You make an important building product. But feel disconnected from the architects and builders who specify and install it.
For years, manufactures have relied on distributors to “push” their products. Yet marketers have come to learn… that is not enough.
In fact, some 70% of the buying journey happens before anyone engages with a salesperson.
So, take back control and generate more, actionable leads.
By building a direct line to an audience of prospects… significant demand can be created.
Why Lead Generation Needs to Evolve in Building Products
Lead generation in the building products industry continues to undergo a transformation requiring more sophisticated, data-driven approaches.
Specifiers, influencers and building owners are conducting their own research. Limited brand visibility, unclear attribution in multi-touch sales cycles and fragmented tech stacks are common challenges. The good news? The rise of AI tools and automation is unlocking new efficiencies and insights.
Making modern lead generation more accessible – and effective – than ever.
Six Core Pillars of Modern Lead Generation for Building Products
Moving beyond traditional approaches requires a strategic focus on several key areas:
- Own Your Demand: Develop contractor loyalty programs and specifier portals with dedicated landing sites… designed to capture leads directly.
- Strategic Content Development: Content is the fuel for lead generation. So, go beyond basic product brochures. And focus instead, on creating resources that solve problems. Consider comprehensive buyer’s guides and CEU training. High-value lead magnets are essential… including project calculator tools and downloadable spec sheets. Every brand must offer an authority-building article. As well as a high-value download – targeted to capture interest – and contact information.
- Marketing Automation & CRM Integration: Implement a lead scoring program, based on site-visitor behavior to identify priority audiences. Develop nurture tracks – tailored to different personas – and buying stages. Followup with case studies, installation tips and product benefit analysis.
- Attribution & Analytics: By tagging leads-by-campaign, persona and funnel stage… marketing efforts can better align with closed-won revenue. The result? Increased visibility into what’s driving actual demand.
- Lead Sources Beyond the Obvious: Integrate construction project data from sources including Dodge and ConstructConnect. Enable precision targeting – while leveraging programmatic advertising – to generate in-market interest.
- AI as a Force Multiplier: Artificial intelligence isn’t merely a buzzword… it’s now a powerful tool for lead generation. AI can power predictive lead scoring models. Allowing sales teams to prioritize follow-ups more effectively. What’s more, conversational AI chatbots can capture leads on landing sites – engaging visitors 24/7 – all while gathering crucial information.
Case Examples / Performance Benchmarks
James Hardie’s breakthrough direct-to-homeowner initiative, demonstrates the power of “owning” the audience relationship. We’ve seen manufacturers triple their qualified leads by integrating content and CRM strategies. Targeted email campaigns can achieve open rates of 30–35% and click-through rates of 5–10%
In long-cycle categories, about 1 in 5 marketing-qualified leads will convert into a quote… underscoring the importance of nurturing.
What’s Next: Building a Smarter Funnel
To truly build a smarter funnel for installed building products, it’s critical to match your message to each persona… whether it’s a builder, specifier or dealer.
Consider Account-Based Marketing (ABM) strategies for high-value accounts like top multifamily – and hospitality – developers. Optimize website conversions by implementing interactive tools and streamlined forms.
Most importantly, leverage scalable infrastructure, marketing automation platforms and enriched data to develop a strong foundation for future lead generation efforts.
Action Steps for 2026 Planning
As you plan for the new year and targeting for increased building material sales… start by auditing current lead generation funnels.
Where are the leaks? Identify tech gaps.
Are there effective scoring, nurturing and attributing for leads? Build out a “campaign + content + channel” matrix… for each target persona.
Launch a single lead generation pilot. Measure the effectiveness – learn from the results – and then scale what works.
By strategically evolving lead generation practices… you can drive significant growth for your builder products brand.
I’m happy to offer a complimentary 20-minute consultation to discuss how these tools and processes can boost your ROI. Send a message to sk@kleberandassociates.com to connect.
