When asked how she would spend $1,000 on marketing, most people in construction would immediately think of social media ads or a quick Google campaign.
But for Makayla from Lauxes Grates, the answer is very different. Rather than chasing clicks, she would spend it on something far more valuable: community and retention.
It is an approach that says a lot about how Lauxes has built such a loyal following in a product category many once overlooked.
Invest in Relationships, Not Just Reach
“Marketing isn’t always about getting in front of new people,” Makayla explains. “It’s about looking after the people who already support you.”
For her, that could mean spending the budget on branded merchandise for trusted trades and builders, or on small gestures that show appreciation to long-term customers.
“We would rather spend that money giving back to the people who already hold us in high regard,” she says. “You might only give out twenty shirts, but those twenty people will stay with you.”
It is a refreshing take in a time when many businesses are focused on algorithms and ad spend. Makayla’s point is clear: marketing starts with relationships.
When builders, suppliers and trades feel valued, they become advocates. A single act of appreciation can build more loyalty than any short-term advertising campaign.
Lead Generation That Builds Trust
That does not mean ignoring digital marketing altogether. For businesses that are starting out, Makayla recommends using part of the budget to build a foundation for ongoing communication.
“If you are starting from scratch, focus on building your mailing list,” she says. “Lead generation ads can help you collect details, but they only work if you are offering something of value.”
At Lauxes Grates, that value might be a free sample of a new colour finish, or a downloadable checklist to help customers plan their bathroom design. Each of these creates a simple reason for people to engage and share their details willingly.
The lesson for builders and suppliers is that a strong marketing foundation begins with capturing genuine interest, not forcing attention. When you provide something useful, people are more likely to stay connected and convert into real business.
Target Smart, Not Wide
Makayla also stresses the importance of targeting the right people rather than casting the widest net.
“It is really important to learn a bit about Meta and understand how to optimise,” she says. “Geo-targeting is a great way to start small and build from there.”
For builders who operate in specific regions, that advice is particularly relevant. Running campaigns that focus on the immediate area can produce far stronger results than national campaigns that stretch too thin.
She also notes that it is easy to overinvest early. “Start small, see what works, then adjust. You do not need a big budget to learn what connects with your audience.”
The Power of Retention
The most interesting part of Makayla’s approach is how much of her thinking is centred on retention rather than acquisition.
Many businesses overlook this. They spend heavily to win new customers, but far less to keep existing ones engaged. Yet the construction industry thrives on repeat relationships and reputation.
By investing a small budget into thoughtful gestures, quality content, or educational resources, companies can strengthen the relationships that matter most.
It is a mindset shift that aligns perfectly with what builders already understand about their own work. Just as attention to detail builds a better home, attention to people builds a better brand.
A New Way to Measure Value
Makayla’s response to the $1,000 question is a reminder that effective marketing is not just about numbers. It is about intent and impact.
For a company like Lauxes Grates, a box of branded shirts or a batch of product samples can have more long-term value than a thousand-dollar digital campaign. Each item becomes a conversation starter, a thank you, and a reason for people to keep the brand top of mind.
Her advice to others in the building industry is simple.
“Start with your people,” she says. “They are your best marketing.”
It is a philosophy that fits neatly within The Good Builder community: a belief that strong relationships, not just reach, are what truly raise the bar across the industry.
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