If you’ve been in this industry for any length of time, you know that post-frame construction isn’t what it was even 10 years ago — let alone 20 or 30 years ago. With my 4+ decades in the industry, I’ve had a front-row seat to the evolution we have experienced … some of them have been game-changers. At the same time, some fundamental truths remain as solid and steadfast as ever.
Our industry is a blend of tradition and innovation where we blend time-tested building principles with new technology. If you’ve been around long enough, you know that while we’re always adapting, the core values of craftsmanship, relationships, and delivering value have never wavered.
Let’s break it down and have a look at what’s changed, what’s stayed the same, and what does it all means for the road ahead.
What’s Changed?
1 Materials and Engineering Have Leveled Up
In my early days in this industry post-frame construction was primarily thought of as a simple and cost-effective way to throw up agricultural buildings. Today? While this statement is still true, we have evolved to where “It’s a whole different ballgame.” The materials we use, the engineering that goes into every structure, and the expectations from customers have all advanced.
Laminated columns have progressed to take their rightful place along solid posts as a go-to column application. Alternative foundations to remove or separate wood from ground contact is now a well-recognized construction technique. Roof trusses are now engineered with precision and metal panels have advanced in both durability and energy efficiency. With these advanced panel coatings we now see long-life fasteners to be much more the norm. Insulation solutions, ventilation options and moisture mitigation allow for post-frame construction to be viable in applications that would’ve been unheard of years ago.
2 Post-Frame is No Longer Just for Agriculture
Sure, barns, machine sheds, and livestock buildings are still a massive part of the market, but today’s post-frame buildings are everywhere. Residential barndominiums, commercial warehouses, equestrian barns, retail spaces and churches. If you can dream it some post-frame professional can likely build it.
The perception of post-frame construction has shifted from “cheap ag building” to a “versatile, cost-effective and durable construction method.” That’s a big win for everyone in our industry. The more applications we can serve, the stronger the demand.
3 Code Compliance and Permitting Have Tightened Up
If you’ve been selling in this industry for more than a few years then you have seen firsthand how building codes and permitting processes have tightened up. Once upon a time, a handshake and a rough sketch on a napkin were all you needed to get a building in the ground. Now? Let me know how that works for you today. Our industry has grown up and we all have found we need to grow with it.
Wind loads, snow loads and energy codes are an every day point of discussion for today’s modern post-frame builder. Municipalities and inspectors are looking at post-frame with a much more critical eye.
Sure, while this can feel like a headache at times, it’s actually a good thing. Stricter codes mean better-built structures which leads to an increased credibility for the industry with a higher value for our customers. It’s just another reason why working with a knowledgeable supplier, manufacturer and builder matters more than ever. Also, working with trade associations such as the National Frame Building Association and the local chapters is so imperative. So much in the way of education, training and certification is available via membership.
4 Customers Are More Informed and More Demanding
The days of walking onto a job site and being the primary source of information for a customer are fading. The internet changed the game. Today’s buyers come to the table armed with research, YouTube videos, and price comparisons. They know about insulation values, foundation options, and metal thickness before they even pick up the phone.
This shift means that we, as sales professionals and builders, have to step up our game. It’s not enough to just know the products — we have to position ourselves as trusted advisors. If we don’t, someone else will.
5 Marketing Has Gone Digital
If you’re still relying solely on word-of-mouth and a phone number on the side of your truck, you’re already in danger of falling behind. Marketing in post-frame has shifted from only newspaper ads, yard signs, trade-shows and word of mouth to social media, YouTube, and online lead generation.
LinkedIn, Facebook, and YouTube are now essential tools for manufacturers, dealers, and builders alike. Content marketing—educating customers through videos, blogs, and social media—has become just as important as traditional sales tactics. As a matter of fact, I suggest a Hybrid approach where we combine the time proven old school techniques with the wonderful world of digital. The companies embracing this shift are winning. The ones resisting? Well, they’re feeling it … or soon will.
6 Labor is Tougher to Find and Keep
While this isn’t unique to post-frame, it is hitting our industry hard. Finding skilled labor, people who can read a set of plans, swing a hammer, AND actually show up is getting more challenging every year.
Many experienced builders are aging out, and younger generations aren’t exactly flocking to the trades. The companies that invest in training, offer competitive wages, and create a strong company culture are the ones keeping crews together.
The ones that don’t? Well, they’re cycling through workers and struggling to meet demand. If we want to attract the younger generation to our industry, it’s imperative that we grasp an understanding of what and how they feel, what they want in a career and other idiosyncrasies of this demographic.
Not to beat a dead horse here, but this is where a more digital approach will help. These younger folks “ain’t looking in the yellow pages” for job opportunities. They want to be involved with a hip and tech savvy workplace. It’s up to us to show them this.
What Hasn’t Changed?
1 Relationships Still Drive the Industry
At its core, this business is still about relationships. Whether you’re a manufacturer, dealer or builder, the people you know and trust make all the difference. This industry has always been build on relationship and hopefully always will be. Be it selling or buying, the person across the table, desk or hood of the pickup truck matters.
Sure, the tools have changed some. Maybe we are connecting on LinkedIn instead of at the local diner or responding to a great YouTube video versus a newspaper ad, but the importance of building real, long-lasting relationships hasn’t diminished. The best in this industry know that a handshake (virtual or otherwise) still carries weight — and a lot of it.
2 Quality Matters —Now More Than Ever
A well-built post-frame building will always stand out. The guys cutting corners might make a quick buck, but they don’t last. Builders who use quality materials, follow engineering specs, and do things the right way are the ones who stay in business for decades.
Customers still recognize craftsmanship. And in an era where online reviews can make or break a business, doing it right the first time and every time isn’t just good ethics — it’s simply good business.
3 Price Will Always Be a Factor, but Value Still Wins
Customers still want the best deal, but they also want to know they’re getting value. Cheap buildings still exist and there will always be someone willing to undercut pricing, but at the end of the day, today’s savvy customers realize that the lowest bid isn’t always the best investment.
This is where the rubber meets the road in our job as sales professionals. It’s essential that we help our customer friends understand the value we bring to the table. Explain why we go with a thicker gauge panel. Inform why we opt for the strength and trueness of a laminated column or better truss system. Instruct why we opt to install your metal with a long-life screw that matches the warranty of the paint system on the steel panel. More than ever we need to “Build Right,” but we also need to “Sell Right.” It’s time to earn our keep, my friends.
4 The Best Salespeople Are Problem-Solvers
Selling in post-frame has never been about pushing a product. It’s about solving problems. That hasn’t changed. Customers don’t just want a building; they want a solution that meets their needs, fits their budget, and lasts. The best in this business don’t just take orders, they ask questions, educate their customers and find solutions every step of the way.
5 Post-Frame is Still One of the Best Values in Construction
At the end of the day, post-frame remains one of the most cost-effective, durable, and versatile building methods out there. That’s not changing anytime soon. Actually, with all the innovations and aesthetics available, it’s only getting better. Regardless of the building use, post-frame continues to deliver efficiency, strength, good looks and affordability, which will allow us to keep thriving.
Where Do We Go From Here?
As the professionals of this industry, those of us who understand the value of relationships, education, and adaptation will continue to win. The landscape is shifting, but the fundamentals are still in place.
The key is to keep evolving. Stay ahead of the trends, embrace digital marketing, educate your customers, and always, always, ALWAYS deliver value. Those who do this will always have a place in the post-frame industry.
Randy Chaffee brings four-plus decades of experience to the post-frame and metal roofing industries. A board member for the Buckeye Frame Builders Association and the National Frame Builders Association, follow his podcast at facebook.com/BuildingWins. No web access? Call (814) 906-0001 at 1 p.m. Eastern on Mondays to listen.
