In a recent Industry Today article, Extu’s Global CMO Nichole Gunn cuts through the noise on how building product brands can protect market share when home sales stall. With 20+ years in B2B marketing, Nichole explains why now is the time to double down on incentives, not scale back.
When the housing market slows, loyalty becomes your competitive edge. Incentive programs are a proven way to keep sales moving, strengthen partner relationships, and gather the kind of data that fuels smarter decisions.
Why now?
High interest rates, inflation, and new tariffs are squeezing builders with higher costs — $9,200 more per home on average. That pressure trickles down to suppliers. The brands that differentiate, prove value, and win dealer, contractor, and distributor mindshare will come out ahead.
What works:
- Clear structure — The 20-60-20 rule motivates everyone, from top performers to the middle tier.
- Tiered rewards — Bigger rewards for bigger results.
- Easy access — Mobile-friendly portals keep participation simple.
- Real-time reporting — Data to optimize programs before problems hit.
- Personalized support — Program managers help boost adoption.
It’s not about bribery — it’s about recognition. Thoughtful, personal rewards tell partners you value their work. That emotional connection builds loyalty long after the incentive ends.
Proven results:
One Extu client in construction equipment saw key product sales jump 40% in just three months by focusing on relationship-driven incentives over discounts.
Bottom line:
Don’t wait for the market to rebound. Smarter incentives protect market share now and build relationships that pay off for years.
For more insights, check out the full article on Industry Today.