McKinsey reports that as we move into 2026, every purchase is being weighed more carefully. Value is being scrutinized purchase by purchase. In this climate, loyalty isn’t just a nice-to-have. It’s what keeps brands on the short list… when every decision is under the microscope.
For building product brands, this evaluation shows up on job sites. And inside complex project bids.
Contractors, architects, and developers simply don’t have time to question every choice. So they avoid decision–making processes… that tend to adversely affect constricted timelines.
Instead, these audiences lean into the brands that have earned their trust over time. The ones that are easy to work with – consistently reliable – and aligned with their values. That’s why loyalty as a key ingredient continues to be one of the most important levers in building product marketing.
Loyalty Programs: From Points to Purpose
Across construction and building products categories, loyalty is shifting from “points and percentage-off”… to programs that are much more relevant. Forbes recently highlighted how leading brands are moving toward recognition, access, and community.
Rather than traditional discounts.
Audience communities want to feel recognized and valued – and they want loyalty programs that reflect what a brand stands for – not just what’s on sale, in the “winter buy” promotion.
According to Business Insider, nearly 34 million Starbucks Rewards members now account for roughly 60% of the company’s sales. Yes, it’s clear that engaged audiences buy more, more often – because they see a real payoff – and feel like insiders.
Rather than, mere transactions.
The same principle applies in marketing building materials. Loyalty programs for pros work best when they’re:
- Frictionless – Easy to enroll and easy to earn. Most importantly, easy to redeem.
- Personalized – Based on the kinds of projects, SKUs, and timelines… pros actually manage.
- Purpose-driven – Aligned with what matters to them: better margins with fewer callbacks. Safer installs and ongoing education.
Loyalty becomes a “permission engine” for first–party data when pros see the value. They’ll share project types, preferred products, and training needs… when the experience is smooth. And the rewards feel meaningful. That’s the goal in creating loyalty: deeper insight, less guesswork, and more relevant communication.
Three Tips for Creating Professional Networks: Where Loyalty Really Compounds
A recommendation from a contractor who hosts robust influencer communities can outweigh an entire ad campaign… especially when that contractor says, “I use this brand on every job.”
That’s the power of a structured ProNetwork:
- Qualification – Training and standards that turn pros into certified ambassadors.
- Connection – Routing leads directly from the manufacturer’s marketing… into the hands of trusted installers.
- Recognition – Tiered status and visibility on “Find a Pro” directories, integrated into co–branded marketing support.
Every completed project generates ripples of potential new business: the builder’s subsequent development and the architect’s following spec.
When each experience connects with referral systems – incentives, testimonial campaigns, and thoughtful follow–ups – loyalty doesn’t just sit still… it grows.
Retaining and nurturing pros can be dramatically more profitable than constantly chasing the next “new” customer.
Authenticity: The Glue That Holds Loyalty Together
Loyalty programs and networks are only as strong as the authenticity behind them. Today’s contractors – as well as their dealers and distributors – expect brands to act in ways that are consistent with the promises made.
How they communicate. How they show up on job sites. And how they support pros when challenges arise.
Community engagement, sustainability, and cultural sensitivity help brands stay relevant while strengthening trust.
In an age when content overload is automated…authenticity stands out.
In our recent AI-focused article, we noted that as AI-generated messaging grows louder, brands that sound genuinely human will be easier to trust – and easier to remember.
Pros can tell there are real people behind the brand, paying attention and acting on what they hear.
The Takeaway: Loyalty As a Long–Term Advantage
If you’re interested in building more loyalty with the contractors, architects, and dealers your brand depends on, we’re here to help. Email Steve at sk@kleberandassociates.com to start a conversation about how loyalty can become your most reliable engine for growth.
