Routes to market in the construction industry
'Routes to market’ (RTM) describes the range of methods used by a company to get its goods or services (or unique value proposition) to its customers. In other words, how is it intended that customers will hear of the product, appreciate its benefits and embark on purchasing it? RTM involves all the activities that form part of generating demand for a product or service.
Depending on the business involved, there can be a wide range of routes-to-market that will typically include; direct retailing, direct sales and marketing (including selling online), advertising, the use of agents and representatives, licensing or franchising, joint venture or partnership, websites, social media and so on.
When RTMs have been ill-considered and/or implemented, even the best product or service will most likely fail. Therefore, it is important to identify the most effective channels. This is generally achieved by market research to define the target market and how it prefers to buy.
The combination of RTMs used will determine the efficacy of the product/service delivery, sales volumes, the cost effectiveness of the service provided and its brand image in the market place.
Routes-to-market is sometimes referred to as ‘go-to-market’.
[edit] Related articles on Designing Buildings Wiki
- Brand guidelines.
- Constructing a three year strategic marketing plan.
- Digital marketing for the construction industry.
- Market segmentation.
- Marketing audit.
- Marketing planning.
- Mixed-use marketing.
- Property marketing.
- Search engine optimisation / Optimising your article for search engines.
- Using publishing to optimise real estate projects.
- Winning work.
- Writing technique.
Featured articles and news
A case study and a warning to would-be developers
Creating four dwellings for people to come home to... after half a century of doing this job, why, oh why, is it so difficult?
Reform of the fire engineering profession
Fire Engineers Advisory Panel: Authoritative Statement, reactions and next steps.
Restoration and renewal of the Palace of Westminster
A complex project of cultural significance from full decant to EMI, opportunities and a potential a way forward.
Apprenticeships and the responsibility we share
Perspectives from the CIOB President as National Apprentice Week comes to a close.
The first line of defence against rain, wind and snow.
Building Safety recap January, 2026
What we missed at the end of last year, and at the start of this...
National Apprenticeship Week 2026, 9-15 Feb
Shining a light on the positive impacts for businesses, their apprentices and the wider economy alike.
Applications and benefits of acoustic flooring
From commercial to retail.
From solid to sprung and ribbed to raised.
Strengthening industry collaboration in Hong Kong
Hong Kong Institute of Construction and The Chartered Institute of Building sign Memorandum of Understanding.
A detailed description from the experts at Cornish Lime.
IHBC planning for growth with corporate plan development
Grow with the Institute by volunteering and CP25 consultation.
Connecting ambition and action for designers and specifiers.
Electrical skills gap deepens as apprenticeship starts fall despite surging demand says ECA.
Built environment bodies deepen joint action on EDI
B.E.Inclusive initiative agree next phase of joint equity, diversity and inclusion (EDI) action plan.
Recognising culture as key to sustainable economic growth
Creative UK Provocation paper: Culture as Growth Infrastructure.
Futurebuild and UK Construction Week London Unite
Creating the UK’s Built Environment Super Event and over 25 other key partnerships.
Welsh and Scottish 2026 elections
Manifestos for the built environment for upcoming same May day elections.
Advancing BIM education with a competency framework
“We don’t need people who can just draw in 3D. We need people who can think in data.”