What is Sales and Marketing Strategy of Heijmans Company?

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What is Heijmans' Sales and Marketing Strategy?

Heijmans, a Dutch construction services firm, has strategically refined its sales and marketing approach to maintain its leading position in property development, building & technology, and infrastructure. A significant branding initiative involved launching their new brand promise, 'Together, it's possible!', which aligns with their revised business strategy 'Together towards 2030', introduced in 2024. This promise highlights collaboration, sustainability, and innovation, signaling a move from traditional construction to creating healthier living environments.

Founded in 1923 by Jan Heijmans in Rosmalen, the Netherlands, the company initially focused on road building, with its first project paving the road in front of the Den Bosch train station. Heijmans' early go-to-market approach was shaped by its origins as a local family business, characterized by dedication and community involvement. Over the years, it expanded into residential and non-residential building, and property development, eventually becoming a publicly traded company on the Amsterdam Stock Exchange in 1993. This evolution contrasts with its current standing as a leader in sustainable construction and integrated solutions for public, professional, and governmental clients, with a goal of being a sustainable leader by 2030.

Heijmans' sales and marketing strategy is deeply intertwined with its overarching business objectives, focusing on delivering value through collaborative projects and sustainable solutions. The company's approach to customer engagement emphasizes building long-term relationships, particularly with public and professional clients, by demonstrating expertise and a commitment to shared goals. This is evident in how they communicate their capabilities, often through case studies showcasing successful partnerships and the positive impact of their projects on communities and the environment. Their marketing efforts aim to build brand awareness and generate demand by highlighting their innovative practices and their ability to tackle complex challenges, such as developing sustainable housing solutions or modernizing infrastructure. The company's robust financial performance in 2024, with revenue reaching €2.6 billion and an underlying EBITDA margin of 7.7%, alongside a 2025 outlook targeting €2.75 billion in revenue and an 8.0% EBITDA margin, reflects the effectiveness of this integrated sales and marketing strategy.

The company's sales channels and distribution are diverse, catering to different market segments within property development, building & technology, and infrastructure. For large-scale infrastructure projects, direct engagement with governmental bodies and public tenders forms a significant part of their sales process. In property development, they often work with institutional investors and housing associations, requiring a consultative sales approach. Their marketing strategy for these sectors involves showcasing their expertise in areas like sustainable building materials and energy-efficient designs, which are increasingly important for their target audience. The Heijmans BCG Matrix analysis would likely show a strong position in established, stable markets while also investing in growth areas driven by sustainability trends. Heijmans' digital marketing efforts are geared towards enhancing their online presence, providing detailed project information, and engaging with stakeholders through various platforms. The company's customer acquisition strategy is built on a foundation of trust and proven delivery, often leveraging their long history and reputation for quality. Their brand positioning in the construction industry is that of a forward-thinking, responsible partner committed to creating better living environments, which is a key differentiator in their marketing campaigns.

Heijmans' approach to market segmentation allows them to tailor their offerings and marketing messages to specific client needs. For instance, their marketing campaigns for residential projects often highlight community aspects and quality of life, appealing to a broad range of potential homeowners. In contrast, their business-to-business marketing focuses on technical expertise, reliability, and the long-term value proposition of their integrated solutions. The company's sales team structure is designed to foster deep client relationships, with dedicated teams often specializing in specific sectors or project types. Training focuses on technical knowledge, project management, and client relationship management, ensuring they can effectively communicate the value of Heijmans' services. Heijmans' strategies for customer retention are rooted in delivering consistent quality and exceeding expectations, fostering loyalty and repeat business. Their competitive advantage in sales and marketing stems from their integrated approach, combining deep industry knowledge with a strong focus on sustainability and innovation, which resonates with their target audience for its projects.

Heijmans employs a diverse sales channel strategy, catering to a broad customer base that includes individual homebuyers, corporations, and governmental bodies. This approach is integral to its operations across its Property Development, Building & Technology, and Infrastructure divisions. The company's primary focus in residential sales is on the Dutch market, acting as an initiator, developer, and direct seller of properties in both urban and suburban locations. This direct engagement with private buyers is a cornerstone of their sales and marketing strategy.

The company has seen a significant uptick in its direct sales efforts, with home sales climbing by 23% in 2024, reaching 3,181 homes compared to 2,579 in 2023. This growth reflects a strong customer acquisition strategy. By the close of 2024, the balance between private and commercial sales was approximately 60% to 40%, indicating a robust private buyer market. Heijmans' business strategy also emphasizes digital integration and an omnichannel presence to enhance customer engagement and information dissemination, particularly for its property development projects.

Direct Sales to Private Buyers

Heijmans directly engages with individual homebuyers, acting as the developer and seller of residential properties. This channel is particularly strong in the Netherlands, covering both urban and out-of-town developments. The company's customer engagement strategy prioritizes building relationships with these buyers.

Commercial and Government Contracts

For larger projects and institutional clients, Heijmans utilizes direct sales teams to manage negotiations and secure contracts. This approach is vital for its Building & Technology and Infrastructure segments, as well as for significant property development deals, showcasing its competitive advantage in sales and marketing.

Digital Platforms and Information Hubs

The company's website serves as a critical channel for providing information about its property development projects and engaging potential buyers. This digital marketing effort is key to its overall Heijmans marketing strategy, supporting lead generation and brand positioning in the construction industry.

Strategic Partnerships and Recurring Business

Long-term client relationships and recurring business are significant contributors to Heijmans' revenue, making up 35% of its total income. This highlights the effectiveness of its customer retention strategies and its ability to secure ongoing projects through established partnerships.

The acquisition of Van Wanrooij in 2023 significantly bolstered Heijmans' market presence in property development, elevating its status to the second-largest developer in the Netherlands. This strategic move contributed to a substantial 21% revenue increase in its Living segment during 2024. Heijmans' approach to market segmentation is evident in its success with large-scale projects, such as the terminal expansion contract with Eindhoven Airport, signed in November 2024, and a €130 million contract secured in December 2024 for the construction of 700 rental apartments in Limburg. These achievements underscore the company's robust Heijmans sales strategy and its capacity to navigate complex tendering processes and direct negotiations, demonstrating its competitive advantage in the sector, even when compared to its Competitors Landscape of Heijmans.

Key Sales Channel Components

Heijmans' sales channels are characterized by a blend of direct customer interaction and strategic digital outreach. The company's Heijmans business strategy leverages these channels to reach diverse customer segments effectively.

• Direct sales to individual homebuyers for residential properties.
• Negotiated contracts with companies and government entities for larger projects.
• Online platforms for information dissemination and customer engagement.
• Established long-term client relationships driving recurring revenue.

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The Heijmans sales strategy is multifaceted, aiming to build brand awareness, generate leads, and ultimately drive sales through a blend of digital and traditional marketing approaches. A significant aspect of their 2024 initiatives included a new labor market communications campaign, underscoring a strong emphasis on employer branding as a key marketing tactic, particularly relevant given industry labor shortages. This focus on attracting talent is a crucial component of their overall business strategy, ensuring they have the skilled workforce to execute projects.

While specific digital marketing tactics like SEO or paid advertising are not detailed, the company's commitment to 'digitalization and innovation' and its investment of approximately €10 million in digital technologies in 2022 suggest a foundational adoption of digital tools. These investments likely extend to marketing efforts, supporting their operational efficiency and project management. The company's website serves as a central hub for information, updated frequently in 2025, covering news, projects, and investor relations, acting as a primary digital touchpoint.

Employer Branding Campaign

In 2024, a new labor market communications campaign was launched to boost the company's profile as an employer. This highlights the importance of attracting and retaining talent as a strategic marketing objective.

Digital Presence and Investment

The company's website is a key digital asset, regularly updated with project and company news. Significant investment in digital technologies, around €10 million in 2022, supports their operational and potentially marketing capabilities.

Content Marketing Focus

Content marketing likely centers on sustainability, circular construction, and energy optimization, aligning with their 'Together towards 2030' strategic vision. This approach aims to engage stakeholders interested in these key themes.

Customer Segmentation

The company tailors its approach to diverse customer bases, including private buyers, housing corporations, investors, and public sector clients. This segmentation is fundamental to their Heijmans customer acquisition strategy.

Traditional Marketing Channels

Events are utilized as a marketing platform, exemplified by the well-attended Capital Markets Day on May 22, 2024. This event showcased their new timber-frame house production facility and strategic direction.

Showroom Experience

A progressive display setup in their showroom features high-brightness LED walls. These displays are used to showcase branded content, news, and project information, creating a memorable visitor experience.

The Heijmans marketing strategy is deeply intertwined with its overall business strategy, emphasizing innovation and sustainability. Their approach to market segmentation, catering to distinct client groups, informs how they tailor their messaging and offerings. This aligns with their broader Growth Strategy of Heijmans, which seeks to leverage these core strengths across different market segments. The company's commitment to digitalization and innovation suggests that data-driven marketing and customer engagement are likely integral to understanding and reaching their target audience for its projects.

Key Marketing Strategy Components

Heijmans employs a comprehensive marketing strategy that integrates digital and traditional methods to achieve its business objectives. This strategy is informed by a clear understanding of its diverse customer base and a commitment to innovation and sustainability.

• Employer branding initiatives to attract talent.
• Robust digital presence via a frequently updated company website.
• Content marketing focused on sustainability and innovation themes.
• Targeted engagement with various customer segments including private buyers, housing corporations, investors, and public sector clients.
• Utilization of events and physical spaces like showrooms for brand showcasing.

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Heijmans positions its brand as a creator of healthy living environments, focusing on quality improvements, innovation, and integrated sustainable solutions. This approach differentiates the company by emphasizing the enhancement of end-users' quality of life and leaving environments in a better state. The brand's visual identity and tone of voice likely reflect a reliable, socially engaged, and forward-thinking builder ethos. The new brand promise, 'Together, it's possible!', launched in 2024, underscores its collaborative and solution-oriented identity.

The company's appeal to its target audience is strongly rooted in its commitment to sustainability and innovation. Heijmans aims to make its operations and the entire value chain climate-neutral by 2040, having already reduced its Scope 1 and 2 CO2e emissions by 30% in 2024 compared to 2023. This sustainability focus serves as a unique selling proposition, evident in its significant contributions to national infrastructure projects and its goal to align with long-term environmental targets. As of 2023, green projects constituted approximately 30% of its total portfolio. The brand's perception is further enhanced by recognitions such as the FD Henri Sijthoff Prize 2024 for best reporting and the Public Award in the ABN AMRO Sustainable 50 contest. Consistency across all channels is maintained through its unified strategic vision 'Together towards 2030' and ongoing reporting on sustainability efforts in line with new EU CSRD guidelines. Heijmans adapts to evolving consumer sentiment by prioritizing well-being, connection, and manufacturability in its projects.

Focus on Healthy Living Environments

Heijmans emphasizes creating environments that promote healthy living. This involves a commitment to quality improvements and innovative solutions. The brand aims to enhance the quality of life for end-users in all its projects.

Integrated Sustainable Solutions

The company provides integrated sustainable solutions across its operations. This commitment is central to its brand identity and market differentiation. Heijmans aims to leave environments in a better state than they were found.

Brand Promise: 'Together, it's possible!'

Launched in 2024, this new brand promise highlights the company's collaborative approach. It reinforces Heijmans' identity as a solution-oriented partner. This message is integral to its customer engagement strategy.

Commitment to Climate Neutrality

Heijmans is dedicated to achieving climate neutrality by 2040. The company reduced its Scope 1 and 2 CO2e emissions by 30% in 2024 compared to the previous year. This strong environmental focus is a key aspect of its business strategy.

Heijmans' brand positioning in the construction industry is built on a foundation of sustainability and innovation, appealing to a growing market demand for environmentally conscious development. The company's ambitious goal of becoming climate-neutral by 2040, coupled with a 30% reduction in Scope 1 and 2 CO2e emissions in 2024, demonstrates a tangible commitment to environmental responsibility. This focus is not merely aspirational; it is integrated into its project portfolio, with green projects accounting for around 30% of its total work as of 2023. This strategic alignment with long-term environmental targets and significant contributions to national infrastructure projects solidify its reputation. The company's consistent reporting, adhering to new EU CSRD guidelines, and its recognition through awards like the FD Henri Sijthoff Prize 2024 and the Public Award in the ABN AMRO Sustainable 50 contest, further bolster its brand perception. By prioritizing well-being, connection, and manufacturability, Heijmans effectively responds to evolving societal needs and consumer sentiments, ensuring its projects remain relevant and desirable. Understanding the Brief History of Heijmans provides context for this evolution in its strategic approach.

Sustainability as a Differentiator

Heijmans leverages its strong sustainability credentials as a key differentiator. Its climate-neutral goal by 2040 and emission reductions are central to its marketing strategy.

Innovation in Project Development

The company integrates innovation into its projects, focusing on enhancing living quality. This commitment is reflected in its approach to developing healthy and sustainable environments.

Customer-Centric Approach

Heijmans responds to evolving societal needs by prioritizing well-being and connection. This customer-centricity ensures its projects align with contemporary consumer preferences.

Collaborative Brand Promise

The 2024 brand promise, 'Together, it's possible!', emphasizes a collaborative spirit. This reinforces Heijmans' identity as a partner focused on achieving shared goals.

Reputation and Recognition

Awards and accolades, such as the FD Henri Sijthoff Prize 2024, bolster Heijmans' brand reputation. These recognitions validate its commitment to quality and sustainability reporting.

Strategic Vision Alignment

The unified strategic vision 'Together towards 2030' ensures consistency across all operations. This long-term perspective guides the company's sales and marketing strategy.

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Heijmans has been actively engaging in strategic marketing campaigns to reinforce its brand identity and business objectives. A significant recent initiative is the launch of its new brand promise, 'Together, it's possible!', in 2024. This aligns with its revised business strategy, 'Together towards 2030', aiming to highlight its leadership in sustainable development and its collaborative approach to societal challenges in living, working, and connecting. The messaging focuses on partnership, innovation, and positive environmental and well-being impacts, primarily disseminated through corporate communications and investor relations.

The company's efforts also extend to labor market communications, with a new campaign in 2024 designed to boost its appeal as an employer and address talent shortages in the construction sector. This focus on talent acquisition is reflected in the growth of its workforce, reaching 5,650 FTE in 2024, an increase from 5,316 FTE in 2023. These campaigns collectively underscore Heijmans' commitment to sustainability, innovation, and talent attraction as key drivers for its brand and business growth.

Brand Promise Reinforcement

In 2024, Heijmans launched 'Together, it's possible!' as its new brand promise. This initiative is central to its 'Together towards 2030' business strategy. The campaign emphasizes sustainable development and collaborative problem-solving.

Talent Acquisition Campaign

A new labor market communications campaign was introduced in 2024 to enhance Heijmans' employer brand. The goal is to attract and retain talent amidst industry-wide labor shortages. This has contributed to workforce expansion.

Innovation Showcase: BioBuddy

Heijmans highlighted its innovative biodiversity monitoring box, the 'BioBuddy', in 2024. This showcases the company's dedication to environmental leadership and sustainable practices. It serves as a tangible example of their commitment.

Investor and Partner Engagement

The Capital Markets Day in May 2024 was a key event, featuring the new timber-frame house production facility. This event was crucial for communicating strategic direction and innovations to investors and partners.

These key campaigns reflect a cohesive Heijmans sales strategy and Heijmans marketing strategy, focusing on building a strong brand reputation, attracting skilled professionals, and showcasing technological advancements. The company's approach to market segmentation and its competitive advantage in sales and marketing are evident in how it communicates its value proposition to various stakeholders, including its target audience for its projects. The overall Heijmans business strategy is clearly supported by these targeted marketing efforts, contributing to its financial performance, with revenue reaching €2.6 billion in 2024.

Brand Positioning

Heijmans' brand positioning in the construction industry is strengthened by its emphasis on sustainability and collaboration. The 'Together, it's possible!' promise aims to resonate with customers and partners.

Talent Attraction

The labor market campaign directly addresses the need for talent, crucial for executing the Heijmans growth strategy. This focus is vital for maintaining operational capacity and innovation.

Sustainability Focus

Showcasing innovations like the 'BioBuddy' reinforces Heijmans' commitment to environmental responsibility. This aligns with broader market trends and stakeholder expectations for sustainable practices.

Investor Relations

Events like the Capital Markets Day are critical for Heijmans' investor relations, providing transparency on strategic advancements and operational capabilities. This builds confidence and supports future investment.

Digital Marketing

While specific digital marketing efforts are not detailed, the broad dissemination of the brand promise suggests a strategic use of digital channels for wider reach and engagement.

Customer Engagement

The overarching marketing strategy aims to foster stronger customer engagement by highlighting shared values around sustainability and collaboration, crucial for Heijmans customer acquisition strategy.

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