Washington, DC – April 13, 2016 – Hanley Wood, the premier information, media, event, and strategic marketing services company serving the residential, commercial design and construction industries, has unveiled the findings of the 2016 BUILDER Brand Use Study to its building product manufacturer customers. This year’s results continue to show movement in brand leaders compared to 2015, and an increase in willingness among builders to try out new brands.
“Home builders continue to rely on strong brands to help them differentiate and sell homes to a more discerning home buyer,” said Paul Tourbaf, President, Hanley Wood Residential Construction Group. “It’s clear that building product manufacturers must demonstrate new or advanced product features, performance and quality to drive adoption and usage among builders in today’s market.”
For more than 20 years, BUILDER—the leading media brand in the residential construction industry, has issued its annual Brand Use Study. The report has become one of the most anticipated industry resources for trends, brand and product information. The 2016 study was conducted in collaboration with The Farnsworth Group, a leading industry market research firm, and represents a sample of 1,308 builders, builder/developers and general contractors.
This year’s findings show that builder respondents are continuing to deliver homes at higher price points in comparison to data from the 2015 study (57% of respondents are offering homes with an average sale price of $300,000 or more compared to 55% last year.) Another interesting finding from this year’s study—a greater number of builders indicated an interest in trying building product brands that they haven’t used in the past (64% indicated they are more willing to try new products.) The top three reasons for the willingness to try new products include advanced or new product features, quality and building new or different housing types.
The BUILDER Brand Use Study examined:
· Brand familiarity, brands used most, brands used within the past two years and brand quality across 70 building product categories
· Analysis of brand metrics by size of builder, sale price of homes built and geographic region
· Respondents’ willingness to try to brands they haven’t used in the past
· Decision-maker involvement in the final building product selection process
· Importance of factors influencing brand selection
The 2016 BUILDER Brand Use Survey results can be found on BUILDER’s website here: builderonline.com/2016-brand-use-study
Hanley Wood’s BUILDER is the leading authority in the residential construction industry and serves as the magazine of the National Association of Home Builders (NAHB). For more than three decades, BUILDER has provided essential news, information and resources about products, technologies, trends, regulatory requirements and best practices to help home building professionals build smart.
About Hanley Wood
Hanley Wood is the premier company serving the information, media, and marketing needs of the residential, commercial design and construction industry. Utilizing the largest analytics and editorially driven Construction Industry Database, the company provides business intelligence and data-driven services. The company produces award-winning media, both digital and print, high-profile executive events, and strategic marketing solutions. To learn more, visit hanleywood.com.