Key Takeaways from the 2019 International Builders Show

Last week, I had the pleasure to attend the International Builders Show (IBS) and the Kitchen & Bath Industry Show (KBIS) in Las Vegas, NV, which are part of Design + Construction Week. It was a week filled with making new connections, meeting up with a lot of old friends, and seeing the latest that the home building industry had to offer. It culminated with a presentation I gave on behalf of the NKBA’s Voices of the Industry program, for which I was humbled and honored to have been selected.

Over the course of the week, I came away with a bunch of key takeaways, which are listed below:

1. Innovation: There were three major areas where innovation focused on.

• Productivity — How can our brands help builders reduce the labor needed to do a specific task? Arcitell’s Qora Cladding (qoracladding.com) is a fantastic innovation to the cladding category. They’re bringing cladding solutions that have the look and feel of traditional materials, like brick and cedar, but with installation times that are 40–50% less than those traditional materials.
• Sustainability — How can you bring innovation that meets specific market needs, while also helping to drive sustainability? Eco-Flex’s Eco-Wall (eco-flex.com), is an interesting product that didn’t get a lot of attention. But what they’re doing is facinating — taking recycled rubber and creating fencing + retaining wall solutions for residential and commercial applications.
• Desirability — How can brands use innovation to increase a home’s desirability in the eyes of consumers? Heat & Glo’s Foundation Series Luxury Gas Fireplace (heatnglo.com) was one that caught my attention, and that of the NAHB — winning IBS’ 2019 Best in Show for Best Indoor Product. The fireplaces looked and felt great, but when added into the context of a living space, its ability to increase its warmth and appeal is where it truly shines.

2. Builders are back: According to the NAHB, registrations were up 27% vs. prior year. Walking the floor of the show, the crowds were a lot bigger than in years past. Speaking with some of the manufacturers, they were comparing this year’s crowds to those in the mid-2000’s (i.e. prior to the housing crash). The industry’s come a long way since then.

3. Using one’s brand to rise above the “sea of sameness”: There were some brands that used IBS as an opportunity to separate themselves from the pack. Some brands, like Kohler, Samsung, Dacor, and LG had booths that stood out, which drove a ton of traffic. However, one brand, GAF (gaf.com), stood out for me, as they used the show to introduce their new brand purpose to the broader market — “We protect what matters most”. Their booth and message points were focused on how GAF brought this to life — for builders, for consumers, and for the industry. It was inspiring to see this come to life — one that caught my attention during the entire show.

4. There’s a bright future: Regardless of the economic forecasts that were discussed last week, I paid attention to the marketers who are running these brands. Across a wide variety of brands and industries, I was able to meet with a bunch of of young, hungry marketers who are beginning to make an impact in the industry. Whether in the home heating space, closet category, engineered wood category, or in the plumbing space, there’s a young crop of marketers who are beginning to make their mark either through the new products that are launching, the thought leadership they’re providing, or the innovative marketing campaigns that they’ve developed to reach builders, architects, and remodelers. That’s a great thing for those organizations and for the industry at large.

To summarize the week, I think we’re in the midst of a transformation — one that will significantly impact the industry for years to come. One meeting that I had in the midst of the show summarizes this for me — Virginia Tech’s FutureHAUS (futurehaus.tech). I had the privilege to learn about the latest on this initiative from Professor Joe Wheeler, who leads this program. I came out of that discussion with both a sense of awe and an appreciation of what will be coming to our industry in the not-so-near future.

Am I excited? You bet I am. Am I grateful to be part of this journey and for the friendships that were made and / or solidified last week? Absolutely.

So, thanks to the NKBA and NAHB for hosting another great show — job well done. Looking forward to repeating this again next year back in Las Vegas.