Did You Miss IBS 2025? Check Out Our Top Takeaways

03.25.25

Here at g2, the International Builders’ Show is one of the highlights of every year. We love having the opportunity to learn new things and network with our industry partners so that we can be a source of knowledge and wisdom for our builder partners, vendors, and prospects.

Here are some of our key takeaways from IBS 2025…

Differentiation

Differentiation was a major theme at IBS, and for good reason—it applies to every stage of the home buying and building process. The key question is: How does your brand stand out, and does every team member fully understand and communicate that difference?

Identifying what sets you apart is only the first step; the real impact comes when your entire team is aligned and invested in delivering that unique value.

One specific way for builders to differentiate is by engaging buyers earlier in their journey, building trust before they’re ready to make a decision. As marketing experts, g2 can act as a growth partner—working alongside our builders and their marketing teams to craft compelling stories, strengthening connections with prospective buyers.

Another differentiator is to conduct surveys and interviews at different points in the homebuying process, from six months before to six months after purchase, to provide insights that refine your approach.

Additionally, adapting messaging and media to match the various stages of the buying journey ensures that your brand remains relevant, engaging, and top of mind.

Market/Economics

During the session titled “2025 Housing & Economic Forecast”, presented by Robert Dietz from NAHB, Danielle Hale from Realtor.com, and Ali Wolf from Zonda, we learned that the housing market is currently balanced, with neither buyers nor sellers holding a strong advantage.

New home sales have returned to 2019 levels, but affordability remains the biggest challenge for homebuyers. Mortgage rates are predicted to remain stagnant until the end of 2026, further straining affordability.

However, Despite homeownership being nearly ten times more expensive than renting, buyer sentiment remains strong, driven by the long-term financial benefits of owning.

Meanwhile, the high-end market is thriving, as wealthier buyers remain unaffected by affordability concerns, fueling demand for luxury properties across the country.

Tech and AI

Technology and AI are evolving rapidly, and staying ahead means ensuring your digital presence is AI-ready. From website optimization to automated tools, AI is reshaping how businesses connect with buyers.

One of the biggest takeaways is leveraging AI assistants like ChatGPT—not just for content creation, but as a strategic tool to refine messaging, and streamline workflows.

The key is customization: AI can generate valuable insights, but it’s up to you to tailor its output to match your brand’s voice and goals.

Rather than relying on AI at face value, the most successful brands are using it as a dynamic assistant—enhancing efficiency while maintaining a personal, human touch.

Sales Training

Sales success is about connecting with today’s buyers. Consequently, sales training isn’t a one-time event—it needs to be an ongoing process that evolves alongside those buyers.

Ongoing sales training refreshes and reinvigorates your team. The most effective teams are those who continuously refine their skills, adapting to shifting market trends and buyer expectations, as well as changing buyer demographics. (Have you met Gen Alpha?) Training should also be highly specific to a builder’s company and brand, ensuring that sales professionals aren’t just selling homes but delivering a unique, branded experience that resonates with potential buyers.

Ongoing training benefits your OSCs, too. By prioritizing regular, brand-focused training, your entire sales team can stay sharp, build stronger connections, and ultimately convert more leads into happy homeowners.

Trends

As we already noted, affordability remains a major concern for buyers, making rate buy-down incentives one of the most effective tools for builders looking to attract and convert leads.

However, in a competitive market, financial incentives alone aren’t enough—builders must also prioritize strong branding and clear messaging to differentiate themselves.

Future-proof housing is another key trend, as buyers look for homes that offer long-term value, energy efficiency, resilience, and flexible spaces that adapt to their evolving needs.

There are a range of advancements in building technology that have enhanced water resistance and fire resistance. For example, insulation, long-lasting colors, and finishes that offer resistance to water, sun, and heat damage.

Builders who combine smart financial strategies with a compelling brand identity and forward-thinking home designs will be best positioned for success in today’s market.

Other trends we saw on the floor included traditional building products exploring unconventional colors. Companies are branding color finishes and color packages to be more relatable to buyers and how they experience other shopping experiences.

For example, Sherwin Williams did a Color Palette of the Year with a demonstration of how different design packages fit together. The GE Cafe series aligned their new appliance packages into ‘seasons’, playing on the hip trend of color analysis.