When it comes to building materials, marketing programs are inextricably integrated into a brand’s success. Choosing the right marketing partner can maximize your opportunities and ultimately grow your bottom line.
Conversely, missteps can lead to misaligned strategies. And ineffective promotional campaigns. Consider the six common mistakes installed building products brands make when hiring a marketing agency.
And more importantly… how to avoid them.
The building materials industry presents unique challenges – from long sales cycles and intricate distribution networks – to the requirements for effective communication with both B2B and B2C audiences. Navigating this landscape requires specialized expertise. Unfortunately, many brands stumble when selecting an agency…often leading to less than optimum results.
Mistake #1: Choosing an Agency Without Industry Expertise
Generalist agencies lack the nuanced understanding of the building materials channel. Relationships matter. Specialized experience helps seize the dynamic opportunities that exist between builders, contractors, architects, designers and supply chains. While a generalist agency understands marketing principles, they can’t grasp the intricacies of a specific community. The best specialist agencies combine their knowledge of an industry – and its unique channels of influence – while applying best practices.
And as such, are better suited for evaluating unique selling propositions… with honed instincts and sensitivity.
Mistake #2: Not Choosing an AI-Literate Agency with a Balanced Approach
The building products industry has traditionally lagged in digital transformation. But it’s 2025… and AI is now pressuring brands and agencies to rethink their marketing strategies. Of course, there are many brands ignoring AI entirely – while others chase the latest shiny object – overwhelmed by the flood of new AI martech tools. The right agency partner should be more than AI-literate. Rather they will be savvy, able to leverage AI strategically and responsibly. Not as a replacement, but as a complement to human expertise in support of client goals.
When paired with experience and industry knowledge, AI can amplify an agency’s core superpowers – enhancing strategy, storytelling and relationship-building – to maximize the impact for building better brand promises.
Mistake #3: Prioritizing Cost Over Value
The allure of a “value proposition” is understandable. But it’s important to remember that marketing should be viewed as an investment. And not merely as an expense. Selecting a less qualified agency solely based on cost… in the end, can be costly. Why risk subpar work? And cumbersome onboarding? Brands that choose from a group of prospective agencies – often end up spending more in the long run – to guide the traction and nurture potential unqualified recommendations in the partnership.
Mistake #4: Failing to Align on Strategy and Goals
Before engaging an agency, it’s critical to define objectives. What are the goals? Brand positioning? Lead generation? Thought leadership? Clear communication from the outset is paramount. Misalignment towards strategy can lead to inefficient (and dare we say, ineffective) use of resources. Collaborative goal setting is essential for a successful partnership. This includes aligning on building material sales targets.
And how marketing efforts will contribute.
Mistake #5: Overlooking the Importance of Content & Thought Leadership
In the building materials industry, high-quality industry-specific content continues to be a priority. It’s how a brand establishes credibility. Engages with audiences. And helps drives sales. Agencies that cannot demonstrate category specific storytelling talent and content strategy expertise will fail to provide strong brand relevance.
On the other hand, brands that leverage authentic content marketing will recognize increased engagement – stronger relationships – and ultimately, more sales.
Mistake #6: Prioritizing Short Term Awareness Over Long-Term Growth
Marketing, especially in building materials, is a marathon rather than a sprint. Best practice requires steady, responsive execution. And consistent effort, over time. Unrealistic expectations can strain client/agency relationships… while hindering long-term success. Instead, establish realistic timelines – track progress and adapt strategies – as is often required. This is particularly important for installed building products… where the sales cycle cannot be constricted.
And where buyer’s journeys must be met at various incremental milestones.
Steps to Take For Appointing the Right Marketing Agency
- Define Marketing Needs and Goals Clarify objectives before researching potential agencies. Share business objectives openly during the process. What is the mission?
- Look for Industry Experience Seek agencies with proven expertise in building materials marketing. And a deep understanding of contractor/dealer relationships as well as familiarity with current industry trends.
- Evaluate Work and Case Studies Review portfolios of case studies and client testimonials. Ensure experience is in the specific type of work that is expected.
- Ensure AI Literacy and Strategic Use Choose an agency that understands AI’s role in marketing – and integrates it strategically and responsibly – complementing their industry experience and expertise.
- Assess Their Strategic Approach Does the agency offer a tailored strategy? Or are they dependent on a generalized process?
- Understand Their Team and Communication Style Look for strong collaboration skills and transparency. Most importantly, a team that aligns with your company’s culture.
- Request a Detailed Proposal A comprehensive proposal must outline strategies – expected outcomes – as well as timelines and investment. Is the agency prepared for a short runway? How will they ensure a smooth lift off?
- Start with a Small Project Consider testing the waters with a pilot campaign. Or perhaps a high-value, strategic project… before committing to a long-term mission.
Conclusion: How to Avoid These Mistakes and Find the Right Agency
Choosing the right marketing agency is a critical decision. By avoiding these common mistakes – and following the steps outlined – you can select a partner that better understands your industry. Aligns with your goals. And helps your team achieve long-term success.
At Kleber & Associates, we are fully invested in the unique challenges – and significant opportunities – in the building materials industry. Our team’s industry-specific expertise allows us to help brands navigate these complexities. And achieve marketing objectives. We are committed to co-innovating with our clients – harnessing AI to enhance our industry expertise – and shape the future of marketing.
If you’d like to explore how to make the best selection in an agency partnership – or if you’ll be in Las Vegas for the shows and would like to meet for a cup of coffee – let’s compare notes together. Send an email to Steve at sk@kleberandassociates.com and let’s get the conversation started.
