Libby Zbaraska, Eazy Marketing
Ask almost any marketer in the built environment what their customers want and you’ll hear familiar answers: evidence, performance data, compliance information and proof that products and systems do what they claim.
Yet new research commissioned by PEW Electrical suggests that many organisations are still struggling to access and manage the information they need.
The survey of building and estate management professionals found that almost two thirds (63%) believe carbon data relating to lifts and escalators is limited or unreliable, despite growing pressure to measure operational performance and demonstrate progress against sustainability targets.
The findings highlight a wider issue facing the built environment. As regulations tighten and clients place greater emphasis on whole-life performance, access to reliable data is becoming a competitive advantage rather than simply an operational requirement.
For marketers, this presents both a challenge and an opportunity.
The challenge is that buyers increasingly expect evidence rather than assertions. Whether the conversation is about carbon reduction, safety compliance, maintenance strategies or operational efficiency, decision-makers want data they can trust.
The opportunity is that organisations able to provide clear performance information, robust documentation and credible evidence are likely to stand out in crowded markets.
The PEW research also points to growing concerns around record keeping and compliance. Nearly half (47%) of respondents believe fragmented documentation is affecting lift compliance, while more than half (56%) feel there remains uncertainty across the industry about responsibilities relating to documentation and accountability.
At the same time, there are signs of progress. Nearly four in five respondents (78%) believe their existing systems are effective at maintaining the “golden thread” of building information, while a third report using predictive maintenance technologies to support more data-driven asset management.
The message for marketers is clear. As the industry moves towards greater transparency and accountability, content that demonstrates expertise, provides useful evidence and helps customers navigate complexity will become increasingly valuable.
The conversation around data is no longer just about compliance. It is becoming central to sustainability, operational performance, customer confidence and ultimately commercial success.