IBS 2026, the NAHB’s International Builders’ Show, is on! The Wick team is in Orlando for three packed days of learning, trends and face-to-face conversations with builders, developers, industry partners and friends. To help you make the most of your time, we’ve rounded up a few of the sessions we’re most excited about this year. Of course, details can change, so be sure to refer to the IBS 2026 app for day-to-day planning.
Tuesday
Building for Today’s Buyer: Data, Trends & Strategies for Attainable, Livable Homes
Tuesday, February 17 – 8:15 – 9:15 AM
OCCC – West 240C
Details
A data-rich look at what “attainable and livable” means in 2026, with an emphasis on buyer psychology, Missing Middle momentum and design strategies that protect margins. This data-rich session goes beyond demographics to explore the psychology driving today’s housing choices, from space preferences to community design.
10 Risk-Reward Strategies for Smarter Lease-Ups in 2026
Tuesday, Feb. 17 — 2:15–3:15 PM
OCCC – West 308C
Details
Lease-ups today demand sharper strategy, faster pivots and a close eye on both risk and reward. This session promises 10 actionable ways to optimize lease-up performance — from pricing and concessions to marketing tactics and unit mix — so teams can stabilize faster without sacrificing long-term value.
The Outlook: 2026 Housing & Economic Forecast
Tuesday, Feb. 17 — 2:15 – 3:45 PM
OCCC – West Hall F3 – Tangerine Ballroom – Spotlight Room
Details
Housing affordability challenges, tariff uncertainties and an evolving economy are reshaping the building industry in 2026. Three nationally recognized economists will share their expert analysis of the U.S. economy, home sales and construction activity, while addressing supply-side issues such as persistent labor shortages and supply chain issues.
How Leading Home Builders Maximize Demand in a Shifting Market
Tuesday, Feb. 17 – 3:30-4:00 PM
OCCC – West 312A – Sales Central
Details
Buyer behavior has changed, and converting interest into action requires more than driving traffic. In this conversation with Kolter Homes, we’ll explore how builders can stay top-of-mind longer and make every interaction count. Learn how the Kolter team approaches lead conversion in a slower, more deliberate buying environment.
Changing Multifamily Market Demographics
Tuesday, Feb. 17 — 4:15–4:45 PM
OCCC – West 308A – Multifamily Central
Details
Demographic shifts are reshaping who rents, where they want to live and what “home” looks like in multifamily communities. This fast-paced program unpacks the latest data and what it means for product, amenities and marketing so you can align your next project with the renters who are actually driving demand.
Wednesday
Stop the Scroll: Brand Storytelling That Grabs Attention, Inspires Action & Drives Sales
Wednesday, Feb. 18 — 8:15–9:15 AM
OCCC – W314B
Details
Digital channels are noisier than ever, and this branding session focuses on storytelling that actually earns attention and drives action. You’ll hear how builders and developers are using narrative, visuals and channel strategy to stop the scroll, deepen emotional connection and move prospects further down the funnel.
Shop Talk: Multifamily Housing for Active Adults
Wednesday, Feb. 18 — 8:45–9:15 AM
OCCC – W308A – Multifamily Central
Details
Active adult and 55+ housing is a growing sector of the multifamily housing market. In this Shop Talk, share your insights and hear from other builders and developers about the latest trends and types of 55+ multifamily developments and active adult communities that are most in-demand.
The Incentive Trap! Why More Incentives Aren’t Closing More Sales
Wednesday, Feb. 18 — 1:45–2:15 PM
OCCC – W312A – Sales Central
Details
It’s tempting to lean on incentives when the market gets tough, but this program calls out the “incentive trap” and shows how it can erode margins without reliably boosting conversions. Expect fresh thinking on negotiation, value communication and customer psychology that can help sales teams rely less on discounts and more on real differentiation.
Thursday
The Blueprint: How Innovation-Driven Design & Construction Is Reimagining Attainable Housing
Thursday, Feb. 19 — 8:30–10:00 AM
OCCC – West Hall F3 – Tangerine Ballroom – Spotlight Room
Details
This powerhouse Super Session unites industry leaders redefining attainability through innovation in design, construction, materials and technology. Gain fresh consumer insights on what buyers and renters value most today: smaller, flexible, wellness-focused spaces designed for hybrid living and changing family formations.
See you at IBS 2026?
If you’re interested in talking about your brand, an upcoming launch or your 2026 marketing priorities, reach out and we’ll find time to meet during the IBS 2026 show or after. Connect with Barbara Wray at barbara@wickmarketing.com or https://www.linkedin.com/in/barbarawray/
