Different Beats Better: How Standing Out Wins More Jobs in the Construction Industry
Different beats better. That may sound silly, but give me 60 seconds to explain.
Here, hold my beer.
Like us, Todd Miller (our podcast guest the other day) is a big proponent of this philosophy. Todd has been a metal roofing guru for just about as far back as the metal roofing industry goes.
A long time… Sorry Todd.
As one of the pioneers of residential metal roofing in North America, he’s had firsthand experience of the “different > better” mindset.
Key Notes
Positioning as different is more memorable than claiming to be the best
Focus on a niche or message no one else is using
Real-world examples show “different” wins leads more easily
Clarifying your specialty builds trust, even if you're not the cheapest
Strategy relies on unmet customer expectations, not direct competition
Here’s Why It Works
If your audience doesn’t know whether you truly are the best option out there, trying to convince them that you are is a hard sell.
Everyone says they’re the best. But it’s a lot easier — and more effective — to show how you’re different.
“You’re not trying to beat the next guy. You’re showing the customer an option they didn’t know they had, and making them want it.”
— Todd Miller
As Sun Tzu would suggest: Win without fighting. The key is finding the uncontested space in your market… the opportunity nobody else is even talking about yet.
Find Your Uncontested Space
Stop competing. Start leading in a space few others address. That means framing a message no one else uses yet.
Here’s how others have done it:
Bath Fitter—Huge bathroom remodel brand. Their standout: install in one day, no demolition, no mess. That message is all they own.
Electrical Contractor—Instead of basic wiring, they specialize in smart-home automation. We don't just wire—your house thinks for you.
Roofing Contractor—Not competing on price. They focus on storm damage restoration with full insurance claim help—so customers get it done without the hassle.
Each company didn’t claim they're better. They claimed they’re different. That niche becomes your strength.
How to Define Your Differentiator (Even If You’re Small)
Pick one customer pain point others ignore, and own it.
Craft a simple message: “We’re not like others—we do X that others don’t.”
Deliver that consistently across ads, website, proposals, and conversations.
Measure what matters—track leads, close rates, and reactions specific to the different angle.
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This approach makes you easier to remember, easier to trust, and often easier to close. Even if another company is cheaper.
What Holds Companies Back and How to Fix It
Problem 1: “There’s nothing unique we do.”
Fix: Search for the thing you do better than others. Could be timeliness, materials, or even the way you follow up.
Problem 2: “We can’t boil it into a single message.”
Fix: Keep it clear. One value. One differentiator. Repeat it until it sticks.
Problem 3: “We’re too small to own a message.”
Fix: Small size can be an advantage. Use it to tell customers how personalized and flexible you are. That’s your niche.
Tired Of Guesswork & Wasted Ad Spend?
We help construction businesses build messaging that sticks.
Conclusion
Stop trying to outdo the next contractor on price or claimed quality. Be different—be meaningful. Position for a specific need no one else fills. Explain it clearly. Deliver it consistently.
Choice goes to the memorable. The distinct. The unexpected option that aligns with real customer needs.
Want help uncovering what makes you different—and building messaging that sells? Book a free consultation with us today, and let's build your unique advantage.
