Identifying the Key Customers in the Building Materials Market
The building materials industry serves a range of professional and trade customers, each with different product requirements, purchasing behaviours, and expectations around quality, price, and delivery.
Understanding these distinct target markets is vital for manufacturers and suppliers, ensuring product development, pricing, and marketing strategies align with customer priorities.
At Leading Edge, we work closely with building product manufacturers and distributors to map their customer base, evaluate demand drivers, and assess market positioning.
Key Customer Segments in the Building Materials Market
1. Housebuilders and Developers – Cost-Conscious but Quality-Focused
National and regional housebuilders developing housing schemes
Developers managing residential and mixed-use projects
Housing associations investing in social housing
What They Value:
✔ Cost efficiency and long-term performance
✔ Sustainability credentials (e.g., low-carbon materials, Part L compliance)
✔ Ease of supply – meeting build schedules
2. Contractors and Installers – Prioritising Reliability and Availability
Main contractors sourcing in bulk for large-scale projects
Subcontractors specialising in areas such as roofing, plumbing, or flooring
What They Value:
✔ Product availability and on-site delivery reliability
✔ Ease of installation and compatibility with other materials
✔ Technical support and warranties
3. Architects and Specifiers – Driven by Performance and Aesthetics
Architects shaping building design and material choices
Specifiers ensuring compliance and product certification
What They Value:
✔ Product certifications and Environmental Product Declarations (EPDs)
✔ Technical performance data and design flexibility
✔ BIM libraries and CPD resources
4. Merchants and Distributors – Gatekeepers to the Trade
Builders’ merchants supplying local trades
Specialist distributors holding stock of performance materials
What They Value:
✔ Stock availability and margin potential
✔ Demand-driven product selection
✔ Strong brand visibility and POS marketing
5. Homeowners and Self-Builders – A Growing Direct Market
DIY consumers tackling home improvement projects
Self-builders seeking durable and sustainable materials
What They Value:
✔ Product transparency and installation guides
✔ Online product information and e-commerce availability
✔ Eco-friendly and energy-saving solutions
Using Market Research to Understand Your Target Market
Manufacturers that understand how different customer groups specify, purchase, and use their products gain a competitive edge.
At Leading Edge, we conduct customer insight research, NPS surveys, and demand analysis to help building materials businesses align their products and marketing strategies with customer priorities.
➡️ See our Building Products Market Research Services
➡️ Explore our Brand Perception and Customer Satisfaction Case Studies
Get in touch to explore how market intelligence can help you strengthen your position in the building materials sector.
