Highlighting the thinkers and their ideas driving the evolution of Offsite Construction. 
Be inspired, be informed, be innovative!

From Trash to Treasure: The New Circular Economy Revolution in Construction

Imagine walking by a demolition site and instead of seeing mountains of concrete rubble and twisted rebar destined for a landfill, you see workers delicately removing windows, carefully unbolting steel beams, and labeling wooden panels for future use. It sounds like a scene from a utopian future, but it’s happening today—and it’s about to change everything we thought we knew about construction.

For decades, the construction industry has thrived on a linear model: extract raw materials, build, and demolish when outdated or worn out. This model not only generates about 40% of global waste but also contributes massively to carbon emissions. Yet, a powerful shift is underway—a shift towards the circular economy, where buildings are no longer considered disposable, but rather valuable material banks waiting to be reinvested into future projects.

One company leading this charge is Rotor Deconstruction in Belgium. Instead of wielding wrecking balls, their crews methodically dismantle structures, preserving everything from marble staircases to light fixtures. These salvaged treasures are then sold through their marketplace RotorDC, where architects and builders eager to incorporate sustainable materials can find high-quality, character-rich components. This approach isn’t just green—it’s smart economics. Reclaimed materials often cost less than new, and add unique charm that new products can’t replicate.

Meanwhile, in the United States, Harvest Works partners with contractors to systematically “harvest” reusable components during renovation and teardown projects. Think of it as urban mining—scouring buildings for hidden gems like hardwood floors, steel columns, and vintage doors, then repurposing them instead of burying them under tons of concrete debris.

But the circular revolution doesn’t stop at deconstruction. Manufacturers are stepping up too. Global carpet tile giant Interface has pioneered a take-back program where they reclaim used tiles, refurbish them, or recycle them into new products. This kind of closed-loop system doesn’t just reduce landfill waste—it creates a marketing edge and loyal customers who share in the environmental mission.

Knauf Insulation has launched a similar initiative, collecting cut-off scraps and site waste from its mineral wool products to reprocess into new insulation. And over in the Netherlands, Finch Buildings designs modular timber cabins with every panel and component engineered for easy disassembly and reuse. Rather than tearing down entire structures when needs change, these cabins can be relocated, reconfigured, or reimagined.

Beyond corporate programs, online marketplaces like Salvo (UK) and Construction Junction (US) are transforming the way we think about building supplies. These platforms serve as digital bazaars for used and salvaged materials, connecting architects, builders, and DIY enthusiasts eager to blend sustainability with creativity. Imagine designing a sleek modern home using reclaimed oak beams from a 19th-century barn or incorporating vintage tiles from a historic public building—stories and character that new materials just can’t offer.

Driving this momentum is a new generation of architects and developers who see buildings not as static, single-use products but as dynamic repositories of valuable resources. The concept of a material passport, already gaining traction in the Netherlands, catalogs every component in a building, from façade panels to electrical systems, so they can be more easily retrieved and reused at the end of their initial life cycle.

This isn’t just about waste reduction; it’s about rethinking value, creating economic opportunities, and infusing construction projects with new narratives. When we salvage, reuse, and reimagine, we honor the embodied energy and stories of every piece of material, transforming waste into wealth.

Let’s be clear: shifting to a circular model isn’t without its challenges. It requires upfront design thinking, changes in regulations, and a robust logistics network to manage recovered materials. But the payoff is enormous. Reduced environmental impact, lower material costs, new business models, and buildings that are no longer environmental liabilities but future material banks.

As cities grow and resources become scarcer, the circular economy offers not just a solution, but a thrilling opportunity to reimagine our built environment. Next time you pass a construction site, imagine the possibilities. Could those bricks become part of a new school? Could that steel beam support a future community center? In the new age of circular construction, the answer is a resounding yes.

It’s time to stop in our tracks and rethink what’s possible. From trash to treasure, the future of construction is not only about building—but about rebuilding, reusing, and reinvigorating our world, one salvaged beam at a time.

“Don’t Hire a Dog, Then Bark Yourself”: Let Your Advisors Do the Barking

There’s an old saying in advertising that goes, “Don’t hire a dog, then bark yourself.” It’s one of those deceptively simple lines that packs more wisdom than a 400-page business strategy manual. Credited to Donald Ogilvy—often called the Father of Advertising—it’s also the perfect message for companies who hire outside help, then proceed to ignore everything they’re told. If that’s your game plan, save your money. Or better yet, send it to us. We’ll bark at the moon for you.

At Offsite Innovators, we’ve spent decades barking on behalf of offsite construction companies—big and small, new and old, confident and clueless. We’re not consultants who hand you a report, wish you luck, and vanish like a magician in a puff of dry-erase marker fumes. We’re advisors. There’s a difference. Consultants often tell you what you already know, dressed up in bullet points and PowerPoint. Advisors roll up their sleeves, tell you what you don’t want to hear, and then help you actually do something about it.

But—and here’s the serious part—you have to let us.

We’ve seen it time and again. A modular startup, flush with VC money and ambition, brings in an advisory team to develop a go-to-market strategy. We spend hours researching, interviewing staff, analyzing competitors, and crafting a smart, lean, practical plan. Then the CEO decides they’ll just do what their cousin in Boise recommended instead. (His cousin owns a landscaping business, but still—“marketing is marketing,” right?) Next thing we know, they’ve got a billboard on a dirt road in Nebraska and no sales pipeline. But hey, at least the billboard’s got a QR code.

Hiring advisors and then second-guessing every step of the plan is like bringing in a plumber and then telling them which wrench to use. If you know how to do it all, why’d you call us in the first place?

When you work with Offsite Innovators, we bark on behalf of your brand. That means telling your story to your best customers—not just your loudest ones. It means helping you make sense of the tech, tools, software, and shifting standards this industry throws at you faster than a nail gun with a hair trigger. We advise because we’ve been there. Factory floors, executive meetings, VC pitches, crisis turnarounds—we’ve barked through it all.

And here’s the funny thing: when companies let us do our job, they often realize we’re not just barking—we’re pointing. Pointing at opportunity, pointing at risk, pointing at areas you’ve overlooked because you’ve been too busy keeping the lights on and the modules moving.

But you’ve got to trust the dog.

That doesn’t mean blind obedience. It means collaboration. Respect. Letting experience have a seat at the table instead of a spot under it. Because the truth is, we want you to succeed more than your investors do. They’re watching the numbers. We’re watching the road.

So, next time you bring on an advisory team—whether it’s for marketing, strategy, operations, or leadership—don’t leash them to a corner and hope things improve. Let them bark. Let them growl. Let them do what you hired them to do.

Because when you hire the right dog, you don’t need to bark.

You just need to listen.

Gary Fleisher and Bill Murray of Offsite Innovators have decades of combined experience in offsite construction, modular housing, and factory operations. They’ve helped dozens of companies make better decisions—and avoided barking up the wrong trees.

Innovative Marketing Needs to Come Out of the Closet to Save Your Business

In too many offsite construction factories, financial success rests solely on the shoulders of the sales department. Management clings to the belief that if salespeople just ‘hustle harder,’ everything will work out. Meanwhile, marketing—the one department that could generate a steady stream of pre-qualified leads and build brand authority—is often an afterthought. In some cases, it’s even handed off to the boss’ niece, the receptionist, or the intern, simply because they have a TikTok account.

This outdated approach is a major reason why most offsite factories live paycheck to paycheck, with only a month’s worth of expenses in reserve. Instead of empowering a real marketing strategy, upper management relies on sales teams using decades-old tactics to drive revenue. But in an industry that’s rapidly evolving, this kind of thinking is setting companies up for failure.

In most industries, marketing plays a leading role in customer acquisition, brand positioning, and revenue generation. In offsite construction, however, marketing is often viewed as a ‘nice to have’ rather than a necessity. Many factories invest millions in production lines but balk at the idea of hiring an experienced marketing professional. Instead, they hand marketing responsibilities to someone who knows how to post on social media, assuming that will be enough to generate sales.

The reality? Marketing isn’t just about flashy posts or cute TikTok videos. It’s about driving long-term business growth by identifying target audiences, crafting compelling messages, leveraging data analytics, and optimizing digital outreach strategies. When marketing is left in the hands of someone without expertise, the company’s ability to reach new customers and retain existing ones suffers.

Sales teams often work tirelessly to convert leads into customers, but without a strong marketing strategy fueling that pipeline, they’re left scrambling. The traditional ‘hustle harder’ approach means chasing cold leads, relying on outdated trade show connections, and making endless phone calls to uninterested buyers.

Without marketing providing a steady influx of warm leads, sales teams waste time convincing skeptical prospects who don’t even know why they should care. This results in low conversion rates, inconsistent revenue, and a factory that’s constantly teetering on the edge of insolvency.

Upper management’s resistance to prioritizing marketing comes from deeply ingrained beliefs that have been passed down for generations. The idea that ‘sales drive business, marketing is just fluff’ is an outdated mindset that doesn’t hold up in today’s digital economy.

Factories that refuse to invest in marketing often struggle to:

Differentiate themselves from competitors – Without a clear brand message, customers have no reason to choose one factory over another.

Generate inbound leads – Instead of customers seeking them out, sales teams are forced to do all the work finding potential buyers.

Adapt to market changes – With no marketing strategy in place, companies fail to pivot when economic conditions shift.

If offsite factories want to break free from the constant cycle of financial instability, marketing needs to take center stage. This means hiring experienced marketing professionals who understand the industry—not just assigning it to someone because they have a big Instagram following.

A real marketing strategy includes:

Content marketing – Making sure potential customers find the company online when they search for offsite construction solutions.

Email marketing and lead nurturing – Keeping prospects engaged so they’re ready to buy when the time is right.

Data-driven campaigns – Using analytics to track customer behavior and refine messaging.

Brand positioning – Establishing the factory as a trusted industry leader rather than just another manufacturer.

For too long, offsite factories have placed the entire burden of financial success on sales while treating marketing as a side project. The result? Inconsistent revenue, outdated strategies, and a reliance on the same old trade show handshakes.

If factories want to build a sustainable future, they need to stop delegating marketing to the boss’ niece or the receptionist and start investing in real marketing professionals. Because in today’s fast-moving construction landscape, the companies that embrace strategic marketing will be the ones that survive—and thrive.

Gary Fleisher

Contact Gary

Gary Fleisher is the Leading Observer of the Offsite Housing Construction Industries. He has been actively involved in researching and writing about the latest trends and developments in the industry for over a decade now.

With his extensive knowledge and experience, Gary has emerged as a go-to expert for businesses looking to stay ahead of the curve in the modular construction industry. In addition to his work as an editor, he is also a sought-after speaker and consultant who has helped numerous companies achieve strategic and operational success.

Why Posting on LinkedIn Can Be the Best Marketing Program for Your Business

Let’s talk about something that could change the way you market your business. You’ve probably heard about LinkedIn, right? In fact, you’re probably reading this on LinkedIn right now. It’s not just a place to update your resume or scroll through job postings. It’s a goldmine for growing your brand—and it’s free! By posting pictures, articles, and short videos 5-7 times a week, you can boost your visibility, connect with your audience, and build your business.

Build Credibility and Authority

Imagine this: every time someone opens LinkedIn, they see your name sharing valuable insights or showcasing your expertise. Over time, people will start associating you with authority and trust in your industry. When you consistently show up, you’re not just another profile; you’re the go-to person in your field.

Expand Your Network and Reach

Here’s the beauty of LinkedIn’s algorithm—it loves active users. Every time you post, you’re not just reaching your connections; you’re tapping into their networks too. Think about it: one like, comment, or share can put your content in front of thousands of people you’ve never met. The more you post, the more people you reach.

Generate Organic Leads

Forget about spending a fortune on ads. LinkedIn gives you a chance to connect directly with your audience, for free. When you share content that solves problems or showcases solutions, you’ll naturally attract people who need what you offer. That’s called organic lead generation, and it works.

Low-Cost, High-Impact Marketing

You know what’s great about LinkedIn? Posting doesn’t cost a dime. Sure, it takes time (or you can get help with that), but the return on investment can be massive. It’s an easy way to stay top-of-mind with your audience without constantly dipping into your marketing budget.

Build Meaningful Relationships

Here’s the thing about LinkedIn—it’s not just about posting. It’s about engaging. Every comment or message is a chance to build a relationship. And those relationships can lead to partnerships, collaborations, or even direct sales. All because you showed up and joined the conversation.

Now, I get it. Posting consistently can feel like a lot, especially if you’re busy running your business. The good news is, you don’t have to do it all yourself. Let me help you figure out how to find the right person or company to support you.

Look for Industry Experience

First, find someone who knows your industry. They need to understand your audience and what makes them tick. Check their portfolio or LinkedIn profile to see if they’ve worked with businesses like yours before.

Check Their LinkedIn Activity

This one’s important: if they’re going to manage your LinkedIn, they should be crushing it on their own profile. Are they posting consistently? Are people engaging with their content? If they can market themselves, they can market you.

Prioritize Creativity and Analytics

The best LinkedIn marketers blend creativity with strategy. They’ll create content that grabs attention and use analytics to make it even better. Ask them how they measure success and refine their approach.

Read Reviews and Testimonials

Don’t just take their word for it. Look for reviews from other clients. If they’ve helped businesses like yours, they’re probably a safe bet.

Start Small with a Trial Period

Before diving into a long-term contract, test the waters. Start with a trial period to see how well they understand your business and whether their content resonates with your audience.

Use LinkedIn’s Built-In Tools

Here’s a pro tip: use LinkedIn to find your LinkedIn manager. Search for terms like “LinkedIn content manager” or “social media strategist.” Check out their profiles, connect with them, and start a conversation.

Posting on LinkedIn 5-7 times a week isn’t just a marketing tip—it’s a game changer. It’s about showing up for your audience, building trust, and staying top-of-mind. Whether you decide to handle it yourself or bring in a pro, this strategy can transform your business. So, what are you waiting for? Start posting today and watch your LinkedIn presence take off.