From Education to Innovation: True’s Post-Event Recap of IRE & IBS
International Roofing Expo (IRE) and International Builders’ Show (IBS) once again brought together leaders across roofing, residential construction, and building products. From high-impact education sessions to innovation-packed show floors, one theme was consistent: the brands that lead are the ones that educate, simplify, and think strategically.
Team True walked away with insights already shaping how we approach content, positioning, and trade show strategy in 2026.
Top Trends from IRE & IBS That Are Shaping Building Product Brands
Across both events, we saw clear patterns in how buyers evaluate products and how brands communicate value. Here are the trends that stood out most.
Industry-Wide Themes
Trade Shows Are Still Critical
Despite digital growth, contractors, builders, and specifiers want to see and touch products. The energy on the show floor reinforced that in-person interaction still drives trust and momentum.
Hands-On Experiences Win Attention
Booths with demos, real project displays, or interactive elements consistently drew larger crowds. Passive booths struggled to hold attention.
Buyers Are Thinking Long Term
Conversations centered on durability, lifecycle cost, labor efficiency, and business impact rather than just features.
What We Saw at IBS
IBS carried strong energy this year. While uncertainty remains, the overall mindset felt focused on controlling what can be controlled.
IBS also reinforced that while there is no shortage of product innovation, the brands that truly stood out were the ones with clear, authentic messaging. Buyers are researching earlier and more thoroughly than ever, often long before they speak with a rep or dealer, which makes audience-first storytelling critical.
Highlights from IBS:
- A positive, forward-looking tone across conversations
- Sustainability reframed as affordability over time
- Increased discussion around labor shortages and material pricing
- Modern, clean architectural aesthetics replacing heavier traditional looks
- Experiential booth moments designed for engagement and shareability
Durability as long-term value was a clear thread. Higher upfront investment paired with lower maintenance and reduced risk is changing how affordability is defined.
It was a strong reminder that thoughtful, integrated digital marketing is what ultimately turns visibility into real momentum.
What Stood Out at IRE
IRE leaned heavily into intentional engagement, especially with its bilingual programming and pro-focused demonstrations.
Highlights from IRE:
- Strong Spanish-language education and networking
- Demonstrations delivered in both English and Spanish
- Sales teams asking specific, targeted questions to engage attendees
- Interactive displays that encouraged contractors to touch, test, and react
Meeting the audience where they are, both literally and linguistically, created stronger engagement and more consistent booth traffic.
What This Means for Building Product Brands
The brands gaining ground are not just innovating in product. They are innovating in how they communicate value.
The takeaway for building product brands is clear. Marketing must evolve alongside the industry. That means creating decision-support content that ties sustainability to real financial impact, designing booth experiences that are more engaging than static displays, and equipping sales teams to engage with intention.
Brands that show up prepared, educational, and aligned across audiences will not just generate traffic at events. They will build real momentum.
