Building a Fencing Business: Identifying Target Markets as a Contractor

Fencing is a niche corner of a wider trade industry, encompassing construction, joinery, landscaping and even apiary to a limited extent. Building a business solely around fencing and fencing solutions involves curating a versatile set of skills and wide, comprehensive understanding of key techniques and processes across disciplines.

Economically speaking, a fencing business is a relatively safe bet. Trade businesses, in particular in construction, are on the decline as existing outfits struggle with new economic circumstances. However, demand for skilled contractors remains high, as does demand for property – leading to a unique situation wherein new builds and domestic renovations remain a fixture in an otherwise receding economy.

As a young contractor seeking to specialise in fencing solutions – a shrewd move, to isolate paying customers and shore up against further economic stability – there are some essential steps to meeting potential. The first concerns the physical and logistical, in the form of base starting equipment. The second involves the identification of target markets from which to build a profitable and long-lasting trade business.

Tools and Materials

Every contractor or small business in construction needs to have its own relationships with trade suppliers in order to succeed. Building effective channels to wholesale supply of fencing materials ensures that the needs of any project can be met effectively – and that last-minute requirements do not jeopardise a potential client relationship.

The business must also have, or have access to all the necessary tools for the job. This would ideally be a pre-launch investment, to ensure all needs can be met without delay. However, there are some specific tools and items of equipment that are naturally too large an investment to make without capital. For bigger commercial projects, you may need access to a digger or similar vehicle; these make more financial sense to rent until the business can grow organically.

Identifying Markets

While fence construction and repair are a necessarily niche market within construction, there is nonetheless a diverse array of potential consumers whom a business can target, either to specialise or to diversify its income stream.


Firstly, there are domestic customers. These are houses and apartment complexes mostly, that may require gates or boundary fencing. Here, the focus would likely be on fencing aesthetic; what kinds of panels can you secure? However, there may be a market for automatic gate systems.


Non-domestic refers to premises owned by private businesses or entities, whether larger temporary accommodation complexes or commercial and industrial premises. These business’ needs will likely differ from domestic customers, as they will be seeking security solutions as well as aesthetic solutions.


Lastly, there are municipal jobs, referring to infrastructure belonging to the area or local council. These range from hospitals and police stations to playgrounds and public parks. The needs here may be similar to non-domestic entities, but there may also be more room and budget for bigger infrastructural projects.

Sam Allcock
Sam Allcock
Sam Allcock is a highly regarded digital entrepreneur with over 20 years’ experience in online marketing for some of the World’s biggest brands. He has extensive knowledge and experience in SEO and digital marketing. He is based in Cheshire but has an interest in all things going on in the North West and enjoys contributing local news to the site.


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