The campaign positioned concrete block as the premier choice for homebuilding in hurricane-prone Florida and underscored the importance of resilience and consumer choice in home construction.
Concrete masonry dominated Florida construction fifty years ago with an average 80% market share statewide. However, by 1980, the wood industry had cut that share to 45%. Partnering with Owens Corning’s Pink Panther Campaign, the wood industry promoted its product as an energy-efficient and cost-effective alternative to concrete. Once builders realised they could increase their profit margins using wood, frame and stick-built construction took hold.
In 1992, Hurricane Andrew demolished wood-frame homes. Concrete masonry homes performed substantially better against the hurricane’s Category 5 wind and rain. Consequently, new building codes favour block construction. Builders were slow to adapt, so in 2004, the Concrete Masonry Industry bypassed them altogether and began promoting concrete block construction directly to consumers. Their message was simple: concrete block is superior to wood in strength, durability, and safety. As a result of their outreach, masonry’s share of the single-family market increased from 50% statewide to 60% in just a few years. In 2016, once the recession had fully subsided the masonry industry reinstituted its block marketing campaign by introducing its new brand- Block Strong.
Since then, masonry construction has enjoyed a resurgence. From 2021 to 2023, the block’s market share grew from 65% to 72% statewide. In key regions, like Central Florida and Tampa/St Pete, its market share has surged to 80% and 96%, respectively. South Florida boasts an impressive 99% share. Block Strong has recently focused on second-story block construction, increasing that market share from 3% in 2020 to nearly 12% in 2023.
Block Strong is a powerful consumer-oriented marketing effort ensuring consumers, construction professionals, and designers understand the vital link between quality building materials and the health and safety of those people living in the homes they design and build. Block Strong is an information source aiding homebuyers through various steps in the home-buying journey. The Block Strong Builder Program is a membership-based organisation advancing the benefits of concrete blocks while introducing custom and production homebuilders to thousands of homebuyers daily. Block Strong is a partnership between Florida Concrete & Products Association, Inc. and Florida Concrete Masonry Education Council, Inc.
