Today’s homeowners are increasingly looking for low-maintenance decking and railing systems that are as aesthetically pleasing as they are functional, stylish and secure. Alternative decking materials have become the fastest growing segment in the marketplace, and consumers are looking for products that outfit their outdoor living space in style.
Principia Partners, a leading consulting firm for companies in material related industries, estimates that decking and deck related sales will rise from $2.8 billion in 2009 to $3.1 billion in 2010. PVC and composite decks have steadily risen in demand since their inception. They estimate that about 2.5 million decks were built on residential homes in 2010 with an expectation of a 6% increase in deck sales in 2011.
The $5 billion exterior railing market has also seen a steady growth pattern driven not only by homeowner demand, but also within the multi-unit residential and commercial building categories. Consumers are willing to pay a premium for a premium product. A recent SBI report indicates that, “Much of the demand for outdoor remodeling work will be driven by affluent households with incomes of $75,000 or more. In addition, there is a higher demand for outdoor living products among ‘upscale’ homeowners.”
So the market is ready and willing, but are today’s builders prepared to make the sale? And what can dealers and/or manufacturers do to help? Dealer showrooms are an excellent educational tool for builders and a visual tool for homeowners to envision how the products will look at their homes. For example, a builder can see first-hand the vast array of product choices that will fit with the house design and get advice from experts.
The popularity of the cookie-cutter square deck is dying, and alternative decking manufacturers like TimberTech are at the forefront of providing cutting-edge options to help builders and consumers alike understand what’s available.
TimberTech offers a number of tools on their website to guide buyers through the process to ensure they get the product best-suited for their outdoor experience. The Color Visualizer allows users to choose from three home styles and select primary and accent decking colors, railing, baluster and post colors all while being able to select the house color. Once complete, users can print out a PDF of their final selections.
There is also a Product Selector that enables visitors to choose the appropriate deck planks based on their lifestyle, traffic, type of home and many other criteria. The Deck Designer helps create custom designs and provides a full materials list.
TimberTech offers one of the most comprehensive warranty programs in the industry to ensure builder and homeowner confidence that their deck will be as well-built as the rest of the house.
TimberTech is a Crane Building Products business. For more information, visit http://www.timbertech.com/.
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