…And How It Can Boost Your Sales

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Having worked in building products marketing for close to 30 years, I’ve seen firsthand how changes in the economy and homeowner mentality can affect trends in the building industry, design, and more. As the economy bounces back and a new generation of homeowners enters the market (and others find new ways to turn their current home into their dream home), one of the biggest trends in building will be exciting, beautiful outdoor living spaces that bring the inside out. A recent article from Hardware and Building Supply all but confirmed the impact this trend will have on the industry.

So as building products marketers, how does this trend affect us? It means we need to adapt. According to the article, “today’s homeowners are coming into the deck planning and building process more informed than ever before.” In other words, thanks to Pinterest, Houzz, and the rise of good content marketing, they’re able to travel incredibly far down the sales funnel before ever making contact with dealers. This heightens the need for more content and an increased push to social—despite the argument I often hear from those in the building industry, which is that social doesn’t apply to their audience.

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But it also means we will need to change the way we market these products. It will no longer be enough to show pictures of a nice pergola with some clever copy and expect to make a sale. It’s important to depict what that pergola can do for a buyer—that it can be wired for speakers, that it is a great place for a fire pit where homeowners can gather for late night drinks with friends, or a table for outdoor dining. And the copy needs to match the image, highlighting all the ways that these products contribute to an overall lifestyle that frees homeowners from the confines of their living or dining room. It’s a fundamental messaging shift that can’t be ignored.

Another standout fact is that regardless of their size and budget, homeowners want more than the traditional square space for decks and patios. That means that even if we are marketing a decking product, for example, the images we use should feature not only multi-level decks, curves, and cantilevers, but also accessories (chairs, grills, fire pits, dining sets) that define different functions and align with consumer interest. Ask yourself: how will they use this product in day-to-day life?

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Homeowners are now looking at their outdoor living space as an extension of their indoor living space, and have proven they’re more than willing to invest in high-quality building products to make that extension a reality. Homeowners want to spend money on these kinds of building products. So what are you doing as a marketer to capitalize on this trend?

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