Markets Grow for Architectural and Decorative Concrete
Jamie Farny, Masonry & Special Products, PCA
The decorative market has been continuing to gain strength in the past few years, and is often referred to as the fastest growing segment of the industry. It turns concrete into the main attraction and adds real value to residential properties.

Inside or outside, top to bottom, from counter tops and floors to roof tiles, driveways, patios, pool decks and retaining walls, cement-based products offer durability and bring a high level of quality to any property.

Architectural and decorative concrete are premium products. They are not for every application. They are affordable, though they cost a little more. But they look a lot better!

As value-added products, architectural and decorative concrete can expand builder's offerings and increase their profit margins. For consumers, the products are long lasting and aesthetically pleasing. It's a win-win situation for everybody.

Doing It Right

The Portland Cement Association developed new literature for decorative concrete, ranging from single-topic tech briefs to a 32-page manual called White Cement Concrete covering everything: applications, ingredients, designing, mixing, and placing. An idea brochure called The Versatility of Concrete is promotional, geared heavily to home owners and home buyers to get them thinking about where they can use concrete products around their homes.

Exploring the Art of Concrete brings everything together on a compact disc. The CD has the technical manual in three languages — English, Spanish, and French. There is a PowerPoint presentation to teach readers about each benefit of decorative concrete. There’s a collection of images from the publications for use in marketing or promotion activities. Links to other concrete-related associations show just where to find help to make every project successful.

All these efforts support the ready mix industry and homebuilders with the technical and promotional materials they need to succeed. It expands product lines. It creates more knowledgeable purchasers and specifiers. The net effect is increased business opportunities for ready mix producers and homebuilders.

Solid Results

Getting the message out to the right people is essential. NAHB’s International Builder's Show provides a perfect audience of homebuilders and buyers. PCA Market Research studied consumer attitudes of attendees in 2001 and again in 2003. Not only were people more knowledgeable about various white and colored concrete products offered, they were also more likely to consider building with them or purchasing them in 2003 than they had been in 2001.

Don’t Forget It’s Green

Decorative concrete offers sustainability, too. Ingredients are locally available and plentiful, like sand and gravel. Concrete is extremely durable but can be recycled if and when it wears out.

Building on Momentum

Take advantage of PCA’s efforts to increase your business opportunities. People spend a lot of money to create safe, comfortable, and durable homes. They look for attractive surfaces, interesting finishes, and long-lasting results. Concrete, with its architectural and decorative capabilities, is often their product of choice—or could be!

Visit the Architectural and Decorative Concrete homepage of the PCA Web site at: www.cement.org/decorative.

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