Marketing and sales optimisation for the global construction market

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Your 2027 agenda Check your category

The construction market in 2027

On your agenda for 2027.

On every continent, the way construction products are bought, specified and built is evolving. These ten points belong on your agenda for 2027. Every figure is traced to its source.

Proven at the source: Gartner, Forrester, McKinsey Global Institute, GlobalData, Eurostat, the United Nations and the European Union.

  1. 01

    Follow growth where it is built.

    Global construction output fell 0.2% in 2025 and is forecast to grow 1.5% in 2026. South Asia leads with 6.3%, driven by India; North East Asia contracts 0.7% as the Chinese property market slows. The Middle East keeps building on state programmes, the United States on data centres. Growth is real, and it moves by region.

    SourceGlobalData, Global Construction Outlook 2026 to 2030, Q2 2026.

  2. 02

    Build for the cities that grow.

    Cities are home to 45% of the world’s 8.2 billion people. There are 33 megacities above 10 million inhabitants, 19 of them in Asia, against 8 in 1975. Two thirds of population growth to 2050 is projected to happen in cities. The next offices, schools, hospitals and leisure destinations follow them.

    SourceUnited Nations DESA, World Urbanization Prospects 2025, November 2025.

  3. 03

    Win the buyer before the first call.

    67% of B2B buyers now prefer to buy without a sales person, and 45% used AI in a recent purchase. 69% find that the website and the seller tell different stories. The shortlist is drawn before anyone picks up the phone, from what a brand publishes and how consistently it speaks.

    SourceGartner, survey of 646 B2B buyers, March 2026; survey of 632 B2B buyers, June 2025.

  4. 04

    Sell to every decision maker in the room, not to one contact.

    On average 13 people take part in a B2B purchase, and 89% of purchases cross two or more departments. 86% stall along the way. In a building project the decision is shared by architect, engineer, developer, contractor, operator and investor, each with a different reason to say yes.

    SourceForrester, The State of Business Buying, December 2024.

  5. 05

    Equip the sellers you cannot afford to lose.

    89% of B2B sellers report burnout, and 54% are actively looking for a new job. 72% feel overwhelmed by the number of skills the role requires, and half by the amount of technology. Overwhelmed sellers are 45% less likely to reach quota, while sellers who work effectively with AI tools are 3.7 times more likely to. The right tools decide who stays, and who sells.

    SourceGartner, survey of 908 B2B sellers, August 2022; survey of 1,026 B2B sellers, September 2024.

  6. 06

    Protect the specification after you win it.

    Winning the specification is only half the job. 39% of construction professionals often see a specified product substituted, another 30% sometimes. Of those aware of substitution, 77% name a cheaper alternative as the main reason. A specification is held through tender, redesign and delay, or it is lost.

    SourceConstruction Products Association, Construction Product Information Survey by NBS, 524 respondents, United Kingdom, 2019.

  7. 07

    Make carbon part of the offer.

    Buildings account for 28% of global energy demand and nearly 37% of global emissions. In the European Union, the life cycle carbon of every new building above 1,000 m² must be disclosed from 1 January 2028, and of all new buildings from 2030. Every product enters that equation. Products without verified data become hard to specify.

    SourceUNEP and GlobalABC, Global Status Report for Buildings and Construction 2025 to 2026, May 2026; EU Energy Performance of Buildings Directive (EU) 2024/1275, article 7.

  8. 08

    Treat product data as a passport.

    The new EU Construction Products Regulation applies from 8 January 2026. It introduces a digital product passport carrying the declaration of performance, conformity, instructions and safety information, rolled out product family by product family. Whoever sells into Europe sells with data.

    SourceRegulation (EU) 2024/3110; Belgian Federal Public Service Economy.

  9. 09

    Sell productivity, not only product.

    Construction labour productivity grew about 1% a year over two decades, against 2.8% for the world economy and 3.6% for manufacturing. On roughly USD 10 trillion of annual spending, closing that gap adds some USD 1.6 trillion in value. Products that save time on site carry the strongest argument.

    SourceMcKinsey Global Institute, Reinventing Construction: A Route to Higher Productivity, 2017.

  10. 10

    Design for scarce hands on site.

    Construction runs one of the highest job vacancy rates in the euro area, 3.0% against 2.1% for the economy as a whole, and skilled labour shortages rank among the main headwinds for global construction in 2026. Systems that install faster, with fewer hands, win the contractor as well as the architect.

    SourceEurostat, job vacancy statistics, Q3 2025; GlobalData, Global Construction Outlook, Q2 2026.

Where the construction market is decided

A global market.
Its centres of decision.

Thanks to BLB and BOB, public and private investors, architects, engineers, developers, operators and public leaders meet in cities worldwide. Maximise puts your brand at their table, from New York and London to Riyadh, Mumbai and Tokyo.

World map with the cities where Maximise brings brands to the tableMiamiNew YorkLondonAmsterdamParisMilanRiyadhDubaiAbu DhabiMumbaiShanghaiTokyo
  • Miami25.76° N 80.19° W
  • New York40.71° N 74.01° W
  • London51.51° N 0.13° W
  • Paris48.86° N 2.35° E
  • Amsterdam52.37° N 4.90° E
  • Milan45.46° N 9.19° E
  • Riyadh24.71° N 46.68° E
  • Abu Dhabi24.45° N 54.38° E
  • Dubai25.20° N 55.27° E
  • Mumbai19.08° N 72.88° E
  • Shanghai31.23° N 121.47° E
  • Tokyo35.68° N 139.65° E

What the construction market builds

Five segments.
One global market.

  • Healthcare.

    Ageing populations and new models of care reshape hospitals, clinics and care homes.

  • Education.

    Growing student numbers and new ways of learning ask for new schools and campuses.

  • Leisure.

    Landmark destinations become engines of the economy.

  • Offices.

    Hybrid work raises the bar. Fewer buildings, better buildings.

  • Residential.

    Cities keep growing, and every one of them needs more homes.

Maximise gets you in.

You in the room.Your brand in the specification.Your company in the contract.

Your seat in the construction market

One market leader per product category.

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