Seminar Report: 'Why Are Certain Construction Firms Chosen Without Discounts? Breaking Free from Advertising and Price Wars Through Management & Branding Strategy'

Seminar Report: Management Strategy Seminar via Fan Marketing

The Japan Good Builders Association (JGBA), led by Representative Director Ryo Tajima, hosted a seminar on June 5, 2026, titled 'Why Are Certain Construction Firms Chosen Without Discounts? Breaking Free from Advertising and Price Wars Through Management & Branding Strategy.' The event was held in a hybrid format, attracting 36 participants—13 in-person and 23 online.

The seminar featured President Yoshihisa Komasho and Executive Director Eiko Sawada of Komasho Co., Ltd., who shared their 'fan marketing' approach. This theme focused on escaping price competition in a difficult market and becoming a company beloved by its own fan base, highlighting real-world methods and a roadmap for immediate implementation.

### Part 1: SNS/Web Strategy In the first session, President Komasho explained his 'SNS/Web Strategy,' which generated 1,800 inquiries and 500 million yen in revenue purely through social media without traditional advertising costs. Reflecting on the company's past crisis due to rising newspaper insert ad costs, he presented his unique theory on fan marketing, arguing that by widening the gap between 'the current self' and 'being supported,' business owners can create a system where they are actively supported by leveraging their individual personalities.

### Part 2: Fan Building Strategy In the second session, Executive Director Sawada passionately discussed the potential of social media in the renovation business and 'strategies for fan building to increase LTV (Lifetime Value).' She introduced concrete communication techniques to foster long-term, mutually beneficial relationships beyond one-time contracts, as well as essential points for internal organizational structure and operation.

### Participant Feedback The Q&A session after the seminar was highly engaging. Participants shared comments such as, 'The various practical examples were wonderful. I felt anew that the accumulation of proven achievements, rather than desk theories, is what matters,' and 'I was moved by Komasho's human appeal and their sincere attitude toward customers and stakeholders. I will cherish these values in my own company.'

About Komasho Co., Ltd. Based in Takarazuka, Hyogo, Komasho is a comprehensive renovation specialist covering projects from plumbing to exterior painting and large-scale renovations. They differentiate themselves through 'transparent pricing,' where they disclose procurement costs and profit margins, building high credibility through honest, customer-oriented business practices.

About Japan Good Builders Association (JGBA) JGBA was established for local builders and housing equipment-related companies to support each other and revitalize the housing industry. The association organizes various study groups, facility visits, and networking events.