Today, families across Mexico and the United States are honoring Día de los Muertos… the Day of the Dead.
At the center of this experience is the “ofrenda.” A home altar designed to welcome back loved ones who have passed. Surrounded by memorable photographs and candles. Their favorite foods… as well as bread served during this time, known as Pan de Muerto.
Perhaps most notable – the bright orange marigold – whose scent is believed to guide them home.
It’s notable that home fragrance brand, Air Wick built an entire campaign around that important scent… a three-minute film without a single word of dialogue. More than 2.6 million audience views later, no one needed to be told what product was being offered for sale.
That is the difference between a brand being known… and mattering.
Nearly one-in-three construction workers in this country is Hispanic. Most building product brands know it. Yet, too few have earned a real place in how Hispanic contractors work.
The Audience Building America’s Homes
NAHB released new analysis this month. Hispanic workers now make up 32.8 percent of the construction labor force. Nearly double… compared across all industries.
In 2010, that share was 23.6 percent. Headcount has grown from 2.5 million workers to some 4 million.
Geography sharpens the picture. Hispanic trades account for 65.6 percent of the construction workforce in New Mexico. 61.3 percent in Texas and 59.7 percent in California.
Demand is rising to complement supply. Hispanic households continue to drive household formation and buying power across the country.
This is not an emerging segment. It is a core of the jobsite.
Closest to the Product
Roughly three of every four drywall installers are Hispanic. Nearly two-thirds of roofers and painters are as well. Carpet and tile installers come in at 59.8 percent. Insulation workers at 44.4 percent.
Every one of those trades has risen above the industry average.
These are the crews who open the box. Read the instructions… or don’t. And who decide whether a new system saves an afternoon. Or costs one.
And they are the voices the next crew trusts – when they are deciding – which brand to buy.
Owners… Not Only Installers
The bigger story today is ownership.
In fact, construction is the No. 1 sector for Hispanic-owned employer businesses in the country – some 70,571 firms – according to the Census Bureau.
These owners choose the supplier. Approve the substitution. And decide which product gets loaded on the truck.
Interestingly, women now make up 7.3 percent of Hispanic construction workers.
Nearly double their share in 2011.
Treat the community as labor alone and the purchase decision may be missed… this is a robust growth market.
Understanding Before Messaging
Too many building product brands continue to approach this audience from the wrong vantage. Building the campaign in English. Translating it and then calling it done.
Translation, of course, is critical. Getting that right demonstrates respect. And prevents costly mistakes in the field. Regrettably… it is also where most sales and marketing programs fall short.
Understanding, must come first. What does a day with this crew actually look like? Where does a new product create friction? Who does the building owner call when something goes wrong?
Most importantly – what makes that pro – proud of the work?
Answer those questions… and the decisions become clearer.
Visual storytelling travels. An installation video – even with the audio off – serves a first-generation installer. As well as a bilingual foreman. And an English-dominant owner alike.
Hands-on demonstration. Real job-site conditions.
Hispanic professionals showcased as experts… not as mere bystanders.
Spanish-language training material remains scarce across construction. The brands that matter – fill that gap with genuinely useful content – and earn the recognition that no advertising can purchase.
That is emotional connection. Built on usefulness.
Relevance Is Earned All Year
A holiday is a moment. A relationship… is a strategy.
And the places to build that relationship are multiplying.
This September, the Latino Builders Show debuted at the Baltimore Convention Center. A full day of classes – education and live product demonstrations – as well as networking, built for Latino contractors and business owners. Pella signed on as premium partner. LP was prominent there too.
Earlier in the month, Expo Contratista introduced its own Latino Build Show in Phoenix… celebrating the importance of Latino trade professionals in live product installations.
Notice when these brands stepped up. Not after the shows proved themselves.
Rather… in year one.
Brands making real progress with Hispanic contractors invest where trust already lives. Hispanic contractor associations. Local chambers of commerce. Distributor demo days. Certification programs where a crew leader can complete in the most familiar language.
They feature Hispanic business owners, foremen and installers in case studies and product launches. Not once a year.
As a matter of course.
One Last Thought
Air Wick could have run a fragrance ad with a marigold in the corner. It would have been seen. And probably forgotten.
Instead, the brand understood its audience well enough to say nothing at all… and still be understood.
Building product brands already know the importance of Hispanic contractors.
The numbers make this audience impossible to miss.
Being known… is not the same as mattering
Helping building product brands earn that place – from the jobsite to the distributor counter – is work our team recognizes confidently.
Take a look at our five-minute K&A Hispanic Contractor Commercialization Assessment™. It’s a practical place to start. Learn how your brand may be ready… and where growth is being left on the table.
I would welcome the opportunity to discuss your results in a private setting together. And explore what truly understanding this audience… could look like for your success in 2027.
Simply email at sk@kleberandassociates.com to get the conversation started.
404-918-5700
