Smarter Building Materials Marketing

Growing a building materials brand is about the story you’re telling. The better the story, the greater the sale. But what if you’ve got a few different audiences? What should your brand’s story sound like then? Let’s find out from a company that began their story from the ground up.

Greg Rohl is principal of The Rohl Model and the family-founded Rohl Faucets brand. The company has an established reputation for innovation and luxury brand quality, so we talked with Greg about what it takes to build a winning brand in the building materials industry.

This episode is an exploration of the professional installer and trade industry and what they want from building materials manufacturers. Plus, what does the future of the trades look like? And how can manufacturers ensure that their future is a little brighter?

Chad Lingafelt is the managing partner of Loc-Doc Security, a door and security firm in North Carolina. Chad is also the host of a great podcast, The Coffee Break. He’s a man of several passions, and we talked with him about how building product companies can stay relevant in the ever-evolving construction and manufacturing industry. 

What issues are ahead in land development and how will that affect the future of the construction industry? This week’s episode features an in-depth interview with a land developer who helps us understand the market from the inside out.

We talk with Eric Tune, a general-contractor-turned-developer, who is now Vice President of Land Development at Brookfield in Phoenix, about how construction and building materials impact the way cities grow today.

Is housing overvalued today? On this episode, we bring in an expert on investing, who gives us some much-needed perspective on housing today and how manufacturers and building materials companies can expect it to impact their business. Wondering when the bubble will burst? Let’s explore that question a little more.

We talked with Jason Hartman, Founder and CEO of The Hartman Media Company, to better understand the real estate market and how it impacts the building materials industry today.

If you’re a building materials manufacturer with a website, then pay attention to this week’s episode. Google is rolling out an algorithm update that's going to impact everybody's digital presence, and we dive into how you can improve your SEO and Google rankings, and stay ahead of these major changes.

A lot of manufacturers target their buyer audience in marketing, and cater their message just to them, whether that’s homeowners, suppliers or contractors. But that strategy can fall short, and there’s a potential to miss out on sales.

Zach and Beth talk with Angela Ballisty, the Global Director of Marketing for Lonza Wood Protection, about how manufacturers can effectively engage with wider audiences by using pull-through marketing and upstream strategies.

Before the rest of 2021 escapes us, we wanted to bring our audience some perspective on what our industry can look forward to in the months ahead. This episode features some important insights on the construction market this year and what we’ve all been through. Listen until the end, because you’ll hear some great suggestions around how manufacturers can navigate upcoming shifts in the pro and homeowner markets.

Todd Tomalak, principal at John Burns Real Estate Consulting Group, joins us again for a great episode. He’s got tons of data and a positive outlook on today’s construction industry, along with ideas around what manufacturers and building professionals can expect for this year and the years ahead.

Architects have to wear a lot of hats when it comes to running just one single project. This week, we talked to an architect who helped us better understand what manufacturers can do to get in front of these professionals to get specified on their projects.

Zach and Beth talk with Eric Zuziak, President of JZMK Partners, about how manufacturers can be more effective in their marketing and sales strategies so that they connect with architects more successfully.

Have you been trying out selling strategies on custom home builders with less success than you’d like? If you want to better understand this niche audience, this week’s show is for you: It’s full of tactics and ideas for manufacturers who need their marketing plans to go further.

Zach and Beth talk with Steve Yates, president of Buildxact, a software that’s used by small residential and commercial building teams to produce quotes and run their construction projects.

The rise of eCommerce has found its way into the construction industry, leaving manufacturers with questions about how digital selling might disrupt their business. Learn how one building materials dealer has embraced eCommerce as a part of their daily business — it even resulted in a million-dollar day for their product sales.

Zach and Beth talked with one of the nation's largest building materials dealers about the launch of their new eCommerce website and how going digital has helped them succeed in sales. Katie Schilling is Director of Digital Marketing at Cameron Ashley Building Products, and she’s helped the company navigate the new world of eCommerce.