Where and how building products show up in the new home buyer journey can make or break performance.

In this recent webinar, Todd Tomalak, Principal of Zonda’s Building Products Advisory, and Shana Peters, Director of Business Development, unpacked what Envision’s real-world configuration data is revealing about buyer behavior, upgrade dynamics, and early signals of where market share is moving across key categories. The conversation challenged a few assumptions—and highlighted why this moment demands closer attention.

Watch the on-demand webinar below to explore the data—and see how Envision helps building product manufacturers secure placement with builders and influence buyer decisions. Read on for the key takeaways.

Key Takeaways

1. Product innovation isn’t enough on its own

New features and brand buzz matter—but adoption in new construction still depends on builder economics, incentives, pro influence, and channel realities. The data shows that innovation can drive share gains, but only when it aligns with how builders and buyers actually make decisions.

2. Substitution is accelerating

Appliance brand share is shifting faster than many manufacturers expect, signaling that we’ve entered a phase where products can be swapped more quickly—especially as builders reevaluate lineups and pricing pressure builds.

3. Builders are tightening upgrade menus

Over the past six months, builders have reduced the number of upgrade products offered. Fewer options means fewer chances to compete—and a higher premium on simply being in the set.

4. Upgrade behavior is changing

Some categories are seeing higher take rates even as menus shrink—while others are losing momentum. Exterior-related upgrades are standing out, while declines in flooring raise red flags because of its downstream impact on overall upgrade spending.

5. Pricing decisions are about to matter more than ever

With new price increases rolling through the market, Zonda expects a period of rapid supplier reassessment. At stake: placement, perceived value, and share. History suggests pricing missteps can carry a steep penalty.

6. Not all competition is obvious

Buyers don’t evaluate upgrades in silos. Envision data shows that bundled categories often compete for the same upgrade dollars—even when they aren’t direct substitutes—changing how pricing risk should be evaluated.

7. One upgrade unlocks many others

Flooring emerged as a pivotal decision—acting like the “trim level” of the home. When buyers upgrade flooring, they’re far more likely to spend elsewhere. When they don’t, the entire upgrade ecosystem feels it.

How Envision data changes the conversation

Envision connects building product manufacturers’ catalogs directly into builder websites and buying workflows, making it easier for builders to curate options—and for buyers to understand, compare, and select upgrades with confidence. Instead of relying on static PDFs, disconnected spec sheets, or sales rep influence alone, Envision puts products exactly where decisions are made.

For building product manufacturers, this means:

• Stronger placement inside builder option catalogs and upgrade sets
• Richer merchandising, including images, specs, warranties, and side-by-side comparisons
• Earlier influence in the buyer journey—before “good enough” defaults are locked in
• Visibility into real buyer behavior, not just shipped units or anecdotal feedback

For builders, Envision simplifies option management while protecting upgrade revenue—and for buyers, it turns a confusing process into a guided, transparent experience that builds confidence and drives spend.

The result is measurable impact. Buyers spend significantly more time engaging with options, return multiple times between contract and design, and—most importantly—spend more when the experience is clear, visual, and connected to monthly payments.

See how Envision connects your product catalog directly to builders—and into the buyer decision journey.

Watch the webinar

If you want the full data, visuals, and commentary behind these takeaways—including category level breakouts and what it means for the quarters ahead—watch the on demand webinar.

Learn more

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Are you interested in data for your specific housing market? Contact our advisory services to learn how we can help you by providing strategic solutions, rooted in data, and honed by experience.

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