2019 Granite Countertop Marketing and Business Strategy - Consider the source

As a custom stone Shop owner you have to listen to what your vendors are saying to you, You have to listen to your customers, you have to listen to your bank account and evaluate all sources to come to your own conclusion.

I just had a meeting with a partner that got an ear full of things he was doing wrong from a marketing perspective from a vendor of his.

Me being his marketing partner obviously gave me some concern. I listen to what was said and then bring specific data to the table to justify what I am bringing to the party.

So i am going to take a couple statements made and dissect them:

My partner asked the vendor why we are not making many quartz sales. What are other companies selling with quartz.

The Statement was made "Granite is Dying" .. now coming from the owner of what was a very large stone distributor - That recently lost a large quartz product distribution contract and reduced physical footprint by 300%.. (I have concerns of the source #1 )

This owner immediately went on to start pushing the quartz button. Today mind you, quartz imports are being hit by tariffs just when quartz was starting to become affordable because of the substandard products being produced overseas.

Today: In this market quartz has reached 32% of the market as compared to granite being 68% of the market. source google trends

over the past 5 years : In this market quartz has reached 29% of the market as compared to granite being 71% of the market. source google trends

I can see that granite is loosing some margin to quartz searches but this also does not factor in what is actually selling or consumer behavior.

Based on my partners data I can see that our website traffic lines up with his sales 80% granite 20% quartz. I look at the amount of impression from the various terms and I can see what this specific market is telling us.

My partner is largely direct to consumer very little commercial work as a % of sales. This tells me that the consumer is being educated on quartz but when it comes to putting something in your home " the real thing" seems to have an allure that engineered stone just cant match.

Commercial applications with control over color design and presentation, Ability to replace with the exact material in the future all have benefits that really do not apply to the residential customer.

So is the statement true that granite is dying.. obviously not. quartz has made some ground based on costs dropping and the current white and grey kitchen trends. Today imported materials like the inexpensive quartz countertops are being hit with tariffs so then I think the market is going to shift back towards more granite and less quartz for residential application.

Consider your target market. Find resources that will help guide you to make the right decisions. I use real life data that has been collected over years to make my assessments and help me guide my partners to more and consistent profits

I use google trends to gauge interest in a product or service. It goes back historically and provides search trends for specific keyword. You can slice this down to your state and see how demand for products and services are changing over time.