10 Uncommon Strategies Building Material Brands Should Be Using (But Probably Aren’t)
Let’s be honest. Marketing in the building materials space can feel like shouting into the void. Traditional tactics aren’t cutting it. And with longer sales cycles and a complex buyer landscape, standing out requires more than “just showing up.”
At Point To Point, we specialize in helping Building Product Manufacturers (BPMs) get noticed, get specified, and get installed. That means thinking differently. And strategically. About how to engage architects, specifiers, and contractors.
Here are 10 underused (but highly effective) strategies we recommend building brands start using today:
1. Launch a Podcast
Architects and product decision-makers are listening. Start a podcast that showcases your partnerships, projects, and perspectives, or get featured as a guest on existing industry podcasts to build visibility with credibility. We even did this, check it out at Inside the Spec.
2. Share Project Progress in Real Time
Don’t wait for the “after” photos. Share behind-the-scenes updates as your product is being installed. It builds excitement and shows your product at work in the real world.
3. Feature a “Project of the Month”
Use a project as a storytelling device. From design intent to install, highlight what made this project unique and break the content down for use across LinkedIn, email, and your website.
4. Publish Architectural Trend Reports
You don’t need to be an interior brand to talk trends. Comment on building code shifts, sustainable materials, or advances in building science. Own your category and educate your audience.
5. Create a Case Study Booklet
You’ve already written case studies, don’t let them live and die on your website. Package your best work into a print-ready or digital booklet to support sales, trade shows, and rep outreach.
6. Customize by Region
Building codes, climates, and styles vary dramatically by geography. Create modular brochures that reflect regional specs, challenges, and aesthetic preferences.
7. Host Architect Networking Events
Build relationships outside the project cycle. Local happy hours or lunch-and-learns (especially for younger designers) can create long-term loyalty.
8. Build an Install Video Library
Architects don’t want surprises. A robust install video series—especially for complex products—can help build trust and confidence with specifiers.
9. Offer Spec-Writing Workshops
Want to be the brand that gets the full system spec’d? Offer co-hosted spec-writing workshops with complementary brands. It’s value-added, educational, and positions your team as experts.
10. Add an AI Chatbot
Architects and contractors don’t want to wait. A simple AI chatbot on your site (via tools like HubSpot or Salesforce) can help visitors get answers, access files, and book meetings, fast.
Final Word
If your current marketing feels like it’s not delivering the leads, or the spec, you want, it might be time to get a little more uncommon.
Let’s talk about how we can use these strategies (and a few more we keep close to the vest) to help your brand earn attention and grow share.