“This is the wake-up call the building materials industry desperately needs. Too many companies are mistaking relationship maintenance for marketing strategy. It’s time to evolve or get left behind.” -Stefanie Couch
TLDR (Too Long, Didn’t Read):
- SWAG and hunting trips aren’t marketing strategies (they’re relationship maintenance)
- 72% of pros research products on mobile, but most companies still rely on drop-by sales
- Digital leaders in building materials grow 2.5x faster than competitors
- Your customers have gone digital while you’re still doing milk runs
- Time to build real systems or get left behind
Let’s talk about your “marketing strategy.”
Here’s what you’ve got: SWAG.
You know what that really stands for? SWAG = “Stuff We All Get.”
Think about that for a second. You’re betting your company’s growth on items that by definition aren’t special. Your competitors are handing out the same hats, the same coolers, the same koozies. When everything’s special, nothing is.
And let’s talk about those customer entertainment standbys – the golf outings, fishing trips, and those coveted hunting expeditions. (Before you grab your pitchfork and come for my head – relax. I’m not suggesting you cancel your next duck hunting trip. Put down the shotgun.)
These trips are fantastic for what they are – relationship builders with your existing customers. The problem? They do absolutely nothing for the hundreds of potential customers who have no clue WHO you are or WHAT you actually offer. That elk hunting trip might seal the deal, but only if prospects know you exist in the first place.
The Reality Check
According to McKinsey’s latest construction industry report, 80% of construction-related companies are lagging behind other industries in digital adoption. But here’s the kicker – Deloitte found that digital leaders in building materials are growing revenue 2.5x faster than their competitors.
Walk into any building materials company and ask: “How do you track your marketing ROI?” “Which marketing activities drive the most sales?” “What’s your customer acquisition cost?”
The answers usually involve vague gestures at relationships and brand awareness. Or worse, silence.
The Evolution Gap
The data tells the story: 72% of construction professionals are using their mobile devices to research building products and materials. Meanwhile, your sales team is still hoping to catch someone on-site with a box of donuts – a strategy that succeeds in meeting decision-makers only 20% of the time.
Your Sales Teams Are Stuck in 1995
The Contractor Trap
Your outside sales team is making their weekly “milk runs,” burning hours in windshield time, hoping to catch contractors between jobsites. Meanwhile, those same contractors are on their phones, finding solutions from companies that actually show up in their search results.
The Distributor Death Spiral
Manufacturers and distributors, you’re still betting on:
- Quarterly lunch-and-learns that put dealers to sleep
- Product binders that go straight into the recycling bin
- Sales reps spending days rearranging displays nobody looks at
- “Training sessions” that bore everyone involved
Ask yourself: When was the last time any of these activities brought in a new customer?
The “Word-of-Mouth” Delusion
“But our industry runs on relationships and referrals!”
Stop lying to yourself. Word-of-mouth isn’t a strategy – it’s what happens when you don’t have one.
The most telling statistic? 67% of building materials buyers now start their purchasing journey online. Yet only 35% of construction companies have any kind of company-wide digital strategy.
While you’re waiting for Bob to tell Steve about your “great service,” your competitors are:
- Dominating digital search results
- Building automated lead generation systems
- Creating content that actually helps their customers
- Tracking and converting opportunities systematically
The Path Forward (For Those Brave Enough to Take It)
- Build a Real Marketing Strategy- Yes, keep the hunting trips and branded gear – but as relationship enhancers, not your entire marketing plan. Create a comprehensive strategy that builds your brand and generates leads 24/7.
- Join the Digital Age- Stop running your multi-million dollar business on sticky notes and spreadsheets. Get proper systems in place to track what works.
- Kill the Milk Run Mentality- Transform those maintenance visits into strategic engagements that actually drive growth.
- Create a Digital Revenue Engine- Transform your website from a digital brochure into a lead generation machine.
- Modernize Your Channel Relationships- Replace mind-numbing lunch-and-learns with training systems that actually drive sales.
The Brutal Truth
The gap between modern, growth-focused building materials companies and those stuck in the past gets wider every day. Your industry is changing faster than ever. Your customers have already adapted. Your competitors are making moves.
Meanwhile, you’re still planning next week’s milk run.
GRIT Tip
Text your best customer right now: “What’s your biggest job site headache this week?” Their answer is your next marketing message.
Ready to stop bleeding market share and start dominating your market? Let’s talk about how to help your building materials company thrive in the modern age.
Schedule Your Growth Strategy Session with Grit Blueprint now.
Do you have any questions about modernizing your building materials marketing?
Let’s connect.
