We invited Lee Fuller, founder of Level Up Media and former owner of TS Valley Brickwork, to talk about his journey from the tools to marketing.
What started as a paddle game turned into one of the most honest conversations we’ve had about content creation, marketing in construction and why most businesses get it completely wrong.
The Conversation
Lee’s story isn’t your typical marketing agency origin tale. Twenty-one years as a bricklayer. Film school at 27. Then building TS Valley Brickwork with content at its core back when nobody in construction was doing it.
He got slaughtered for it initially. People messaged saying he was a joke, that everyone was laughing at him. But he pushed through because he saw what was coming.
The business? Three million quid labour just in year one. Built entirely on LinkedIn with just 3,000 followers. While everyone else was chasing followers and viral videos, Lee was focused on the platform where actual business gets done.
What forced the transition to marketing? Personal reasons led to leaving the brickwork company.
But he’d built such a presence online that multiple companies reached out asking if he could do for them what he’d done for himself. He accidentally built a marketing agency.
Lee’s blunt about the biggest mistake construction businesses make. If you’re a contractor trying to win work from developers and you’re posting on Instagram, Facebook, and TikTok, you’re on the wrong platforms. Those are B2C. LinkedIn is where B2B happens.
The influencer marketing landscape in construction is broken. Brands are paying £400-£500 for videos that go in front of millions of people. But those audiences are often useless unless you’ve got a product to sell to other tradesmen.
He’s seen clients with 200,000 followers who can’t monetise their audience because they’re selling to developers but their followers are all other tradesmen.
Lee’s philosophy on content? Don’t chase perfect. Consistency beats perfection every time. He’s done studio shoots while he or his family were genuinely unwell. He didn’t want to be there. One photo on their website shows him looking terrible. But he put it up anyway. People aren’t buying the way he looks. They’re buying the service.
Lee’s seven years sober. That journey influences how he runs his business. Everything they do is rooted in service. Reaching out, making sure people are alright, asking what they need. When you lead with service and genuinely help people, inquiries follow naturally.
Lee’s Top Tips: What Construction Businesses Need to Do
1. Get Your Messaging Sorted First
Content is the end of the process, not the start. Before you pick up a camera, nail down who you’re talking to. Write a long list of every problem your clients are dealing with. Then create content addressing those problems.
Lee’s example: labourers not turning up on time. Developers struggle with it. Homeowners struggle with it. One piece of content about this ball ache can speak to both.
2. Choose the Right Platform
Stop posting on every platform hoping something sticks. If you’re B2B, you need to be on LinkedIn. Two posts a week plus a couple of outbound messages will move the needle faster than thousands of Instagram followers.
LinkedIn has a lower barrier to entry because fewer people are creating content there. If you want site agents, QS’s, construction directors? They’re doing business on LinkedIn.
3. Just Document, Don’t Create
You don’t need to be clever or reinvent the wheel. Hit record. Talk to camera about what you’re doing, what problems you’re solving, what’s happening on site.
If getting in front of camera feels too daunting, start behind it. Film yourself working. Do a site walkthrough. Don’t even talk at first. Build the reps.
4. Vanity Metrics Are Useless
Lee had posts with six likes that generated three inquiries. Stop obsessing over views and followers. What matters is whether you’re reaching the right people with the right message.
If you’ve got 200 people in your network on LinkedIn and five of them buy from you repeatedly, you’ve built a successful company.
5. Be Consistent, Not Perfect
Post once then disappear for six months? The algorithm will punish you. More importantly, your audience will forget you exist.
Consistency is about showing up regularly, even when you don’t feel like it. Even when the content isn’t your best work. The posts that perform worst in terms of engagement often generate the most business because they speak directly to a real guy with a specific problem.
6. Lead With Service
This is Lee’s recovery principle applied to business. Ask people how they are. Ask what they need. Help without expecting immediate return.
In an industry where everyone online talks about themselves and their 25 years in the game, be the guy who asks “What do you need?” That stands out. Success follows service.
The Bottom Line
Lee’s building Level Up Media with a mission to help 100,000 construction businesses improve their marketing in 2026. His journey proves you don’t need massive followings or viral videos.
You need clear messaging on the right platform. Consistency. And genuine service. Get those right and the business takes care of itself.