Top LBM Dealers See Dramatic Growth Alongside Supply and Labor Challenges

Top LBM Dealers See Dramatic Growth Alongside Supply and Labor Challenges

The 2022 LBM 100 from LBM Journal and the Construction Supply 150 from Webb Analytics are not just lists of the leading LBM dealers in the country—they’re a reflection of the state of the greater construction industry and its challenges and opportunities. As such, it’s not surprising that dealers reported dramatic sales increases all while navigating a series of unprecedented obstacles.

“Though the nation’s dealers continued to navigate the pandemic in 2021, the challenges that accompany it were slightly different,” LBM Journal said. “Pandemic-amplified labor shortages and continued supply chain constraints and price hikes have only worsened and have recently been joined by rising inflation and fuel costs, due in part to the war in Ukraine. At the same time, booming residential construction activity continued throughout 2021, forcing dealers to channel their problem-solving even more as they tried to keep materials in customers’ hands, deliveries on time, and expenses down.”

Growth indeed. The magazine reported that all but one dealer on the list experienced sales gains in 2021, with 29 growing 50% and 10 companies experiencing gains of 75% or more. Some of the growth was driven by acquisition, but much of it can be attributed to booming construction activity.

Skyrocketing lumber prices also played a role, Webb Analytics noted. “Largely because of softwood lumber’s 116% price increase between January 2020 and January 2022, according to the Producer Price Index, lumberyards with manufacturing operations saw their revenues shoot up 58.6% in 2021 from the year before,” the analysis said. “This group—one of five subcategories tracked in the CS150—gets a lion’s share of its revenue from sales of framing lumber as well as from manufacturing wood-based components. Thus, a huge amount of what these dealers stock sold for drastically more than it did just a few years ago.”

Here are other notable trends from this year’s LBM Journal 100 and Construction Supply 150:

Ongoing labor woes: Not surprisingly, LBM dealers are feeling the labor strain like elsewhere in the construction industry and the rest of the country overall. “This year, 84% of companies indicated that recruiting, hiring, and retaining employees is a challenge, up 7 percentage points from last year,” LBM Journal reported. “The most difficult positions to fill, by a significant percentage, were drivers and yard workers.”

In response, dealers said they are implementing a number of efforts, from mentoring programs to pay and benefit increases.

Price and supply: Also expected, dealers cited price hikes and tight supply as another top hurdle. “Our biggest challenge currently is extended lead times and the constant rising costs,” Charlie Parks, owner and vice president of Parks Lumber & Building Supply, told LBM Journal. “Both of these challenges make it extremely difficult to play a consistent and reliable role in our customers’ attempt to get jobs under contract.”

Yet dealers still came through for their customers. “Priority customer retention was over 95% during extremely unprecedented times in which keeping the customer fulfilled was more difficult than ever,” Parks said.

Acquisitions abound. The trend of dealers gobbling each other up continued. Webb Analytics reported 156 deals covering 693 facilities in 2021. At the same time, 167 new facilities opened.

Ecommerce growth: Webb Analytics said that 72.7% of the Construction Supply 150 are allowing customers to access bills online, and 58.6% are allowing online payment, a significant increase from 56.7% and 42.3% the previous year, respectively.

On the other hand, online sales are still sluggish, LBM Journal found. “Compared to 2020, fewer LBM 100 dealers—just 31%—say they conducted sales online last year. However, among those companies, more are seeing greater chunks of sales online: 3.9% are seeing 25% to 49% of sales take place online, up from 0% the year before, and 3.9% are seeing 10% to 24% of sales take place online.”

View the full LBM Journal 100 here and download the Construction Supply 150 here.

Image: iStock.com/Foryou13

Celebrate National Remodeling Month With Helpful Tools & Tips

May is National Home Remodeling Month, the NAHB’s annual celebration that spotlights the remodeling industry, recognizes the expertise of remodeling professionals, and showcases the myriad benefits of hiring a professional remodeler. Westlake Royal Building Products is proud to be a sponsor of the 2022 event.

For National Remodeling Month, the NAHB encourages remodelers to leverage tools and tips to promote the industry through the local press, social platforms, and in-person fairs, seminars, and tours. Available resources include social media posts, web banners, press releases, fact sheets, and other materials, along with government proclamations, customizable educational articles, and op-eds. Get started with their Step-by-Step Guide here, get promotion tips here, or access downloadable promo materials here.  

As part of its sponsorship, Westlake Royal Building Products is hosting several events for NAHB members during the month of May, including:

• Shop Talk session featuring Chris “CJ” Johnson, Director – Product & Marketing – Siding, Westlake Royal Building Products, discussing the topic of product warranties.

• Webinar “Addressing Multi-Faceted Needs in AIP & UD Renovations,” May 18, which will address multi-faceted needs in aging-in-place and universal design renovations (Sign up here)

Along with professional tools, the NAHB provides a consumer resources portal, with tips on how to choose a professional remodeler, links to find a remodeler in their community, and design trends.

3 Google Ads Tips and Tricks for Contractors

When marketing your business to acquire and retaining customers, you can’t always rely on traditional marketing efforts such as print ads to get your business and brand in front of homeowners looking for your expertise. Leveraging today’s digital tools is a necessity, and adding Google Ads to your marketing toolbox can help you acquire more business.

If you’ve already taken this important step, here are three simple strategies to help boost the effectiveness Google Ads can have on your business.

1. Use More Keywords in Your Ads

Simply put, Google Ads allow you to advertise and promote your business, products, and services online when users search relevant keywords. The more keywords you incorporate into your ads, the better traffic and leads you could receive.

Think about what you and your customers use to search for products or services. Make a list and match it to what you are using today to ensure you are getting the most out of your ads.

For example, let’s say one of your services is siding installation on residential homes. Adding “Siding Installation” to your copy can help make your ad more effective. The copy should flow naturally as well.

Using negative keywords can also help optimize your campaign. For example, telling Google to exclude keywords like “DIY siding installation” helps to narrow traffic to those truly looking to hire a contractor. It also helps avoid paying for ad views by those not interested in hiring a pro.

2. Buff Up Your Landing Page

Once your ads are working and driving potential customers to your site, it’s time to make sure they are landing exactly where they should on your website and that it’s easy for them to take a further step in the customer journey.

Let’s take the Siding Installation example again: Once they find and click on your ad, direct them to a page that talks about what makes your services unique—e.g., no callbacks, top-notch customer service, etc.—and include that at the top of the page.

And be sure to include a clear call to action. Keep a fillable form at the top of the page; making them scroll or click around the page will only create frustration. Ensuring the form is clear, concise, and short will encourage more users to fill it out. Name, contact information (email or phone), and the type of project should be all you need to get started. Asking too many questions or making the form too long and time consuming will turn off your potential customer.

3. Take Advantage of Geo-Targeting

When someone uses Google to search for a contractor, it provides location-based results in two different ways. First, if someone searches “home exterior contractors in Pittsburgh,” Google will provide a list of contractors that match that keyword phrase and sort it by their location. Alternatively, if someone just searches “home exterior contractors” without defining their location, Google will still provide a list of results based on businesses that are near the person searching.

If you’re like many contractors, you likely have specific service areas. When you’re creating Google Ads, try to include the specific city where you’re looking to acquire new customers.

Using this tactic regularly with your ads can help you get on the short list of contractors Google will offer to people who are searching in your area. You can even take this tip further by asking past customers to leave a positive Google review for added authenticity.

Once your Google Ads are set up and running smoothly, regular check ins on their performance are key to ensuring ongoing success. The great thing about digital is you can change it immediately and in real time to get the most out of your marketing investment.

Westlake Royal Building Products’ portfolio of siding, trim, stone, and roofing brands offer a diversity of styles and options to meet the needs of your buyers’ shifting tastes and needs. Learn more here.

What to See at the 2022 International Builders’ Show

After going virtual in 2021 due to the pandemic, the International Builders’ Show returns in-person, and returns to Orlando, Feb. 8-10, 2022. Once again the show is co-located with the Kitchen & Bath Industry Show (KBIS) for Design & Construction Week.

Along with general excitement for the return of face-to-face events, here are some must-dos to help you get the most out of your show experience.

Educational Sessions

As usual, the IBS conference is packed with helpful sessions, including trends, design, installation, and business tools. Here are a few that caught our eye:

Home Trends, Buyer Preferences & Most-Likely Features for 2022
Tues., Feb. 8, 11:15 a.m.-12:15 p.m.

Leveraging AI to Build the Right Home for Your Market
Tues., Feb 8, 12:15-12:45 p.m.

Fixing Old Floor Plan Faux Pas & Out-of-Date Design
Tues., Feb. 8, 1:45-2:45 p.m.

Residential Construction Industry & Materials Outlook
Tues., Feb. 8, 3:45-4:45 p.m.

From Strategy to Construction: Building Assemblies that Deliver Optimal Home Performance
Tues., Feb. 8, 3:45-4:45

A Practical Approach for Blending Custom Design Trends with High Performance Building Strategies
Weds., Feb. 9, 9:15-10:15 a.m.

Build Lean: Remove the Waste, Increase your Profit
Weds., Feb. 9, 11:15 a.m.-12:15 p.m.

What Millennials Want: Market Intelligence on Home & Lifestyle Preferences
Thur., Feb. 10, 1:45-2:45 p.m.

The New Suburban Dweller: Pandemic-Driven City Exodus & How to Remodel to Meet Their Standards
Thur., Feb. 10, 1:45-2:45 p.m.

See Hot Trends

In addition to cruising the exhibit floor and attending knowledge sessions, you can see the latest in design and product trends through show homes and tours. This year, these include:

• ProBuilder Show Village
Located just steps outside the convention center, this year’s Show Village features four homes that respond to what people value today: greater flexibility, more private outdoor space, and safety and health as a top priority. Take a self-guided tour, watch live how-to demos, view exclusive exhibits, and more. More details: https://pbshowvillage.com/

The New American Home
Each year, The New American Home showcases the newest products and design trends, as well as the latest construction practices that ensure efficient, durable homes. This year’s show home is located in Laureate Park at Lake Nona and is being designed to achieve National Green Building Standard “Emerald” certification, Energy Star Certification, Indoor airPLUS Certification, DOE’s Zero Energy Ready Home Program Certification, and net-zero. Details and tour/shuttle ticket info: https://www.tnah.com/

The New American Remodel
This year’s New American Remodel is a one-story, 6,993-square-foot property featuring indoor-outdoor living, a detached guest house, and a luxurious summer kitchen. Like The New American Home, it is being remodeled to achieve National Green Building Standard “Emerald” certification, Energy Star Certification, Indoor airPLUS Certification, DOE’s Zero Energy Ready Home Program Certification, and net-zero. Details and tour/shuttle ticket info: https://www.tnarh.com/

IBS Building Zone
Get the latest expertise on building more durable, energy-efficient, higher-quality homes. Across the three days, you’ll find how-to demos, presentations diving deeper into demo techniques and best practices, and full-size displays of walls, roofs, and other components for an up-close look at the details being discussed. More details: https://www.buildersshow.com/focus/focus.aspx?showPageID=21226

Outdoor Living Pavilion
Head to the South Hall for the Design & Construction Week Outdoor Pavilion, showcasing the latest outdoor/backyard products, from decking to lighting to appliances.

See What’s New From Westlake Royal Building Products at booth W2520

Boral Building Products recently joined the Westlake Exteriors family, and we’re excited to see you at IBS at the Westlake Royal Building Products booth, #W2520. IBS marks the official debut of the new Westlake Royal Building Products brand, bringing together the rich legacy of three leading North American Building Products Manufacturers: Royal® Building Products, Boral® North America building products, and DaVinci® Roofscapes.

At our booth, you’ll find a breadth of innovative exterior and interior building products, including the brand-new 5/8” Lap Siding from TruExterior. The new profile combines the coveted look and shadow lines of traditional lap siding with the high performance of TruExterior’s poly-ash material.

Get your free Builders’ Show expo pass, which includes access to the exhibits at both the International Builders’ Show and the Kitchen & Bath Industry Show, here: https://ibs22.buildersshow.com/928

See you at the show!

7 Winter Work Gear Picks for 2021-2022

With construction going as strong as ever and labor shortages prominent around the country, slowing down for cold, wet weather isn’t always an option for many workers. Here are a few winter work gear picks to help keep you comfortable on the jobsite as the temps start to drop. (Disclaimer: Boral Building Products is not affiliated with the following companies and does not endorse the products.)

Insulated Bomber Jacket

New from Duluth Trading Co.’s 40 Grit brand, this bomber jacket is made with durable 9.9-ounce 100% cotton twill, a quilted insulated polyester lining, metal rivets at pressure points for added durability, and a ribbed collar, hem, and cuffs to keep out the cold. The jacket includes pen sleeves, snap-close handwarmer pockets, a utility chest pocket, and an inside pocket, along with a back loop for hanging.

Duluth Trading Co. bomber jacket

Waterproof Work Boot

Combining durability and protection with cushioning and comfort engineering, CAT Footwear’s Accomplice X waterproof steel-toe work boots are ideal for everyday use, the company says. Features include a soft, breathable nylon mesh sock lining with pro-biotic odor control, a durable rubber outsole for traction, and Cement Construction for a durable-yet-lightweight feel.

CAT Footwear waterproof work boot

Base Layer Pants

Designed for mild to cold conditions, Ergodyne’s N-Ferno 6481 Lightweight Base Layer Pants are made with lightweight, breathable stretch fabric to keep you warm without overheating and without a constricting or bulky feel. For added comfort, the pants also feature an elastic waistband, moisture-wicking technology, anti-odor technology, a breathable mesh fly, flatlock seams, and a tagless interior. The pants are machine washable.

Ergodyne base layer pants, winter work wear

Heated Jackets

Milwaukee Tool has launched the next generation of its M12 Heated ToughShell jackets. Powered by the company’s M12 RedLithium battery technology, Heated Gear distributes heat across body areas via carbon fiber heating elements woven in between exterior materials and thermal insulating liners. The new M12 Heated ToughShell features Stretch Polyester with 80% more stretch and five times longer life, offering better mobility and flexibility while being lightweight and comfortable. The new jacket heats up in 2.5 minutes and allows for battery placement in the front or back depending on the situation.

Milwaukee M12 heated jacket

Hi-Vis Hoodie

This hooded sweatshirt from Blaklader offers added warmth in high-vis yellow or orange. It features a large front pocket; interior phone pocket with zipper; a fixed, adjustable hood; and a ribbed hem. The sweatshirt includes reflective tape on the body, sleeves, and shoulders.

Blaklader high-vis hooded sweatshirt

Winter Work Gloves

The Coldwork Original work glove from Mechanix is made with heavyweight fleece and C40 3M Thinsulate insulation, along with water-resistant SoftShell on the back to block out wind. The gloves’ palm side features synthetic leather with touchscreen-capable technology. Other details include a thermoplastic rubber closure for a secure fit and Armortex thumb saddle reinforcement. Five sizes are available.

Mechanix Coldwork Original work gloves

Knit Beanie

This classic beanie from Dickies features a 4-inch fold-up cuff for a customizable fit. The hat is made with soft acrylic to trap heat and keep the head warm and comfortable. Fifteen colors are available, including neon yellow (shown), neon orange, black, brown duck, aged brick, oatmeal, and white. 

Dickies knit beanie, winter work gear
How Are Housing and Pandemic Trends Impacting LBM Dealers?

Each May, some of the industry’s supply channel-focused publications release annual reports, listing the industry’s leading LBM dealers and distributors as well as the economic trends that have shaped their businesses the previous year.

This year saw the release of two new lists—the LBM Journal 100 and the Construction Supply 150 from Webb Analytics—which were published in May following one of the most unprecedented years in construction history. From the uncertainties at the onset of the pandemic to the housing and remodeling boom that soon followed to the supply and pricing challenges going on now, the building supply industry has been challenged in ways most had never seen before. And many dealers navigated extremely successfully.

Here are a few observations from LBM Journal and Webb Analytics for how dealers and distributors weathered 2020 and what trends are shaping up in 2021.

• Acquisitions continued: LBM dealers continued to scoop each other up. The most high-profile was Builders FirstSource purchasing BMC, growing from 440 locations to 550 locations in the process. But the moves weren’t limited to the big players, with dealers of all sizes taking advantage of opportunities to expand in size and geography via acquisition.

• Retail sales big, commercial suffers: With the surge in home improvement and DIY projects, it’s not surprising that home centers and dealers with heavy percentages of retail customers posted some of the biggest growth last year, as reported by the Construction Supply 150. Unfortunately, companies selling commercial-heavy inventories, such as steel studs and ceiling systems, saw declines. “It’s pretty clear that homebuilding will remain strong, and surveys suggest big-ticket remodeling will rebound as homeowners become less fearful of having remodelers working in their kitchens and baths,” Craig Webb wrote in the CS150.

In looking ahead to this year, a majority of CS150 respondents believe new construction and remodeling will continue to grow, but most expect retail sales, as well as multifamily and commercial, to remain the same.

• Labor remains a challenge: 77% of the LBM Journal 100 reported challenges with recruiting, hiring, and retaining employees, with drivers and yard workers the hardest-to-fill positions.

• The power of relationships: LBM dealers have always touted the importance of employees and customer relationships, but the pandemic drove that home even more. “The silver lining of the pandemic for us has definitely been relationships,” Charlie Parks, co-owner and vice president of Parks Lumber & Building Supply told LBM Journal. “We have developed stronger relationships with our customers, suppliers, and even with other supply houses in the area that we have done some dealing back and forth with during the shortage.”

• Installed sales: More than half of the Construction Supply 150 conduct installed sales. The most popular product categories include entry doors, cabinets, countertops, interior doors, and bathroom vanities.

• E-commerce expanding…slowly: The construction industry is notorious for slow adoption of technology, but the pandemic helped speed things along. LBM Journal found that while only 33% of leading dealers are offering online sales, 78% said online sales were significantly or slightly higher than the year before. As Webb noted in the Construction Supply 150, “true online shopping is unlikely to become ubiquitous until dealers figure out how to automatically adjust a price based on the customer.”

View the full LBM Journal 100 here and down the Construction Supply 150 here.

Image: iStock.com/ArnoMassee

Boral Celebrates 75-Year Anniversary

Boral helps its customers Build something great™ by supplying them with high-quality, innovative, sustainable building products and construction materials. It is a purpose that mirrors the company’s 75-year history.

Founded in 1946 as Bitumen and Oil Refineries (Australia) Limited, Boral has become Australia’s largest construction materials and building products company with a global reach, a reach that includes Boral North America’s portfolio of category leaders across stone veneer, roofing, siding, heavy materials, windows, shutters, and trim. The company officially rebranded in 1963 to the BORAL acronym that had been commonly used since its beginning.

Boral employees leaving for the United States in 1947.
The first employees, just before they embarked on their training trip to the United States, in 1947.

While Boral officially entered North America in 1979, many of the companies and brands that have since become part of Boral have longer histories here. For example, Cultured Stone began in 1962 when two brothers, Garrett and Floyd Brown, saw the need for a new kind of building material, one that resembled natural stone but was much lighter and would adhere to most surfaces.

This commitment to answering customers’ unmet needs and helping builders and other specifiers grow their business with new product and technology solutions remains an integral part of Boral. Customers and partners can see that innovation come to life at the Boral Discovery Center in San Antonio, Texas. Opened in 2016, the state-of-the-art Discovery Center is home to scientists and engineers keenly focused on developing the future of building materials.

Sydney Opera House under construction
The forecourt of the Sydney Opera House during construction. Boral supplied and laid the asphalt.

Boral has been involved in many iconic building projects over the past 75 years, from the Sydney Opera House and Olympic stadium to the Fisherman’s Wharf Pier in San Francisco and the Sunshine Skyway Bridge in Tampa, Florida, not to mention some of the most important projects of all — the places people call home.

Boral North America’s Brands

Boral North America comprises numerous product brands you sell every day:

Boral Building Products

AtlanticPremium Shutters • Builders Edge • Foundry Specialty Siding • Kleer Lumber • Mid-America Siding Components • SturdiMount • Tapco Tools • TruExterior Siding & Trim • Vantage • Versetta Stone • Wellcraft Egress Systems

Boral Roofing

Boral Roof Tile and Components • Boral Steel – Stone Coated Steel • Inspire by Boral • Roof System Components • US Tile by Boral

Boral Stone

Cultured Stone • Drain-N-Dry Lath • Dutch Quality Stone • Eldorado Stone • Kindred Outdoors + Surrounds • ProStone • StoneCraft Industries • Versetta Stone

Boral Windows

Fly Ash + Synthetic Gypsum

NAHB Study Reveals ‘What Home Buyers Really Want’

The NAHB recently released the 2021 edition of its “What Home Buyers Really Want.” The study, conducted after the pandemic began last year, surveyed 3,247 recent and prospective home buyers.

Here are some of the findings:

The COVID-19 pandemic has influenced some home buyers

Though the majority of buyers (67%) said the pandemic didn’t impact what they look for in a home, 21% indicated they desire a larger home because of it; the demand is higher for those with at least one teleworker and one virtual student.

The pandemic also increased preferences to buy in an outlying suburb from 26% in previous studies to 30% this year.

Home style preferences vary

In a new question this year, participants were shown pictures of four exterior designs. The NAHB reports that preferences are diverse, with no one style garnering a majority at a national or regional level. Traditional homes led the way with 32%, followed by Contemporary (24%), Transitional (16%), and Modern (14%). Traditional styling was the top option in all regions except the Pacific, where Contemporary came out on top.

Shift in new vs. resale preferences

The majority of respondents—60%—desire a new home, the largest percentage in 14 years. “The increase may be due in part to buyers’ concerns about touring occupied homes during the COVID-19 pandemic, the severe lack of inventory of existing homes on the market, and the higher likelihood that new homes are located where buyers want to buy—the suburbs,” the NAHB explained.

Most desired home features include a laundry room, exterior lighting, patios

Home buyers were given a list of more than 200 home features. Of those, the most desired elements were a laundry room (87%), exterior lighting (87%), ceiling fans (83%), Energy Star-rated windows (83%), and a patio (82%).

On the exterior, home buyers additionally ranked front porches (81%), rear porches (75%), and a deck (75%) high on the list.

For the greater community, survey respondents indicated they want walking/jogging trails, a “typically suburban” neighborhood, a park, proximity to retail, and walkability.

Among the features that 40% of respondents indicated they don’t want were elevators, glass walls, a community daycare center, a wine cellar, and a pet washing station. 

Open layouts still in demand

Despite some speculation to the contrary, most home buyers still desire open layouts.

Open layouts, such as the one shown here with a Versetta Stone fireplace, are still high in demand with home buyers.

Green homes must have ROI

There was a significant difference between home buyers being concerned about the impact of their home on the environment (78%) and those (15%) willing to pay more for an environmentally friendly home. “However, significantly more buyers are willing to pay extra for a home if they understand it will lead to annual savings in utility costs,” the NAHB said. “In fact, 57% are willing to pay $5,000 or more, on top of the price of the home, in order to save $1,000 a year in utilities.”

To get more insights, download a summary of the results or order the full “What Home Buyers Really Want” 2021 edition at BuilderBooks.

Architects: Low-Maintenance Exteriors Continue to Pique Homeowners’ Interest

Even though they spent much more time at home in 2020—and spent much of that time improving those homes—homeowners continue to have little desire to waste time cleaning, painting, and staining their exteriors.

In its recently released Q4 2020 Home Design Trends study, the American Institute of Architects (AIA) found low maintenance and durability to be the exterior detail homeowners were most interested in, with 62% of architects reporting increasing interest, nearly the same as the year before. (Data is calculated by the percentage of architects reporting “increasing” minus percentage reporting “decreasing.”) Products that offer the look of wood without the associated maintenance, such as TruExterior poly-ash siding, can combine authenticity and a natural look with high performance and resistance to rotting, warping, and cracking.

Though farther down the list, fire-resistive design and materials saw growing interest, with 32% of architects reporting increased popularity in 2020, up from 29% in 2019.

When it comes to home styles, contemporary looks were the most popular feature, with 50% of architects reporting popularity increasing, down slightly from 54% the year before. Modern Farmhouse saw a perhaps not surprising decline, with 33% of respondents reporting increasing popularity versus 41% in 2019.

Interest in front porches is growing, with 38% of architects seeing increasing popularity in 2020 compared to 31% the year before.

Among neighborhood/community options, infill housing was the most popular, with 61% of architects reporting increasing interest (slightly less than 64% the year before), followed by multi-generational housing, which rose sharply from 41% in 2019 to 54% in 2020. Also noteworthy was high-density housing, which plummeted from 55% of architects reporting increased interest in 2019 to just 34% in 2020. The dramatic drop may be a side effect of the COVID-19 pandemic, with homeowners desiring outdoor space and places to grow their own food.

In AIA’s Q3 2020 Home Design Trends study, the association reported a continued softening in home size, with -11% of architects reporting home square footage increasing minus those reporting it decreasing. Interest in larger homes dropped even farther, to -22%, for entry-level/affordable homes. Custom home sizes stayed steady.

And of course, outdoor living continues to be popular, with 53% of architects reporting increasing interest; however, there was a large drop versus 2019, when 68% reported increasing interest. Interest in blended indoor/outdoor spaces also hovers near 50%

To view the full quarterly reports, as well as an archive of the studies from the past few years, visit the AIA Home Design Trends Survey.

What do the 2021 Colors of the Year Mean for Your Exteriors?

One of the most fun reveals at the end of each year are the various Colors of the Year announcements from manufacturers and color experts. They’re a unique reflection of the current moods of the populace and perhaps also a nudge toward where we expect to be headed in the coming 12 months.

This year was no exception, as three of the major Color of the Year announcements seemed to deliver on a similar theme of calm, hope, and grounding.

Here’s a look at the colors, what they symbolize, and how you can leverage them on your homes.

2021 Colors of the Year

For only the second time in 22 years, Pantone selected two Colors of the Year: Ultimate Gray (17-5104) and Illuminating (13-0647). The two hues “highlight how different elements come together to support one another,” the company says. “Practical and rock solid but at the same time warming and optimistic, the union of Pantone 17-5104 Ultimate Gray and Pantone 13-0647 Illuminating is one of strength and positivity. It is a story of color that encapsulates deeper feelings of thoughtfulness with the promise of something sunny and friendly.”

(Check out ArchDaily’s collection of projects featuring similar colors.)

Pantone 2021 Colors of the Year, Iluminating, Ultimate Gray
Pantone’s Illuminating and Ultimate Gray (Image courtesy Pantone)

Sherwin-Williams named Urbane Bronze (SW 7047 (245-C7)), a rich, enveloping gray-brown, its Color of the Year. “Nature at its simplest and most elemental—embodying the richness of the Earth’s stone, metal, and wood—forges a feeling that’s grounded, meditative, and serene,” the paint manufacturer describes. “Let a color rooted in nature create a feeling of calm and bring all you cherish together.”

Sherwin-Williams 2021 Color of the Year, Urbane Bronze
Sherwin-Williams’ Urbane Bronze (Image courtesy Sherwin-Williams)

Paint manufacturer Benjamin Moore went for a richer neutral as well with its selection of Aegean Teal 2136-40, “a blend of blue-green and gray … an intriguing midtone that creates natural harmony,” as its Color of the Year. The hue, along with the other colors in the company’s Color Trends 2021 Palette, celebrates the simple pleasures of home, eliciting a feeling of calming positivity that embraces the viewer in its warmth. The aesthetic feels traditional but much more modern in tone. 

Benjamin Moore’s Aegean Teal (Image courtesy Benjamin Moore)

“Every year, the Colors of the Year reflect what’s happened over the past 12 months, and that is very apparent in this year’s selections,” says Trisha Wagner, National Accounts Manager for Boral Building Products. “People have changed a lot in how they view their surroundings; it’s taken a turn from looking at home from outside in. And these colorscapes demonstrate that.”

How to Apply Trending Colors to the Home Exterior

Wagner points out that home aesthetics are no longer just about curb appeal. With the pandemic, home is also a workspace, vacation space, and much more—so how colors live is important. They need to be much more fluid, with a flow from inside to out, rather than a bold exterior color with a more neutral interior or vice versa.

Trending colors have a feel of the “new neutral,” with a natural tone but with a richness that keeps them feeling modern. In siding, Foundry’s Deep Granite color is one example.

“When I look at new construction projects, it’s not just siding and stone; it’s shake in the gable, multiple textures, but they’re all tonal. Texture and color fold and weave into this calm, serene space,” says Wagner. “It’s the same on the interior. We’re seeing less of the stark contrast, such as a single accent wall in a bold red. It’s more of a blend. It’s not just about one room, it’s about the palette throughout the home.”

Foundry siding
Foundry siding on the second floor blends with the first-floor hues to create a soothing-yet-elegant look.

There’s still a place for bold, but there’s an elegance to it. The bright red is still around, but in a deeper, earthier version that feels calm instead of overpowering. On the exterior, a neutral palette may pair with black-framed windows or a half wall of Versetta Stone’s Northern Ash hue. “That’s the foundation for some of these modern neutrals. We’re not going back to the boring hues. These are elevated, richer, calmer,” Wagner explains.

Versetta Stone in Northern Ash offers an opportunity to add a bold look without feeling overpowering.

The Colors of the Year themselves can be easily weaved into a front door, shutters, and other accents, areas that showcase a trend without having to make a dramatic change.

Atlantic Shutters, Bahama Shutters, green shutters
Shutters and doors offer homeowners an opportunity to experiment with trendy colors, whether the Colors of the Year or a bright green as seen here, without making too much of a commitment.

“Colors are an absolute reflection of where we are this year,” Wagner says. “Color inspires. We shouldn’t be afraid of it, but it has to work with you.”

Ready to take advantage of the latest color trends? Atlantic Shutters can be matched to nearly any color, offering a perfect opportunity to incorporate similar hues to the Colors of the Year. And TruExterior Siding & Trim can be painted any color, making it easy to respond to the latest preferences.