International Builder Show (IBS) 2020 Digital Innovation Review.

The 2020 International Builder Show (IBS) attracted 90,000 people to Las Vegas, NV. Over 60,000 of those people were building product professionals.

As I walked the show, I was looking for multiple things. First, I looked at new exterior cladding and siding products that would compete with Tando. It’s critical to stay on top of product innovation, just as much as technology and digital innovation. Second, I looked for new technology, tools and innovation in visualization. That is the focus of this post.

I was both highly impressed by a few innovative solutions, but also frustrated by a lack of “Start Building” mentality within the industry.

In regards to Virtual Reality (VR), it was very similar solutions to what I saw back in 2019. I would recommend reviewing my recap from last year, as the companies and solutions are similar to 2020.

Here are my top 5 takeaways from IBS 2020.

1. Companies are struggling to position the value of Virtual Reality.

Virtual Reality is primarily being used with homebuilders, which makes perfect sense. The ability to walk through and experience a full home is an incredible and memorable experience, and ideal for VR. The main issue is that 3D modeling an entire home is still expensive, especially if you want different textures to customize flooring, cabinets, walls, etc.

Many of the homebuilders at IBS are either custom builders or smaller independently owned builders. It doesn’t financially make sense to spend thousands of dollars for that solution. Give it a few years, and the cost will drop significantly and become a tool for every builder.

The value lies in the large semi-custom homebuilders, like Toll Brothers. When we did the Kitchen 360 VR experience, the top question was, “can I walk around the entire home?” This is where the cost makes sense. These homebuilders have land with 100’s of lots on them, but they only build roughly 1-3 model homes. These model homes are always the top sellers - because homebuyers can walk through them.

Say you offer 8 main home styles, and you build 1 model home. You could build the remaining 7 in Virtual Reality, for far less than building a second model home. This is where the focus should be! As the technology matures, 3D models will become cheaper and more readily available. I look forward to that day!

2. The “Start Building” mentality is happening for Augmented Reality with manufacturers.

Augmented Reality still hasn’t caught on within the industry, but I was excited to see a few companies testing AR solutions. The one I am most excited about is the Fiberon Discovery AR App. Decking and AR will always be special to me. This app is still in beta, but I love that Fiberon is taking the “Start Building” mentality and testing how Augmented Reality can provide unique experiences for their customers.

Schluter also launched an app that utilizes Augmented Reality where it allows you to measure a room in AR for estimates. The more apps that can utilize Augmented Reality, the more mainstream the technology will become.

3. From photo imagery to installation guides, 3D is the future of building products.

It’s clear that 3D models of your product will become the norm. Home Depot and Lowe’s are beginning to add 3D models to their e-commerce platform and it’s becoming a best practice standard. 3D models are used in Augmented Reality and Virtual Reality solutions.

3D models are also becoming a great solution to glamour photography and installation videos. Rather than hiring a contractor to install the product on a home, and a professional photographer or videographer, build the home in 3D and render any product you want on the home. You can easily swap out colors of the same profile and get multiple assets for e-commerce. You can also do an entire install video using those 3D models.

Speaking of 3D animated install videos, BILT is changing the way we consume installation instructions. See my in-depth post on their technology which allows you to have interactive installation guides. This was my favorite find at IBS 2020.

4. The building products industry is becoming more tech savvy, which means technology solutions are building better communication and work efficiencies.

Communication is key in any industry. As the pros become more tech savvy, they need technology to keep up with them. Last year, BuildBook launched at IBS, and it was exciting to see their growth this year. Think of this as Slack for contractors and builders. A way to track project, communicate and collaborate with peers and the homeowner. As a homeowner that recently remodeled an entire basement - this app is a dream solution.

5. How can Start Building help push the building products industry forward?

This is the question that keeps me going. There is so much opportunity for manufacturers to provide incredible tools to their partners that will help grow their business and create memorable experiences for the homeowner. Everything from a web visualizer to a unique Augmented or Virtual Reality experience.

Keep an eye out for new posts around WebAR - a way to implement Augmented Reality into your solutions without creating a new app. It’s already becoming the norm for interior decorating, and it will soon work its way to the outside of the home. If you aren’t thinking about these experiences, now is the time.

If you want to review your digital and visualization strategy, let’s chat.