There’s a sea change happening in building materials marketing that can dramatically impact your brand’s reputation and sales. A line of thinking that challenges the status quo of who drives demand, when it is created and how influence flows across the value chain.
This evolution is driven by rapidly changing consumer behavior, digital engagement and the growing influence homeowners have over product selection. In particular, homeowners have become increasingly involved in renovation and design decisions.
The building materials industry is no stranger to “push” and “pull” marketing. There has always been the push to move products through the supply chain by targeting contractors, builders, distributors and dealers. If those audiences are familiar with your product, trust its performance and benefit financially from using it, they are far more likely to recommend and install it consistently. It’s tried and true.
But thanks to the explosion of the internet and social media, today’s homeowners are far more knowledgeable and empowered than ever before. Recent studies from the Home Improvement Research Institute found nearly half of homeowners start research on retailer websites, and 1 in 3 homeowners reported spending 25%+ more on home improvement purchases because of content seen on social media.
This new reality is fueling a trend, truthfully a need, to complement the traditional push of building materials brands with pull marketing strategies, targeting homeowners directly.
Historically, homeowners deferred to contractors (there just wasn’t much of a need to “pull”), but that dynamic has changed. Research shows that homeowners are now more design savvy, conducting online queries and deeply engaging in product selection before and during projects. This has created a real opportunity for manufacturers to build brand preference earlier in the sales process, which is precisely the purpose of pull marketing. Brands can begin to engage and influence decision-making at the very start of a customer journey, even before a contractor is selected.
When homeowners develop a preference for a brand (for example, a specific roofing shingle or siding style), they bring that preference into conversations with contractors. Now instead of relying solely on contractor recommendation, manufacturers can nurture homeowners into brand advocates who generate demand that flows backward through the channel. That’s the power of the pull.
Owens Corning Roofing (an Interrupt client) is a strong example of this strategy. The company has invested in campaigns that educate and inspire homeowners, helping them see their shingles not just as functional necessity but as a key component of a well-coordinated exterior design.
Under the theme of “For a Roof You’ll Really Love™,” we’ve helped Owens Corning tell the story that replacing a roof is no ordinary project. It’s an extraordinary opportunity to love your home even more. Through influencer partnerships and other digital initiatives, Owens Corning is meeting homeowners where they are – online – to empower them to confidently choose materials and even specific colors.
James Hardie has taken a comparable approach. Their “It’s Possible™” campaign marked a deliberate move toward consumer-focused marketing, using emotional storytelling and mass media to inspire homeowners and position its siding as a key part of creating a dream home.
Both brands have also brought a sense of playfulness to their efforts, promoting interactive tools like online visualizers that allow homeowners to experiment with styles, reinforcing engagement with the decision process. Creating demand at the consumer level so homeowners actively request your brand requires this level of deep commitment to brand awareness, education and inspiration.
So given this changing landscape, should you just be all about a pull strategy? In practice, the most effective approach is to maximize the benefits of both push and pull. Push marketing ensures strong relationships and adoption among contractors. At the same time, manufacturers that successfully engage homeowners can increase brand awareness, command premium positioning and drive higher-margin sales.
As homeowners continue to play a more active role in home improvement decisions, companies that balance contractor relationships with direct consumer engagement will be best positioned for growth. Leveraging the synergy of push and pull – contractors motivated to use the product and homeowners asking for it – can result in stronger conversion rates and long-term brand loyalty.
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