The time difference from someone specifying, to actually buying.

There's always been a huge difference in the time from when someone specify's a manufacturers product, until the product is actually bought (and/or built). This can be anywhere from months to years.

As everything now days is speeding up, construction times, manufacturing times, this gap is getting smaller. However it's still there.

This brings us to the point of measuring the ROI from your BIM content (be it content for Revit, ArchiCAD, Bentley BIM), how long should you wait before measuring? This really comes down to what sort of products your company sells & ships. eg your roofing products may not be needed until 8 months into the project, yet they've been in the documentation for over a year. As long as the product isn't changed by then...

Well designed and thought out BIM content (Revit families, ArchiCAD objects), can help you to build a stronger relationship with your customer base & encourage them to get in contact with you at the point of specification.

Wouldn't it be great if every time they were adding you product to their BIM model, they could easily click a button to contact you with a question or better yet request a quote? This suddenly gives you permission to make contact & become involved in the project, helping to ensure that your project eventually gets used (& you can add it to your sales pipeline).

This isn't difficult to do, it just requires manufacturers to step back (as well as the Revit content developers) and put careful thought into not only how the content should be built, but where it fits into the manufacturer's business as a whole.

What do you think?

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This blog post is related to the following tags ArchiCAD integration, BIM, BIM content, BIM for manufacturers, BIM integration, BIM marketing, building information modeling, Marketing, product marketing, Revit, what is BIM.

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