Here’s Where Your Customers Are Shopping and How to Win Them Back

The market’s slowing down, and that’s no surprise to anyone in the industry. Pros are feeling the squeeze. Costs are up, customers are pushing back, and that changes how and where they shop.  

One of the clearest changes: more pros are beginning their shopping journeys online. That’s according to Zonda’s latest Building Products Outlook, a quarterly research report that tracks these shifts closely. That means your competition isn’t just the Big Boxes—it’s also digital storefronts and the manufacturers themselves. Yes, manufacturer direct is emerging as a real alternative channel for pros, Zonda reports.  

Where You Can Win 

For pro dealers, this shift isn’t easy. Good news is that you can still win. Doubling down on relationships, expanding into remodeling, and adding services that Big Box can’t match, can help protect your share. 

3 Ways to Strengthen Your Pro Relationships Right Now 

1. Stay tight on service. Keep your builders close by showing them you’re invested in their success. A quick response, reliable delivery, and a willingness to solve problems can mean more to a pro than shaving a few points off margin. 

1. Lean into remodeling. With remodeling and home improvement expected to outpace new construction next year, consider capturing that demand. Stock the right products, highlight solutions for renovation projects, and market yourself as a go-to partner beyond just new builds. 

1. Add value where you can. Differentiate yourself by offering more than just materials. Showrooms, kitchen and bath displays, delivery services, or installation support all help you stand out from Big Box and give pros a reason to keep coming back. 

Why Relationships Matter More Than Ever 

Here’s the bigger picture: by 2030, Zonda expects there will be about 15% fewer pro contractors in the market. “They’re aging out, they’re reaching a phase of life where if this is a slowdown, they might just take their ball and go home and retire,” says Todd Tomalak, Principal of Building Products Advisory at Zonda. That means every relationship you hold onto today will be worth more tomorrow. 

The Bottom Line  

The channels may change, but pros will buy where they find value. You don’t have to beat Big Box on price—you just have to win on service, reliability, and relationships. If you stay close to your pros and adapt to how they shop, you’ll be in a strong spot.