Advertising for Arizona contractors — including radio, television, internet, and signage — got a lot simpler since Governor Ducey signed H.B. 2545 into law. Contractors previously needed to prominently display their Arizona Registrar of Contracts (AZROC) license number on “all broadcast, published, internet or billboard advertising, letterheads and other documents used by the licensee to correspond with the licensee’s customer or potential customers,” posing a particular challenge for time and space-constrained mediums such as radio and television.
Arizona Eases Advertising Laws for Contractors
Now, in the aftermath of the law going into effect, licensed contractors no longer need to include their license numbers on vehicle, radio, internet, or billboard advertisements so long as the ad includes a web address on which the license number is “prominently displayed.” The state notes that ROC license numbers must still be included on all bids, contracts, estimates, and documents used to communicate with existing and potential clients.
Prominently displayed, as defined by the state, means that the licensee’s name and ROC number (1) appear directly on the website’s home page, (2) are clearly visible and are not hidden behind graphics, photos, or other obstructions, (3) are in an appropriately sized font, and (4) are not in the website’s footer.
As was true before the new legislation, unlicensed individuals must have the exact phrase “Not a Licensed Contractor” on any and all advertisements and may not advertise or perform work required to be completed by a licensed contractor. The value of obtaining a contractor’s license presents itself once again.
How to Take Advantage of the New Law
Construction jobs are costly, and people do not follow through on purchases the way they would a pair of shoes — $100 is a lot different than a couple thousand. For this reason, it is crucial that you utilize advertising to put your business in front of as many potential clients as possible to ensure that the fraction who decides to go through with the job is large enough to keep your business afloat.
While word of mouth is often times the most powerful kind of marketing, digital and print advertising can get the word out to a broader range of people. The main thing to keep in mind is to know your customer and your business. Who is your ideal client? How can you help them? What differentiates you from your competitors? And what is your business’s brand? For example, say you specialize in funky paint jobs, like murals and cabinets, and want to reach people in their early 30’s, you would likely use platforms like Instagram and email and create aesthetically appealing content. On the other hand, if your business is focused on making homes more accessible for disabled people, you would probably turn to traditional marketing channels like print, mail, and radio. The bottom line is to do things that feel authentic to your company and relevant to your potential clients, and don’t forget to display your license number on your website!