In this episode of The Construction Cafe, Tristen Magallanes and Victoria Smith dive into the question: does the construction industry have an image problem—or is it a reality? Joined by guest Margaret Trainor, Director of Business Development at BuildSite and Founder / CEO of Atmo Home, the trio unpacks how marketing, social media, and innovation intersect in shaping perceptions of the construction industry. Margaret shares insights from her dual roles in construction software and consumer products, highlighting how tools like TikTok, email newsletters, and creative marketing campaigns can humanize the industry and attract talent. The episode also explores generational shifts, the need for proactive innovation, and balancing tradition with emerging digital platforms. With examples ranging from ASMR bricklaying to roofing companies leveraging TikTok trends, this conversation offers a fresh perspective on how construction can evolve its brand while staying true to its roots.