Renovation: the new promised land for construction brands?Communicating effectively in a buoyant market

It is no secret: for several months now, the new-build market has been losing steam fast. While the causes are obviously multiple and global, the results in France are alarming: building permits fell by 27.9% between September 2022 and August 2023*, and mortgage rates for private borrowers soared from 1.85% to 4% over the same period*. Add 4.8% inflation to the mix and you get a natural shift among the French towards renovating their homes rather than building or buying a new place to live.

A trend further encouraged by the financial support available for energy renovation works, for which the French government has just announced an additional 5 billion euros in 2024.

You will need to consider a BtoCtoB communication strategy alongside your traditional activities aimed at the professional audience.

With new-build losing momentum, renovation represents - along with the commercial property sector - the main source of market growth for the months (and years?) ahead. As a brand in the housing and construction industry, why do you have everything to gain by positioning yourself for this new market reality? How should you go about it? What impact will it have on your marketing and communication strategy? Tradespeople, distributors, homeowners: what do they expect from a brand like yours? Step by step, here is how to design a communication strategy that is effective and engaging for your audiences!

Step 1: define a communication territory dedicated to renovation

In the battle ahead, brands will be seeking both visibility and clarity to win brand preference and become the "renovation project partner". To achieve this, we recommend that manufacturers and distributors alike define a genuine renovation value proposition.

This might include, for example:

• a product selection dedicated to the renovation market
• specific services, for professionals and homeowners alike
• a "renovation-specific" narrative or communication territory that will frame your communication
• (new) tools, materials and activities dedicated to this market segment

The aim is to help every player in the project (distributor, tradesperson, homeowner) see more clearly through the jungle of possibilities: a structured response that identifies you as an expert brand in the renovation market.

On the tradespeople side, take the example of Hilti and its "Les Pros la réno" campaign. Within a few months, the manufacturer succeeded in engaging renovation tradespeople through something other than the traditional price/product pairing. The brand chose to explore a new approach in its narrative, shifting the focus away from its solutions and towards its audiences' expectations. It identified 4 themes that shape the daily life of a renovation site and turned them into springboards for communication. From these themes, Hilti developed a range of formats and content designed to solve tradespeople's pain points and help them work more efficiently.

The recipe for its success: pragmatic communication, a proprietary story and a hard-hitting message.

On the specification side, consider the Rénov’action initiative through which Atlantic, the thermal comfort leader, aims to strengthen its visibility in the renovation market.
Through evidence-led messaging, the brand raises awareness among project owners and contractors, guiding and advising them on the 4 key actions for a successful energy transition in social housing. On the menu: video testimonials from social landlords, site case studies, expert interviews and practical communication tools (site guide, services, solutions guide, emailing, web banners and more) to spur market players into action!

In short, the communication territory is the foundation of your communication strategy; the story that will engage your customers to act alongside your brand. Now let's look at how to get your new messages out there!

Step 2: make your customers' daily lives easier

Now that you have defined a genuine "renovation narrative", which communication tools will you use to orchestrate your messaging?

Point-of-sale displays, sales promotions, themed content, videos, customer testimonials, tutorials, newsletters, sales support tools... whatever communication tools you plan to deploy, they should serve one purpose only: to be genuinely useful and make your audiences' daily lives easier!

A true watchword for Isover: the brand developed Rénov’aides, an online platform dedicated to tradespeople for putting together applications for energy renovation grants. No more administrative burdens and paperwork - Rénov’aides takes care of (almost) everything! An easy-to-use service that helps tradespeople stand out in customer meetings and convert their quotes into invoices more easily.

Backed by a 360° communication campaign with a humorous tone close to tradespeople, the launch of Rénov’aides once again proves Isover's leadership in the renovation market.

Another example: the Xella Group recently repositioned its Siporex brand to inspire and trigger renovation projects using aerated concrete. 
The idea? With "Si" ("what ifs"), anything is possible! The brand places no limits on the imagination and makes every project possible. A story brought to life through an ultra-targeted communication plan: sales support tools, presentations and branch activation kits for builders' merchants and DIY superstores, video content, a website overhaul and 360° communication tools for tradespeople and DIY enthusiasts.

Let's use this last point to highlight the importance of homeowners in your renovation communication strategy. Well informed and increasingly skilled, they are becoming a target audience in their own right for the work they carry out themselves via DIY superstores. In doing so, they act as specifiers to tradespeople. A BtoCtoB communication strategy is therefore worth considering alongside your traditional activities aimed at the professional audience (builders' merchants + tradespeople).

Step 3: deliver the right message, in the right place, at the right time

Builders' merchants, DIY superstores, tradespeople, homeowners, architects...: the diversity of renovation audiences implies a multitude of touchpoints for your action plan.

If you are a construction brand addressing an exclusively BtoB audience, the challenge will be reaching homeowners. Opening up your communication strategy may therefore prove necessary.

A "phygital" approach will let you reach most of your audiences through a physical presence in builders' merchants and DIY superstores (point-of-sale displays, videos, technical morning sessions and more) coupled with a web-based programme (landing page, emailing, banners, social media posts...). But today it is essential to embrace new communication channels to stand out, particularly with homeowners (events, influencer marketing...).

Recently, Point.P launched its "Action Rénovation Énergétique" operation to support tradespeople. The distribution chain aims to orchestrate all of its renovation-related services across every touchpoint: radio spot, print press, social media, a roadshow through the chain's branches... And it doesn't stop there! Point.P even committed to covering the RGE qualification fees for tradespeople preparing for the exam via "Objectif RGE", the tool developed by Saint-Gobain.

And for homeowners? The brand teamed up with the media outlet Konbini to explain the stakes of energy renovation through a web series featuring the comedian Booder and Simon, a Point.P expert. An influencer video tackling a serious subject with humour, riding on Konbini's very large social media audience.

Conclusion: substance matters as much as style!