10 Things You Should Know When Marketing to Builders

Builders may be easy to picture, but they’re not always easy to market to. They’re time-poor, brand-loyal, price-sensitive — and increasingly tech-savvy.

If you’re promoting building products or trade services, it’s vital to understand how this audience thinks, works, and buys.

Here are 10 key stats and insights that every marketer should know before targeting the UK’s builder base.

1.  72.3% of builders are aged between 46-65 years. Only 8.9% are aged 16-35 years.

2.  40.8% are sole traders and 35.5% have 2-3 people. Only 8%of companies have more than 15 people.

3.  85.4% operate from a home office, 72.9% use a van, 11.9% have a pick-up truck.

4.  Type of work undertaken: 86.3% Refurb/Extensions, 26.2% New Build, 25.6% Loft Conversions, and 25.6% Commercial/Industrial Properties.

5.  60.7% trade with 2-3 Merchants, 26.5% trade with 4-5 Merchants.

6.  21.7% visit a merchant 4-5 times a week, 50.% visit at least 2-3 times a week.

7.  69.6% order materials by phone and 36% order materials using their smart phone.

8.  93.5% use the internet, 15.8% using Facebook and 5.4% Twitter for business purposes.

9.  44.6% read Pro Builder Mag, 17% read Construction News, 11.6% The Builder and 35.1% Local Press.

10.Factors that influence a buying decision: 78% Price, 72% Availability, 43.5% Product/Brand Awareness, and 17.6% Merchant Advice.

Source: Readership survey 2016 conducted by Hamerville Publishing Ltd

How to market to Builders: this is a very mature sector, with even fewer % customers in the younger group compared with professional electricians.

A sector heavily populated with sole traders and 2-3-man bands. It’s fair to assume that customers will be very time-poor so they need to be able to find information on products and services quickly and easily.

Regular visits to the merchant(s) creates the perfect merchandising/ on-counter promotional opportunities.

Builders tend to like to operate locally – less time wasted getting themselves and materials to the job – so the use of local press alongside trade press is an opportunity.

Digitally savvy due to use of internet for product research, product ordering as well as use of social media for business.

Refurb/Extensions makes up the bulk of the project work and creates numerous sales opportunities for suppliers of building products.

Price will always be a primary buying decision motivator.

However, experience has taught us that availability, especially next day delivery direct to site, can be used as a USP when there is little difference in product spec.

This is a customer group we know well; check out our work for National Domelight Company, NDC Garage Doors, and Coxdome.