-faced growing competition from regional and global firms.

Key challenges included:

Approach & Research Methodology

To address these challenges, Jasper Colin deployed a CATI (Computer-Assisted Telephone Interviewing) methodology, engaging 400 senior decision-makers across two core audiences:

Construction Decision-Makers
Real Estate Development Decision-Makers

Target roles: CFOs, Facilities Directors/Managers, Real Estate Portfolio Managers

Research Design:

Key Findings

Awareness & Familiarity: 82% of U.S. respondents recognized the client brand, but familiarity lagged behind leading competitors by 12 percentage points.
Consideration Levels: Among construction decision-makers, 64% indicated they were likely to consider the client for upcoming projects, compared to 72% for the top competitor.
Strengths Identified:
- High ratings on safety (8.9/10) and partnership (8.4/10).
- Strong credibility in life sciences and healthcare projects, with 70% of decision-makers associating the brand with “complex project delivery.”

Opportunities for Improvement:
- Lower scores on innovation perception (6.2/10) and digital integration (6.8/10).
- Sustainability commitment not strongly differentiated-only 38% of respondents spontaneously associated the client with environmental stewardship.

Recommendations

Short-Term (6-12 months):

Strengthen messaging around innovation and technology-enabled construction (e.g., prefabrication, modularization, VDC tools).
Launch targeted marketing campaigns in healthcare and life sciences sectors, where the client holds strong credibility.
Improve visibility in Mexico by engaging in localized outreach and partnership programs.

Long-Term (12-36 months):

Invest in sustainability leadership programs and highlight measurable ESG outcomes.
Build a differentiated position in integrated project delivery and digital-first construction solutions.
Expand thought leadership and industry presence through whitepapers, conferences, and case studies showcasing flagship projects.

Impact

Within three months of implementing the recommendations, the client observed:

Way Forward: Jasper Colin’s Difference

Jasper Colin’s ability to combine robust quantitative research with strategic market insights positioned the client to reframe its market narrative. By connecting decision-maker perceptions with measurable business outcomes, we provided the foundation for brand repositioning and sustained market leadership.

Through tailored research design, senior decision-maker targeting, and deep analytics, Jasper Colin enables construction and development companies to:

Decode brand equity relative to competitors.
Identify the drivers of trust, preference, and selection.
Transform insights into actionable growth strategies.