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The steel building industry stands at a pivotal crossroads, and nobody captures this reality quite like Jared and Eric—The Steel Kings—in their 25th podcast episode. Drawing from their frontline experience, they deliver a candid assessment of where we are and where we're headed.
Steel tariffs continue creating market uncertainty, yet paradoxically, standard building prices remain relatively stable. "A 30x50x12 with three 10x10s and a walk-in door is not that expensive. It's the same as it was four years ago," notes Eric. However, this stability may come at a cost to quality as manufacturers seek to maintain competitive pricing while absorbing increased material costs.
Marketing challenges dominate much of the discussion, with Facebook Marketplace crackdowns affecting many dealers and digital advertising costs skyrocketing—up 85% over 18 months on some platforms. The hosts share personal marketing mishaps, warning listeners to be wary of companies promising quick results without proven track records.
Perhaps most concerning is what Jared describes as "hunting season on dealers," as manufacturers increasingly bypass dealer networks to sell directly to consumers. This creates an uncomfortable reality where dealers compete with their own suppliers. Their passionate call for dealer unity resonates throughout the episode.
Looking forward, the hosts demonstrate how AI is already transforming the industry through a live ChatGPT search for local building suppliers. The implications are profound: future customers won't research options but will simply ask AI assistants for recommendations. "They will literally say 'I want the best shed builder in Ohio' and call them," explains Eric, highlighting how critical online presence has become.
Don't miss their upcoming appearance at the Role Forming Show (October 1-2 at the Dayton Convention Center), where they'll record their first live podcast. Have questions or want to connect with like-minded dealers? Reach out directly to [email protected] or [email protected]—they're genuinely interested in strengthening the dealer community.

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Studio Sponsor: J Money LLC

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