What an incredible time Coverings 2025 was in Orlando! With over 1,100 exhibitors and 26,000 professionals gathered, it reminded us of just how vibrant and innovative our tile and stone industry is. Industry events like Coverings offer a fantastic opportunity to connect, learn, and gain fresh perspectives on where the industry is headed.

Now that we’re back, it’s time to take the inspiration from the show and put it into action. In this short letter, we’re diving into Market Acumen. Funny how it worked out that we’re discussing this right after Coverings. One of the biggest takeaways from the show was understanding Market Acumen – and it’s more relevant than ever for contractors like us.

So, what exactly is Market Acumen? Simply put, it’s the ability to read the market, understand consumer behavior, stay on top of trends, analyze competitors, and keep a pulse on industry dynamics. These insights are vital to staying competitive and growing our businesses.

1. Market Trends
As tile contractors, it’s essential to stay ahead of market trends by understanding new products, installation methods, and tools. Being prepared for innovations like gauged porcelain tile panels or eco-friendly materials ensures we meet industry standards and deliver high-quality work. Additionally, it’s important to be aware of how social issues, like sustainability, are influencing installation preferences. By keeping up with these trends, we can adapt our services to align with evolving customer demands and maintain a competitive edge.

2. Consumer Behavior
Consumer behavior is evolving beyond price considerations; clients today want to understand the story behind the products they choose, from materials to craftsmanship to sustainability efforts. Contractors should pay attention to the questions and values expressed by clients, architects, and designers. By understanding what matters most to customers – whether it’s quality, environmental impact, or craftsmanship – contractors can adjust their approach to meet these priorities.

3. Competitor Analysis
Knowing what your competitors are up to is crucial. By tracking what they’re doing – what new products they’re using, their pricing, and what sets them apart – you can find ways to differentiate yourself. Whether it’s focusing on faster, more reliable service or specializing in a niche market like custom tile work, keeping a close eye on competitors helps us understand where we stand and where we can improve. And you can bet, I’m watching you! 

4. Industry Dynamics
Staying on top of broader industry dynamics is critical. Whether it’s new tools, methods, technology, construction regulations, or shifts in consumer demand, being aware of these changes lets us adapt quickly and stay competitive. Staying informed about the latest techniques and products improves our service, efficiency, and quality, making us more attractive to clients.

In summary, Market Acumen is about staying informed and adaptable. By understanding trends, consumer behavior, competitors, and industry dynamics, we position our business for growth and ensure we remain ahead of the competition.

Looking ahead, next month we’ll dive into Technological Acumen – how technological advancements with tools, software, and techniques can improve efficiency and success.
Until next month, stay curious, stay informed, and as always... 

Educate for excellence!

Sincerely,

Rod Owen
President, NTCA
Rod.Owen@ccowen.us