How lumberyards can gain marketing leverage

Marketing advice for lumberyards 

What better place to start than your own backyard? Dwight Zahringer, owner of digital agency Perfect Afternoon, says to focus on hyper-local wins. 

“Unlike the big-box stores, local lumberyards can play up deep connections to their communities. Think: customer success stories, local partnerships and customized advice big chains can’t compete with.”

He says content can play into establishing connections, too, such as short how-tos, yard scenes and staff spotlights to humanize the business.

You might also try a more direct approach with email and text campaigns. “Encourage repeat customers with real-time inventory updates or special offers, especially during peak times. It is easy, it works and it’s loyalty-building.” 

Stuart Rogers, CEO of International Outsourcing Group, agrees with the “hyper-local” guidance, though he specifies that investing in SEO is where to make hay.

“The most successful lumber businesses we work with don't try to compete with big-box stores on price or selection breadth - they win by becoming the undisputed local experts in their communities. When you dominate local search results and establish yourself as the go-to resource for contractors and serious DIYers in your area, you create a competitive moat that Home Depot and Lowe's can't easily cross.”

Here are several specific strategies he says have been proven effective:

“Hyper-local SEO is absolutely critical. When someone searches ‘lumber supplier near me’ or ‘building materials in [town name],’ local businesses should be appearing prominently. This means optimizing Google Business Profiles, gathering authentic local reviews and creating location-specific content.” To streamline the review process, you might consider creating a QR code that sends customers directly to your preferred review site.

Rogers continues:

“We've seen lumber dealers increase foot traffic by 30-40% just by properly optimizing their local search presence. Most importantly, these are high-intent customers who convert at much higher rates than the casual weekend warriors that big-box stores attract."

As for what types of things to post, Rogers suggests content marketing focused on local needs, such as blog posts about regional building codes, local architectural styles, or how certain materials perform in your specific climate. Or you might try behind-the-scenes content showing specialty cuts, custom orders or staff solving unique building challenges that big-box stores would decline. 

Rogers concludes:

“What we consistently find is that successful lumber businesses don't just sell products - they sell specialized knowledge, personalized service and community connection. When you communicate these advantages consistently across your digital presence, you're not competing with big-box stores anymore - you're offering something fundamentally different.” 

Texting, and juicing SEO

Andrew Lokenauth, founder of Fluent in Finance, is a big advocate of harnessing the power of text message alerts. He says: “Text messaging's been a game-changer for several of my yards. They use it to alert contractors about special buys, weather delays, or when orders are ready. Open rates are near 98% — way better than email. Just needed a basic texting service that runs about $50 monthly.”

Lokenauth offers several more gems:

“One yard I work with has their most experienced person write a monthly email newsletter with seasonal tips, product recommendations and project advice. They grew their subscriber list to 2,500+ readers in under six months.”

“Here's something that consistently delivers results — strategic partnerships with local contractors and design firms. I guided a client to create a referral program that gives partners store credit for sending new customers. The program generated $50K+ in new business last quarter with minimal investment,” Lokenauth shares, adding:

“We helped a client create a ‘Pro Rewards’ program, but with a twist. Instead of just points, they included priority loading, dedicated phone support, and early access to sales. The perks cost almost nothing but made pros feel valued. Their commercial sales jumped 31% in 4 months.”

Michael Smith from Buyer Gain digs deeper into the notoriously fickle SEO weeds.

“Local SEO is much easier than trying to rank for nationwide terms,” he says, which could play to an independent’s advantage. As for what to focus on, Smith says:

“Changes on the homepage like placing the city and business type in the header at the top will help rankings. Also, a good footer with trust builders like phone numbers, a privacy policy link and local address will help conversions and rankings.” 

Having a Google Business Profile helps visibility on Google Maps and boosts local SEO rankings, too.

“Having a clear Unique Selling Proposition on the homepage, such as ‘Free Shipping over $500 to Coos County’ or something like that helps with conversions and getting more large jobs,” Smith adds. It also helps to create area-specific landing pages for each location or service (for example “Lumber dealer in Birmingham, AL”).

Budget-friendly tips

Michelle Rooney, CEO of Rooney Digital, adds her two cents for budget-friendly marketing ideas:

• Local directory listings. Register your NAP (Name of business, Address and Phone number) with local or big-name directory sites like Crunchbase and Yelp in order to get some easy free backlinks pointing back to your site and mentioning your business.
• Content marketing. Create a blog or resource section on your website that offers valuable information related to building, renovation and DIY projects. This positions your lumberyard as an expert and drives organic traffic.
• Networking with local contractors. Build relationships with local builders and contractors. Offer referral discounts or collaborate on joint events to increase your reach and generate leads.
• Email marketing. Collect emails from customers and send regular newsletters featuring promotions, new arrivals and helpful tips to keep your lumberyard top-of-mind.

Clint Sanchez from Blaksheep Creative, an agency that works with building supply pros, has seen clients gain ground by focusing on speed, service, and relationships—which is “a marketing edge you can’t buy with ad dollars alone,” he says.

To start showing up in “near me” searches, Sanchez says to freshen up your Google Business Profile, and to upload new photos of inventory and include geo-tagged posts on your website.

He also suggests homing in on loyalty. “A simple loyalty program, jobsite delivery perks, or $20 credits for referrals can encourage repeat business.” Also, don’t overlook the power of events. It doesn’t have to be grandiose, just think “contractor coffee mornings” or tool demos with manufacturers, he says. Many others are doing “lunch and learn”-type gatherings to establish genuine connections, to great effect.

Good begets good, and going outside the box

Will Strohl of San Francisco-based Upendo Ventures advises leaning in to generosity. As he puts it, “Support your neighbors, and they’ll support you.”

What might that look like? Here’s Strohl’s take:

“Hosting homeowner workshops, joining the Chamber of Commerce, or sponsoring HOA meetings and school projects creates authentic visibility that a national brand can’t replicate.”

To really stand out, Strohl suggests: 

“Launch a small annual grant for local nonprofits, or donate materials for community fences and sheds. Even better—build a simple mobile app that turns identifying trees in the area into a branded treasure hunt, encouraging families to engage and share online. These aren’t just marketing stunts. They’re investments in trust, loyalty, and relevance. Your yard becomes the go-to partner, not just another vendor. Big-box stores can’t match that intimacy.”

If you’re up for trying something a bit edgier, Paul Allen, owner of Dublin Rush, says to ditch the stock photos and tepid Facebook updates. 

Instead: 

“Get dirty, get weird, and go full tradesperson TikTok.”

To rise above the noise, Allen suggests:

• Strap a GoPro to the forklift. People love watching skilled trades in motion. Time-lapse a massive timber delivery or show a 2x4 becoming a custom frame.
• Profile your wildest customers. Everyone’s got that one builder who talks like he’s in a Scorsese film — mic him up.
• Showcase waste. Post what not to buy. A moldy plank? Split board? Talk about how to avoid junk lumber. It builds trust and gets shares.

Allen also says to stop marketing as a business. Rather, market as a person at the yard. “Let Barry from Receiving run the Instagram account with daily ‘Barry Tips.’ 

His thesis: “Everyone’s tired of polish. Authenticity is the new authority — especially in trades.”