Hanley Wood Releases BUILDER 2015 Brand Use Study

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Survey Confirms Builders are Increasingly Open to New Brands and Products

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 2015 BUILDER Brand Use Study to its building product manufacturer customers. Results from this year’s study show continued movement in brand leaders compared to 2014, and an increase in willingness among builders to try new brands.

For more than 20 years, BUILDER – the leading media brand for the residential construction industry, has issued its annual Brand Use Study. The report has become one of the most anticipated industry resources for trends and information. The 2015 study was conducted in collaboration with The Farnsworth Group, a leading industry market research firm, and represents a sample of 1,128 builders, builder/developers and general contractors.

The 2015 BUILDER Brand Use Study indicates that respondents are delivering homes at higher price points in comparison to data from the 2014 edition. This year’s survey indicated that 55% of respondents are offering homes with an average sale price of $300,000 or more. The survey also found that 63% of respondents indicate an interest in trying building product brands that they haven’t used in the past. The top reasons: interest in new or more advanced product features. Respondents also indicated they are building new or different types of housing, with corresponding ranges in quality.

Of the building product brands noted as “Brand Leaders” in this year’s study, 29 percent are new or have changed brand leader positions, compared to last year’s results. This demonstrates the continued interest among builders to try new brands that they haven’t used in the past.

“Our 2015 BUILDER Brand Use Study confirms that it is critical for building product manufacturers to demonstrate new or advanced product features, performance and quality,” said Paul Tourbaf, Group President, Residential Construction Group. “Highlighting these features combined with brand reputation and strong brand identity will drive adoption and usage among builders in today’s market.”

The BUILDER Brand Use Study examined:

  •     Brand familiarity, brands used most, brands used within 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

Published by Hanley Wood, BUILDER is the 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 information, media, event, and strategic marketing services company serving the residential, commercial design and construction industries. Utilizing the largest editorial- and analytics-driven construction market database, the company produces powerful market data and insights; award-winning publications, newsletters and websites; high-profile executive events; and strategic marketing solutions. To learn more, visit hanleywood.com.

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John Crosby
Hanley Wood
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since: 03/2009
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