How to reach designers, installers and end customers in the marketing of building materials?

Selling building materials on the Internet — why is it important?

Purchases of building materials in online channels are becoming increasingly popular, but at the same time they introduce a lot of difficulties due to the diversity of target groups. Effective sales in this area requires an understanding of the entire decision-making process, which includes three key groups: designers (specifiers), installers (multipliers) and end customers. Designers, that is, architects and engineers, are responsible for the technical specification of products already at the design stage of the building and decide which materials will appear in the design. Installers are a group of intermediaries who assemble materials and recommend them on the construction site — their role in the selection of brands is enormous, as confirmed by research:

“74% of U.S. retail customers in 2023 relied on installer recommendations when purchasing building materials” Statista, Consumer Preferences in Construction Materials, 2023

In turn, end customers expect intuitive tools that simplify product selection and speed up the purchasing process. Combining these needs is a challenge for manufacturers — how to simultaneously provide designers with precise data, support installers in the sales process and engage end customers? The answer is modern technologies: BIM, mobile applications, 3D visualizers and digital marketing.

Engage designers with BIM libraries and product data

First of all, we should enable designers to easily and quickly access reliable product data — technical parameters, compliance with standards or information on sustainable development. The challenge is to provide this information in a format that is integrated with the tools they use, as well as maintaining full control over the data, especially when libraries are made available on external platforms. According to the 2022 NBS report:

“As many as 65% of designers consider high-quality BIM data to be crucial when choosing materials, and 73% prefer to download it directly from the manufacturer, perceiving such a source as more reliable” NBS National BIM Report 2022.

To increase sales and confidence of designers, manufacturers should make their own BIM libraries available directly on their websites, keep them up to date, and extend data to support design decisions, such as ETIM standards or carbon footprint information. A good example is OBO Bettermann, which has created a BIM library on its website, allowing designers to access detailed information about cable gutter systems and gaining greater recognition in the industry.

Installers as another distribution channel for building materials

Installers play a huge role in the sales process because they have direct contact with the end customer and are often the ones who recommend specific solutions on the construction site. The lack of the right digital tools reduces their loyalty to the manufacturer and, as a result, reduces the number of sales made.

According to a 2023 Construction Business Owner survey, as many as 82% of installers in the US prefer to work with manufacturers that offer digital tools such as mobile apps.

Modern solutions to support installers can include digital assembly instructions available after scanning a QR code, product configurators that allow you to quickly select suitable variants or offer generators that allow you to add margin and your own branding. Augmented reality (AR) tools are also increasingly used, which allow you to present a product in a real environment, increasing the engagement of the end customer. The implementation of such tools pays off — this is confirmed by the example of our client, who, thanks to a dedicated mobile application, enabled installers to effectively place their products in construction projects, shortening sales times and strengthening relationships with contractors.

Engaging end customers — 3D visualizations and configurators in construction marketing

End customers are often overwhelmed by the complexity of construction products and need solutions that simplify the selection process. 3D visualizers and online configurators are becoming standard — they allow you to personalize products (e.g. choice of color, size) and present them in a realistic context. The data confirm the effectiveness of this approach:

80% of customers in 2023 said that 3D visualizations increased their confidence when purchasing building materials. – Statista, Consumer Trends in Construction and Home Improvement, 2023.

At the same time, the importance of customer service automation is growing — 75% of AECO companies plan to invest in AI to accelerate customer service processes [Autodesk State of Design & Make 2024]. Manufacturers who combine these technologies can not only increase conversion, but also reduce response time to RFPs. A good example is Aliaxis, which with the Akasison AutoPlanner tool has automated the analysis of CAD designs for vacuum drainage systems — the bid preparation process was reduced from six weeks to three days, which directly translated into more winning contracts.

Consistency of product data in marketing channels — the importance of PIM in the construction industry

Consistent product data is the foundation of effective marketing — the lack of it creates chaos in communication and lowers customer trust. Differences between information in BIM libraries, mobile applications and advertising materials can lead to design errors and loss of brand reputation. Centralizing data through PIM systems allows you to synchronize all channels and ensure that designers, installers and end customers benefit from the same, always up-to-date information.

78% of construction manufacturers that implemented PIM systems saw a 10% increase in sales. – Forrester, 2023

Marketing strategies for material manufacturers — how to combine the needs of three groups of consumers?

Manufacturers of building materials who want to effectively increase sales must address the needs of three target groups in parallel. Designers require reliable, up-to-date BIM libraries available directly from the manufacturer's website. Installers need digital tools that speed up the sales process and enable them to present their offer to customers in a professional manner. End customers expect solutions that help them easily and quickly select the right product — from 3D visualizers to automated query handling. Inspired by the examples of companies such as Uponor, OBO Bettermann or Aliaxis, you can build marketing strategies that combine these needs and increase the participation of products in construction projects.