While it is increasingly difficult to grow market share through builders’ merchants, building specification now stands out as a genuine long-term growth lever for manufacturers in the sector. Through a targeted effort, it multiplies business volumes and restores value to the product. Yet it remains a complex audience to grasp — one that must be influenced, convinced and supported over the long term.
Architects, quantity surveyors, house builders, engineering firms, property developers, contractors and more: specifiers have an essential role to play for construction and housing brands. But reaching them is not always easy, and it often takes patience to secure the precious CCTP! Thanks to our expertise in the building sector, we help you raise your visibility with this audience.
Building manufacturers: create value and build brand preference
In the construction and housing sectors, specifiers play a unique role: they do not buy your solutions directly, but they have the power to generate significant sales volumes for you. The challenge is therefore to convince them that your solutions meet their needs and those of their clients. One objective: the success of the worksite. The holy grail: the CCTP!
Your mission: to share knowledge and help specifiers build their skills, offering them a distinctive perspective and giving them the information they need to make the right choices for their project.
You do not speak to specifiers the way you speak to tradespeople or distributors: we help you craft a message, a strategy or a communication campaign dedicated to this audience.
By positioning you as a “project partner” rather than a “manufacturing supplier”, we help you develop your brand image and make it easier to get your solutions specified (CCTP technical specifications, leads).
- Avoid one-off marketing stunts and develop medium-term initiatives: they are the most effective way to demonstrate your expertise and gain visibility while building a strong bond with your target audiences.
- Develop a genuine proof-based message, built not around your solutions but around specifiers’ real needs (challenges, obstacles, pain points, constraints…). To do so, identify the topics that engage them, share knowledge and expertise, solve problems and make their day-to-day work easier.
- Focus on non-intrusive communication tactics that simultaneously build your visibility, your brand image and audience engagement (leads, CCTP). Here, inbound and content marketing approaches are perfectly suited to specifiers’ customer journeys.
- Develop high added-value content and activate it across every touchpoint: white papers, magazines, technical guides, case studies, blog articles and features, opinion-leader interviews, newsletters, social media, events, snackable content…
- Simplicity, consistency, longevity: give your audiences regular touchpoints throughout the year to build relationships, keep your brand front of mind and engage specifiers over the long term (which also happens to match their working cycle!).
- Bring your sales teams on board from the very start of the project: they know the field and are invaluable allies when it comes to building relevant messaging and initiatives!
Our finest collaborations, told by the people who know them best
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Our agency addresses every challenge faced by brands in the building and construction sector
Launching a product, range or service
Building preference among tradespeople
Inspiring and guiding specifiers
Building a strong and distinctive brand
Energising your distribution networks (builders' merchants, DIY superstores)
Growing your business through operational marketing
Designing high-impact communication campaigns
Creating targeted content and communication materials
How do you launch your specification communication campaign?
Simplicity, consistency, longevity: a specification communication strategy or campaign should strengthen your position as both an opinion leader and a technical leader.
Paul Ricateau, managing partner at Convergence