2020 Update - 2019 Granite Countertop Marketing and Business Strategy - Consider the source

 

Update March 2020 ...

Granite is still not dead. We have seen a surge of white marble looking quartz over the past year. Quartz still has yet to surpass granite in sales or inquires in the US. When it comes to purchase many customers are still buying granite are they are educated by the local countertop shop

This is the past 5 Years granite countertops vs quartz Countertops Vs silestone

So what does this data tell us.

Granite surged coming into 2009 after the housing bubble and people adding value to homes versus the stock market.  This also tells us that silestone had a big push to capture market share back prior to 2004 and then has lost brand position to the term "Quartz countertops" around 2011. If you take these 2 factors into account granite actually has not lost its appeal to consumers searching for countertops online at all and it has maintained its demand fairly consistently since 2009. Most fabricators sell both products so really its a win win. 

Since quartz countertops started to be produced by other suppliers the cost began to drop and become more affordable over the past 5 years. This also has increased demand but with the recent tariffs on chinese imports this has begun to change. 

Quartz and the demand for more white countertops is driven by the design industry magazines and marketing. Because this is a man made product the manufacturing process has more control over the color. 

The key is to educate the consumer of the benefits of the materials based on the intended use.

Quartz is not to be installed where UV rays can be an issue to discolor the polymers used. With intense heat from the sun the material can change shape. This is not to be used in outside applications.

Quartz is a low maintenance surface and more control over the consistency of color. this makes the material great for commercial applications.

I see granite still having an appeal to the homeowner over quartz as granite is unique and a natural product that can stand the test of time.

 

*******2019***********

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.

Google Big Change

on feb 18th google rolled out a change to the presentation of ads on the search engine.
In short They dropped 8 ad spaces from the first page of any search result.
Google now only has 7 ad spots on the first page and only 4 above the organic results.
Here is what we need to watch for. Because of the reduction in inventory a couple things can happen.
Some advertisers will drop out
Some advertisers will increase spends to get into the top 4-7
This can drive up Click costs
I think this only makes it more difficult and more expensive for the small business to compete grow and attract customers.
Because of our ideology of our accounts we have not seen a change for the positive with our partners.
We will continue to monitor the shake out of this change on our campaigns

Countertop Manufacturing in the US: Market Research Report

I find this report to be somewhat short sighted but interesting details based on "so called" industry experts evaluating the countertop market space.
 

Solid foundation: A rise in construction and spending on home improvements will drive growth (THIS SI WHERE THE THE DIRECT TO CONSUMER MARKETING CHANNEL WILL ADD PROFIT TO YOU BUSINESS, BACK THAT WITH NO MORE THAN 50% COMMERCIAL WORK AND YOU WILL BUILD STRENGTH IN YOU SHOPS POSITION )

Report Snapshot

Industry Statistics & Market Size
Revenue
$5bn

Annual Growth 09-14

5.7%

Annual Growth 14-19

Purchase to read more

Profit

Purchase to read more

Employment

39,360 (THIS IS LOW TOO)

Businesses

3,448 (THIS IS LOW!!! its more like 10,000)
I am not sure that these number are accurate. Maybe this is based on a segment of the market and not all fabricators.
Industry Analysis & Industry Trends

This industry primarily cuts, shapes and finishes countertops for kitchens and food preparation areas.  In the five years to 2014, the industry benefited from improving employment, rising disposable incomes and historically low interest rates, which spurred a rise in residential construction.

Residential construction and private spending on home improvements largely drive demand for the Countertop Manufacturing industry, as countertops are commonly installed in new homes and during kitchen renovations.

Going forward, a steady rise in these upstream industries will continue to benefit the industry. A shift in consumer preferences toward more expensive countertop materials, such as engineered stone and recycled glass, is also expected to enhance industry revenue....(THIS IS NOT REFLECTED IN OUR SEARCH TREND NUMBERS - GRANITE REMAINS CONSISTENT AND EXCEEDS OTHER SURFACE MATERIALS SIGNIFICANTLY)

Industry Report - Industry Analysis Chapter

Countertop Manufacturing industry revenue is expected to increase at an average annual rate of 5.7% to $5.1 billion in the five years to 2014, which includes strong projected growth of 7.1% in 2014 alone. The industry has benefited from a rapid rebound in residential construction, as countertops are installed in new homes and apartments. In addition, an increase in private spending on home improvements during the past five years bolstered industry growth, as kitchen renovations are another major driver of industry sales. However, Countertop Manufacturing industry revenue is still below its 2005 peak, as the housing crisis and accompanying recession slashed into industry sales... (THIS CHANGE HAS SPURRED THE NEED TO GO DIRECT TO THE CUSTOMER WHICH IS NOT REALLY WHAT I SEE THIS WEBSITE TALKING ABOUT.)
 
Source: http://www.ibisworld.com/industry/countertop-manufacturing.html

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FireUps® is the granite and natural stone installers source for instant exposure to local and national markets with strategically Targeted Online Marketing Campaigns and proven Web exposure. FireUps provides local online marketing services for the small to medium sized granite surface installers with a focus on the proven results that will increase your bottom line. Our teams expertise in direct to consumer marketing is second to none, and we want to share how we can help ensure your business is found by the pro-active customer who is searching for counter tops made from granite, stone, marble or other stone surfaces. Just the niche product or services you provide!
FireUps® will put your counter top product, installation service and surface remodeling company on the virtual map and generate a buzz that you could never have imagined. We focus on maximizing your return on investment through a clear understanding of your business objectives and by translating your value proposition to your customers! If you want to do more counter top installations tomorrow,
partner with FireUps® TODAY! 603 617 3877

5 most popular types of countertops and related Search volume.

5 most popular types of countertops and related Search volume. All countertops interest in the US by countertop type. 

Here we See the amount of searches by the various different most popular countertops types.

http://www.google.com/trends/explore#q=granite%20countertops%2C%20quartz%20countertops%2C%20marble%20countertops%2C%20Laminant%20countertops%2C%20concrete%20countertops&geo=US&cmpt=q 
 
What i found interesting was more and more searches across the board for various countertop types. I also found interesting that concrete countertops has been very consistent over the last 10 years.

 FireUps® is the granite and natural stone installers source for instant exposure to local and national markets with strategically Targeted Online Marketing Campaigns and proven Web exposure. FireUps provides local online marketing services for the small to medium sized granite surface installers with a focus on the proven results that will increase your bottom line. Our teams expertise in direct to consumer marketing is second to none, and we want to share how we can help ensure your business is found by the pro-active customer who is searching for counter tops made from granite, stone, marble or other stone surfaces. Just the niche product or services you provide!

FireUps® will put your counter top product, installation service and surface remodeling company on the virtual map and generate a buzz that you could never have imagined. We focus on maximizing your return on investment through a clear understanding of your business objectives and by translating your value proposition to your customers! If you want to do more counter top installations tomorrow,
partner with FireUps® TODAY! 603 617 3877

Quartz countertop Search volume is growing but it has a ways to go to reach the search for granite countertops.

Quartz countertop Search volume is growing but it has a ways to go to reach the search for granite countertops.

http://www.google.com/trends/explore#q=granite%20countertops%2C%20quartz%20countertops%2C%20marble%20countertops&cmpt=q

We are soon adding our quartz properties so let us know if you need help marketing your quartz products in the local market.

FireUps® is the granite and natural stone installers source for instant exposure to local and national markets with strategically Targeted Online Marketing Campaigns and proven Web exposure. FireUps provides local online marketing services for the small to medium sized granite surface installers with a focus on the proven results that will increase your bottom line. Our teams expertise in direct to consumer marketing is second to none, and we want to share how we can help ensure your business is found by the pro-active customer who is searching for counter tops made from granite, stone, marble or other stone surfaces. Just the niche product or services you provide!

FireUps® will put your counter top product, installation service and surface remodeling company on the virtual map and generate a buzz that you could never have imagined. We focus on maximizing your return on investment through a clear understanding of your business objectives and by translating your value proposition to your customers! If you want to do more counter top installations tomorrow,
partner with FireUps® TODAY! 603 617 3877