Last week, my colleagues and I attended the International Builders’ Show (IBS), hosted by NAHB, alongside the Kitchen and Bath Industry Show (KBIS) in Las Vegas. These events bring together builders, remodelers, manufacturers, and retailers to showcase the latest innovations in home construction and renovation.
When our team attends a show like this, we want to examine how all these products will actually reach consumers. It’s one thing to build something innovative, but if the right sales, distribution, and marketing strategies aren’t in place, it won’t succeed in the market.
Here are the things we noticed at the show that all companies should be paying attention to:
1. The Industry Still Has Plenty of Room to Grow
This year’s IBS had record-breaking attendance, with over 81,000 people packing the Las Vegas Convention Center—the biggest turnout in 17 years! (NAHB)
Walking the trade show floor, it was clear that interest in talking about new products and seeing what manufacturers had to share was very high. Every booth seemed steadily busy with eager conversations. This kind of energy signals strong growth in the home building, remodeling, and renovation industries— which reflects a great sign for anyone in the business.
2. Brands Want to Connect More Directly with Consumers
A big theme in our conversations with manufacturers and retailers was building a stronger relationship with consumers.
In the past, most home improvement brands left the consumer conversation to their retailers, contractors, or installers, meaning they had little direct contact with the people actually using their products. Now, companies are working hard to change that.
They’re investing in:
- Lead generation tools to attract customers directly
- Better customer service and post-sale support
- Stronger branding and social media presence
The goal is to keep consumers engaged with their brand—not just the retailer that sells it. Strong brand engagement is key.
3. Diversification is Key for Growth
The larger companies at these show might already be big, but they still want to grow. They recognize that introducing slight product improvements won’t drive a surge in revenue, so they are looking for others ways to generate sales. Many manufacturing companies are introducing products and services that complement their traditional offering. These include home repair, design, and software businesses that provide a more complete experience for the homeowners and the channel partners.
While this is a logical approach, it can be hard to get sales reps and distribution partners bought in to the new lines of business. No one wants to distract from their core businesses, so the growth goals can often feel like distractions. Companies need to find new ways to support these growth business and give their salespeople and their partners reason to pay attention.
4. Technology Is Improving, But There’s Still Work to Do
There’s no shortage of tech tools aimed at making the home improvement process easier. From visualization software that helps homeowners plan projects (like Hover) to online platforms that streamline purchases and installations (like Service Titan), digital solutions are everywhere.
However, the whole system still feels a little disconnected. The process is still not always seamless for the consumer. There are so many different ways the tools are being used, with some manufacturers driving the usage, some starting at the retailer/dealer level, and others trying to go direct-to-consumer.
While technology has the potential to make the process easier from first click online to installation, the challenge now is getting all the different systems to work together. Brands, retailers, and tech companies need to collaborate more so that we can see a smoother experience for homeowners.
Final Thoughts
Five years after COVID anchored us to our living spaces, it is clear from attending IBS and KBIS that our homes are still the center of our universes. The innovation continues and the interest from the homebuilder and remodeler community remains high. That means they have consumers ready to start their next projects.
The industry can’t take the consumer interest for granted. Companies need to prioritize a seamless, consumer-friendly experience because growth doesn’t happen if you can’t get the end user excited. That means working more cooperatively will all sales and distribution partners and aligning everyone’s interests to the consumer’s needs.
