The Growing Marketing Divide in Stone Fabrication

An industry expert explains why 2025 is the year to double down

The Pain of Falling Behind

For too long, many fabrication shops have operated under the belief that quality work sells itself. While craftsmanship remains crucial, today's consumers expect more. They are researching online, reading reviews and comparing experiences long before they step into a showroom. Shops without a strong digital presence are becoming invisible to these potential customers.

Recent industry data shows that fabricators who have not invested in marketing are seeing a steady decline in new customer acquisition. More worryingly, they are losing market share to competitors who have embraced modern marketing strategies and customer experience initiatives.

The Hidden Cost of Inaction

The true cost of neglecting marketing extends far beyond lost sales. Shops that are not actively managing their online presence risk:

Declining repeat business as competitors nurture stronger customer relationships through digital engagement.
Higher customer acquisition costs due to inefficient lead generation methods.
Loss of talented employees who prefer to work for more visible, growing companies.

Why 2025 Is Different

This year marks a critical tipping point for the industry. The economic landscape has pushed consumers to be more discerning with their home improvement investments. They are not just looking for the lowest price – they are seeking value, transparency and an exceptional customer experience.

Successful fabricators are responding by investing in:

Professional website design that showcases their craftsmanship.
Digital marketing strategies that target specific customer segments.
Customer relationship management systems and ERP’s that improve communication such as:

StoneApp
Action Flow
Moraware
HubSpot
PipeDrive
And others…

Content marketing that educates and builds trust.

The Competitive Advantage of Marketing Excellence

Shops that have embraced comprehensive marketing strategies are seeing remarkable results. They are not just getting more leads. They are getting better-qualified leads. Their sales teams are spending less time on tire-kickers and more time with serious buyers who understand the value of quality stonework.

Building a Sustainable Future

Marketing is not just about getting the next job. It is about building a sustainable business that can weather economic uncertainties. Progressive shop owners are discovering that strong marketing creates a flywheel effect: better visibility leads to better customers, which leads to better projects, which in turn generates better content for marketing.

The Path Forward

For fabricators ready to take their marketing seriously, the first step is developing a comprehensive strategy that aligns with their business goals. This means moving beyond sporadic social media posts and occasional website updates to create a consistent professional marketing presence.

The good news? You do not have to figure it out alone. Industry-specific marketing expertise is available to help fabricators navigate this transition and capitalize on the opportunities ahead.

Ready to ensure your shop stays on the winning side of the marketing divide? Visit Milia Marketing to learn how to transform your marketing strategy and position your business for sustainable growth in 2025 and beyond.

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Anthony Milia is a digital marketing innovator and growth strategist focused on transforming businesses in the stone, and kitchen, and bath industries. As the founder of Milia Marketing, his data-driven approach earned his company recognition as one of Ohio’s Top 5 Leading Solution Providers in 2022, with a track record of consistently driving significant growth, often doubling or tripling client revenue.

Milia helps small- and medium-sized businesses overcome marketing and sales challenges, delivering results for local businesses to Fortune 500 organizations.

As a sought-after speaker, he has presented at major industry events such as the Ohio Stone Summit, The International Surface Event (TISE), International Surface Fabricators Association (ISFA) and the Kitchen & Bath Industry Show (KBIS), sharing his expertise with a wide range of audiences. An active member of Rockheads, the Natural Stone Institute (NSI), ISFA and the National Kitchen & Bath Association (NKBA), Milia stays closely connected to industry trends.

His best-selling book, Marketing Magnifier, offers actionable insights for amplifying marketing impact, and his articles for publications like the Slippery Rock Gazette and ISFA focus on key topics such as Marketing ROI and Sales Enablement Strategies for countertop fabricators.

Milia has received several honors, including Crain’s Cleveland Twenty in Their 20’s Award, the Cleveland Movers and Shakers Award and becoming a #1 New Release author on Amazon in 2022.

In his personal time, Milia enjoys traveling, hiking, running on his Peloton Tread and enjoying good coffee. He resides in Cleveland, OH, with his wife Christine.