The show may be over, but the ideas, insights and standout moments are still fresh. From big industry shifts to small-but-mighty takeaways, here’s what’s sticking with us post-International Builders’ Show.
Trust Is the Real Differentiator
We heard it again and again: Trust isn’t just important — it’s everything. Homebuyers are more informed than ever and expect transparency at every turn. Whether it’s clear pricing, realistic timelines or simply following through on promises, trust is what turns interest into sales and homeowners into brand advocates.
That aligns with what we’ve seen in our own research. Edelman’s 2025 Trust Barometer confirmed that trust drives consumer decisions, especially in high-stakes industries like homebuilding. We explored what that means for builders and developers in this blog post. And in our ongoing research, we continue to see how trust — whether built through clear communication, brand consistency or a thoughtful customer experience — plays a critical role in customer loyalty and referrals.
Placemaking With Purpose
Great communities don’t happen by accident. The best ones have a story — one that’s rooted in the land, the people and a long-term vision. This year, we saw a shift toward more intentional, experience-driven design, with developers getting creative about how they bring people together. More green space, more gathering places, more character. And here’s something refreshing — marketing teams are being brought in earlier to help shape the story, not just sell it.
Wellness, including emotional well-being, was a recurring theme, with social connection driving the design of master-planned communities, multifamily developments and even individual home layouts.
Resiliency: Buyers Care (and So Should You)
Zillow’s latest data shows that 86% of recent homebuyers expect climate resilience features in their homes. That means energy efficiency, storm-resistant materials and smart water management aren’t just perks anymore — they’re expectations.
Builders and developers leading this shift aren’t just adding features. They’re framing a story about durability, sustainability and peace of mind that resonates with today’s buyers.
The 55+ Buyer Wants More Than a Home
Today’s 55+ buyers aren’t just looking for housing — they’re seeking a lifestyle. The most successful communities provide walkability, meaningful amenities and built-in opportunities for social interaction.
One trend? Master-planned communities incorporating dedicated 55+ neighborhoods. These smaller enclaves offer a sense of community while maintaining the energy and variety of a larger development — striking the right balance between connection and independence.
The New Standard for Customer Experience
Homebuying is one of the biggest financial decisions a person will make, yet too often, the process feels impersonal or transactional. The best builders are changing that.
From proactive communication to concierge-style service, they’re turning what could be a stressful process into a smooth, enjoyable one. One of the simplest but most impactful shifts? Setting clear expectations upfront and maintaining open communication at every stage.
Social Media: Authenticity Wins
Staged model home shots still have their place, but the best-performing social content right now is unscripted. Buyers engage with behind-the-scenes moments, real homeowner stories and construction updates that feel raw and real.
One of the most overlooked strategies? Engage like a human, not a brand. Answer questions, jump into conversations and show personality. The brands that make social media a two-way conversation — not just a sales channel — build trust and stand out.
A Market in Transition
The 2025 housing market forecast? Cautiously optimistic. While single-family starts are expected to see slight growth, affordability remains a key challenge.
Rising insurance costs, mortgage rates and evolving construction methods were major discussion points. But one of the biggest uncertainties? How government spending decisions will affect affordable housing in the years ahead. Even so, the overall tone was characteristically determined, positive and forward-looking.
Corridor Conversations: What People Were Really Talking About
Some of the most valuable insights at IBS come from casual hallway conversations. Here’s what was top of mind for industry pros this year:
- Land – Increasingly scarce, expensive to entitle and growing in complexity.
- Capital – High borrowing costs are putting pressure on development economics.
- Materials – Pricing remains unpredictable, with supply chain and tariff concerns lingering.
- Affordability – Builders are experimenting with financing options and more compact designs.
- Density – Striking the right balance between livability and zoning constraints.
- Resale competition – With inventory increasing, builders need to sharpen their differentiation strategies.
- Build-to-rent – A growing sector, but will demand hold?
- Sales fundamentals – Lead generation, cancellations and conversion rates remain a priority.
- Mergers & acquisitions – The industry is consolidating, with national and public builders gaining market share.
Planning for IBS 2026? Here’s What You Should Know
For first-time attendees, IBS can feel overwhelming. A little planning goes a long way:
- Set your priorities. There’s a lot to see — map out your must-attend sessions early.
- Book early. Hotels and flights fill up fast. Lock in your plans as soon as possible.
- Dress smart. Comfortable shoes are non-negotiable.
- Make connections. The best insights often come from informal conversations.
- Take notes. You’ll leave with a ton of ideas — capture them before they slip away.
Looking Ahead
IBS 2025 reinforced the industry’s biggest challenges and opportunities — trust, resilience and the evolving needs of buyers. The builders and developers who lean into these shifts will be the ones defining the future.
This isn’t the year to stick with marketing as usual. If you’re ready for fresh ideas, let’s talk. Contact Barbara Wray at barbara@wickmarketing.com or call (512) 564-4289.
