Masonry Magazine August 2006 Page. 17
Since 2000, I have had the honor and unique pleasure of speaking to approximately 200 groups across the United States and Canada. I can say, without question, that the masonry industry is full of wonderful people. During my journeys, I have had the pleasure of meeting many people that make this industry great. Thank you for making my travels away from my family and home such a positive experience.
Now, more than ever, I believe that masonry is the best construction material on the market - period. Owners that want to construct quality buildings in their community need masonry as a basis for their new projects. There is no other material available that can compete with the beauty, quality and durability of masonry. However, I'm just an architect; I don't make my living from masonry. I share my masonry message because I think we owe it to building owners to help them understand what they are buying. My message is that more buildings would be built with masonry if more "buyers" understood the implications of their building material selections - especially many years down the road. What has surprised me the most during my travels and speaking engagements is how many people that make their living from the masonry industry that do not passionately share my belief.
Last year, I had the pleasure of following a presentation by members of the Brick Industry Association that outlined the study of wall systems used today. In that report, it was revealed that masonry continues to lose market
One of the shocking statistics to me
is that brick and block combined share less of the market than EIFS.
share as a wall system. Many people don't realize this because workloads seem to be steady or even rising. The problem is that masonry market share has not risen relative to overall construction spending. Masonry has fallen significantly when compared to other systems. One of the shocking statistics to me is that brick and block combined share less of the market than EIFS. When I first saw that statistic, I was shocked. A system that has had its share of "challenges" in the press still had more market share than masonry. How can this be? Masonry is obviously a significant step up from EIFS right? Well, the buying public must not think so.
To truly understand the deeply rooted issues with masonry promotion, I need to start by telling you a true story. In 2002, I was asked to join masonry leaders from across the United States in discussing the possibility of a masonry lifecycle study. This study would help demonstrate once and for all that masonry was the unquestioned leader of quality and value. Being new to this group, I began talking about masonry as compared to other systems and quickly found a room filled with "special interest" parties.
If a unified masonry message is developed,
and the message is given again and again and again, the buyer will get it.
The talk was not about masonry as a whole; it was about pieces of masonry stone, brick, block, labor and concrete - depending on the particular person. I quickly learned that masonry has many special groups; some of those groups also have an interest in "protecting" other types of wall systems. The concept of "one voice, one message" for masonry was impossible.
Since that day, I have come to understand how fragmented the masonry industry really is. I don't understand the concept of "protect my turf at all cost." I firmly believe the concept of masonry as a whole, with no special interest message, is the only way that this superior system can once again be restored to its former glory. Masonry leaders must find the message, and everyone must get on the same page with how that message will be delivered. All other building systems speak with one voice and, quite frankly, they are winning. The concept for me is simple: If a unified masonry message is developed, and the message is given again and again and again, the buyer will get it.
Today, masonry suffers from a lack of understanding by the architect and builder. These two groups have a tremendous influence on the building owner or buyer. They must understand why they would want to select masonry over other systems. The message must come from you one unified message! When this occurs, market share will increase and everyone will win - especially the building owner.
For those who don't feel that they can represent masonry as a single voice, or don't believe as passionately as I do that masonry is the only choice for building owners, maybe it's time for a job change! If you represent other wall systems, pick a team. Represent masonry, all of masonry, and you will win.
As I traveled around the country, I often asked architects, contractors and suppliers to send me cost information in advance of my trip. The purpose was to compare masonry system costs to other systems in the market. The results always amazed me. People always think solid masonry buildings are