Washington, D.C. – April 12, 2018 – Hanley Wood, the premier information, media, event, and strategic marketing services company serving the residential, commercial design and construction industries, has released the findings of the 2018 BUILDER Brand Use Study to its building product manufacturer customers.  Results from this year’s study show continued movement in brand leaders compared to last year, and a continued willingness among builders to try new brands.

“Once again, our 2018 BUILDER Brand Use Study demonstrates that to set themselves apart from the competition, it’s critical for building product manufacturers to focus on performance, quality and advanced product features,” said Paul Tourbaf, President, Residential Construction Group. “In the current competitive marketplace, having a strong brand reputation and identity is imperative to reaching and driving adoption among builders.”

For more than 20 years, BUILDER—the leading media brand in the residential construction industry, has issued its annual Brand Use Study.  The report has become one of the most anticipated industry resources for trends, brand and product information. The 2018 study was conducted in collaboration with The Farnsworth Group, a leading industry market research firm, and represents a sample of 956 qualified builders, builder/developers and general contractors.

The 2018 BUILDER Brand Use Study found that 63% of respondents indicate an interest in trying building product brands that they have not used in the past. The top reasons they give for this willingness to try new brands include advanced or new product features (82%), price (47%), and quality (47%).

The BUILDER Brand Use Study examined:

  • Brand familiarity, brands used most, brands used within the past two years and brand quality across 51 building product categories
  • Analysis of brand metrics by size of builder, sale price of homes built and geographic region
  • Respondents’ willingness to try to brands they haven’t used in the past
  • Decision-maker involvement in the final building product selection process
  • Importance of factors influencing brand selection

The 2018 BUILDER Brand Use Survey results can be found on BUILDER’s website here.



Hanley Wood’s BUILDER is the leading authority in the residential construction industry and serves as the magazine of the National Association of Home Builders (NAHB).  For more than three decades, BUILDER has provided essential news, information and resources about products, technologies, trends, regulatory requirements and best practices to help home building professionals succeed in today’s market. Learn more, visit builderonline.com.

About Hanley Wood

Hanley Wood is the premier company serving the information, media, and marketing needs of the residential, commercial design and construction industry. Utilizing the largest analytics and editorially driven Construction Industry Database, the company provides business intelligence and data-driven services. The company produces award-winning media, high-profile executive events, and strategic marketing solutions. To learn more, visit hanleywood.com.