I recently attended the International Builders Show to handle media relations work for a client. Prior to the trip, I was more than a little suspect about the turnout and the mood of the builders and exhibitors in attendance.

What I found was a lot of optimism. The industry figures it has already hit bottom and is ready to begin a slow, steady climb. There’s also a growing belief that it will be a different homebuilding industry when the rebound begins. The days of massive spec building are over. Instead, you’ll see an industry led by differentiation. Builders will seek out and serve specific audiences — active seniors, technology cravers, first-time buyers, etc. And green building will become mainstream.

As home builders change, so, too, must the manufacturers who supply them. Those who can produce and market a tangible benefit to the builder’s target can help assure the stability in homebuilding that everyone agrees is long overdue.