Mid-Year Economic Report for Building Product Brands

Traditionally, a mid-year economic report provides a clear direction.

In today’s economy shadowed by uncertainty, the temptation is to wait for more clarity. Less volatility.

Maybe even fewer headlines.

But history and data continue to show – that the brands that grow in uncertain times – are the ones that take bold action.

While others… sit still.

Mid-Year Economic Report – The Fog May Be Lifting

June has brought us “green shoots” of optimism. In fact, Fannie Mae’s most recent National Housing Survey® shows that consumers displayed a more favorable view of buying a house in May. The Home Purchase Sentiment Index (HSPI) was up 4.3 points to 73.5 over April, and up 4.1 points year over year from May 2024.

Credit conditions for builders eased in the first quarter of 2025 as 1-4 family residential construction loans rose for the first time in two years, according to the FDIC. 

Total construction starts rose 13% in May as reported by Dodge Construction Data & Analytics.

Commercial starts were 28% higher… contributing to stronger retail, office and warehouse production.

Multifamily building permits are up 13% year-over-year. According to CoStar, the U.S. apartment vacancy rate peaked in late 2024. With completions forecasted to drop 45% this year, the supply-demand imbalance likely will drive tighter markets… and higher rents.

The multifamily sector is entering a constrained phase – marked by shrinking supply, suppressed starts – and surging demand.

In short: a demand supply crunch is looming.

And those who can supply – and support it – will win.

Don’t Let Hesitation Become Strategy

Challenger brands are regaining confidence. Realizing there’s risk in waiting. When others go dark, every message stands out more.

When competitors scale back – continued presence – commands share of voice.

And share of mind.

We’ve experienced this time and again:

James Hardie – (2008–2011) Housing Crash

• Increased marketing – while competitors cut back – to take market share from commoditized vinyl siding.
• Expanded contractor programs, while adding new SKUs (and textures) to appeal to higher-end remodeling segments.
• Focused positioning as a premium, trusted brand during a challenging economic cycle.
• Today…  the undisputed market leader in fiber cement siding. 

Andersen Windows – (2020) Early Pandemic

• Increased digital transformation to deliver “virtual” design consultations and “remote” quoting.
• Accelerated innovation with product introductions including large glass entry doors designed to meet rising demand for healthy, outdoor living.
• Increased visibility among architects and premium consumers.
• Gained share… while regional players slowed production.

Each move was a calculated commitment.

These brands didn’t wait. They acted when others hesitated.

Yet, it didn’t require massive budgets to invest in brand visibility. Digital infrastructure. And channel enablement.

Any brand can frame itself as a reliable partner – in uncertain times – to generate loyalty.

And to return… long-term value.

What the Bold Are Doing Right Now

Owning the Narrative

Challengers are reframing the economy as a-moment-to-guide prospects. Messaging isn’t “wait and see.” Rather, it is “here’s how we’ll win together.”

Tightening Account Targeting

They’re focusing efforts on high-value opportunities – supported by personalized content – and marketing automation.

Using CRM and Data to Optimize

Building Product Brand programs are shifting from campaign-based thinking to agile pipelines. Refining where dollars are spent weekly. Based firmly on data and lead-gen results.

Investing in Tools that Remove Friction

Submittals, cost comparisons, lead times and training. All are front-line advantages… designed to better capture and convert audiences.

Supporting the Channel Boldly

Dealers and distributors will always seek confidence. Challengers are investing in co-branded campaigns. Influencing-the-influencers with product integrations. And PR to leverage unique case studies, project profiles and testimonials… all to complement regional activations.

Introducing: Growth in the Fog

We’ve captured this strategy in our new guide, Growth in the Fog: A Roadmap for Building Product Brands in Volatile Times.

It includes a challenger brand diagnostic. A matrix of “smart bold” moves by stage. Case studies of success from past downturns. And tools to build internal buy-in and fund new growth.

In the free download, you’ll receive five key plays:

In this economic cycle, clarity and courage pay off.

At Kleber & Associates, we’ve helped growth-minded brands navigate 35+ years of market gyrations. We know how to stay visible – valuable and trusted – even when others falter.

Need clarity in the fog? Let’s talk.

In 30 minutes, we’ll identify bold moves you can make now to drive growth… backed by insights from decades of building products marketing.

No fluff. No pitch. Just a candid conversation about what’s possible in 2025. Email us at skleber@kleberandassociates.com or call 404-918-5700 cell.