Webinar Replay: Navigating Brand Power Shifts in Building Products

Get the key takeaways from the building products webinar presented by Todd Tomalak and Matt Samson.

In the recent Navigating Brand Power Shifts in Building Products webinar, our building products experts Todd Tomalak, Principal of Advisory, and Matt Samson, Vice President of Advisory, examined how shifting supply and demand dynamics, the influence of pro contractors, and the increasing role of e-commerce are reshaping the market.

Here are some of the key takeaways from their presentation:

1. Supply/Demand Tightening: Todd and Matt highlighted a trend toward tighter supply and demand for pro contractors and builders, especially as the industry shifts from a period of decline to anticipated growth. This tightening is expected to become more pronounced in the coming years, marking a distinct change from past industry patterns.
2. Increasing Pro Influence: Over the next five years, pro contractors are set to have a stronger influence on the choice of building products in homes. Todd and Matt introduced the concept of “Pro VETO,” where pro contractors’ preferences will play a larger role in product selection, impacting brand visibility and success.
3. Market Conditions Masking Online Shift: Despite a currently soft market, an underlying shift towards online purchasing is evident. Since 2020, more pro contractors are making their purchases online, a trend that is expected to continue growing as contractor business slows.
4. Rise of E-Commerce: While e-commerce itself isn’t new, the shift in pro contractors purchasing building products online is significant. Data shows that pro purchases online are now 2.6 to 3 times higher than pre-COVID levels. This shift not only diversifies competition but also leads to different brand choices, reflecting a change in purchasing behavior.
5. The Importance of Brand Power: As pro contractors increase their online purchasing, building product companies must carefully assess and strengthen their brand power among this audience. With competition growing, strong branding will be essential in maintaining relevance and capturing market share.

Watch the webinar recording below to dig deeper and get the detailed data from Todd and Matt’s extensive research and expertise.

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