Steel made gains in the last 15 years because of more predictable scheduling and the economics of building. A contractor used to get bids for various components of a project. The Nucor division's average job covers 20,000 square feet, although its jobs vary from 500 to more than 1 million square feet. Nucor Building Systems sells through a building distribution network. Nucor Vulcraft produces steel joists, joist girders, and deck used in commercial markets.
Many residential contractors are small.
That education process is a lot slower than for major contractors. Brookfield Homes' Prostor sent letters to 19 steel companies in October inviting them to visit his operation to learn more about using steel in residential construction. They always see them as roll formers or someone else. Steel executives should be more visible in the marketing efforts instead of being anonymous supporters of AISI's campaign, he says. The steel industry must not lose the momentum created when lumber prices skyrocketed in 1993, says NAHB Research's Elhajj.