Executive Insights 2025: Leaders in Surety Bonding

by | Oct 24, 2025

With all the uncertainty surrounding the construction economy, one thing is for sure: Surety Bonding. These experts share their insights from 2025.

HOW CAN CONTRACTORS BUILD A STRONGER CASE FOR BONDING WHEN EXPANDING INTO NEW GEOGRAPHIC MARKETS?

Monique Nightingale-Pitter
Lead Home Office Construction Surety Manager
Chubb

When expanding into new geographic markets, contractors can build a case for support from their bonding company by showcasing their ability to manage potential challenges in the new region. Here are a few key strategies that contractors can implement.

  • Develop a clear business plan. Contractors should provide a detailed business plan outlining goals, strategies, and risk mitigation measures tailored to the new market. A clear business plan demonstrates the contractor’s preparedness and commitment to success.
  • Prove financial stability and operational capabilities. Demonstrating financial strength and a track record of successfully completing similar projects is key. A solid financial foundation better enables a contractor to navigate challenges such as unexpected conditions, costs, or delays. Highlighting past projects where the contractor has successfully managed similar risks helps demonstrate the contractor’s ability to execute, adapt, and overcome challenging situations.
  • Build local connections. Establishing relationships with local subcontractors, suppliers, and other stakeholders in the new region is imperative. Local subcontractors and suppliers likely have a thorough understanding of the region’s regulations and market conditions, which can help contractors reduce the risk of non-compliance and delays. Local suppliers can help streamline access to materials and minimize logistical challenges.
  • Highlight experienced leadership. Having qualified and experienced key personnel to manage and execute the work also increases the contractor’s likelihood of success in the new market. These tactics can not only help contractors build support from their bonding companies but also set the stage for successful expansion into new geographic markets.

Anthony Pensabene
Home Office Senior Territory Manager
Nationwide

It’s common for contractors to expand into different geographic markets when looking to grow their business, but this can bring challenges. When contractors enter a market, they may have to build relationships with new subcontractors and suppliers, learn the intricacies of local rules and regulations and establish a labor base. They also have to get to know their new competitors, so they know how they’ll compare when bidding on projects. Another really great way for a contractor to better understand a market and its intricacies is by partnering with a local firm. These partnerships can offer valuable insights into regional dynamics, help build credibility, and accelerate the learning curve when entering a new area. For sureties, these challenges mean greater risk, but contractors can take steps to demonstrate they are positioned for success. First, contractors should connect with their surety as soon as they are considering expanding to gain strategic guidance, as well as ensure the surety is licensed to operate in their new market. They should also develop a clear business plan that articulates how they will enter the market and study applicable local laws and regulations. As always, contractors should be prepared to demonstrate proof of financial stability to the surety, such as CPA-prepared statements, evidence of capital liquidity and strong cash-flow statements. They should also study the market and their new competition and begin building relationships with suppliers and subs. Some savvy contractors even prepare shadow bids for projects in the new market so they can see how they would stack up against the local competition. By partnering with a trusted surety professional early in the expansion process, contractors can ensure they are taking the necessary measures both to appeal to the surety’s appetite and to succeed in their new endeavor.

Brock Masterson
COO—Surety Division
Crum & Forster

Expanding into new geographic markets affords contractors exciting growth opportunities. At the same time, geographic expansion is one of the leading causes of contractor failure due to the many inherent uncertainties. It is critical that the company have a clear, detailed strategy in place before entering a new territory. Discussing this plan in detail with your producer and surety can ensure that you have adequate surety capacity throughout the expansion phase.

Contractors build extensive knowledge of their home market. They have formed trusted relationships with owners, subcontractors and suppliers. Estimating inputs, including labor cost and efficiency and materials prices, are well-known.

But how has the company generated this knowledge for the new region? What size and scope of work will be considered in the new territory compared to the standard footprint? What is the approach for project pursuits, and would a partnership or joint venture with a local firm provide the necessary connections to ensure an accurate bid?

What is the management and staffing plan? Is there a plan in place to ensure regular contact and connection with senior leadership? Will the company hire a new labor force to execute work?

By developing a plan to address these questions, the contractor will be in excellent position to share a viable strategy for geographic expansion with their surety and producer. These discussions are well-received by the surety and lead to greater trust in the leadership and operations of the contractor, which will provide benefits in future strategic growth efforts.

Joseph Crawford
Vice President—Surety Underwriting Contract
Philadelphia Insurance Companies

The reasons for expansion are important and should be part of a well-developed plan. Has work within their regional niche become scarce, leading to poor financial results, or has success naturally led management to seek organic growth in new areas? The business plan to expand must show knowledge of the new market’s local laws, licensing, zoning, permitting and economic conditions. Having sound legal representation is critical.

Being able to demonstrate knowledge of the competition is also meaningful. In the case of the public bid market, what firms and how many contractors are on the bid lists? Are there many successful regional and national contractors securing awards? What subcontractors and suppliers are aligned, and is there an opportunity to establish new relationships as a potential outsider? Successful firms will often track specific lettings and prepare mock project estimates that test their preconstruction department functions before actually submitting proposals in earnest.

Another critical issue is project management. Do they have adequate labor, access to subcontractors and material suppliers that can be delivered to the job without additional costs and potential delays? A talented project manager has experience in the local market, understands the demands of the customer and can deliver a completed job on time and on budget.

Lastly, the upper management team must be able to properly monitor the construction costs and results, while funding and supporting work in the new territory. Often times, remote offices become silos, with different accounting systems, management reporting and work culture, which ultimately causes poor performance and a lack of synergy.

A sound surety partner will look for open communication of these variables and a gradual approach to new territories, along with timely receipt of work-in-process results and details on the success of local pre-construction and project management teams.

Kevin McDowell
Vice President, Surety
Arch Insurance Group Inc.

Geographic expansion remains one of the leading risk factors in surety loss activity. Because of this, sureties apply greater scrutiny to bond requests for projects outside a contractor’s typical operating area. To strengthen their case for bonding, contractors should proactively address key underwriting concerns by focusing on owner selection, subcontractor risk and labor availability.

Owner selection is always important, but especially so when entering new markets. Sureties are more comfortable when contractors work with owners or GCs with which they have a proven relationship, reducing uncertainties around contract terms, payment practices and decision-making. If the relationship is new, then contractors should clearly communicate the rationale for pursuing the project and outline strategies to manage potential risks.

Subcontractor risk is another critical factor. If the contractor’s usual subs won’t travel, then sureties will want to know how new subs are evaluated and vetted. Bonding subcontractors can provide added protection, as it involves surety prequalification and offers recourse in case of default.

Labor availability continues to challenge contractors. Sureties expect a clear staffing plan that outlines how labor needs will be met, whether through existing crews or new hires, and how those new hires will be integrated into current and future operations.

Ultimately, transparent communication with the surety about these factors helps build trust and supports bonding decisions when expanding geographically. Contractors who demonstrate thoughtful planning and risk mitigation are more likely to secure support for out-of-territory projects.

Mike Ito
Senior Vice President
Amerisure Surety

Major project delays or claims are unfortunate and often unpredictable events that can impact a contractor’s internal resources and financial position. When faced with these events, a contractor will have to spend significant organizational time and resources to provide solutions. However, the impacts of these events—even when addressed properly by the contractor—can create difficulties with their surety company, in the worst cases, resulting in reductions in bonding support.

Surety companies strive to assess negative events and evaluate the contractor’s management of them as part of their ongoing capacity assessment of the business. Negative events that come as a surprise to a surety company can shake the confidence of underwriters and result in over-reaction. Clear, proactive communication with the surety company is a time-tested way of retaining confidence and keeping bonding support aligned with the contractor’s business plan.

The best way for a contractor to receive guidance in communicating with their surety company through these events is to engage a professional surety specialist agent. A professional surety agent will work with the contractor in understanding the problems at hand, how they are being addressed and the potential impacts. The agent can then filter relevant information to the surety company, minimizing surprises and providing clarity. A professional surety agent can help to facilitate discussion with the surety decision-makers and ensure questions or concerns are addressed smoothly. A professional surety agent can help ensure a contractor’s bonding program stays intact, even through an impactful negative event.

WHY HAS FASB TOPIC 606 CREATED INCONSISTENCIES IN HOW RETAINAGE IS BEING RECORDED ON THE BALANCE SHEET OF CONSTRUCTION CONTRACTORS?

Kevin Birch
Surety Regional AVP
CNA Surety

Revenue Recognition Standard FASB Topic 606 was implemented more than six years ago, and there continues a wide range how CPA firms are reporting retainage on the balance sheet. The inconsistencies in how retainage is being reported relates to the fact that the revenue recognition standard Topic 606 is a ‘principles based’ versus ‘rules based’ standard. ‘Principles’ allow a wide range of interpretation and in the balance sheet placement of retainage.

CPA firms that strictly interpret the revenue recognition standard Topic 606 will place retainage in three areas on the balance sheet: 1) contract receivables (an asset), 2) contract assets (an asset) and 3) contract liabilities (a liability). Such treatment of retainage will come with notes disclosure such as the following:

‘Billed and unbilled amounts for which payment is contingent on anything other than passage of time are included in contract assets and contract liabilities. Retainage which the company has an unconditional right to payment subject only to passage of time is included in contract receivables.’

Topic 606 permits jobs that are overbilled (a liability) are net against the retainage amount (an asset). This standard suggests that jobs which have $10,000,000 overbillings (a liability) and also these same jobs have $10,000,000 in retainage (an asset) have $0 contract liabilities. All of this should be disclosed in the notes of the financial statement which results in an understatement of assets and liabilities on the balance sheet.

WHAT FINANCIAL REPORTING TECHNOLOGIES ARE IMPROVING COMMUNICATION WITH SURETIES?

Robert Coon
President
National Association of Surety Bond Producers

The surety industry continues to explore opportunities to make the surety bonding process more efficient, including automating contractor financial information. In recent years, the National Association of Surety Bond Producers spent significant time and energy in standardizing bonding process documents and in automating an essential financial information tool, the work-in-progress report. Often, such reports require that the surety agent manually enters contractor financial data into a digital format. Hopefully, those days are numbered. NASBP and other organizations, including XBRL US and the Construction Progress Coalition, have been working diligently to build a better approach by employing XBRL [eXtensible Business Reporting Language] as the standard digital language to communicate financial information between construction software programs. With encouragement from NASBP, the U.S. Small Business Administration Bond Guarantee Program for small contractors leveraged this technology to streamline its process for WIP reporting. Construction software technology vendors are also starting to roll it out in their financial and management systems. Although contractors may not be aware that XBRL technology is what’s driving it, exchange of data in this standardized format will greatly enhance the interoperability of their various software packages. In addition, it has the potential to speed up the adoption of AI applications in construction. Improving the speed and efficiency of data reporting within the contractor’s operations and with their financial partners gives them the opportunity to focus on building better projects. This aligns well with the surety industry’s focus on helping contractors succeed.

HOW OFTEN SHOULD WIP REPORTS BE UPDATED TO KEEP BONDING RELATIONSHIPS STRONG?

Kasie Roark
Principal
CLA (Clifton Larson Allen LLP)

Work-in-progress reports are more than just financial snapshots—they’re trust-building tools. To maintain strong bonding relationships, contractors should update WIP reports at least quarterly, though monthly updates are ideal. Regular, consistent reporting provides accurate financial visibility and demonstrates a commitment to transparency.

Equally important is the quality of the estimates within those reports. Level-headed, consistent projections that don’t fluctuate wildly from one period to the next instill confidence in the contractor’s financial discipline and forecasting ability. Bonding companies rely on these estimates to assess risk, and erratic figures can raise red flags.

But estimates alone aren’t enough. The contractor’s ability to deliver on those projections—meeting schedules, budgets and performance targets—is the true measure of estimating skill. A track record of reliable execution reinforces the credibility of future WIP reports and strengthens the bonding relationship over time.

Timely updates, steady estimates and dependable performance form the trifecta of trust. Contractors who embrace this rhythm not only improve their financial reporting—they build enduring confidence with their bonding partners.

Gray K. Coyner
Principal
Thompson Greenspon

In construction bonding, the three Cs—character, capacity, capital—are essential to building a strong surety relationship. Sureties rely on your performance and accurate, timely financials to make informed decisions. A key tool in this process is the work-in-process report.

The WIP report should be updated and reviewed monthly as part of the month-end close, alongside job A/R and retainage. Effective analysis requires collaboration between project managers, accounting, and management.

There is an expectation that well-managed construction companies will produce a monthly WIP report, and your surety will expect this as your bonding program grows. The WIP report also helps contractors manage backlog to determine if new work should be bid.

Analysis of the WIP report can identify problem jobs before they become a bigger issue. Construction estimates change as work is performed, and identifying an item missed in an estimate or a change on a jobsite early is key. Analysis of the WIP schedule monthly will help identify and mitigate job fade and cash-flow issues much earlier than preparing the schedule quarterly or at the end of the year. Your banker and surety are integral parts of your project team and should be informed of any significant issues noted in this analysis. If issues are not addressed early, or worse, ignored, they could limit your bonding and lending capacity.

When timely and effectively analyzed, monthly WIP reports help contractors manage risk, drive growth and give their sureties the confidence to provide a bonding program.

WHAT LESSONS HAVE EMERGED FROM RECENT MAJOR SURETY CLAIMS THAT CONTRACTORS SHOULD TAKE TO HEART?

John A. McDevitt
Regional Vice President—Latin America, Client Relationship Liaison Manager—United States, Global Risks Surety Claims
Liberty Mutual Surety

Recent major surety claims have revealed critical lessons for contractors managing today’s increasingly complex and large-scale projects. These claims are reshaping the role of surety claims teams and how contractors perceive and engage with them. Notably, some of the most effective strategies for claims avoidance and mitigation have come from contractors who treat their surety as a strategic partner—not just during underwriting, but throughout the lifecycle of the bond.

Proactive collaboration with your surety claims team before issues arise can help contractors better navigate risk, protect their projects and ensure long-term success in a demanding construction landscape. Check to see if your surety claims teams offers access to in-house engineering and construction accounting professionals for project reviews, as well as opportunities to engage with experienced claims attorneys and specialists before claims arise.

Whether it’s a preconstruction project review, a lunch-and-learn session on mitigating payment bond claims, or a discussion on the importance of documentation and notice provisions in assembling affirmative claims or defenses, your surety claims team may be a valuable resource. Engaging early allows contractors to establish and reinforce best practices, review data and gain insights into industry trends, and explore effective strategies for claims avoidance and control. While some claims are unavoidable, building strong relationships and trust with your surety claims team before problems arise can dramatically improve the efficiency and efficacy of claim responses—for both contractor and surety. Reach out to your underwriting partners to explore the services your surety claims professionals may offer.

WHY ARE SURETIES LOOKING MORE CLOSELY AT SUBCONTRACTOR DEFAULT RISK IN 2025?

Jason Dettbarn
Senior Vice President—National Contract Surety Leader
Merchants Bonding Company

2025’s been an unpredictable year, and with several economic warning lights flashing, sureties may begin scrutinizing subcontractor default risk more intensely. Higher-for-longer financing costs are still pressuring balance sheets and deal flow, keeping credit tight for trades already operating on thin margins. Last year, corporate insolvencies hit a 14-year high, signaling potentially tougher credit cycles ahead and increased risk for undercapitalized subs.

General contractors are a good barometer of mounting pressure on subcontractors. An AGC/FMI risk study reported nearly 70% of respondents observed increased subcontractor distress or defaults heading into 2024—a trend that persists. Cash-flow pressures remain, with the industry reporting slow payments and uneven profitability which can erode liquidity and raise default probability.

Tariffs and policy uncertainty continue to affect materials, timing and pricing, which can push already-thin subcontractor margins into the red. And firms still cite an insufficient supply of workers and subcontractors among their top concerns. Labor problems create operational risks that can have a domino effect on work; schedule slippage, rework and, ultimately, defaults.

In response, some sureties are requesting deeper subcontractor prequalification, tighter scrutiny of WIP and cash conversion, and closer monitoring of backlog concentration (especially on megaprojects). A surety partner with common sense underwriting and claims will help with cash-flow issues before insolvency strikes. Stronger general contractor controls can include joint checks and disciplined pay-when-paid language. The aim isn’t to restrict capacity; it’s to ensure projects are staffed by subs with the character, capacity and capital to withstand unpredictable conditions.

HOW CAN CONTRACTORS IMPROVE THEIR BALANCE SHEETS TO INCREASE SURETY CAPACITY IN A RISING RATE ENVIRONMENT?

Todd Feuerman, CPA, CCA, MBA
Director
Ellin & Tucker

For contractors, bonding capacity is often the gateway to growth and ongoing operations, which hopefully lead to winning bids for profitable projects. Surety underwriters measure this capacity by closely evaluating a firm’s financial health, with the balance sheet and net working capital serving as key indicators.

Net working capital—current assets minus current liabilities—is one of the most critical metrics. Bonding companies typically apply a multiplier (often 10x) to a contractor’s working capital to establish maximum bonding capacity/bonding program. Improving this position requires disciplined management of receivables, proactive billing practices and careful vendor payment strategies. At the same time, contractors should minimize non-qualifying assets that underwriters exclude from working capital calculations—like prepaid expenses.

A strong balance sheet amplifies these efforts, and consistent profitability increases retained earnings. To bolster equity, focus on the prudent control of short-term debt and limiting owner distributions during growth periods. These practices create stability and demonstrate a contractor’s ability to weather downturns.

Equally important is financial transparency. Sureties expect CPA-reviewed statements prepared on a GAAP basis, including the percentage-of-completion method. They also want to see clear job schedules that outline backlog, contract assets/liabilities, as well as gross profit trends. Firms that provide timely, reliable financial reporting to the bonding company instill greater confidence in their financial health.

Finally, underwriters also weigh management quality, operational history and internal controls. Contractors who pair sound financial practices with disciplined project management are best positioned to increase bonding capacity—and in turn, their ability to secure and perform larger contracts.

HOW DO SURETY BOND CLAIMS IMPACT A CONTRACTOR’S ABILITY TO OBTAIN FUTURE BONDING?

Cullen S. Piske
President
The Gray Surety

A contractor whose business plan depends on surety bonding will likely encounter a claims situation at some point. When a surety receives a claim, it begins an investigation into the underlying circumstance, whether the issue is nonpayment or performance.

A contractor must maintain direct and frequent communication with their surety as well as their bond agent during the investigation phase. Providing documentation to the surety claims staff is essential to the process.

Performance claims often develop from small disagreements between parties. As a contractor, it is important to keep emotions out of a dispute. Committing to fulfill contractual obligations is essential. While it can be difficult, postponing disputes until a contract is complete will help the surety maintain confidence and continue to extend surety credit.

In the case of payment claims, a surety’s obligations may be at odds with a contractor’s priorities. Pay-if-paid clauses are rarely a surety defense, meaning that a surety could be deemed responsible for a claim despite a contractor not being paid. Additionally, back-charges on subcontractors must be meticulously documented and submitted to the surety if there are disputes with subs and suppliers.

Surety disputes occur occasionally, but communication with your surety is the keystone to maintaining a strong bonding relationship.

IS IT NECESSARY FOR SURETIES TO REVIEW CONTRACT DOCUMENTS PRIOR TO A CONTRACTOR BIDDING ON A PROJECT THAT REQUIRES BONDING?

Hank Nozko Jr.
President
ACSTAR Insurance Company

The surety industry is mixed on the subject of requiring review and approval of bid and contract documents for projects that require bonds. It depends on the size of the project, the size and strength of the contractor, and the relationship between the contractor and its surety. Application of the requirement is all over the place. There is no specific answer.

Generally, the peril associated to imbedded, unfriendly contract documents, is a bigger risk to smaller contractors versus larger contractors. There is a greater limit to financial resources of smaller contractors to absorb a project loss that has been intensified as the result of onerous provisions in the contract documents. For example, a surety will be more concerned by a smaller size principal entering into contracts that for example, waive the recovery of costs associated with a change unless a written notice in writing is provided within days of encountering a changed condition; requiring the contactor to perform extra work without payment until some contingent event or time; requiring the contractor to pay legal expenses even if the contractor prevails in a dispute.

Exposure to unreasonable consequential or delay damages. Very broad indemnification clauses that make a contractor liable for damages that are unrelated to its work. Clauses that allow withholding payment for reasons unrelated to the work. Clauses that force a contractor to absorb the expense of accelerating its work, like working overtime, without compensation, even if the contractor did not cause a delay. Costs and damages arising from these types of provisions could be multiples of the amount of a contract and possibly jeopardize the financial wellbeing of a contractor. A smaller contractor might be less able to absorb such extraordinary costs. Therefore, this surety and probably others, most likely will look at contract documents contemplated by contractors in which the financial resources might be disproportionate to the relative exposure to a specific set of contract documents that contain difficult contract provisions. The advantage of a surety reviewing contract documents, is the benefit of having a second set of eyes looking at the documents and sharing thoughts about risks associated to specific project documents, before bidding a project. The review is helpful and free.

SEE ALSO: EXECUTIVE INSIGHTS 2025: LEADERS IN CONSTRUCTION TECHNOLOGY II

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Construction marketing systems should help firms win the right work, not simply generate more bid invitations. A growth strategy becomes operational when it identifies desirable projects, assigns responsibility for pursuing them and tests whether the resulting backlog fits the company's people, finances and delivery capabilities.

That distinction matters in an uneven market. In the 2026 AGC-NCCER Workforce Survey, 42% of respondents reported project delays caused by shortages of their own workers or subcontractors' workers. Meanwhile, 55% reported having a non-data-center project canceled, postponed or scaled back during the previous six months. Contractors need a system that addresses both uncertain demand and constrained capacity.

WHAT CONSTRUCTION MARKETING SYSTEMS SHOULD CONTROL

A construction marketing system is a coordinated process for identifying target clients, demonstrating relevant capabilities, qualifying opportunities and tracking pursuits through award and completed-project performance. Its purpose is to connect business development with estimating, operations and financial planning so growth produces deliverable, profitable work.

The system includes technology, but software is not the starting point. Leadership first needs shared definitions of a qualified opportunity, an acceptable project and a successful outcome.

Marketing should own positioning, evidence and demand generation. Business development should own relationships and opportunity advancement. Estimating, operations and finance should determine whether the firm can price, staff and finance the proposed work. One executive should be accountable for resolving conflicts among those priorities.

DEFINE THE BACKLOG THE FIRM ACTUALLY WANTS

A useful growth strategy specifies the composition of future work before setting acquisition targets. Revenue alone does not describe whether that work fits the business.

Build a target-project profile around market sector, geography, contract size, delivery method, expected start period and required capabilities. Add commercial criteria: acceptable payment arrangements, customer concentration, margin expectations and exposure to unfamiliar contract terms.

Review completed jobs alongside current work-in-progress reports. Compare original estimated gross profit with the latest forecast or final result, using consistent accounting definitions. Examine which clients and project types consumed disproportionate estimating time, supervision or collection effort.

Use those findings to choose specific growth priorities. Expanding with existing owners, entering an adjacent geography and pursuing an unfamiliar building type are different decisions. Avoid treating them as interchangeable ways to reach the same revenue goal.

USE SECTOR DATA TO NARROW THE TARGET MARKET

National spending data should inform where to investigate demand, not substitute for a local opportunity assessment. Preliminary July 2026 construction spending reached a seasonally adjusted annual rate of $2.1576 trillion, down 3.8% from July 2025. Private nonresidential spending was down 3.3%, while public nonresidential spending was up 1.9%.

SECTOR DIRECTION DIVERGES SHARPLY 0% decline growth Manufacturing $169.8B 21.2% lower Commercial $122.5B 4.9% lower Health care $74.6B 2.4% lower Highway $151.5B 4.5% higher Power $181.5B 5.3% higher Construction put in place, not new awards or available bid volume. Preliminary and subject to revision.

Figure 1. Total public and private spending by category, July 2026 against July 2025. A single national direction tells a contractor very little; the spread between manufacturing and power is what should drive a targeting decision.

The differences among sectors were substantial. The following figures cover total public and private construction in each category and compare July 2026 with July 2025.

Construction categoryJuly 2026 annualized spendingYear-over-year change
Manufacturing$169.8 billion−21.2%
Power$181.5 billion+5.3%
Highway and street$151.5 billion+4.5%
Health care$74.6 billion−2.4%
Commercial$122.5 billion−4.9%

These are estimates of construction put in place, not new awards, available bid volume or inflation-adjusted growth. They are subject to revision. A contractor should therefore combine sector direction with named projects, owner capital plans and its own competitive position before changing market priorities.

Build the addressable market from projects the firm can realistically pursue. Exclude work outside its service area, licensing coverage, bonding capacity or relevant experience. Then identify which remaining owners have funded needs and a procurement path the company can enter.

For an adjacent market, authorize a defined validation effort before a broad campaign. Business development should establish buyer access, estimating should test scope familiarity and operations should verify the delivery model. Leadership can then decide whether to invest, partner or defer entry using evidence specific to the firm.

DISTINGUISH INDUSTRY SENTIMENT FROM REALIZED DEMAND

Expectations are useful context, but they are not sales forecasts. The early-year 2026 AGC-Sage outlook reported a positive net demand reading of 57 percentage points for data centers and 34 points for power, compared with negative 18 points for retail. Net readings subtract the share expecting a decrease from the share expecting an increase; they are not projected spending growth rates.

A POSITION ON A SCALE, NOT A GROWTH RATE share expecting an increase, less the share expecting a decrease Data centers +57 Power +34 Retail −18 −100 −50 0 +50 +100 Surveyed 951 respondents in late 2025. The scale is bounded, so a high reading cannot be read as a percentage of future spending.

Figure 2. Net readings measure expectation, not money. A sector can post a strongly positive reading while local funding and procurement conditions move the other way.

The outlook surveyed 951 respondents in late 2025. Treat it as a dated planning signal and test assumptions against subsequent spending releases and direct owner conversations. Do not carry an attractive sector forecast into the next budget unchanged when local funding or procurement conditions have shifted.

TEST THE COMBINATION OF PROJECTS, NOT JUST EACH PURSUIT

A project can fit the target profile individually while creating an unacceptable workload when combined with other likely awards. Review prospective work by expected mobilization period, superintendent availability, critical trades and cash requirements.

Bonding also deserves an early check. Surety approval involves credit, capacity and character requirements; marketing interest does not establish bonding eligibility. Confirm project-specific and aggregate constraints with the firm's surety representative before making commitments.

THREE POPULATIONS, ONE COMMON MISTAKE Unawarded pipeline competitive position only Awarded, awaiting release held by financing or permits Awarded, confirmed start deployable Forecast Contracted Deployable A signed contract is not a mobilization date.

Figure 3. Collapsing these into a single backlog figure is what allows a full-looking schedule to leave crews idle, or a comfortable-looking one to overcommit them.

Keep awarded backlog separate from unawarded pipeline. Within awarded work, distinguish projects with a confirmed start from those awaiting financing, permits or an owner's release. A signed contract and an immediately deployable job should not be treated as equivalent scheduling inputs.

The 2026 workforce survey found craft openings at 87% of responding firms and salaried openings at 82%. Among firms with the respective openings, 75% reported difficulty hiring superintendents and 72% reported difficulty hiring estimating personnel. Set pursuit and award targets against named resource constraints, not an assumption that hiring will automatically follow sales.

Ask operations to show the incremental supervisory load of likely awards. Ask estimating to distinguish hours available for new pursuits from hours committed to revisions, buyout support and existing-client requests. When either function is constrained, favor opportunities with stronger fit rather than requiring the same team to process every invitation.

MATCH MARKETING TO HOW THE BUYER SELECTS CONTRACTORS

Channel selection should follow the procurement path and the people involved in selection. Use the following framework to decide where to concentrate effort rather than applying the same campaign to every market.

Target workMarketing emphasisEvidence to prepareProgress to track
Negotiated private constructionNamed owner accounts, referrals and relevant sector contentComparable projects, proposed personnel and preconstruction approachQualified owner meetings and authorized preconstruction opportunities
Publicly procured constructionSolicitation monitoring, required registrations and compliant submissionsQualifications and documentation specified by the solicitationEligible pursuits and submission readiness
Specialty subcontractingRelationships with selected general contractors and estimating teamsScope-specific experience, coverage area and verified capacityInvitations that fit scope, schedule and commercial criteria
Service and small-project workLocal visibility, clear service pages and responsive intakeService capabilities, coverage boundaries and approved customer evidenceQualified appointments and awarded work

Public procurement requires particular care. Where FAR 15.304 applies, solicitations must disclose evaluation factors and their relative importance. The provision addresses quality through non-cost factors and generally requires past-performance evaluation for negotiated competitive acquisitions above the applicable threshold, subject to exceptions. Follow the actual solicitation and applicable agency requirements; do not assume relationship strength substitutes for compliance.

For private work, map the owner, developer, owner's representative, facilities team and design participants where relevant. Record each person's role rather than labeling every contact a decision-maker. Tailor follow-up to the person's responsibilities and the project's stage.

GIVE EACH CHANNEL A SPECIFIC JOB

Assign channels to identifiable stages of the buying process. Use sector-focused website content to establish capability, targeted outreach to open relevant conversations and approved project evidence to support shortlist decisions. Use paid campaigns only where the audience, service area and next action can be defined clearly enough to evaluate the resulting opportunities.

For account-based business development, maintain a short list of priority organizations with a documented reason for inclusion. Record known facilities, anticipated capital needs, incumbent relationships and the next appropriate contact. An account without a credible need or access plan should not receive unlimited pursuit attention merely because it is a recognizable name.

For local service work, make intake operationally useful. Capture location, requested scope, urgency and whether the requester controls the property or procurement decision. Evaluate campaigns on suitable appointments and accepted work, while excluding employment applications, supplier solicitations and out-of-area inquiries.

The response standard: Measure elapsed time to a substantive response and whether the next step occurred. An automated acknowledgment should not be recorded as a completed qualification conversation.

BUILD ONE OPPORTUNITY RECORD FROM INQUIRY TO HANDOFF

A customer relationship management system should maintain a shared record of each pursuit, its status and its next decision. Start with a manageable set of required fields that people can keep accurate.

At minimum, record:

  • Client, project name, location and market sector
  • Estimated contract value, scope and delivery method
  • Procurement stage, proposal deadline and expected start window
  • Relationship owner, source of the opportunity and next action
  • Known funding status, decision participants and selection criteria
  • Qualification decision, unresolved risks and reason for closure

Separate organizations, contacts and projects. One owner may have multiple projects, while one project may generate invitations from several general contractors. Link those invitations to the underlying project so the same construction opportunity is not counted repeatedly in the forecast.

Define stages by observable events: identified, qualified, approved for pursuit, proposal submitted, selected pending contract and awarded. Track delayed, lost and declined opportunities separately. A salesperson's confidence is not an adequate stage definition.

Require a responsible person and dated next action for every active pursuit. Automation can flag stale records, missing information or an approaching deadline, but a person should verify changes in funding, schedule and selection status.

TRACK AWARD PROBABILITY AND START READINESS SEPARATELY

Winning a project and starting it in the planned period are different forecasting questions. In the 2026 workforce survey, 34% of respondents cited increasing costs and 27% cited unavailable or expensive financing as reasons for non-data-center project cancellations, postponements or reductions.

TWO QUESTIONS, NOT ONE PROBABILITY Win you cannot start Strong position, financing or permits unresolved Forecast the award, not the mobilization date Schedulable forecast Strong position, project authorized to proceed The only quadrant operations can staff Low priority Weak position, project not ready either Should not consume estimating capacity Decide on merit Weak position, but the work is real and funded Pursue or decline with a stated reason Competitive position Project readiness Not ready Authorized Mark unknown conditions as unknown. A default probability implies someone verified financing, permits and authorization.

Figure 4. A single probability-weighted dollar total hides simultaneous start dates and shared external risks. Separating the two questions is what lets management see which jobs could move together.

Maintain separate fields for competitive position and project readiness. The readiness assessment should identify the status of financing, design, permits, site access and authorization to proceed. Mark unknown conditions as unknown rather than allowing a default probability to imply that someone verified them.

Use scenario reviews when several projects depend on the same external condition or compete for the same crew. A probability-weighted dollar total can conceal simultaneous start dates and shared risks. Show management which jobs could move together, which can be resequenced and which require a decision before additional pursuit spending.

KEEP THE CRM CONNECTED TO FINANCIAL RESULTS

Use a common project or opportunity identifier to connect the CRM, estimating records and job-cost system. At award, transfer relevant commitments, assumptions, exclusions and client expectations into a documented operations handoff.

After delivery, return final commercial results to the opportunity record. Include margin changes, payment experience and whether the client generated additional work. This creates an internal basis for deciding which markets and relationships deserve further investment.

PUT A GO/NO-GO DECISION BEFORE DETAILED ESTIMATING

Pursuit approval should protect estimating capacity and expose commercial concerns before the firm commits substantial effort. Establish explicit criteria rather than relying on the enthusiasm of the person who brought in the opportunity.

THE GATE THAT PROTECTS ESTIMATING Identified pursuit Business development Fit, access, criteria Finance Payment terms and cash needs Operations Supervision, labor, subcontractors Licensing, bonding, insurance, terms Resolved by evidence Proceed to estimating Not resolved Decline or limit the pursuit Each exception needs a named approver and the evidence required to proceed. A strong relationship score cannot average one away.

Figure 5. Revisit approval when scope, start date or commercial terms change materially. The gate is not a one-time formality at intake.

Review strategic fit, relevant experience, access to decision-makers, selection criteria, project readiness and available delivery resources. Finance should evaluate payment terms and projected cash needs. Operations should assess supervision, labor and subcontractor availability against other commitments.

Treat unresolved licensing, bonding, insurance and contractual requirements as escalation items. Do not allow a strong relationship score to average away a condition that could make the job unacceptable.

For each exception, name an approver and the evidence needed to proceed. If additional information resolves the concern, document it; if not, decline or limit the pursuit. Revisit approval when the scope, start date or commercial terms change materially.

Track why the firm declines work. Frequent declines for timing suggest a different problem from frequent declines for project type. That distinction should shape future campaigns and business development priorities.

Review losses with the same discipline. Separate price, qualifications, relationship access, scope misunderstanding and an owner's decision not to proceed. Where the buyer provides no explanation, label the reason unconfirmed rather than converting an internal assumption into a reporting fact.

Tie corrective action to the reason. A qualification weakness may call for better evidence or a different target sector. A pricing loss may require an estimating review rather than more advertising. A project that never received funding should inform readiness screening, not be counted as proof that the proposal team performed poorly.

CREATE EVIDENCE THAT SUPPORTS A BUYING DECISION

Marketing content should answer the questions an owner or general contractor needs resolved before shortlisting the firm. Organize the website and qualifications materials around actual capabilities, sectors and service areas.

Build project profiles that identify the contractor's role, scope, delivery method and relevant operating constraints. Explain the work performed and support outcome claims with approved records. Distinguish original milestones from revised schedules before describing a project as on time.

For sectors where the firm has documented experience, address specific execution concerns such as occupied-site phasing, shutdown coordination, site logistics or turnover documentation. Have project staff review technical explanations before publication.

Maintain a controlled library of approved project descriptions, personnel resumes, references and qualification documents. Assign an owner and review date to each item. Keep restricted financial, security and project information out of public-facing materials.

Match calls to action to buyer readiness. An early planning discussion, a prequalification request and a bid invitation need different intake paths. Route recruiting inquiries and vendor submissions separately so they do not inflate the sales pipeline.

USE OPERATING DATA TO MAKE DIFFERENTIATION CREDIBLE

Replace broad claims about reliability with approved measures that explain what the firm delivered. Possible measures include schedule performance against a defined baseline, estimate-to-award cost movement, punch-list completion and response time for assigned issues. Use only measures supported by project records and permitted for disclosure.

Define the comparison before publishing a percentage: State whether a schedule claim refers to original or revised completion dates, whether cost performance includes owner-directed scope changes and which projects are included. Do not combine materially different project types into a favorable average that obscures the underlying results.

Where a client cannot authorize public numbers, use a factual scope description and approved explanation of the execution approach. Detailed evidence of relevant capability is preferable to an unsupported performance claim. Retain the underlying approval and calculation so proposals, website copy and interviews remain consistent.

SET A BUDGET AROUND PURSUIT ECONOMICS

A construction marketing budget should make the cost of winning work visible. Separate foundational spending, such as website maintenance and CRM administration, from account development, paid campaigns and pursuit-specific costs.

Include internal labor when evaluating acquisition effort. Executive meetings, estimating hours, proposal preparation and site visits consume resources even when no external invoice arrives. Keep the accounting treatment consistent so comparisons remain useful.

WORK BACKWARD FROM THE AWARD TARGET Target new award value A divided by the dollar-weighted win rate B Required qualified pursuit value A ÷ B Use comparable, decided pursuits. A count-based rate differs. Then both tests must pass Estimating can support that pursuit volume Operations can deliver the likely awards If either box stays unchecked, revisit project selection, conversion or the growth target before buying leads.

Figure 6. Calculate the win rate from comparable, decided pursuits, keep it distinct from a count-based rate, separate canceled projects from competitive losses, and test how the result changes when unusually large awards are removed.

Use the firm's own history to work backward from its award objective:

Required qualified pursuit value = target new award value ÷ historical dollar-weighted win rate.

This is a planning relationship, not an industry benchmark. Calculate the win rate from comparable, decided pursuits and distinguish it from a count-based win rate. Separate canceled projects from competitive losses and test how results change when unusually large awards are removed.

Then test whether the estimating team can support that pursuit volume and whether operations can deliver the likely awards. If either constraint fails, reconsider project selection, conversion performance or the growth target before increasing lead-generation spending.

EVALUATE THE COST OF A WIN AGAINST THE PROFIT IT CAN SUPPORT

Gross contract value should not be the only denominator for acquisition decisions. Compare acquisition and pursuit cost with expected job gross profit, then reconcile the result as the job develops. Keep gross profit distinct from company net income because overhead, financing and other expenses still need to be covered.

Calculate both external campaign cost and fully loaded pursuit cost. The first helps a marketing manager evaluate advertising or vendor performance; the second helps leadership assess the complete investment required to win work. Neither should be presented as the other.

Track incremental estimating hours alongside cash spending during a campaign test. If inquiries rise while qualified opportunities remain flat, pause expansion and correct targeting. If qualified opportunities increase but proposal turnaround deteriorates, the next investment may belong in pursuit capacity or qualification discipline rather than another channel.

Set the test budget, evaluation period and stop conditions before launch. Use the firm's historical buying cycle and current capacity to choose the review period, not a universal promise that construction marketing should produce awards within a fixed number of days.

MEASURE THE PATH TO PROFITABLE WORK

An executive dashboard should connect acquisition activity to qualification, award and delivery results. Review performance by market segment and opportunity source rather than relying on one companywide average.

Use a compact set of measures:

  • Qualified-opportunity rate: Qualified opportunities divided by reviewed inquiries, with a consistent qualification definition
  • Pursuit win rate: Wins divided by wins plus competitive losses, measured separately by count and dollar value
  • Acquisition and pursuit cost: Allocated marketing, business development and estimating costs associated with the evaluated group of opportunities
  • Expected gross profit at award: Estimated contract revenue less estimated direct job costs under the firm's accounting policy
  • Margin movement: Change from gross profit expected at award to the latest forecast or final result
  • Start-date movement: Changes in expected mobilization dates and the resulting effect on workload

Compare opportunities that entered the pipeline during the same period and have had sufficient time to reach a decision. Dividing this month's marketing expense by this month's awards can obscure the earlier work that produced those awards.

Record the original opportunity source, important subsequent interactions and the client's explanation of how the firm entered consideration. Avoid presenting attribution as proof that one touchpoint caused the award.

For paid search, Google Ads supports qualified-lead and converted-lead goals using offline conversion information. Where applicable, connect verified qualification events to campaign measurement instead of counting every form submission as equal. Retain the CRM's longer-term commercial record independently of advertising-platform reporting.

CONTROL FOR SMALL SAMPLES AND CHANGING PROJECT MIX

Always display the number and value of decided pursuits beside a win-rate percentage. A result dominated by a single large contract is not a stable basis for setting companywide conversion assumptions. Compare like-for-like segments and flag periods with too few outcomes for a dependable conclusion.

Review median time between meaningful stages as well as total sales-cycle length. Separate time spent awaiting an owner decision from time spent inside the contractor's process. That distinction identifies whether the next improvement belongs in follow-up, qualification, proposal production or market selection.

Track revenue, gross profit and outstanding receivables by client group to assess concentration. Repeat business is worth developing, but a strong repeat-client share should not conceal dependence on one owner or one capital program. Use account-development planning to build alternatives before that dependence becomes urgent.

DEVELOP EXISTING CLIENTS WITHOUT LOSING COMMERCIAL DISCIPLINE

Existing-client growth should have an explicit account plan rather than depend on an informal expectation of another invitation. Assign responsibility for post-project conversations, upcoming facility needs and unresolved service issues. Connect relationship development to project delivery so the client is not receiving promotional outreach while closeout problems remain unanswered.

Use the completed-job review to identify which capabilities the client valued and which concerns need correction. Record additional sites, future phases and appropriate introductions only when they are confirmed. Distinguish an expressed future need from an authorized project in the pipeline.

Include payment experience and scope administration in the account review. A client producing frequent awards may still require disproportionate collection effort or repeated commercial exceptions. Growth decisions should reflect the total relationship, not only the ease of obtaining the next meeting.

Give operations a formal route to recommend expansion, corrective action or reduced exposure. Marketing can prepare the evidence and business development can manage the conversation, but neither should override unresolved delivery or financial concerns to preserve a favorable sales report.

ESTABLISH GOVERNANCE BEFORE EXPANDING AUTOMATION

Marketing governance should define who may publish claims, access prospect data and approve outbound communications. Assign review responsibility for safety statements, technical descriptions, contract-related promises and client permissions.

Commercial email requirements also apply to business-to-business messages. The FTC's CAN-SPAM guidance addresses accurate sender information, nondeceptive subject lines, advertising identification, a valid postal address and an opt-out mechanism. Opt-out requests must be honored within 10 business days.

Synchronize suppression records across the CRM and email platform, including campaigns handled by an agency. Separate commercial outreach from project correspondence and review mixed-purpose messages appropriately.

If AI tools are used to draft qualifications or summarize notes, require review against approved source records. Do not allow generated text to invent project experience, client endorsements or performance outcomes. Review vendor data-handling terms before entering confidential owner, employee or project information.

The early-year 2026 outlook reported that 45% of respondents used AI for office and administrative functions, 23% for estimating and 20% for design or preconstruction. These adoption figures do not establish an improvement in marketing return or proposal accuracy. Evaluate any proposed automation against a defined internal task and a reviewed baseline.

Begin with controlled activities such as organizing approved project descriptions or identifying incomplete CRM fields. Measure time saved after review, correction effort and whether source references remain traceable. Retain human approval for qualifications, pricing commitments and external representations of capacity.

IMPLEMENT THE SYSTEM IN A CONTROLLED FIRST QUARTER

The first quarter should establish a usable operating process and test it in a defined segment. The following is a proposed implementation sequence, not a promised time to revenue.

  1. First month: establish the baseline. Review recent pursuits and project results, define the target-project profile and agree on qualification criteria. Assign system ownership and clean active opportunity records.
  2. Second month: connect the workflow. Implement stages, required fields, go/no-go review and award handoff. Prepare approved evidence for the selected segment and correct website intake problems.
  3. Third month: test and adjust. Run a focused account-development or acquisition effort. Review inquiry quality, qualification decisions, pursuit workload and forecast start dates together. Change targeting when unsuitable work dominates; improve follow-up when suitable opportunities stall.

Hold a short weekly pursuit review and a monthly executive review of pipeline, capacity and commercial results. Maintain longer-term relationship development even when near-term delivery capacity is full, while making availability clear.

As the system matures, completed-project results should change the next targeting decision. That feedback is what allows a construction firm to pursue a more valuable mix of work instead of repeatedly buying access to the same unsuitable opportunities.

FREQUENTLY ASKED QUESTIONS

Does a small contractor need a dedicated CRM?

A shared spreadsheet can support a limited pipeline if ownership, stages and follow-up dates remain clear. Consider a CRM when multiple people manage relationships, project records are duplicated or missed handoffs make the current process unreliable.

Should marketing be managed internally or outsourced?

Keep target-market decisions, qualification authority and project-claim approval inside the firm. Outside specialists can support research, content, advertising and system administration. Assign an internal owner who can connect that work to estimating and operations.

How should a firm market when its backlog is full?

Concentrate on future start windows, existing-client relationships and selective replacement opportunities. Communicate realistic availability. Avoid promoting immediate capacity unless operations confirms it exists.

How should contractors handle projects with multiple bid invitations?

Create one underlying project record with separate linked pursuits for each inviting contractor. Track each relationship and submission, but avoid adding every invitation's full value to the project-level demand forecast.

When should a firm stop funding a marketing channel?

Set review criteria before launch: target-account fit, qualified opportunities, pursuit progression and acceptable acquisition cost. Review after enough of the relevant buying cycle has elapsed. Diagnose weak targeting and poor internal follow-up separately before deciding whether the channel is unsuitable.

Sources
  1. Associated General Contractors of America and NCCER, 2026 Workforce Survey Analysis, 2026. agc.org
  2. U.S. Census Bureau, Monthly Construction Spending, July 2026, Sept. 1, 2026, release CB26-140, Table 1. Preliminary July estimates; the linked release is a rolling publication. census.gov
  3. Associated General Contractors of America and Sage, Dampened Expectations: The 2026 Construction Hiring and Business Outlook, 2026. Survey conducted Nov. 4 to Dec. 15, 2025. agc.org
  4. U.S. Small Business Administration, Surety Bonds, accessed September 2026. sba.gov
  5. Acquisition.gov, FAR 15.304: Evaluation Factors and Significant Subfactors, current page accessed September 2026. acquisition.gov
  6. Google Ads Help, About Qualified Leads and Converted Leads, accessed September 2026. support.google.com
  7. Federal Trade Commission, CAN-SPAM Act: A Compliance Guide for Business, accessed September 2026. ftc.gov