CKS Projects - From “Best Kept Secret” To Clear, Confident Story

When Keiron from CKS Projects first got in touch, the work was already there.

Architect driven, detail heavy builds. Clients who cared about quality. A standard of finish that most people never see.

The problem was not the product. The problem was the message.

Online, CKS Projects looked like almost every other builder - a mix of finished photos and in-progress site shots that didn’t really explain why their work was different or why a client should choose them. Keiron knew he had something unique, but he didn’t know how to communicate it in a clear, simple way that would land with the right people.

He was getting enquiries, but not always from the clients or projects he wanted. And when good opportunities did show up, he had to work hard in conversation to explain the value that should have been obvious from the start.

That is where the CKS brand story came in.

The Challenge

• Turn a “quiet achiever” builder into a clearly positioned, confident brand

• Move away from generic “we do quality work” messaging

• Help future clients understand the level of thinking, detail and care that CKS brings to every project

• Give Keiron a tool that would speak for him before he ever steps into a meeting

Keiron’s words in his testimonial were simple but powerful: he talked about knowing his work was different, knowing his process was more considered than most, but feeling like none of that was coming through in how the business showed up online.

The Approach

We started by unpacking the story behind CKS Projects - who they serve, how they build, what they believe good building actually looks like.

From there, we built a brand story film and supporting visuals designed to:

• Show Keiron as a calm, considered professional that clients can trust with big decisions

• Walk viewers through his way of thinking - not just what he builds, but why he builds that way

• Connect the dots between the messy middle of a project and the finished home clients move into

• Speak directly to the kind of clients who value detail, communication and long term quality

Instead of more random content, CKS now had a single, hero piece that tied everything together - a film and story that could sit proudly on the website, be shared by architects, and be sent to any new enquiry as a “start here” moment.

The Outcome

Once the brand story went live potential clients started arriving already understanding who CKS is and what they stand for. People mentioned the film in first conversations. Architects had something concrete to share that matched the way they talked about Keiron behind the scenes.

Most importantly, Keiron finally felt like what he was saying in person matched what people were seeing online.

Instead of trying to “sell” the uniqueness of his product in every meeting, the story now does the heavy lifting for him. It sets the tone, frames the value, and filters for the kind of client who is looking for exactly what CKS Projects offers.

CKS was never short on quality. They were short on clarity.

Once the story caught up to the standard of the work, everything else started to move.

Meet Simon.  He's a Sydney Builder.

We connected a few years ago and he made a decision to look into this whole video and "story" thing.

As a builder, why would you even  look into videos or stories about your business? "Your work speaks for itself" right?

Well, Simon's thinking was "well, why not".

Simon understands that marketing your business isn't all about bringing in new leads and showing the work that you do.

Like many builders, he was sick of not being clear on who he was a builder for, and he was getting frustrated at not putting out the right message and his brand perception.

So lets go back to basics and break it down.

Who: Simon La Delfa - SLD Projects

Problems:

• Using a regurgitated sales pitch that barely worked, and was very hit or miss

• He's a great builder, but not a salesman. The problem is salesmen win the work. Not the best builder.

• He tried your typical kind of construction videos in the past (that everyone does) - and it didn't work.

• His message was like every other builder out there. "good quality, good, communication” etc

• Felt like a struggling builder.

• Struggling with prospects that didn't match his vetting process (unqualified).

• Always had to justify his pricing

• He didn't have the right projects yet. (this didn't stop him trying to get the right projects).

• He tried "marketing" - and it didn't work.

Solution:

We sat down and got stuck into his business. We got clear on his vision, message and target market as a builder and started to create stories to market correctly.

Did it work? Well, if you watch this video with Simon you'll understand the HUGE impact this has on his business.

Here are some of the outcomes:

• Built confidence not only in his business, but himself as a builder.

• Clearly defined a message to differentiate him on a deeper level

• Doesn't have to sell himself as the right type of builder.  The clients have to sell them self to him as the right type of client for his business

• Changed the way he operates his business (before we even created a single video - by getting clear first)

One thing's for sure when Simon finally decided to stop, and go on the journey to get clear on who “SLD Projects” is, things got better immediately.

When he launched his stories, he stepped it up to another level again.

These days, it's not a case of quoting every job, it's about choosing.

So, do you want to become a builder that "chooses" who you work with?

Hit play to watch his video