If you run a fence business, you’ve probably asked yourself this question: Should I market in my area or go bigger?
It’s not a one size fits all answer. It depends on where you work, what kind of jobs you want, and how much you can spend.
Let’s break it down in plain terms. No fluff. Just real talk about what might work best for you.
What’s Local Marketing?
Local marketing means reaching people in your nearby area, say, within 30 to 50 miles. If someone in your town Googles “fence company near me,” you want your name to pop up.
This kind of marketing works best for fence contractors who install in one place and want to stay busy close to home.
Some Local Marketing Tools
- Google Business Profile (the map listings when people search)
- Local SEO (think city pages and local keywords)
- Facebook ads that target zip codes
- Yelp, Angi, and similar directories
- Yard signs, flyers, and truck logos
If your shop is in Chattanooga, there’s no point trying to show up in Miami searches. That would be a waste.
What’s National Marketing?
National marketing tries to reach people across the state, or even the whole country. It’s common with product based businesses, like companies selling fence parts online, or those expanding into new markets.
If you’re only serving one town, national marketing probably doesn’t make much sense. But if you’re in five cities or shipping across the U.S., it might.
What It Looks Like
- Google ads set to wide regions or all states
- SEO with broad terms like “cedar fence kits”
- Blog posts or videos that work anywhere
- Email campaigns to bigger lists
- Facebook or Instagram ads that don’t limit by location
Local Is Usually Better at the Start
Most fence contractors don’t start with crews in every city. So if you’re building fences in one place, keep it local. It’s cheaper, more targeted, and gives better leads.
Let’s say you work in Tulsa. If someone in Las Vegas clicks your ad, you just paid for nothing.
Local marketing helps you stay focused and only talk to the people who can actually hire you.
Why Local Marketing Works Well
- Less competition
- Easier to rank in search
- Lower ad costs
- You already know the area
Also, it builds trust. If people see your trucks around town and spot your reviews online, they’re more likely to call.
Where Local Might Fall Short
- Smaller reach
- You can outgrow your area
- Limited job volume in slower seasons
If you’ve got more crews than your town can support, it may be time to look outside your borders.
Who Might Need National Marketing?
There are a few types of fence businesses that can go beyond local:
- Companies that sell and ship products
- Multi location businesses
- Contractors growing into new cities
- Franchises or statewide brands
These groups usually need more than just local tools. They want to build a brand people know outside one small area.
That said, national work costs more. It’s also harder to get right.
National Marketing Pros
- Bigger reach
- Helps brand growth
- Can drive traffic from many places
- Good for online sales
National Marketing Cons
- More money spent
- Slower results
- Easy to waste your budget
- Harder to connect with people
A person in North Carolina might not trust an ad from a brand based in Oregon. That’s one reason local usually feels more personal.
A Third Option: Regional Marketing
There’s a middle path. Not just your block, but not all 50 states either.
Maybe you work in three towns. Or you want jobs in a few nearby counties. That’s where regional marketing fits in.
You still target by location, just not as tight.
How It Works
- Make pages for each city or service area
- Run ads aimed at several towns, not one
- Use keywords like “fence company in Central Florida”
- Create blog posts about different regions
It gives you more reach without stretching too far.
Let’s Talk SEO
Search engine stuff can get techy, but here’s the short version:
| Local SEO | National SEO | |
|---|---|---|
| Goal | Rank for your city | Rank for general fence keywords |
| Example | “fence contractor in Memphis” | “aluminum privacy fences” |
| Timeframe | 3–6 months | 6–12 months or more |
| Cost | Lower | Higher |
| Difficulty | Easier (less competition) | Harder (more companies) |
If you only serve one city, don’t waste time going national with your SEO. You’ll fight big companies for little reward.
Your Google Business Profile (GBP)
This tool helps people find you in map searches. It’s free. But most companies don’t set it up right.
Make sure you:
- Choose the right category (fence contractor)
- Add real pictures of your jobs
- Post once or twice a week
- Ask for reviews from happy clients
A strong profile might be all you need to start getting more calls.
What About Ads?
Google and Facebook both offer local and national ads. What matters is how you use them.
For local ads:
- Use a small radius (like 15 miles)
- Mention your city name
- Use pictures of real jobs
For national ads:
- Target by state or interest
- Sell products or drive brand awareness
- Create landing pages for each area you serve
Start small. Test what works. Don’t blow your budget too fast.
Social Media Isn’t Just for Teens
You don’t have to dance on TikTok. But posting now and then helps people remember you.
Keep it simple:
- Post fence jobs before and after
- Share reviews
- Talk about seasonal deals
- Highlight your team
People trust companies they see often. And if they’re not ready now, they might be in six months.
When Should You Shift Strategies?
Let’s say you’re booked solid. Your trucks are busy, and calls keep coming. That’s great. But maybe the jobs aren’t as big, or you’re ready to grow.
That’s a sign it’s time to stretch out. Maybe a new town. Maybe a few counties over.
You don’t need to jump into all new states. Just grow bit by bit. Add one city, see how it goes. Then add another.
A Quick Case Example
One of our clients in Kentucky ran ads in a 10 mile radius. He got calls but hit a ceiling. So, we helped him build pages for two nearby towns and ran small ads there.
Within two months, he landed three jobs in the new towns. Then he hired another crew. Now, he covers five towns. All from starting small.
Final Thoughts
Most fence companies should start with local marketing. It’s simpler, cheaper, and more direct.
Going national sounds nice, but it often spreads your time and money too thin. Unless you’re shipping parts or opening new shops, local is enough.
At FenceWebs, we’ve seen both sides. We only work with fence companies, so we know what’s worth trying and what isn’t.
If you ever want to talk through what could work in your area, just reach out. No sales pitch. Just real advice.
Sometimes all you need is a better map, not a bigger one.
