As more home and building brands bypass traditional B2B channels and embrace direct-to-consumer strategies, the question arises: How can these brands still engage and win over pro audiences?

For many companies, DTC offers control over branding, customer experience and data. But in construction, remodeling and installation, the pro remains a critical gatekeeper, and securing their buy-in is essential.

“As demand for pro labor increases — as demographically America gets a little bit older than before — pros will increasingly have what we call the ‘pro veto,’ which is where a pro might say, ‘I don’t work with that brand because the install is difficult,’” said Jacob Belk, vice president of Advisory at Zonda. “And so paying attention to how pros talk about your brand with your end customers is increasingly important. And we think that pro veto is going to become more and more powerful as pro labor becomes harder to find.”

Thriving in today’s market means anticipating where every audience is headed and meeting them there. Brands that connect authentically with consumers while empowering pros earn more than sales — they earn influence, trust and sustainable growth.

Understanding DTC Benefits and Risks

Direct-to-consumer models enable brands to interact directly with end users, bypassing traditional distribution channels and opening the door to stronger customer relationships — as showcased in a recent Shopify blog featuring real-world examples of successful DTC strategies.

It’s a trend gaining momentum — as spotlighted by Jaye Anna Mize, vice president of Advisory and Partnerships at Future Snoops, during her keynote at the American Home Furnishings Alliance’s 2025 Marketing/PR Conference.

“Traditionally reliant on retailers and interior designers, brands are now embracing DTC models to offer greater convenience, customization and direct engagement with buyers,” Mize shared in her presentation. “By cutting out intermediaries, brands can offer more competitive pricing, greater transparency and a more personalized shopping experience.”

In the home and building space, DTC can provide:

• Stronger Brand Control: Companies dictate messaging, product positioning and the overall customer experience.
  
  

• Better Data Insights: Tracking purchasing behavior and preferences enables brands to refine their products and marketing strategies.
  
  

• Enhanced Customer Relationships: Direct engagement provides opportunities for personalized experiences and fosters loyalty-building initiatives.

But as Belk explained, this shift also brings new risks.

“As e-commerce grows in importance, it’s going to be easier and easier for your brand to lose value — for your products to become a commodity,” he said. “While you may be a mid-market brand in the showroom, when you look online, your position may actually be lower than you think. E-commerce increases the difficulty of having a brand that really stands out because anybody can make a brand now online.”