Timber iQ February - March 2018 // Issue: 36 | Page 58

CONTRIBUTORS - TALKING TIMBER
There are many skilled timber professionals who don’t have the necessary qualifications or accreditations.
Growing the timber sector
I am no stranger to the challenges facing the construction
sector; even more so since I operate in what is still considered
a niche trade – timber.
By Werner Slabbert Jnr, managing director of Eco Log Homes
A
vailable data suggests that about 0.5% of new
buildings currently being built use timber frame.
While my outlook on 2018 is optimistic, it is with a
hint of pragmatism that I offer readers in the local timber
frame building industry my view on how the sector could
grow despite what could well be another tough year.
MARKETING
Marketing of timber products to the trade, government and
consumers in general is lacking in South Africa. Timber
roof truss fabricators and erectors, timber merchants, deck
and timber frame home builders stand to benefit
56 FEBRUARY / MARCH 2018 //
significantly from adopting a more aggressive approach to
sharing their stories and engaging with their markets.
Importantly, while a well-defined target market is
fundamental to successful marketing, the industry may
also do well to think ‘outside the box’ when it comes to
who else – aside from their usual clients – could benefit
from their products and services. Given timber construction’s
manifold advantages, there are few who do not stand to
gain from using timber to build their public, private and
commercial buildings.
See more on page 58