How a Construction Company Thrives Without Discounts: Strategies for Management and Branding

Event Recap: Why Some Construction Companies Don’t Need Discounts

On June 5, 2026, the Japan Good Builder Association (JGBA) held a seminar titled "Why Do Some Construction Companies Thrive Without Discounts? Strategies for Management and Branding Beyond Advertising and Price Competition." This blend of in-person and online attendance attracted a total of 36 participants, including 13 individuals on-site and 23 online.

The event featured insights from Yoshihisa Komagata, the President of Komasho Co., Ltd., alongside Executive Director Eiko Sawada. They shared their experiences and strategies on "Fan Marketing" as a means to move past price competition and foster loyal customer relationships, even in tough market conditions. Their discussion provided practical roadmaps and real-world methods that attendees could implement immediately.

Part One: SNS and Web Strategies by Komagata

In the first segment, Komagata explained how his company successfully generated 1,800 inquiries and achieved sales of 500 million yen by leveraging only social media and web strategies—without incurring high advertising costs. He reflected on past challenges, such as the rising costs of traditional advertising and the subsequent crisis faced by his company. Komagata emphasized the significance of establishing a system where business owners can enhance their personal branding to attract support. By bridging the gap between "the current self" and "being supported," he laid out a compelling argument for utilizing unique fan marketing tailored to each individual's strengths.

His insights culminated in a practical roadmap that attendees could immediately employ, demystifying marketing strategies that resonate with target audiences.

Part Two: Building Customer Loyalty through SNS

In the second segment, Sawada passionately discussed the potential of social media in the remodeling business, focusing on strategies for increasing Customer Lifetime Value (LTV) by creating lasting fan relationships. Instead of allowing client interactions to signify mere transactions, she stressed the importance of engaging customers in a way that fosters long-term loyalty.

Sawada presented specific communication techniques and effective organizational structures essential for successfully building a fan-base from diverse perspectives typical in actual practices. The participants displayed enthusiasm during the Q&A session, asking insightful follow-up questions in response to her engaging presentation.

Participant Feedback

Participants expressed their appreciation for the seminar, noting, "The various practical examples shared were remarkable. It reiterated the importance of accumulated achievements rather than theories disconnected from real experiences." Another attendee remarked, "I was deeply moved by Komasho's commitment to human values and their genuine approach to customers and stakeholders. I aspire to integrate their consistent principles into my own company's practices."

About Komasho Co., Ltd.

Based in Takarazuka City, Hyogo Prefecture, Komasho specializes in comprehensive renovations, from bathroom refurbishments to exterior painting and large-scale renovations. Their notable strategy, known as "transparent estimation," distinctly outlines pricing and fees, ensuring honest and customer-centric business practices that build trust. Recently, they have carved a niche with unique fan marketing that propels their business forward without relying on significant advertising budgets, ultimately achieving remarkable client engagement and profitability through SNS and web channels.

For more information, visit their official website.

JGBA Annual Event Schedule

The Japan Good Builder Association is committed to providing a diverse range of events throughout the year, catering to construction companies and local builders. These include seminars covering various topics like marketing, operational management, and recruitment, in addition to site visits that have proven popular among members and non-members alike. Other events like golf competitions and regional networking meetings are frequently organized.

For the complete annual event calendar, visit JGBA Schedule.

About Japan Good Builder Association (JGBA)

The JGBA was founded to support local builders and companies in the housing equipment industry, fostering mutual growth and improvement within the housing sector. They believe that the advancement of member companies contributes to the overarching development of the industry as a whole. Through a variety of workshops and site visits emphasizing real-time information sharing and knowledge dissemination, JGBA engages both members and the broader community.