There is no substitute for knowing your targets.

And we know them better than anyone.

The customer journey in the building products space can be complex, with many different audience roles influencing decisions throughout the entire process. LarsonO’Brien is highly experienced in reaching and influencing these audiences. A major reason for LarsonO’Brien’s success is the intimate knowledge and understanding of the demographics, roles, pain points, gratifying moments, and consumption habits that personify each audience.

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Architects

Senior Principals

Charged with winning new business and growing the firm, the senior/principal architect is the firm’s ambassador. They set the culture for the organization and are a voice of the industry, making connections with industry leaders and influencers to gain recognition for their firm and establish themselves as a thought leader in architecture.

Mid-Career Partners

In their most active years, the mid-level architect is leading projects and making the majority of the specification decisions for their firm. Successful performers in this role are putting in sweat equity in hopes of being recognized by peers, clients, and the industry as a whole for impactful design and smart building solutions.

Young Architects

Comprised mainly of millennials, this is a digitally capable, highly educated professional in the early stages of their career. Preferring online and social resources over traditional in-house assets, this segment has proven themselves as capable researchers who can quickly identify inspirational imagery and product solutions. There are two segments of this group – younger apprentices beginning their careers, and more experienced, older millennials who are stepping into project management roles.

To learn more about the core target audiences of building product manufacturers, contact LarsonO’Brien to schedule a complete persona presentation.

Specifiers

Specifiers

An effective construction specifier acts as a strong technical adviser, ensuring all construction documents are detailed and properly integrated into the overall specification requirements for a project. The specifier understands and values how a well-written specification can immensely help the project team. Their work helps teams identify the right materials, technical requirements, and installation needs, which ultimately leads to successful development and construction of the project. Today’s specifier expects to access details and technical papers easily from product manufacturer websites.

To learn more about the core target audiences of building product manufacturers, contact LarsonO’Brien to schedule a complete persona presentation.

Building Owners/ Managers

Building Owners/Managers

The ultimate goal for a building owner is to build, renovate, and maintain a high-performing, energy-efficient building that is profitable and problem-free. As final decision makers for the overall job and vendor contracts, building owners rely on the advice of a number of experts at various times throughout the project’s design and build, including architects, building envelope consultants, and the general contractor. Owners rely on these groups to mitigate risk and ensure a hassle-free experience during project design, construction, and long after the building is complete.

To learn more about the core target audiences of building product manufacturers, contact LarsonO’Brien to schedule a complete persona presentation.

Building Envelope Consultants

Building Envelope Consultants

As a growing third-party influencer, particularly with building owners, envelope consultants are seasoned professionals who, oftentimes, have worked previously as engineers, architects, or in roles on the manufacturer side. These professionals now utilize their specialized expertise to advise building owners on best practices and latest product and process innovations. These specialty consultants leverage a strong network of architects, manufacturers, and other building experts to maximize their consulting opportunities.

To learn more about the core target audiences of building product manufacturers, contact LarsonO’Brien to schedule a complete persona presentation.

Contractors

General Contractors

With the overall responsibility for completing the project on time and on budget, the general contractor is an integral decision maker in the overall product selection process and is increasingly wielding stronger influence (at the expense of architects) with the building owner in product decisions. While complying with approved architect specs avoids time delays, their real-world experience with products can motivate a specification change if a product’s performance is unknown or previously did not live up to expectations.

Construction Managers/Project Managers

The onsite, day-to-day manager of the building project, the construction manager has hands-on responsibility with the ongoing realities of the project. The priorities of the construction/project manager include coordinating schedules and project timing with the trades/sub-contractors, ensuring jobsite safety, and troubleshooting problems as they arise.

Specialty Contractors/Installers/Applicators

Comprised of boots-on-the-ground actual users of building products, this segment offers the most intimate knowledge of product installation and application. They are key influencers in the construction process, offering perspective to building envelope consultants and distributors on a product’s ease of installation. Especially with the current labor shortage, installers prefer working with products that install quickly and are easy to train their crews on, as finishing jobs in a timely fashion means moving on to new projects and more income.

Contractors, installers, and applicators come in many forms – residential or commercial – and may specialize in one of many construction disciplines.

To learn more about the core target audiences of building product manufacturers, contact LarsonO’Brien to schedule a complete persona presentation.

Residential Builders

Production Builders

Either national builder firms or very large regional builders, this segment builds in volume, often as a specific residential community development with several single-family homes, condos/townhouses, or a mix of both. Production builders use their size to buy their building materials in bulk – either direct from a manufacturer or through national distributors. While production homes resemble one another within a community, it is a more affordable choice for the homeowner looking to maximize square footage.

Custom Builders

These independent companies or individuals build more uniquely designed homes from the ground up. Built with higher quality products and more options for the homeowner to choose, custom home builders work with their customers throughout the building process (sometimes along with an architect). Building a small number of homes annually, custom home builders focus on the higher end market with greater square-footage cost. Custom builders purchase materials from one-step distributors, lumber yards, and big boxes.

Remodelers

The remodeling contractor comes in all shapes, sizes, and specialties – from regional independent roofing and siding companies, kitchen and bath specialists, and the independent Do-It-For-Me (DIFM) general remodeler, often known as “Chuck in a Truck.” The more established remodelers align with building product manufacturers in representing their brands in exchange for certification, training, and marketing assistance.

To learn more about the core target audiences of building product manufacturers, contact LarsonO’Brien to schedule a complete persona presentation.

Distributors

Two-Step Distributors

The two-step distributor covers a large, multi-state region. Also known as a wholesaler or master distributor, the “two-stepper” leverages its ability to purchase volume to better influence the manufacturer for sales and marketing support. Customers of the two-stepper include one-step distributors within a smaller geo-market and specialization, as well as other types of local buying groups.

One-Step Distributors

The one-step distributor is responsible for a more defined market area. Their priorities lie in securing a specification on a bid and delivering the approved materials to the assigned general contractor on the jobsite. “One-steppers” or “dealers” represent specific manufacturers and, based on the need, can specialize in one particular segment of the building industry.

Dealer/Installers

In some building product segments, there are companies that are hybrid dealer/installers. These companies manage the entire process of securing the spec, delivering the materials, and performing the installation. In these cases, the dealer/installer works with the general contractor as both a supplier and subcontractor – usually for a specialized product installation.

To learn more about the core target audiences of building product manufacturers, contact LarsonO’Brien to schedule a complete persona presentation.