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Hanley Wood Announces Results of BUILDER 2014 Brand Use Study




WASHINGTON, DC (November 25, 2013) — Builders are demonstrating a greater willingness among builders to try new brands and a greater emphasis on product performance for the brands they use, according to the BUILDER 2014 Brand Use Study released today by Hanley Wood.

For more than 20 years, the BUILDER Brand Use Study has proved to be one of the most-anticipated industry resources for trends and information. This year’s study was conducted in collaboration with Readex Research and represents a sample of 74,669 builders, builder/developers and general contractors.

“The BUILDER Brand Use Study is a benchmark resource for the residential construction industry,” noted Peter Goldstone, CEO of Hanley Wood. “Building product manufacturers rely on us for industry-best data and insights, and this year’s study proves it once again.”

This year’s research examined:

  • Brand familiarity, brands used most, brands used the past two years and brand quality across 69 building product categories
  • Analysis of brand metrics by size of builder, sale price of homes built and geographic region
  • Respondents’ willingness to try brands they haven’t used in the past
  • Decision-maker involvement  in the final building product selection process
  • Importance of factors influencing brand selection

Top data points from the 2014 study:

  • The top reasons builders consider new building product brands: advanced and/or new features, followed by quality and price.
  • Twenty-four percent of the building product brands noted as “Brand Leaders” in this year’s study are new compared to 2013, a trend that has grown over two years.
  • Product performance was the most important factor influencing brand selection.

Respondents to the 2014 BUILDER Brand Use Study continue to increase new home production volume, consistent with the ongoing housing recovery. Respondents are delivering homes at higher price points as compared to last year. The study also found that 58% of builders indicate an interest in trying new building product brands they have not used in the past two years. Results were significantly higher, at 68%, among larger builders who are building 25 or more homes.

“Strong brand identity is as important as ever to builders as reliable, reputable brands help to differentiate and sell homes to a more discerning homebuyer,” said Jeff Calore, executive vice president of Hanley Wood’s Residential Construction Group. “This year’s study results show that product performance, reliability and innovation are equally as important. Manufacturers that can demonstrate product performance, communicate new product features and leverage their brand leadership position to homebuilders stand to capture disproportionately more volume as the market continues to recover.”

BUILDER is the leading media brand 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. With the deepest and broadest integrated platform encompassing print, online, events, data and marketing services, BUILDER is the most trusted and valued source for homebuilders, architects and other industry professionals across the country.

The 2014 Brand Use Study results will receive in-depth editorial coverage in print and online in BUILDER’s 2014 Buyer’s Guide and Web Directory next April. For an analysis of the survey results, or to schedule a meeting to see how specific brands rank across the study, contact Edwin Kraft (ekraft@hanleywood.com ) or your BUILDER Regional Sales Manager.

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