The HGTV Effect, with Eric Lanel

What You Will Learn:

• What is the HGTV effect
• How the HGTV effect is impacting building materials companies
• How building materials companies can benefit from the HGTV effect
• Examples of the positives and negatives of the HGTV effect
• The benefits of positioning your building products as experts-only

The HGTV effect is when someone watches enough television to believe they are qualified to G.C. and renovate a building. It is a frequent challenge for building materials companies because, at the end of the day, the average viewer doesn’t have the technical knowledge to execute a job effectively. The good news is, people are starting to recognize the value in making significant changes to their homes and they aren’t afraid to pull the trigger. But we must learn to navigate the uptick in unrealistic expectations as these networks continue to influence our clientele. It is our job not only to educate our end-end users about the products themselves, but to help them understand our USP and highlight why our products can be spectacular in expert hands.