Category: Celect

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SEO for Building Pros: A Practical Guide to Boosting Online Visibility

Man types on computer to ensure good SEO for building pros

In the digital age, the first page of search results is the new storefront on Main Street. It’s where credibility is established and first impressions are formed. Search engine optimization (SEO), therefore, acts as the architect of this storefront, ensuring that your business is not just a hidden gem but a beacon that stands out in the crowded marketplace. SEO for building pros is your company’s ticket to the top of search results, where potential customers are searching for your services, and the good news is, you don’t need a marketing or IT department to get started.

Capitalizing on all that SEO has to offer involves tweaking your online presence to make your website more appealing to search engines. Why does it matter? Because when someone needs a contractor, they’re likely to trust the ones they find on the first page of Google.

Different Types of SEO for Building Pros and How to Maximize Their Impact

Let’s break down the essentials of SEO for contractors with a focus on simplicity and practicality.

Content Strategy:

  • Craft simple, informative web content that answers common questions your customers and prospects might have.
  • Use everyday language and prioritize words and phrases that potential customers searching for your services are likely to type into Google.

Technical SEO:

  • Don’t let the tech jargon scare you. “Technical SEO” just means ensuring your website is user-friendly and easy for search engines to understand.
  • Check if your website loads quickly and is mobile-friendly. Google likes that.

Local SEO:

  • Make your Google Business Profile (or Google My Business profile) your new best friend. Fill it out completely, and keep it updated with your latest business information and contact details.
  • Encourage your satisfied clients to leave positive reviews. It’s like a virtual word-of-mouth recommendation. The more positive reviews you have on your website, the more credible Google will assume you are.

Offsite SEO:

  • Think of “offsite SEO” as making friends on the internet. Get your business mentioned on other reputable websites, and make sure they link back to you.
  • Engage with your local community online. Join forums or social media groups where potential clients might be hanging out.
Man searches on phone to find contractors practicing good SEO for building pros

SEO Changes You Can Make Right Now

Now that we’ve established the significance of SEO for building pros in the digital landscape, let’s dive into actionable steps — changes you can implement immediately to enhance your online presence. Consider these practical tweaks and optimizations that can make a tangible impact on how your contracting business appears in search results.

Smart Keyword Use

Identify the words your clients are likely to use when looking for a contractor. For example, “siding replacement contractor.” Sprinkle these words naturally throughout your website.

Image Optimization

Compress your images before uploading them to your website. This helps your site load faster, and Google appreciates that.

Google Business Profile Tune-Up

Double-check your business information on Google My Business. Is everything accurate? Great, you’re on the right track.

Regular Content Updates

Updating your website pages regularly with relevant content signals to Google that you’re active and engaged. This is where a blog might come in handy. And you can start off small, maybe once or twice a month, turn the frequently asked questions and concerns of your customers into a thought leadership piece on your blog and share it through email, newsletters, and/or social media to drive viewers to your site.

Other Ways to Increase Google Visibility

SEO success is all about playing the long game. Unfortunately, none of these updates will change your search engine ranking overnight. If it did, everyone would be doing it! So stick with it, and keep monitoring the changes you’ve made and their impact. At the same time,look into alternative pathways that can propel your contracting business even more in the vast realm of Google visibility, such as:

Local Service Ads

Google’s Local Service Ads are like the fast pass to the top of the search results. Look into them — they’re worth it. These ads prioritize local services, ensuring that your business is prominently featured when potential clients in your area are actively seeking the services you offer.

PPC (Pay-Per-Click)

If you have a bit of budget, PPC ads can give you a boost. With PPC, you set a budget for your ads, and you only incur costs when users actively engage by clicking on your advertisement. It’s a cost-effective way to ensure you’re reaching a targeted audience, maximizing your budget by paying for actual interactions rather than just impressions.

Consider PPC as a strategic tool to amplify your business presence, especially when aiming for specific demographics or promoting time-sensitive offers.

Setting Expectations for SEO for Building Pros

Remember, Rome wasn’t built in a day, and neither is a stellar online presence. Results take time. Be patient as you build your digital strategy and ramp up your SEO efforts.

This guest post was provided by Socius. Learn more about their SEO services below.

Introducing Socius’s Fast Start Program:

If you’d rather not take on an SEO strategy alone, Socius can work as an extension of your business to expand your digital marketing efforts and help you reach ready-to-act, qualified customers.

And now, Socius has partnered with EverConnect to offer you up to $2,500 in credit toward qualified new leads for your home improvement business when you partner with Socius for digital marketing. It’s designed to generate leads and business while your long-term SEO strategy takes shape. Learn more here.

Boosting your online visibility doesn’t have to be overwhelming. With the practical steps we’ve outlined in this blog, you’re well on your way to dominating the digital arena, one search result at a time.

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4 More Ways AI Can Help the Construction Industry

AI for construction and design

By now you’ve likely heard about artificial intelligence (AI)—and if you’ve ever “conversed” with a company’s website chatbot, you’ve used it too. AI is the buzzword of the moment, for sure. As we’ve mentioned in a previous blog post, it’s not likely going to replace construction workers. But artificial intelligence is definitely showing potential to enhance what we do and create efficiencies in how we do it.

Previous AI opportunities we explored include pre-design support, design development, permit documentation automation, site safety, and materials management.

AI also has the potential to help your homeowner customers, as well, by streamlining processes and providing a better experience. Paul Burleson, Westlake Royal Building Products™ National Remodeling Accounts Manager, outlines some of the additional ways AI can be used in this industry:

1. Personalized recommendations: AI-powered tools can help homeowners get personalized recommendations on which products and materials to use, based on their preferences, budget, and specific needs.

2. Smart assistants: AI-powered smart assistants such as Amazon Alexa and Google Assistant can help homeowners with a range of tasks, from turning their lights on and off to adjusting the temperature in their home. Homeowners can use these assistants to control various smart home devices, which can help to improve their overall living experience.

3. Virtual home improvement tools: AI-powered virtual tools can help homeowners visualize changes before they make them. This technology can be used to create 3D models of a home’s interior and exterior, allowing homeowners to see how different paint colors, furniture, and décor will look in their home before making a final decision.

4. Predictive maintenance: AI can be used to predict when maintenance needs to be performed on home appliances, systems, and other components. This can help homeowners to avoid costly repairs and replacements, as well as ensure that their home is always functioning at its best.

Overall, AI has the potential to revolutionize the home improvement industry, making it easier and more convenient for homeowners to improve their living spaces. For more ideas, be sure to read our previous coverage here.

Image credit: iStock.com/metamorworks

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Survey: What Are Homeowners Planning for Home Remodeling?

interior trim in home foyer

What are Westlake Royal Building Products’ homeowner customers and potential customers thinking about for their upcoming home remodeling projects? We recently surveyed 114 subscribers to the Live Abode consumer blog about their design plans and preferences. Here are a few insights:

Home Remodeling Styles Remain Classic

When it comes to their “dream” architectural styles, Traditional continues to reign, with 34.3% of respondents selecting the style. Coastal (18.9%), Farmhouse (15.3%), and Mid-Century Modern (10.3%) styles followed.

Interior Remodeling Is in the Plans…

Of homeowners who are planning to remodel, 22% said they plan to prioritize interior projects, while 14% are planning an exterior renovation.

Homeowners who are planning to upgrade their exterior space are targeting regular refreshes and updates over a full deck project.

But what if money were no obstacle? When asked what changes they would make to their homes if they had an unlimited budget, 21.6% would tackle an interior remodel and 17.7% would renovate the exterior. A deck or porch expansion was a close third, with 13.8% of respondents selecting the option.

…but Exterior Remodeling Is on the Brain

While responding homeowners indicated they are planning interior remodels more than exterior, they’re seeking knowledge mostly on exterior projects, which could indicate that such projects are next up on their lists or are forming in their minds. We asked what they’d like to hear more about, and their most-wanted topics were exterior home ideas, siding and trim, and outdoor living spaces, followed by paint color trends.

For your homeowner customers working through the decision and design process, Westlake Royal Building Products™ offers a number of tools to assist both you and them. These include:

• Online design tools: The Virtual Remodeler, the Dream Designer, and HomePlay Prime each allow buyers to mix and match products on an image of their own home or a similar home.

• Live Abode: Our design blog written especially for homeowners is delivered directly to their inbox. Access and subscribe here.

• Color Explorer: Choose color families and find products that match and coordinate. Click here to access.

• Color Combinations: Start with a base color and mix-and-match coordinating accent colors. Click to access Royal Color Combinations, Exterior Portfolio Color Combinations, and Celect Color Combinations

Browse all of our exterior and interior products, access samples and resources, and find inspiration at www.westlakeroyalbuildingproducts.com.

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8 Recruiting Tips to Ease Labor Woes

labor and recruiting tips

It’s no secret that one of the biggest challenges that continues to plague the construction and construction supply industries is labor. Whether you’re seeking trained carpenters or an entry-level stocker, the market for reliable employees ready to commit to the industry is tight.

As a company, you’re not just competing for labor with other builders or dealers for staff, but with similar businesses and trades in your area. And that means even small missteps can make all the difference in losing a potentially great candidate.  

We checked in with Rikka Brandon, a nationally recognized building industry recruiting and hiring expert and best-selling author, to gather a few easy-to-follow tips that can have an immediate impact on your labor and hiring game.

• Embrace and nurture your brand: Job seekers have an advantage, and that means they get to be picky and choose companies that create a good working environment and culture. Your company’s “talent brand”— the reputation it has in the market—has an impact on whether potential candidates apply for jobs or accept them. Not only do you have to tell the world who you are as a company, you have to show it in how you operate. Spell out your values and live them.

• Write a strong job ad: Your job ad should never be a reiteration or shorter version of a job description. A job ad should be a marketing tool to sell your brand to potential candidates. It should not only include what the job entails, but the “what’s in it for me” factor about why they should want to work for your company.

• Use multiple forms of advertising: You can’t post an ad on Craigslist and call it done. Go where the applicants are: Embrace, and invest in, tools like Indeed and LinkedIn, and boost posts on your company’s social media. And don’t ignore the power of networking—connect with people at local association events, let all of your contacts know about openings, and reach out to talent you’ve met in the past.

• Don’t drag out the hiring process: With tight competition, job candidates aren’t going to wait around for an offer because they likely are getting several. If your hiring process is four weeks long and involves six interviews, your candidate is going to lose interest and look elsewhere. And keep in mind that many candidates are having to take time off from their current job for interviews, so be respectful of their time and even consider video interviews or off-hour meetings when appropriate.

• Ensure your salary and benefits are up to par: With rising inflation, minimum wage salaries are not allowing young workers to keep up. To find loyal, committed employees, you need to pay them accordingly—let’s be honest, most people don’t work simply for pride or love of a company, they need to make money. Do your research on salaries in the area, both within the industry and outside of it, and make sure yours are keeping up.

• Stay flexible: Times have changed, and workers of all ages are seeking a work/life balance—and they’ll move to another company to get it. While many positions in construction and construction supply simply cannot have flexibility beyond a normal in-person 9-5, others can. Allowing workers to go to their children’s soccer games, removing guilt from calling in sick, providing extra PTO, and permitting remote work when it makes sense can go a long way to attracting and keeping staff members.

• Keep tabs on existing staff: Retention is as important as, or more important than, recruiting. Don’t neglect your current team. Conduct surveys and talk to workers about what they like and don’t like about working for your company, hear them out, and make adjustments accordingly. It’s a lot more expensive to find and train a new team member than to make small investments to keep great workers.

• Don’t keep bad managers: The saying goes, people don’t leave jobs, they leave bad managers. As part of surveying your employees, understand the relationships between staff and their supervisors. Are one team’s members leaving in droves? Are you hearing rumors? It may be worth investigating the management style of your supervisors. Include leadership training for your managers just as you provide installation training or sales training.

For more labor and hiring tips, check out Brandon’s blog and follow her on LinkedIn. And be sure to follow Westlake Royal Building Products on LinkedIn for product news and industry and business insights.

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Dealers Ramp Up Adoption of Ecommerce, Other Technologies

ecommerce activity at home improvement store

The construction and LBM industries are notorious for their slow adoption of technology. This includes ecommerce, which has lagged behind the pace of other industries. But the pace of adoption is increasing, driven by several factors, most notably the pandemic, wider acceptance, and demand from the next generation of customers and workers. And, perhaps surprising to some, AI is also playing a role.

Dealer Surveys Show Ecommerce on the Rise

According to LBM Journal’s 2023 LBM 100 survey, 40% of dealers offered online sales in 2022, a 9.5% increase over the previous year. Of those, 27.4% of orders were for curbside pickup.

“We’re hearing from almost every dealer we talk to that there is a real awareness that ecommerce is a needed element,” said Mike Berger, managing editor for LBM Journal. “The buying habits not just of consumers but also pros have changed so much since the pandemic started.”

Consumers have gotten used to logging onto not only Amazon but also home improvement retailers like The Home Depot and Lowe’s to compare prices and make purchases; LBM dealers are realizing that they need to ramp up their own ecommerce to keep up.

“Ecommerce is here, it’s only going to increase, and dealers are going to need to make every effort they can to accommodate it,” Berger said. “Younger folks coming into the LBM industry are bringing with them patterns of commerce they’ve already developed. To them, it’s second nature to be able to go to their phone, go to an app, place their order, and be done.”

While ecommerce has lagged, LBM dealers have made strides in other areas of technology. In its 2023 Construction Supply 150 report, Webb Analytics noted that while construction suppliers continue to devote a low percentage of revenue to technology, they’ve made remarkable gains. “Online bill presentation now is common, with online payment capabilities close behind,” the report explained. “The next big trends will involve notification of delivery status and online information about whether a product is in inventory. Both are likely to be features of customer-facing apps for smartphones—another growing trend.”

Dealers have responded to customer demand for easier access to accounts and pricing by making it easier to pay bills or check inventory online, a must-have for building pros who do office work after regular business hours because they’re on the jobsite all day. Online access may also be beneficial for customers for whom English is not their first language.

“Despite spending an average of less than 1% of revenue on technology—far below most other industries—leading dealers have gotten dramatically more techie over the years, especially this decade,” the Construction Supply 150 said. “We’re at the point where more than two-thirds of responding CS150 dealers make it possible for their customers to see purchasing history and bills online, and another quarter of the dealers plan to add that capability. Over half permit online bill payment, and another 30% plan to roll out the feature.”

One reason ecommerce might be slower to adopt is because pricing and supply in the building sector isn’t always black and white. Supply chain challenges, particularly over the past few years, have made it harder to predict what is available, and pricing can be impacted by a number of factors that vary customer by customer.

But, ironically, technology is helping to address those challenges, as well. “The stock issue is gradually improving as dealers get better warehouse systems,” Webb Analytics President Craig Webb said. “The pricing is getting better in part because dealers are getting more sophisticated at being able to categorize customers.”

Webb’s Construction Supply 150 found that 35% of dealers have a warehouse management system, but another 26% want to add it. Delivery notification systems are also on the rise, the study found, with 40% of dealers offering it now; 79% of dealers have dispatch/delivery software, which means notification offerings could rise soon.

For now, Berger said, many customers are using ecommerce for smaller items or one-off items, such as a few extra 2x4s or other missing materials needed to quickly complete a job. Consumers are using it as part of their pricing research, which positions dealers to potentially earn new business if they have an item at an equal or better price as a nearby big box store.

How Artificial Intelligence Can Help Dealers With Ecommerce

Webb and Berger both point to artificial intelligence (AI) as an important factor for dealers going forward.

“It looks like artificial intelligence’s ability to slice and price could be one of the very first ways AI makes an impact on dealers,” Webb said. “It’s possible to collect tons of information about customer history and purchasing patterns, to scrape the internet for what everyone else is selling for, and to look at commentaries on what’s happening with pricing trends, strikes, forest fires, etc., and make pricing recommendations in the moment for customers. [As a simple example,] it’s an automated way of seeing a winter storm coming and analyzing how many shovels you have.”

Berger said one of the biggest fears he hears from dealers is that adding ecommerce means increasing the amount of staff needed to handle it. But dealers who have found success are reporting the opposite, thanks in part to AI tools that can assist with filling out product descriptions, answering common questions, and more. “With the tools that are available, dealers aren’t having to radically ramp up their hiring.”

Ecommerce Solutions With Software

Existing and trusted software solutions also are playing a key role in getting dealers up to speed. The industry’s leading software providers offer systems that allow companies to run programs for what they want and need while adding or removing capabilities in the future.

Epicor’s enterprise resource planning (ERP) solution, for example, has an option for an integrated ecommerce platform.

ECI announced in July a new ecommerce solution for its Spruce ERP platform. The tools allow dealers to build a professional storefront website and customer portal without the need for coding or web development expertise. “For consumers and tradespeople, this means unlocking the ability to shop online for delivery or in-store pickup, browse products, create accounts, build self-service quotes, pay invoices, and more,” John Maiuri, division president LBMH at ECI, said in an announcement of the launch. “For LBM and hardlines businesses, this means help in avoiding over-stocking since inventory counts, transactions, pricing, invoices, and other information are directly connected between systems.”

It’s clear that more and more LBM dealers are embracing the efficiencies that technology can bring—while recognizing that customers will only continue to expect such conveniences in the future. As technology solutions become more advanced and more user-friendly, there perhaps may be no better time to take the leap.

Gain more insights and stay connected with Westlake Royal Building Products® on LinkedIn.

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Image: iStock.com/gorodenkoff

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How to Leverage AI in the Construction Industry

In a rapidly evolving world where technological advancements are reshaping industries, artificial intelligence (AI) has emerged as a game-changer. People are already using it to create more efficient schedules, develop recipes for their leftovers, and even create code to build websites when they have no web development experience.

But what about industries that are hands-on like construction? AI can’t build a home, right? It can’t put on a roof or replace old plumbing pipes, can it?

No, but it can help make many of the processes faster and safer.

AI Will Not Replace Construction Jobs

Before delving into the details of AI in construction, it’s crucial to address a common concern: the fear of AI replacing human workers.

Rest assured, AI is not here to replace construction jobs; rather, it is here to enhance existing roles. AI technology can be a powerful tool to aid construction workers, boost their productivity, and streamline processes, leading to more efficient project execution.

AI and the Future of the Construction Industry

The future of the construction industry lies in embracing advancing technologies to unlock its full potential. By integrating AI and construction, we may see remarkable improvements in each stage of the building process, especially during planning. It can streamline processes, reduce costs, minimize errors, and optimize overall efficiency in construction projects.

Here are some of the ways AI might be used (or is already being used) in the construction industry:

AI and pre-construction

  • Pre-design – With AI tools, professionals can generate design options, analyze site conditions, and optimize building layouts. This can help to speed up the decision-making process and empower the creation of more innovative and workable designs.
  • Design development – AI can analyze large quantities of data and generate solutions based on specified parameters. Construction professionals can use AI to accelerate the design process, find potential issues, and improve the overall quality of designs.
  • Construction documents – Generating construction documents, drawings, specifications, and schedules can all be enhanced through AI automation. With these integrations, professionals can not only reduce errors but also improve document accuracy and enhance collaboration among different project participants.
  • Bidding and negotiations – AI can assist during bids and negotiations by analyzing historical data, current trends, and your project requirements. Because it can optimize cost estimates and evaluate subcontractor proposals, the decision-making steps in the process become more informed and efficient.
  • Permits and approvals – Documentation automation through AI could mean a faster process of getting permits and ensuring compliance. There are now AI-powered tools that can aid in the analysis of building codes, zoning regulations, and environmental requirements, which means fewer project delays to meet compliance.
  • Finalizing pre-construction documents – Leveraging AI when reviewing and finalizing pre-construction documents, contracts, and agreements can aid in minimizing potential risks and discrepancies.

Performance and safety during the construction process

  • Site-safety – AI-powered cameras and video analytics can detect potential hazards, monitor on-site behavior, and provide the supervisor and general contractor with real-time alerts. Surveillance at this level means improved safety for all and fewer accidents on construction sites.
  • Labor and materials management – Optimizing the allocation of labor and materials by analyzing project schedules, resource availability, and productivity data ensures that projects are executed with efficiency. That results in maximum productivity with minimal material waste.
  • Building performance analysis – AI-powered systems can help find opportunities for energy savings, predict maintenance needs, and contribute to overall sustainability and cost savings for building owners.

The Future of AI in the Construction Industry Is Bright

If we want to fully harness the power of AI in the construction industry, it’s imperative to continue collaboration between technology providers and construction professionals.

The potential benefits are emerging: streamlined processes, lower costs, improved accuracy, enhanced safety, and optimized project management, just to name a few. But the journey doesn’t stop here — continued research, development, and adoption of AI technology may be crucial to move the industry forward.

One way Westlake Royal Build Products is embracing technology is through our available Home Design Tools. Create your own home masterpiece by interacting with our design tools.

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Better Sales Starts With the Introduction

Technology is great. But in the midst of it taking over our lives and jobs, something has gone missing from the sales process—the power of human touch. “We’ve lost the art of connection,” says sales expert Charlie Cina. “Everyone wants to be high tech, no one wants to be high touch.”

Specializing in sales and online training, Cina is a consultant, writer, and speaker with clients around the world. He has developed a unique prospecting tool called OneTapConnect, which allows you to have immediate impact and influence by sharing your custom-branded mobile site that shares your social profiles, website, and other custom links.

Cina isn’t saying technology doesn’t have a place in sales, but the ability to build instant rapport and credibility with a potential customer that also allows you to create trust by showing your truth, authenticity and proof is paramount in any sales process.

“I believe you have to be both high tech and high touch,” Cina says.

The Power of Introduction for Sales

Cina notes that there are organic opportunities around us each and every day, and he suggests introducing yourself to five new people on a daily basis—at your child’s baseball game, in line at the dry cleaner’s, etc. “Your job as a sales professional or business owner is to introduce yourself to as many people as you can and shout from the rooftops who you are, what you do, and how you can help.”

Is every person you meet in need of your subcontracting skills or the products you sell? Not likely. But everyone knows someone who knows someone, and by introducing yourself and making an impression, you become memorable when such a need arises among the people they know.

“The whole concept is the people out in the world have two things you need: They have your money or they have your potential contact/connection with people who do want your products and services.”

Overcoming Fear of Introducing Yourself


Making an introduction can be an intimidating experience, but it’s pretty simple.

First, it helps to reframe your thinking: It’s not a “cold call,” it’s a “new call.” Follow the simple formula: Introduction, build rapport, gain credibility.

Learn how to say hello, your name, who you are, and what you do. Present yourself in a way that’s unforgettable at the first point of contact. “Stick your hand out and introduce yourself. ‘Hi, my name’s Charlie, what’s your name?’” Cina says. “As soon as they tell you their name, you’re no longer strangers.”

Just be sure to come from a place of good intention, Cina explains. “You’re out there to have a conversation. Everyone is not a prospect for what you do. But master the art of human interaction and connection, and you can sort a prospect from a suspect. It’s not always a financial transaction; it might be a friendship or a referral. The whole key is when you’re out in the world, it’s your intention to get attention. You are a brand called you.”

The more you do it, the easier it becomes, Cina promises. Rather than practicing on family and friends, who can be your harshest critics, he recommends that you practice by doing.

Much like dating, if you’re not out there, you won’t meet someone. “Activity breeds activity,” he encourages. “The more you introduce, the more you produce.”

Want to learn more skills from Charlie Cina? Check out his book Expose and Close and his website https://charliecina.com, which includes a blog and online academy. Learn more about his OneTapConnect prospecting system here.

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Celect Cellular Composite Siding Offers Low-Maintenance Solution for California Houseboat

Houseboats featuring Celect and Cedar Renditions siding

When it comes to dream homes, you can’t get much more dreamy than a houseboat. And this 840-square-foot houseboat completed last year by Brad Schnoor is no exception.

Located in inland central California east of Modesto, Don Pedro Lake offers 160 miles of shoreline and a host of activities including boating, swimming, and waterskiing. It’s also a popular houseboating spot, with Schnoor’s project one of its most recent remodels.

For his first houseboat project, Schnoor took the home down to its studs, keeping only the original steel frame and pontoons.

Inside is fully modernized with two bedrooms and two bathrooms, plus a great room with kitchen and living room. Outdoor living spaces envelope the home, with a covered porch on the lower level and the top level featuring a fully outfitted outdoor kitchen, bar seating, lounge area, canopy, and ceiling fans.

In creating the exterior, Schnoor did a lot of research into what cladding was the best fit for a home on the water, and he eventually requested a sample of Celect™ Cellular Composite Siding. “I knew there wouldn’t be rot or rust issues,” Schnoor recalls.

Indeed, Celect combines the look of real wood but is engineered to stand up to harsh weather conditions, is low maintenance, and has a fade-resistant Kynar Aquatec® coating. Celect requires no painting or caulking, and its patented interlocking joints keep moisture out so boards stay straight and true.

The houseboat’s entire exterior is clad in 7” Celect clapboard siding and Celect trim, both in Frost. After almost a year on the water, Schnoor reports that he has seen no movement, despite the moisture and the area’s vast temperature swings. “We’re completely happy with how it turned out,” the builder says. “We’re really pleased, and we get lots of questions about it.”

Schnoor says he plans to use Celect for future houseboat and coastal projects based on its performance.

Cedar Renditions 6” Soffit

In addition to Celect siding, Schnoor installed Cedar Renditions™ 6” aluminum soffit, in the Grey Oak color, on the ceiling of both lower- and upper-level outdoor spaces. Cedar Renditions is water-resistant, impervious to cold, insect-proof, and extremely durable while remaining virtually maintenance free.

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How to Use Inspiration Boards for Siding Selection

Westlake Royal Building Products inspiration boards

With the sheer number of siding options on the market, siding selection can sometimes be difficult for homebuyers as they navigate which materials, styles, profiles, and colors are right for them. Being able to see—and feel—the choices and understand how they work together can be powerful. Physical inspiration boards at the dealer or in a builder’s showroom or model home can help customers begin to envision how products look in real-world applications, visualize how they come together in popular multi-textured facades, and determine what they like and don’t like.

An inspiration board is a three-dimensional element that serves as a miniature wall section, combining several types of cladding, trim, and accessories into a diorama of sorts. Unlike a display board showing a small sample or even a larger product section, an inspiration board gives buyers an idea of how the finished exterior will look when fully outfitted with other claddings and accessories.

Here’s are examples of some of the inspiration boards Westlake Royal Building Products™ curated for this year’s International Builders’ Show:

Westlake Royal Building Products inspiration boards

Vignettes can combine several types of cladding to show common ways of achieving the multi-textured look, such as Versetta Stone with Cedar Renditions in the center vignette above or Exterior Portfolio Market Square siding with Foundry 7” Split Shake in the right-hand vignette. Each includes coordinating accessories to complete the look, including Atlantic Premium Shutters, Royal Trim & Mouldings column wraps, and a color-matched Mid-America mounting block.

“It brings it all together, catches people’s eye, and helps them visualize how they can outfit their exterior with Westlake Royal Building Products,” said Kriss Swint, Director of Marketing Communications. “Those applications help create more of a feeling and a mood. It helps us tell our story.”

If space is a concern, inspiration boards can take the form of smaller shadow boxes, such as these boards displayed at the 2020 Builders’ Show:

Though slightly smaller, these displays still make it easy for customers to see how various products come together to make a cohesive, eye-catching look.

Here are some tips for creating inspiration boards to ease siding selection:

• Seek out ideas: To put together Westlake’s inspiration boards, the team consults with product managers about the latest trends and draws on what customers are doing with the products. They also study magazines and Pinterest to keep up on new combinations and find fresh ideas.

• Include signage: Be sure to identify the products in the display so that buyers know what they are looking at, that everything is available from you, and how they can replicate the exact look if they so choose.

• Include images: Accompanying images showing a rendering of the look on a full home or of the home that inspired the vignette can help further increase and ease visualization.

• Add decorative touches: Don’t forget the other elements one would find on the exterior, such as plants, a light fixture (with mounting block), window box, or address block.

• Add QR codes: Including a QR code with a link to the products’ web pages or online brochures can make it easy for visitors to get more information on the products they’re seeing as they make their decisions, freeing up your staff in the process.

• Leverage your manufacturer: Don’t be afraid to reach out to your manufacturer rep for help curating your inspirational displays. They can offer advice on what products work best together and assist with finding the right information to link to, along with providing take-home samples, fan decks, and literature.

To make inspiration boards more powerful, you can pair them with Westlake’s online design tools, including the Virtual Remodeler, the Dream Designer, and HomePlay Prime, which allow buyers to mix and match products on an image of their own home or a similar home.

Related articles:
• Resources for Selling and Installing Siding & Trim
• Best Practices for Multi-Textured Facades
• Why and How LBM Dealers Should Sell Exterior Packages

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LBM Dealer Surveys Show Continued Strength Amid Economic Concerns

Each year, the LBM 100 from LBM Journal and the Construction Supply 150 from Webb Analytics dealer surveys provide a snapshot of the state of the lumber and building materials industry and, by default, a temperature reading on the rest of the residential construction industry. And this year’s lists, both released this month, are no exception.

“The year began with dealers enjoying the last giant swells in lumber prices that had led to unprecedented reve­nue increases in 2021,” reported Craig Webb of Webb Analytics. “By the end of 2022, those prices were down more than 60% from where they were at the start. Meanwhile, consumers’ pain over price increases and a Federal Reserve clampdown helped force a slowdown in the economy. Nevertheless, demand from builders and remodelers remained robust and product shortages still were rampant, particularly early in the year. The result was unsettled conditions.”

Webb’s Construction Supply 150 found the result to be a 9.5% increase in revenue for the list overall, as well as growth in the total number of locations and number of employees. However, the revenue increase was only 3.3% when adjusted for inflation.

“Now in its third year, the LBM 100 continues to demonstrate the strength of the lumber and building materials industry while fighting new challenges such as skyrocketing interest rates, rising inflation and fuel costs, labor shortages, and foreboding talk of recession,” LBM Journal’s James Anderson said of his publication’s rankings. “If that list of challenges faced any other industry, it is unlikely that we could see 94 of this year’s top 100 dealers reporting increases in sales in 2022.”

In fact, LBM Journal reports that nearly all of the dealers with higher sales last year saw increases in the double digits. Nine companies had sales over a billion dollars, including one that reached the threshold for the first time. (The Webb Analytics Construction Supply 150 tracks both traditional LBM dealers as well as big box stores and specialty distributors, so its ranking includes 25 members with more than a billion in sales.)

As in previous years dealer surveys, some of that growth came from continued acquisitions.

Lumber prices continued to play a role, but to the opposite effect as last year: “The impact of lumber price changes shows up most prominently when you look at one of the CS150’s five subcategories, lumberyards with manufacturing capabilities,” Webb said. “In 2021, this group’s revenues shot up 58.6%. In 2022, the gain was only 18.1%. And a good share of that increase came not from same-store sales growth, but rather from many of the 481 construction supply operations acquired and 253 locations opened by the CS150 in 2022.”

Even with the challenges, nearly half of the LBM 100 plan to expand over the next one to two years. In addition, LBM Journal said, “Many dealers have indicated that 2023 will be a year of growth, despite higher interest rates and lingering supply chain challenges.”

Other trends of note:

• The pandemic’s influence on e-commerce continued, as LBM Journal found that 40% of dealers are now offering online sales, up from 30.5% in 2021.

• Hiring is still dealers’ No. 1 challenge, LBM Journal said, though there was a notable drop from the previous year, from 84% of respondents to 68%. As with last year, drivers continue to be the hardest role to fill, followed by yard workers. Still, the threat of recession has actually helped some dealers with this issue, opting to reduce staff by eliminating open positions or hiring good employees who are leaving less-stable companies.

• Credit card fees are another growing challenge for dealers. With fees upwards of $180 million among the companies he surveyed, Webb found that dealers are pushing to limit the use of credit cards for bill paying.

View the full dealer surveys, view the LBM Journal 100 here and download the Construction Supply 150 here.

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Find Helpful Tools and Resources During National Home Remodeling Month

National Home Remodeling Month

May marks National Home Remodeling Month, the NAHB’s annual celebration of the remodeling industry and remodeling professionals. Westlake Royal Building Products™ has signed on as the title sponsor of the event for the second consecutive year. 

During National Home Remodeling Month, remodelers are encouraged to leverage customizable marketing tools, content, and tips to help promote the industry and local expertise. Available materials include sample social media posts, web banner graphics, press releases, fact sheets, and more. For local councils and members, NAHB offers government proclamations, articles and op-eds, fact sheets, and a how-to kit.

To get started, access a start-up guide, tips and strategies, and the array of downloadable content on NAHB’s National Remodeling Month landing page.

“Westlake Royal is thrilled to sponsor this initiative again this year. Remodeling offers numerous benefits to homeowners who want to change their living environment without uprooting their family and moving. Home improvements can add more space for a growing family or older parent, improve energy efficiency and increase the resale value of your home,” said Steve Booz, vice president, marketing & product management at Westlake Royal Building Products. “We are excited to join in supporting NAHB’s members, who are committed to quality construction and integrity, professionalism, and their customers.” 

As part of the sponsorship, Westlake Royal Building Products will host several events for NAHB members during the month of May, including a Shop Talk on May 11 featuring Chuck Chura, senior product manager for Westlake Royal Building Products, who will discuss using panelized stone to drive building efficiencies. 

To learn more about NAHB Remodeling Month and register for upcoming events, visit nahb.org/remodelingmonth.

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Resources for Selling and Installing Siding & Trim

Westlake Royal Building Products Royal siding

Westlake Royal Building Products’ portfolio of siding and trim comprises more than 30 individual brands, ensuring you and your customers can find the right product for each project, application, style, and budget. To support you behind the scenes, Westlake Royal offers numerous professional tools and resources that can help you select the perfect material, choose the ideal color, and ensure proper installation for long-lasting looks and performance.

Along with our in-house customer service team and in-field sales representatives, be sure to take advantage of our extensive array of resources to help sell, select, and install siding and trim from Westlake Royal Building Products.

Selling Resources

  • Samples: We offer samples for nearly all of our siding products and many trim products. How to get: Visit individual project pages (start here) and click on “Request a Sample.”
  • Sample boards/folders/brochures: When meeting with clients in your office, in their home, or on the jobsite, our portable sample boards can help compare different materials and illustrate the aesthetic and performance benefits of each. Leave-behind brochures outline product benefits and color options. How to get: Contact your local sales rep.
  • Fan decks: Help your customers visualize and select siding options with fan decks featuring siding color and grain options from several Westlake siding brands, including Exterior Portfolio® and Royal®. Vinyl samples are cut from actual siding, providing a true physical representation. How to get: Contact your local sales rep.
  • Product knowledge sessions: In-depth knowledge of the products you sell and install is your best marketing tool. Westlake representatives and dealers are available to provide an in-depth look at your siding and trim options so you can sell with confidence. How to get: Contact your local sales rep or Westlake dealer to schedule.
  • Sell sheets: Download and print hard-hitting one pagers outlining products and topic areas in detail. How to get: Visit individual project pages (start here) and click on “Resources.”
  • Consultative training sessions: Our in-house sales experts can provide in-person sales training and tips to help you sell more effectively and efficiently. How to get: Contact your local sales rep to inquire.

Design Resources

  • Color & design guides: To help customers truly discover what color can do for their home, explore Westlake Royal Building Products’ range of design guides, including:

–Color Explorer: Choose color families and find products that match and coordinate. Click here to access.

–Color Combinations: Start with a base color and mix-and-match coordinating accent colors. Click to access Royal Color Combinations, Exterior Portfolio Color Combinations, and Celect Color Combinations.

  • Design galleries: See completed projects via our product-specific inspiration galleries. How to get: Visit individual project pages (start here) and click on “Gallery” or “Inspiration.”
  • Immersive Experience: This online, 3D interactive program showcases exterior products from Westlake Royal Building Products™ siding and trim brands as well as Westlake Royal Stone Solutions™ and Westlake Royal Roofing Solutions™ on three distinct homes. Tour the homes, explore the material options, and experiment with profiles and colors. Click here to access.

Installation Resources

  • In-person or virtual training: On the jobsite, at the lumberyard, or over the phone, our sales team can provide installation training and best practices to help you avoid callbacks and improve performance and efficiency. How to get: Contact your local sales rep.
  • First nail program: Schedule a short jobsite training with our installation experts for Celect® Cellular Composite Siding, Versetta Stone®, TruExterior® Siding & Trim, and Zuri® Premium Decking. How to get: Contact your local sales rep.
  • Installation instructions: Download and print installation instructions for all Westlake Royal Building Products’ siding and trim via the web. How to get: Visit individual project pages (start here) and click on “Resources.”
  • Code reports: Downloadable and printable. How to get: Visit individual project pages (start here) and click on “Resources.”
  • Specifications and drawings: How to get: Visit individual project pages (start here) and click on “Resources.”

Education & More

  • CEU courses: Expand your exterior product knowledge and earn credits with free online courses. How to get: Visit AEC Daily and search “Westlake.”
  • Westlake Royal PROS Perks: Earns rewards for the products you buy! Enroll in this points-based program to start earning merchant gift cards and Visa® Reward Cards as a thank-you for purchasing products within a robust selection of 13 Westlake Royal Building Products siding and trim brands. Click here to register.
  • Social media: Follow us on Facebook, Instagram, and LinkedIn for project showcases, installation tips, and product information, including content from top customers and field experts.

And of course, you can reach out to us at any time. Connect with your local rep or contact Westlake Royal Building Products here.

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Tiny Home Project Supports Pacific Northwest Tribal Veteran

Operation Tiny Home, Celect siding and trim

Operation Tiny Home is a non-profit in Oregon providing affordable, high-quality housing for at-risk populations, including veterans, natural disaster survivors, and young adults aging out of foster care. On April 6, the organization, in partnership with North Sound ACH, handed over the keys of its latest tiny house project to the Lhaq’temish Foundation in support of a Lummi Nation U.S. veteran facing chronic housing instability.

Zack Griffin, co-host of the television series “Tiny House Nation,” joined Operation Tiny Home, North Sound ACH, and the Veterans Administration National Tribal Advisory Committee at the ceremony, which was held at the Seven Feathers Casino Resort in Canyonville, Ore. The home’s recipient spoke to supporters and cut the ribbon on her new house. Following the event, the tiny house was transported to its final destination near Bellingham, Washington.  

“Witnessing the joy on the veteran’s face as she received the keys to her new home was truly a moving experience,” Operation Tiny Home noted on its Instagram page. “We want to extend a heartfelt thank-you to all who made this possible — your efforts have made a real difference in the life of a veteran and her family.”

Tiny House With All the Comforts of Home

The interior of the home will feature two lofts and a full, modern kitchen. Amenities in similar Operation Tiny Home projects have included wood ceilings, mini-split HVAC systems, a large bathroom and shower with bench, and a washer-dryer combo unit.

For the exterior, Westlake Royal Building Products donated 900 square feet of Celect® Cellular Composite 7” Lap siding, in Latte, along with Celect trim in Frost.

Manufactured with cellular PVC, Celect offers the timeless look of real wood yet absorbs a miniscule amount of water, so there’s no need to worry about swelling, cracking, chipping, and degradation. It’s an ideal combination of features for the Pacific Northwest locale, where wood cladding looks are popular but the wet weather can wreak havoc on natural materials. The siding includes a fade-resistant Kynar Aquatec® coating that withstands all weather conditions and climates, and it comes with a 25-year color protection warranty.

It was the perfect backdrop for a joyous ceremony that brought together members of the tribal community, the local community, and the building community. During the event, attendees were invited to fill unfinished interior walls with messages for the new homeowner.

“This is more than just a housewarming; it’s an opportunity to show our love and support for our tribal veterans,” Operation Tiny Home stated. “We’ll be making this house a home by filling the walls with messages of blessings and support! Because who wouldn’t want to live in a home infused with love and positivity?”

To try Celect Cellular Composite siding on your next project, find products in your area or request a sample.

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Westlake Royal Building Products™ Launches PROS Perks™ Contractor Loyalty Program

Versetta Stone panelized stone siding being installed on the wall.

Westlake Royal Building Products™ now offers Westlake Royal PROS Perks™, a contractor loyalty program for new and existing customers. PROS Perks is a point-based program that will award customers with merchant gift cards and Visa® Reward Cards as a thank-you for purchasing products within the robust selection of Westlake Royal Building Products brands.

PROS Perks rewards are easy to redeem and use—customers simply log in, add purchased products, and submit photos of their invoices to the PROS Perks website (www.wrproperks.com). Points are awarded based on dollar amount spent, will accumulate, and can be redeemed for gift cards.

“Contractor programs are not new, but are often cumbersome for the user, with complicated points systems, rebates solely for more materials, or merchandise-only rewards. The new Westlake Royal PROS Perks program is hassle-free and delivers rewards to spend however they wish,” said Steve Booz, Vice President of Marketing & Product Management for Westlake Royal Building Products. “We value our customers and want to ensure they not only receive beautiful, high-performance exterior and interior products, but can cash in on their loyalty to our portfolio of brands.”

PROS Perks will include products within 13 of Westlake Royal Building Products’ brands: Royal® Siding, Exterior Portfolio® Siding, Portsmouth™ Shake & Shingles, Foundry Specialty Siding®, Cedar Renditions™ Aluminum Siding, Celect® Cellular Composite Siding, TruExterior® Siding & Trim, Versetta Stone®, Royal® Trim & Mouldings, Kleer®, Mid-America® Components, Royal® Shutters, Mounts & Vents, and Zuri® Premium Decking. Additional points incentives will be added throughout the year, making this Westlake Royal Building Products’ most robust reward program to date.

To learn more about Westlake Royal PROS Perks contractor loyalty program, visit www.wrproperks.com. You can also visit our PROS website at www.westlakeroyalpros.com.

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3 Cyber Security Tips for Contractors

For contractors, cybersecurity might not be high on the priority list. Between balancing projects, sourcing building materials, and interacting with clients, it’s easy to let the security of your computer systems fall to the back burner. However, contractors and the construction industry overall are at risk now more than ever due to the adoption of smartphones, laptops, and other tools.

The good news is that there are a few easy tips that help protect your business.

The Risk of Cyber Threats to Contractors

Contractors and others in the construction industry are at risk for security breaches every day. If you keep customer information on a computer, use a smartphone to schedule projects, or take advantage of accounting software, among many other tasks, there are risks for a breach. Some of the most common cybersecurity breaches that happen with contractors include:

  • Phishing scams: These are most commonly emails sent by scammers who are trying to get you or your employees to click a link to gain access to your company’s system.
  • Tech support scams: A scammer sends a message to a construction/contractor business pretending to be tech support and saying your computer system needs to be fixed to gain access to sensitive information.
  • Ransomware attacks: A scammer infects your system with malware and threatens to release sensitive information unless a ransom is paid.

3 Cybersecurity Tips for Contractors

1. Hold “Fire Drills” to Help Prevent Cybersecurity Attacks: One of the best things you can do to help prevent a cybersecurity attack is to hold training sessions. Gather all your employees and walk through what one of these attacks could look like. A great place to start is going online and looking up some classic phishing scam emails.

Go through the main “red flags” to look out for, which may include:

  • The email being sent from an unknown or unofficial address.
  • The email having misspellings and grammar issues while trying to get the recipient to click on a link.
  • The content of the email stressing a sense of urgency with language like “you need to act now.”

Trainings like this for employees can help develop their muscle memory on best practices in case one of these events happens. To help, YouTuber ThioJoe has a great in-depth video on how to spot scam emails.

2. Keep Your Technology Current, and Update Passwords: Many manufacturers of technology like smartphones and computers regularly update their software, making it more challenging for cybersecurity threats to break through. When you’re using an old or outdated system, those protections aren’t there to help prevent the latest cyber-attacks, putting your system at higher risk.

That’s why it’s important to keep any technology that holds customer or business information current. While the cost of replacing an old phone or computer might seem high at first, it’s less than the financial and legal damage a cyber-attack or scam could cause your business.

Part of keeping your technology current also involves using best practices for your passwords. For starters, if any of the software used for your contracting business offers two-factor authentication, be sure to turn it on. Also make sure that no one in your business is using one universal password. You can also take the hassle out of juggling multiple passwords by using a free password manager such as that offered by Norton.

3. Know Where Your Data Live: A key step in helping your contracting business stay safe from cyber security threats is knowing where your sensitive data is kept. Create a list of any software or hardware that has customer and/or business data on it. This list should be where the bulk of your cyber security efforts go toward. Since most small contractors don’t have unlimited resources, this tip can help ensure you get the most bang for your buck.

You’ll also want to look for any vulnerabilities in the software or hardware where the data is held. An easy place to start is backing up this information regularly to an external hard drive. This routine process can keep your business running if the company’s main computer(s) are compromised or need to be repaired.  

These are just a few of the ways you can protect your business. Be sure to consult with an IT specialist to ensure your specific systems are operating securely. For more cybersecurity tips, the Federal Communications Commission (FFC) also has a great collection of resources specifically for small businesses.

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Exterior Remodeling Projects Deliver Greatest Return on Investment, Study Says

Royal Siding, vinyl siding remodeling ROI

Before embarking on a remodeling project, whether large or small, most homeowners ponder not just their design preferences and lifestyle needs, but whether the renovation will add value to their home. Today’s Homeowner with Danny Lipford sought to bring clarity to the question with a recent study that looked into the return on investment of common remodeling projects. The data show that, resoundingly, exterior remodeling and renovation projects deliver the largest return, with garage doors leading the way.

Industry experts continue to tout the strength of the remodeling market, as homeowners elect to renovate their existing houses rather than navigate high interest rates and low inventory for new homes. “With Americans spending more time at home than ever, the total amount spent on renovations and upgrades soared by nearly 27% between 2020 and 2022,” Today’s Homeowner said.

But with material and labor costs also high, understanding which projects provide the most value is more important than ever.

The study examined data from 70,000 homes in more than 1,200 markets, analyzing the cost versus value recouped for 34 different project types. Today’s Homeowner found that the average return for all projects is 69%. But the average cost recovered for exterior remodeling projects is 23% higher than interior projects; in fact, the top 10 projects reaping the best ROI were on the exterior.

“Curb appeal really matters when selling your home,” Realtor Suzanne Coddington, of Dickens Mitchener, told Today’s Homeowner. “It’s difficult to get buyers to see a home that has little or no curb appeal.” 

Garage door replacement was the only project category to reap a full 100% return on investment, followed by wood window replacement (95.5% cost recovery), screened-in porch addition (92.9%), fiber cement replacement (92.7%), and vinyl siding replacement (91.0%) and vinyl window replacement (91.0%).

“When considering new siding, look for high-quality, low-maintenance materials,” Steve Booz, Vice President of Marketing & Product Management for Westlake Royal Building Products, advised the Today’s Homeowner audience. “Some products offer insulation or locking seams for increased energy efficiency. And don’t be afraid to play with color, texture, different profiles, and contrasting trim — siding can be beautiful as well as functional.”

The remaining projects in the top 10 comprised an in-ground pool (90.1%), composite deck addition (86.9%), concrete backyard patio (86.4%), and wood deck addition (80.1%).

To view the full study results and expert commentary, click here.

Looking to elevate your exteriors with high-ROI materials? Browse Westlake Royal Building Products’ extensive selection of vinyl siding and accessories.

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Westlake Royal Building Products Adds 11” Board & Batten Profile to Celect Cellular Composite Siding Line

Celect 11" Board and Batten siding

Westlake Royal Building Products™ has added the Celect 11” Board & Batten profile to the Celect® Cellular Composite Siding line. This new vertical profile can accentuate different sections of the house, including full walls, gables, and bump outs. 

Celect 11” Board & Batten is easy to install via a one-piece application that will fit with any Celect product. It’s available in 9” board x 2” batten strip x 10’ length, and is sold with 11 pieces (1 square) per box. This product is available in all 15 fade-resistant Celect colors and in Celect Canvas, ready to paint. 

“We are thrilled to add another anticipated product to our high-performing Celect line,” said Steve Booz, vice president, marketing at Westlake Royal Building Products. “The Celect 11” Board & Batten has been a highly-anticipated and requested addition to our portfolio of innovative exterior products and we are expecting a great response from designers, architects, builders and remodelers.” 

The Celect siding line replicates the beauty and aesthetics of wood while remaining low maintenance and durable for a lifetime. Celect features a patented interlocking seam design, which keeps moisture out and almost completely eliminates seams. All Celect products are backed by a limited lifetime and 25-year color-protection warranty, have a wind resistance of over 210 mph, use Kynar® Aquatec coating for superstar UV protection that reduces energy demands, and resist dirt, seasonal staining and insects. 

To learn more about Celect Siding and Trim products from Westlake Royal Building Products, visit https://royalbuildingproducts.com/celect. 

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Show Village Cottage Showcases Innovations in Compact Footprint

Pro Builder Show Village Impresa cottage, Celect siding

Pro Builder’s Show Village returns to the International Builders’ Show this year, featuring five homes demonstrating the latest innovations in design and technology. Several Westlake Royal Building Products are featured on the Impresa Home, a compact, adaptable cottage designed as a lakeside retreat.

The 1,066-square-foot, two-bed/two-bath Impresa Home is designed to live large, with an open floor plan emphasized by dramatic vaulted ceilings, a spiral staircase to a loft flex space, and covered front and rear porches that extend the footprint and provide added relaxation and entertaining space. It’s designed as an ideal option for a first-time home buyer or a vacation/second home.

The house was manufactured off site by Impresa Building Systems in a factory/assembly line setting that decreases variability and increases speed and efficiency.

Impresa includes a tankless water heater, foam insulation, and wood flooring, along with several innovative products are several from Westlake Royal Building Products:

Celect premium siding on Show Village Impresa cottage

• Celect® Cellular Composite Siding and Trim:
The Celect premium siding featured on Impresa is made from recyclable, state-of-the-art cellular material that faithfully reproduces the texture, look, and solid heft of real wood, but is unaffected by mold, mildew, weather, and time. Celect insulates 70% better than wood, stands up to impact even under the harshest weather conditions, features a fade-resistant Kynar Aquatec® coating that withstands all weather conditions and climates, and is backed by a 25-year color protection warranty.

Eldorado Stone RoughCut

• Eldorado Stone®:
Eldorado Stone’s RoughCut mimics limestone with embedded, fossilized artifacts and a roughly cleaved, pronounced face. Shaped for bold, traditional statements with clean contemporary lines, the color Loire Valley resents a sophisticated gradient of ivories and muted creams with touches of sand and rust.

• Kindred™ Outdoors + Surrounds
The Angelo Mantel Shelf from Kindred Outdoors + Surrounds boasts elegant, sweeping curves. The mantels are available in four colors representing natural limestone and in a smooth or textured surface.

Westlake Royal Roofing, United Steel stone-coated steel roofing

• Unified Steel™ Stone Coated Metal Roofing:
The Unified Steel stone-coated steel roofing offers Class 4 hail impact resistance and a hurricane wind-performance rating. It comes in five distinct profiles and is 100% recyclable.

Learn more about Impresa and the other homes in Show Village here.

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How Are Color Trends Shifting Into 2023?

Westlake Royal Roofing Solutions

Color permeates every aspect of our lives, sometimes temporarily and sometimes permanently, and often plays a critical role in our emotional, mental, and even physical state. Few places is that more evident than in our homes: inside, color sets a mood and makes a personal statement; outside, it sets the tone and nurtures a lasting impression.

Perhaps that’s why we as a society are so invested in color trends. Each year, paint manufacturers and color specialists release their “Colors of the Year,” a bit of a pulse on the consumer psyche (see our coverage of this year’s announcements here).

Color trends for homes don’t move as fast as industries like fashion and automotive. But they still ebb and flow, delivering a look into the tastes and preferences of new-home buyers and DIYers alike.

We checked in with two color experts—Renee Labbe, director of design strategy at Los Angeles-based Broadside Studios, and Kate Smith, color expert and president of Sensational Color—to see what’s on the mind of American consumers as we head into 2023.

Ongoing Macro Trends

Labbe notes that we’re under the umbrella of three ongoing macro trends, with each evolving in its own right. (These trends are based on research conducted by Labbe and Broadside focusing on roofing as a core element as part of an extensive Westlake Royal Roofing Solutions research initiative to understand what is influencing home design and roofing preferences today, so as to refine roofing offerings and respond directly to customer wants/needs.)

• Naturalism: Naturalism represents how we connect to the environment and comes through in natural colors and palettes you might expect. But within that, Labbe is seeing a trend toward more nourishing colors that are rural-inspired and create a contemporary escape. The simplicity and elegance of trendy blacks isn’t going away, for example, but is making room for dark greens, weathered looks, and rustic reds.

• Ease: Emerging around 2015-2016, Ease represents a move toward simplicity as a real-life antidote to our hectic online lives and frenzied social media airs. “If you’re getting constantly hit with images and details and you look up from your phone and see a space that’s clean and simple … the palette is one to two colors as opposed to five to six,” Labbe says. “This trend is a way for your eye to take in the totality of a look without having the take in all the bits and pieces of a design because it was so simplified. … And your brain relaxes.”

• Glamour of Opposites: Around 2016, we started to see a simultaneous trend that was a bit more in your face, a mish-mash of traditional and modern, with blocky and curvy existing side by side. This aligns with a time when consumers began making their voices heard as well as business disrupters like Uber and Door Dash. “We’re seeing this ability to change the old guard, change the system and reinvent it in a way that works for the people,” Labbe explains. “Design became this place where we could express an explosion of creativity.” On the exterior, this trend is coming through in the form of what Labbe describes as disruption and merged aesthetics. For instance, in a “clean traditional” or “quiet modern” style, the elevation remains traditional, but in a way that’s ornamented and with a palette of color choices that’s more modern or contemporary. There’s also more neutrality in color, with a two-color palette versus a traditional Craftsman home that may have three to five saturated tones. Today’s neutrals are high contrast, such as white with a strong black, brown, or gray.

Westlake Royal Roofing Solutions
The pandemic has dramatically shifted home architecture preferences as consumers needed to use their homes in more ways than ever before. Photo courtesy of Westlake Royal Roofing Solutions.

This also shows in a blending of styles, such as a traditional façade with modern elements built in, a home with gabled roofs but a box-shaped entry, or a remodeled home with a traditional style original paired with a modern shape with similar colors to ensure cohesiveness.

Tips For Using Color Trends

When considering color trends, Smith explains that it’s important to approach reports like a menu—browse, pick a color as shown, or customize it to suit your tastes. “Use the color as your inspiration point,” she says. “If you want to use it exactly, that’s fine, but there may be similar tones that fit your home better.”

As Labbe mentioned, color trends last longer than we often think, especially in the home space. Gray, Smith points out as an example, isn’t as “hot” as it was a few years ago, but remains popular. Blue-green continues to attract the eye (and can be found in PPG’s Color of the Year Vining Ivy) and goes great with neutrals as an accent on the exterior or front door.

In fact, Smith says consumers don’t need to be overly concerned about using a trending color for fear it will become quickly dated. What puts a timestamp on it, she explains, is the combinations of colors. Think chocolate brown and aqua from a few years ago—it was the way that everyone was using them. “When looking at how to use these trends, use them in a way that no one else is using them, and then you won’t have to worry about looking dated,” she advises.

Trends are fun, Smith adds, but consumers are much more willing to go their own direction today. “In the end, trust your gut.”