Your Customers Have Changed. Has Your Marketing?
Why the Building Products & Home Finishes Industry Is Falling Behind
For decades, the home improvement industry has relied on traditional marketing tactics like trade shows, print ads, distributor relationships, and word-of-mouth referrals. While these methods have played a critical role, the buying journey has changed dramatically in recent years.
Homeowners, builders, and contractors no longer make purchasing decisions the same way. Today’s buyers research online first, expect highly tailored experiences, and look for educational content before engaging with a sales team.
Yet, many building products and home finishes companies are struggling to keep up.
The result?
Missed revenue opportunities - because competitors with stronger digital presences are winning.
A fragmented customer experience - because marketing, sales, and brand messaging aren’t aligned.
Inefficient marketing spend - because companies are still investing heavily in outdated tactics that don’t provide measurable ROI.
If you’re seeing stagnant growth or a lack of engagement with your marketing, it’s time to rethink your strategy.
How to Compete in 2025 and Beyond
To thrive in today’s market, home improvement brands must embrace modern marketing strategies that are:
Digital-First: Buyers expect to find you before they need you. That means investing in branding, SEO, content marketing, and targeted digital campaigns.
Customer-Centric: The best marketing is about solving problems, not just selling products. Education-based marketing builds trust and long-term loyalty.
Data-Driven: Gut instinct alone is not enough. Measuring customer behavior, lead quality, and marketing performance ensures smarter investments.
Brand-Differentiated: Generic messaging won’t cut it. Your brand needs a clear, compelling value proposition that separates you from competitors.
This is where modern, strategic marketing can supercharge growth.
At DHX Consulting, I’ve helped brands in the building materials space double brand awareness, increase conversion rates, and shorten sales cycles, all by implementing data-driven, multi-channel marketing strategies.
3 Key Shifts You Need to Make Today
1️.) Shift from Product-Focused to Customer-Focused Marketing
❌ Outdated Approach: Talking only about product features and specs.
✅ Modern Approach: Addressing customer pain points, educating buyers, and showcasing real-world solutions. Why? It speaks directly to a problem your customer is trying to solve.
Example: Instead of a post that says, “Our windows are made with high-performance glass,” say: “Did you know energy-efficient windows can cut home heating costs by up to 30%? Here’s how to choose the right ones.”
2️.) Move Beyond Traditional Marketing into a Multi-Channel Strategy
❌ Outdated Approach: Relying only on print ads, trade shows, and sales reps.
✅ Modern Approach: Creating SEO-optimized content, thought leadership, and digital ad campaigns that generate inbound leads. A data-backed content marketing strategy can increase brand engagement by 200%+ in just a year, something I’ve implemented successfully for industry leaders.
3️.) Use Data to Optimize Every Marketing Investment
❌ Outdated Approach: Running campaigns without clear KPIs or ROI tracking.
✅ Modern Approach: Using analytics to measure which channels, messages, and tactics drive real conversions.
Example: If your email campaigns generate more leads than your PPC ads, your budget should reflect that. Marketing success is measurable when data guides your decisions.
Final Thoughts: Is Your Marketing Strategy Ready for the Future?
The companies that embrace change now will dominate the home improvement market in the next five years. Those who cling to outdated marketing tactics will struggle to compete.
If your company is looking for:
Faster growth
Higher-quality leads
A stronger market position
Then it’s time to rethink your approach.
📩 Want to transform your marketing strategy? Let’s talk. I specialize in helping home improvement brands build data-driven, modern marketing programs that drive measurable results.