Smarter Building Materials Marketing

Garage doors are often an afterthought. But the right door can boost curb appeal, improve energy efficiency, and deliver one of the highest ROIs in home improvement. In this episode of Smarter Building Materials Marketing, Zach and Beth talk with Tina Mealer, Director of Marketing at Haas Door, about why this category deserves more attention. Tina shares how her team is helping builders and dealers rethink garage doors as both a performance upgrade and a design decision.

EuroCave invented the first wine cabinet nearly 50 years ago. Now the company is using market intelligence to launch Goguette, a design-forward brand built for modern wine lovers in the U.S. Camille Frey-Syren, Director of Brands at EuroCave Group, joins Beth to share how they turned French heritage into an accessible lifestyle brand and what every manufacturer can learn about entering and winning a new market.

What does it take to create a brand-new product in the home building space — and scale it from idea to IPO? On this episode, Beth PopNikolov talks with Galiano Tiramani, co-founder of BOXABL, about the foldable casita that has generated over a billion social views and what it means to turn that attention into sales, distribution, and a long-term strategy for disrupting affordable housing.

How do you bring clarity, consistency, and energy to a category still fighting for mainstream adoption? In this episode, Beth and Zach sit down with Audree Grubesic—Offsite Construction ambassador and founder of Offsite Dirt Network—to talk about what’s really happening inside the modular movement. Audree shares how she went from builder to media creator, how modular has evolved over the past decade, and what building materials companies need to understand if they want to stay relevant as offsite continues to grow.

What do you get when you put four outspoken leaders from the modular world on one mic? A very honest, very unfiltered conversation about what actually works when it comes to social media, sales, and brand presence in construction. In this special episode, guest host Heather Wallace from Momentum Innovation Group leads a follow-up panel discussion with Steve Dubin of Rmax, Merrick Macomber of Modular Maven, and Chad Crosby of Halo Halo. They originally joined Beth on stage at World of Modular to talk about LinkedIn and using social platforms to drive real business. Now they’re bringing that conversation to the podcast—complete with live commentary, strong opinions, and zero fluff.

What happens when market conditions shift and your team has to learn how to sell again? In this episode, Beth talks with Bradley Hartmann, CEO of Bradley Hartmann & Co., about how to train sales teams that have grown used to order-taking, how to clearly define sales activity, and why tightening the feedback loop between sales and marketing might be the most underrated growth lever in building materials today.

What if being the first in your category made you the Kleenex of your market? And how do you turn that into a lasting advantage? In this episode, we talk to Dean McIntyre, president of Ayrsonics and CEO of the McIntyre Group, about building a brand that stands out in the competitive world of acoustic products. Dean shares why they diversified, how they pivoted during economic downturns, and how they’re bringing manufacturing back to North America to build a more resilient business.