The Hidden Risks of Ignoring BIM: Lost Revenue and Competitive Disadvantage for Building Product Manufacturers


The Hidden Risks of Ignoring BIM: Lost Revenue and Competitive Disadvantage for Building Product Manufacturers

Building Information Modeling (BIM) has become an essential tool in the Architecture, Engineering, and Construction (AEC) industry. It enables the creation of digital representations of buildings, promoting better visualization, coordination, and collaboration among stakeholders. By streamlining processes and improving decision-making, BIM brings numerous benefits to AEC professionals.


One might wonder, how can building product manufacturers benefit from investing in BIM content and offering it for free? The answer lies in the potential to generate a significant return on investment (ROI) through increased visibility, better customer retention, and enhanced brand loyalty.


According to the AIA Guide to Specifications 2018, 74 percent of architects will leave a site if they cannot find what they are seeking within a few clicks, and they are twice as likely to look for product information on a competitor’s website than they are to contact the manufacturer if they cannot find that information. This statistic highlights the importance of providing easily accessible BIM content to architects and other stakeholders.


With nearly 3 out of 4 architects abandoning a manufacturer’s website if they cannot find the information they need, the lost engagement represents a considerable amount of potential revenue that could be generated by providing BIM resources. Building product manufacturers that fail to provide easy access to these resources are losing out on this revenue and missing valuable opportunities, even if they have invested in BIM content development.


AIA also produced a Firm Survey in 2020 that further underscores the growing relevance of BIM in the industry, with findings that show design firms increasingly using BIM software. The survey reveals that 100% of large firms, 88% of midsize firms, and approximately 40% of small firms use BIM. This widespread adoption of BIM demonstrates the importance of providing BIM content to meet the evolving needs of AEC professionals.


The substantial amount of lost revenue from architects leaving websites due to the lack of accessible BIM content represents a significant opportunity for building product manufacturers. By investing in the development of BIM resources and making them readily available, manufacturers can secure a strong ROI, attract more clients, and foster long-lasting relationships with AEC professionals. In today’s competitive market, providing BIM content is no longer a luxury; it’s a necessity to remain relevant and maintain a competitive edge.

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