How to Sell Building-Products to Architects — No Theatrics Required

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Roof tiles and shingles are truly ubiquitous building-products, used for millions of buildings around the world. With a few notable exceptions, roof tiles are typically more practical than they are poetic, and beyond subtle differences in material choice and performance, they often look much the same regardless of their manufacturer. With this in mind, how can a maker of roof tiles possibly stand out from the crowd and get selected by specifiers?

Before we talk about the obvious choice — Architizer’s fast-growing online marketplace for building products — it is worth highlighting another fairly extraordinary answer to that question.

Prepare to be taken to the very edge of your seat …

With a single commercial, Japan’s largest clay roof tile manufacturer has reimagined the business of selling building-products. Tsuruya’s ad for disaster-proof roof tiles goes to incredible lengths to communicate the visceral value of its hardy architectural elements, and features some pretty incredible acting along the way — the performance by the guy with the glasses is truly Oscar-worthy. Watch the show below, and be sure to keep watching until the epic end:

I hope you didn’t drop your popcorn in the midst of that dramatic finale.

Tsuruya’s commercial is as imaginative as it is hilarious, and does a brilliant job of making the company and their product stick in the memory of all who watch it. It should be noted, though, that not all manufacturers have the budget to create such epic TV advertisements for their building products — and we certainly can’t all hire a cast of plucky human roof tiles to give us market exposure! It’s a problem that Architizer is aiming to solve.

Architizer quickly connects manufacturers with specifying architecture firms that are actively seeking the ideal products for their current projects. The platform offers amazing visibility for building-product manufacturers of all types and sizes, making it possible to surface quality leads without the need for Tsuruya’s (admittedly breathtaking) marketing prowess.

The Opportunity Page on Architizer now shows you every product that an architect is considering for every opportunity on Architizer, including product submissions from other manufacturers.

Architizer promotes industry transparency, allowing manufacturers to see what products architects are considering for each and every project on the boards and offering a unique insight into what firms really want. It also offers the opportunity to communicate directly with huge firms like BIG, SHoP Architects and OMA, surfacing multiple leads that can be acted on within a single, easy-to-use interface.

By design, the Architizer platform is a great leveler. Smaller manufacturers have just as much chance for their building-product to be seen by architects as larger, well-established companies. Instead of relying on existing market exposure, Architizer’s algorithms — together with Architizer’s in-house team of material specialists — reward quality and appropriateness for each architect’s search, so if your product is right for their project, you’ll have an excellent chance of being selected.

There’s no denying that Tsuruya take home the trophy for “Most Audacious Advert” in the building-product industry. After all, their slogan “Standing Stronger Together” sounds more like a sound bite from Bernie Sanders’ election campaign than the punch line of a commercial for roof tiles. The beauty of Architizer, though, is that you don’t need to be a marketing genius to gain the exposure that your innovative products deserve. As long as you’re on the platform, you’re in touching distance of your next deal.

So, there you have it, building-product manufacturers: a way to reach your target audience without spending a fortune on a special effects-laden, Hollywood-style commercial. Sign up for Architizer today and get your products in front of the ultimate decision-makers of the construction industry.

Gain leads from major firms such as AECOM, HOK and OMA through Architizer’s community marketplace for building-products. Click here to sign up now.