#90: The Value of Your Building Materials Branding

To avoid racing to the bottom on price, you want to sell your brand, not your product. But what happens when your brand is so well-established that your company name becomes synonymous with similar products, even from the competition? We talk to one manufacturer on how they keep selling to contractors, even as the market around them evolves.

In marketing, we want strategies that will bring results quickly. We care about the tools and techniques that are winning today, but we miss focusing on the best way to work with a team to drive results in an efficient and productive way.

Whether you’re a small business or an international manufacturer, you hear a lot about social media and how to get customers to follow you, like your content and engage with what you’re sharing. But greater value may come when we go after very specific, unique people that meet your ideal customer profile. Here’s how one manufacturer does just that.

One of the things that every single building products company out there needs to be doing is helping their audience and their customers sell virtually more effectively. There are jobs and opportunities out there, but many people are uncomfortable with how to use and leverage digital technology to get through the noise and actually land the sale.

With the rise of visualizers, configurators and other online tools, should building materials manufacturers be considering augmented reality and virtual reality apps as part of their sales and marketing strategy? We talk to one manufacturer who thinks they should and how to make them successful.

It would be great if we had a crystal ball that told us exactly what the home building and real estate markets are going to look like after COVID, but we don’t. We do, however, have the next best thing: Real insight from a real estate consulting expert.