Wood, and more specifically lumber, is one of the oldest building materials on the planet. Selected for its strength, durability and its versatility, it’s been an obvious choice for builders for millennia.
Today there are numerous other reasons for choosing wood, such as aesthetic preferences and a desire to reduce the environmental impact of a building project for choosing wood, but there are also a plethora of non-wood competitive products vying for builders’ attention and market share. And yet, wood is still being utilized, is still popular, and in many applications, its use is on the rise.
At the Western Red Cedar Lumber Association, our mandate to enhance demand for WRC and drive sales and value means we follow market trends and behavior to capitalize on opportunities that increase usage and grow market share. Architects and designers have been two highly influential groups that the association has targeted in the past; this year we’ve expanded that audience to include custom home and multi-unit dwelling builders and contractors.
Ducker Attitudinal Research found that a large majority of builders in this category (roughly 90 percent) are familiar or very familiar with WRC, and most (about 80 percent) are interested in knowing more about the attributes and benefits of using WRC.
While awareness of Western Red Cedar and an interest in learning more about it are helpful, it’s the attributes that influence product consideration that are more likely to lead to a builder specifying WRC and ultimately result in a sale.
Likely due to its high awareness, WRC rates well on the attributes and benefits that builders (and architects) deem most important: beauty, durability, and the character it adds to projects. Factors such as installation and maintenance are also key, as of course is cost. It is interesting to note, however, that while the majority of builders researched stated that cost was important in influencing the buying decision, it wasn’t critical, and “… if the material wasn’t seen as providing value, it wasn’t valuable to [them] as a homebuilder.” (Source: venveo.com/marketing-to-builders-trends-reports).
What is valuable to a builder is meeting their clients’ needs, and increasingly those needs include sustainable and natural materials like Western Red Cedar.
California-based architect and builder Brett Farrow noted that, “Basically all my clients are eco-minded and going with wood framing and wood siding is an effective way to build when sustainability is the goal.” He further commented that, “Western Red Cedar has been my preferred building material for over a decade. It’s versatile, can be used in a variety of applications and is long lasting. Using Western Red Cedar is a mark of quality all on its own.”
Awareness of building with sustainable materials is on the rise, as is the emerging trend of biophilic design, in which studies have shown that using natural materials like wood can reduce stress and stress-related illnesses.
“In terms of clients making environmental and biophilic requests, it goes in waves,” noted Kurt Vernon, CEO of British Columbia’s Vernon Construction, “but we are seeing a growing trend towards sustainable materials like Real Cedar, particularly among European clients. As well, the younger generation are far more knowledgeable about biophilia and the environment.”
As a younger demographic moves into the housing market WRC’s benefits like sustainability and its role in biophilic design will play a greater role in the purchase decision, which underscores the importance of creating WRC advocates among the building community today.
“When clients seek advice on material selection… we try to get involved early in the process, and direct them towards sustainable and efficient building choices,” stated Kurt Vernon. “Western Red Cedar allows us to fulfill their desires for sustainable and non-toxic materials.”
With almost 90 percent of the builders surveyed saying they are involved in choosing the materials used in their projects, the building community is a highly influential group that will have a significant impact on Real Cedar sales. Opportunities including online searches, social media marketing, trade shows, interaction with WRCLA technical reps, educational tools and events and influencers can all be utilized to reach builders and keep WRC top of mind and promote the Real Cedar value proposition. The building industry is changing. And while it won’t become completely green overnight, the growing awareness of and demand for materials and homes that meet environmental goals is increasing. Aligning with the builders specifying these materials is an opportunity the WRCLA isn’t going to miss.
Established in 1954, the WRCLA is the voice of the Cedar industry and has members in 131 locations throughout North America.
More information is available at www.realcedar.com.
