Replace & Remodel Fuels Siding Category Momentum

By James Anderson

In a housing market defined by affordability pressure and uncertainty, siding manufacturers and distributors suggest that it’s time to lean into the replace and remodel market. With the average age of the U.S. home at 44 years old, exterior remodels consistently rank among the highest ROI improvement projects a homeowner can make.

Exterior upgrades account for eight of the top 10 cost-recouping projects, states Steve Booz, vice president of marketing at Westlake Royal Building Products. Projects include adding manufactured stone veneer, vinyl siding replacement, and fiber cement siding replacement. LBM dealers who lead with expertise, relationships, and the right product mix will outpace the market, regardless of macro conditions.

“Low housing inventory should continue to drive new home construction, and those homeowners choosing to stay put due to higher interest rates are undertaking exterior replacement and remodeling projects that deliver a high return on investment,” Booz explains.

Demand potential

Today’s siding market can best be seen as “relatively stable,” says Lynn Cobb, vice president of marketing at LP Building Solutions. Repair and remodel activity will continue to offset slower new construction.

“Affordability pressures and labor constraints remain challenging, but homeowners are focused on resilience, curb appeal, and long-term value, which is creating a strong demand for engineered wood siding,” Cobb says.

Abby Huebner, product manager for vinyl siding at ProVia, says she expects the sidingmarket to grow modestly over the next 12 months, with single-digit demand driven primarily by repair and remodel activity.

“The biggest challenges are the soft housing market, affordability constraints, and ongoing cost pressures,” she adds.

At CertainTeed, Kara Radcliffe, director of product management, vinyl siding, says she expects modest positive activity in the market over the next few months, again, with the repair and remodel segment lifting losses in new construction. Radcliffe points to the “trade-up” dynamic driving growth within the siding category. Homeowners, she says, are increasingly gravitating toward more resilient, higher-performance products and greater design differentiation, rather than entry-level solutions. “This creates opportunities for dealers that can offer products combining durability, aesthetics, and solutions that work together as a system.”

The demand is there, and it varies by region, explains Tina Breen, vice president of sales and marketing at Manufacturers Reserve Supply. “In the Northeast especially, we came out of a very difficult winter, so there is some pent-up demand in the system,” she says.

Mortgage rates continue to suppress buyer traffic during the spring selling season, Breen adds, which is typically a strong indicator for the broader industry, including new construction, commercial work, and repair and remodel. “What we’re seeing isn’t a demand collapse—it’s affordability suppression. Projects are being delayed, not canceled. The moment rates ease, even slightly, there’s a lot of demand sitting on the sidelines that’s ready to move.”

What’s selling

While product performance is the foremost baseline from a manufacturer’s perspective, it isn’t always what drives homeowners in the siding category. Aside from appearance, today’s homeowners are also looking for low-maintenance products. Composite, poly-ash, vinyl, engineered wood, and fiberglass are all winning the category because they replicate the aesthetics of wood, but without the upkeep.

“It’s an easy decision for many buyers who want to avoid spending time painting and staining,” says Booz. “Along the same lines, durable materials are also in demand. And for siding, these considerations should include both the material itself and the fade-resistance of the finishes. We encourage dealers to understand the fine print of what manufacturer warranties and performance promises truly mean over the long term.”

Richard Lam, president of NewTechWood America, says there has been an uptick in interest in mixed-material products, which grants builders the opportunity to experiment with unique styles. “The ‘90s were a decade riddled with sameness; everyone wanted to hop on the next new trend. These days, people wish to stand out from their neighbors, and building with mixed-material products provides the means to satisfy that vision.”

Lam cites composite siding as an example of the mixed-material product that has performed well in recent years: “It captures the aesthetic of wood without the maintenance real wood demands.”

Even though low maintenance products are important, homeowners and builders are also interested in siding that is visually on trend. Huebner at ProVia says that there’s a noticeable shift toward “warmer, more natural tones—soft whites, beiges, and earthy neutrals —and moving away from some of the darker, more saturated colors we saw a few years ago.”

“Homeowners are looking for timeless palettes that feel cohesive across the full exterior,” Huebner states. “In terms of textures, there’s strong demand for more realistic woodgrain and mixed-material looks.”

Of course, safety-conscious consumers are also looking beyond look and ease of maintenance. “Other features, like extended warranties and protections against hail, wind, and moisture, are also providing peace of mind and driving brand preferences among both builders and homeowners,” says Cobb at LP Building Solutions.

Dom Beaulieu, managing director at Edge, says his company’s thermally modified wood product line, ForgeWood, has received a positive response in the marketplace. “Customers are responding to both its aesthetic appeal and ease of installation,” he says.

SWISS KRONO TruWood National Sales Manager Brett Bleichrodt, says the board and batten look is popular and is one of the company’s fastest-growing siding systems. “TruWood’s Old Mill Shingle Lap and Cedar Shake Lap are always popular choices because they provide the authentic, warm look of traditional cedar siding, but with engineered wood technology, that increases durability and ease of installation.”

Dealers leading the way

Dealers that truly understand the products they sell, and how to target their sales to each customer, are likely to have a leg up on the competition in the siding category. Getting to know each customer’s biggest project needs—whether budgetary, performance, aesthetic, or otherwise—and providing product solutions accordingly not only positions the salesperson as a trusted partner and leader, but also helps drive long-term satisfaction, says Westlake Royal’s Booz.

“These types of value-added approaches help salespeople move beyond selling on price and truly being a partner for pro customers. We’re seeing some dealers beginning to embrace AI in smart ways; not as a replacement for employees, but as a helpful supplement.”

Booz says AI chatbots and other tools are allowing dealers to better understand the products they sell as well as support customers outside of business hours while still connecting back to a human touch when the time comes.

“For some dealers, AI is helping streamline tedious back-office tasks, optimize delivery routes, analyze and use customer purchasing data to guide stocking decisions, and much more.”

Lam at NewTechWood agrees that knowledge is key and top dealers are leveraging that knowledge to help customers cut through the noise. “These days, customers are inundated with information every second of the day. And while the internet provides a ton of insight, too much can paralyze potential buyers facing significant financial decisions,” Lam says.

At MRS, Breen says their highest-performing dealers are aligning closely with a primary brand and investing in that relationship—training their teams, building strong merchandising, and focusing their marketing efforts around that core offering. They rely on distribution for breadth, but they maintain depth in their core lines. That balance allows them to serve their customers while still offering flexibility.  

“The dealers that are winning today are the ones who are going deep with their partners—not trying to be everything to everyone, but being really good at what they choose to carry,” Breen says.

CertainTeed’s Radcliffe says high-performing dealers that she sees are those who are taking a more proactive, system-based approach to selling siding, moving beyond transactions and positioning themselves as exterior design and performance experts.

“They are focused on homeowner education, showroom experience, and genuine partnerships,” Radcliffe says. “From a merchandising and sales standpoint, these dealers invest in engaging showroom experiences that help homeowners visualize the finished exterior rather than focusing on individual samples alone. Larger format, mixed-material vignettes, and curated good-better-best displays make it easier for homeowners to understand their options and confidently select their future home solution.”

Radcliffe says CertainTeed also sees momentum among dealers who embrace digital-first marketing. That includes online inspiration galleries, exterior design tools, and content that educates homeowners early in the decision-making process, often before they ever walk into a showroom.

“These dealers meet customers where they are, helping to guide material selection and design preferences ahead of the sales conversation,” she says.

Mark Kleps, vice president, specialty wood products, at IWP, says proactive dealers are leading sales.

“The dealers performing at the highest level are being proactive sellers. They actively market new products and consistently offer customers additional options and solutions. They’re investing in product training, hosting contractor events, and creating opportunities for builders to get hands-on exposure to new products. They also make sure samples and literature are readily available when interest is generated,” Kleps says.

Product innovations

High-performing dealers are also ahead of the pack in product knowledge, Kleps says. For IWP, that means dealers paying attention to the latest innovations such as the company’s focus on fire prevention and changes to local building codes.

“We currently inventory Class A fire-treated cedar siding for customers who need quick availability,” Kleps says. “I expect fire-related code requirements to continue expanding, and we’ll continue growing our fire-rated product offerings to meet demand.”

From an aesthetic standpoint, wider profiles are hitting the market to meet consumer demand. At Westlake Royal, Booz says that the Royal and Exterior Portfolio 9" Wide Board and Batten is the widest traditional vinyl board and batten currently on the market.

“This reflects the shift toward wider siding profiles that deliver timeless curb appeal at a scale suited for today’s homes,” Booz says. “Built-in design details, including a 5/8" projection height, gently arched battens and batten accentuator beads, also reinforce depth, wall robustness, and strong vertical lines.”

At LP Building Solutions, Cobb says new products like LP BurnGuard FRT OSB have been introduced as a response to increasing code and safety requirements in fire-prone and multifamily applications.

“Together, these innovations reflect LP’s continued mission to bring targeted solutions to market that help builders and developers meet high performance, design, and regulatory needs alike,” Cobb says.

Edge’s Beaulieu says his team is most excited about the recent launch of Arris composite trim, made with Surestone technology.

“Surestone is a proprietary mineral-based technology also used in our industry-leading Deckorators composite decking line. Arris offers limited expansion and contraction and features a durable capstock that is not only weather-resistant but also built to withstand the rigors of transportation and jobsite handling,” Beaulieu says. “It’s a strong example of how we’re investing in innovation that aligns with what the market is asking for: durable, high-performing products that are easier to work with and built to last.”

Huebner at ProVia says there is a clear shift toward cleaner, more simplified exteriors. “Homeowners want fewer seams, and contractors benefit from the increased coverage and faster installation that wider panels provide. In response, we launched our new 12" CedarMAX Board ‘N Batten panel in early April, which delivers a more modern aesthetic while also improving efficiency on the jobsite.”

Colors, patterns, and profiles are recent product changes Lam has added to the offerings at NewTechWood. This year, the company launched Icelandic Smoke White color as well as two new profiles in its Board & Batten and All-Weather lines.

Manufacturers Reserve Supply is focused on higher-end specialty building products, Breen says. While the company doesn’t carry vinyl siding, they compete in the category with engineered and composite siding solutions, pointing to a partnership with CertainTeed’s RISE composite siding.

“Composite siding is gaining traction because it solves problems on both sides—it’s easier for the contractor to install and more durable for the homeowner over time,” Breen says.

Planning ahead

Relationships will be key to success in coming years, manufacturer and distributor pros agree. With strong relationships up and down the channel, dealers will be best suited to meet whatever economic winds lie ahead.

Product knowledge is the foundation. Dealers who can confidently navigate vinyl, fiber cement, composite, engineered wood, and specialty wood—and recommend the right product for the right customer—will be indispensable.

“Over the next five years, the dealers who win will be the ones who combine product knowledge with strong partnerships—and deliver consistently high service levels to their customers,” says Breen.

This article was featured in LBM Journal.