Why Your Building Products Brand Needs Influencer Marketing, And How to Do It Right
The Industry Shift: How Digital Influence is Reshaping Building Product Sales
The way customers buy building products, construction materials, and home finishes is evolving. In the past, manufacturers relied heavily on trade shows, print ads, and distributor relationships to drive sales. But today, 94% of B2B buyers conduct online research before making a purchasing decision (Google). That research happens on social media, YouTube, home improvement blogs, and industry websites, often led by construction influencers, remodeling experts, and design professionals who shape industry conversations.
If your building materials brand isn’t visible where your buyers are looking, you’re already behind.
What CEOs Get Wrong About Influencer Marketing in the Building Industry
Myth #1: "Influencer marketing is only for consumer brands."
✅ Reality: Leading companies like Cornerstone Building Brands, PGT Innovations, and Quikrete use influencers to reach homeowners, architects, general contractors, and interior designers, driving both demand and dealer sales.
Myth #2: "It’s impossible to measure ROI."
✅ Reality: Influencer marketing is trackable through brand awareness, engagement, website traffic, lead generation, and sales influence; just like other construction marketing strategies.
Myth #3: "We don’t need influencers—we have sales reps."
✅ Reality: Buyers do research before ever talking to a sales rep. If they aren’t finding credible influencer content about your home renovation products or building materials, they’re looking at your competitor’s instead.
The New B2B Sales Funnel: How Influencers Drive Dealer and Consumer Demand
Influencers don’t just build awareness—they create demand that filters through the entire supply chain. Here’s how it works:
Homeowners: See a product used by an HGTV influencer → Ask their contractor for it.
Contractors & Architects: Follow construction influencers, building material bloggers, and renovation professionals → Trust their recommendations and specify the product.
Dealers & Distributors: See increasing demand → Stock more of your product.
📌 Example: PGT Innovations partnered with Brian & Mika Kleinschmidt and “Rock the Block” to showcase their windows and doors in high-profile home makeovers, generating buzz and demand at the homeowner and contractor level. See the case study.
The Smart CEO’s Guide to Influencer Marketing in Building Products
Step 1: Identify the right influencers (not just big names, but those who influence your buyers in construction, home improvement, and design).
Step 2: Focus on storytelling, not just selling (how does your exterior cladding, engineered wood, or flooring improve real projects?).
Step 3: Measure success using the right KPIs (not just likes, but website visits, qualified leads, and dealer inquiries).
Step 4: Start small—there is a strategy for every budget. Pilot with a micro-influencer campaign and scale based on results.
Who’s Doing It Right and Using Influencers Effectively?
KBIS & Designhounds: At KBIS 2024, top industry influencers, the Designhounds, partnered with brands like Signature Kitchen Suite and WestLake Royal Building Products to showcase their innovations and generate industry-wide engagement. Read more
Quikrete & Ben Uyeda: DIY-friendly influencer content that turned concrete products into a trend. Watch the campaign
Rust-Oleum & Scott McGillivray: HGTV-backed home renovation campaign for paint and coatings. See the project
Rock the Block Season 5 & Multiple Brands: Various building product companies strategically placed their materials in the show, boosting consumer awareness and driving demand through engaging renovation content. Explore the partnerships
The Competitive Risk of Doing Nothing
Your competitors are already investing in influencer marketing.
Your customers are already searching online—if they don’t find your construction materials, siding, or cabinetry, they’ll find someone else’s.
The brands that own the digital conversation today will dominate building materials market share tomorrow.
📌 Final Thought: The question isn’t “Should we use influencers?”—it’s “How fast can we integrate them into our home improvement marketing strategy before our competitors win?”
Next Steps
💡 Want a tailored roadmap for using influencer marketing in your building products business? Let’s talk. 🚀