Cascade Build · Strategy

Competitive Landscape — Exterior Subcontractors

Wasatch Front & Southern Utah · Residential new construction · A living document

Private — Leadership Only Owner: Kyle Widdison v1.0 · Aug 1, 2026 Feeds: Web/primary-source · TrackVia · Pronto

A continuously-updated map of the subs we compete against on new residential construction, across every trade we run — stucco/EIFS, siding, stone/brick/masonry, soffit & fascia, gutters, insulation. Built from primary-source research (Porter), our own system (Travis/TrackVia), and field chatter (Ángel/Pronto). Add names as we learn them — this document is meant to grow.

Firms mapped

~150

across 6 trades & 4 divisions

Confirmed production peers

18+

multi-trade, new-construction

Builder-tie confirmed

Revolution, R&JL, Exteriors Utah

Live pricing signal

−4–6%

Burbach under us @ Riverside

How to read this. H/M/L = confidence a firm competes for production-builder volume (not a quality grade). Blue text = a confirmed builder relationship — the single strongest signal that a firm is a real production competitor. Inclusive by design: any firm doing exterior work on new residential construction is listed, even if remodel/custom is also in their book. Vinyl Guys is excluded (our own acquisition).

Key lesson baked in: the biggest production subs don't market — they win on builder relationships, so they're invisible to web searches but easy to verify once named. Elite (100+ crew) and Revolution/R&JL (both run Ivory) were all missed by blind discovery and only surfaced by name.

1Production-Scale Peers — our true competitive set

Multi-trade exterior subs that self-perform ≥2 of our trades on new construction. These are the firms that can bundle scope the way we do.

Firm	Division / area	Trades	Scale signal	Builder tie	Conf.
Unique Custom Exteriors	West Jordan / statewide	Stucco, EIFS, stone, masonry, siding, soffit	Since '92; 120+ in-house crew; "no subletting"; multi-unit leader	—	H
Elite Custom Exteriors	Sandy / Wasatch Front, St. George soon	Siding, hardcoat stucco, stone/brick, soffit, gutters, sheet metal (own shop)	Est. '95; 100+ employees; own fab shop; "Trusted by Utah's Top Builders"	Top Utah builders (new-construction SF + MF)	H
Burbach Exteriors	SLC / SL, Orem, Ogden, Summit, Tooele	Siding, stucco/EIFS, stone/brick, soffit, gutters	14+ yr; dedicated new-construction division; Hardie Elite	Active vs. us @ Riverside (see §5)	H
Stucco Color & Design	Bluffdale / statewide	Stucco, EIFS, Hardie, stone, thin brick, gutters, soffit	Procore: 51–100 employees; 12 projects avg $2.9M	Named on a competing bid (internal)	H
Revolution Exteriors	Orem / Davis, SL, Utah, Summit, Weber	Stucco, stone, siding, brick, soffit, gutters	Family-run; thin web presence — real volume via builder	Ivory Homes	H
R&JL Exteriors	Sandy / Salt Lake County	Siding, soffit, gutters; stucco-to-siding retrofit	Est. '80; public identity reads remodel — but runs new construction	Ivory Homes	H
UTEX Exteriors	Magna/WVC / statewide	Stucco, EIFS, siding, stone, brick, soffit, gutters	15+ yr; DOPL S230/S220/S270; UVHBA member	—	M
Southwest Exterior Inc	South Jordan / SL County+	Siding, stucco, stone, brick, soffit, gutters, windows	Permits since '09; self-described new construction	—	M
RGS Exteriors	West Jordan/Lehi / SL, Orem	Stucco, stone, brick, siding, gutters	Claims 60–70 yr; Hardie Elite	—	M
RAM Builders Stucco & Exteriors	Lindon / Orem, SL, Summit	Stucco/EIFS, stone/brick, siding, soffit	Since '87; in-house crews; repair/remedial skew	—	M
X-Siding	Murray / SL, Orem, Ogden, PC	Siding, roofing, gutters, stone, stucco, brick	30+ yr licensed; Wasatch-wide	—	M
Custom Exteriors, Inc.	West Jordan / SL	Siding, soffit, gutters, stucco, stone	"Specializes in new construction"; single-source	—	M
Dave's Custom Siding	Salt Lake Valley	Siding, soffit, gutters, windows	30+ yr; full new-construction siding	—	M
M&M Gutters & Custom Exteriors	N. Salt Lake / SL, Ogden	Gutters, roofing, soffit, siding, stone, stucco	Since '92; absorbed Double T install accounts	—	M
Christensen Exteriors	SLC / Park City, statewide	Stucco, EIFS, Hardie, stone, soffit, roofing	Since '75; all in-house; custom skew	—	M
Hunsaker Exteriors	West Valley / commercial + SL	EIFS, stucco, thin brick, cast stone, siding, metal	30+ yr; commercial-leaning	—	M

2By Trade — specialists & deeper bench

Competition is trade-by-trade with different leaders. Multi-trade peers above also compete in each of these; listed here are the trade-led specialists.

Stucco / EIFS

Moffat Plastering — Woods Cross; "Utah's premier EIFS sub" (commercial) H
R&R Plastering (SLC) · Sorensen Construction (Provo, 50+ yr) · Gonzalez Plastering (25 yr) · Stucco Tech (Kaysville) · Western One Coatings (Ogden) · 360 Construction (SLC) · Advanced Exteriors (Syracuse)
Procore-listed subs: Egreen, Supreme, Capitol, Monsen, Stucco & Stone Express, WAV, Cor Stucco, Stucco Nation
"[City]+Stucco" SEO brands appear to share one lead-gen template — not counted as distinct firms.

Siding & Soffit/Fascia

BigHorn Roofing (Midvale, Hardie Elite) · Lakeside Siding (Ogden, 30+ yr) · Miller Siding (Ogden)
Ideal Siding (SLC franchise) · Franke Siding & Rain Gutter · Unlimited Siding & Rain Gutter (Ogden) · Holliman Siding (Orem + St. George) · Valley Trades (Logan) · ABC Seamless (Cache)
Elite Custom & Platinum Custom (SLHBA members) · C Buxton Exteriors (Lehi)
National retail-replacement (DaBella, Aspen, Amazing Exteriors) — unlikely new-construction subs.

Stone / Brick / Masonry

Buxton Masonry (Ogden, since 1947) · Maycock Masonry (N. Ogden, new construction) · S&R Custom Masonry (SLC, GC partnerships)
Orem/UVHBA bench: Taylor, LH, JD, Velez Masonry · RJ Masonry (Heber) · EagleRidge · Rockn-It · HHDU & Quality Stone Veneer (cultured stone)
IMS Masonry (Lindon, 200+ field workers, ENR top-5) — commercial-scale outlier. Suppliers (Interstate Brick, Beehive Brick) excluded.

Gutters

Ace Gutter (Sandy/Layton/Provo) — the only clear production-scale gutter player; 3 branches H
Prime Gutterworks (SL + Utah Co) · Double T (sold install to M&M) · Reel Good Gutters (Clearfield) · PJ's Seamless (Brigham/Logan) · Skabelund (Logan/Layton) · Gutter Premier (SLC)

Insulation — national roll-ups dominate

USI Cardalls (~125 employees, IBP-owned) · USI Superior · Hansen/All Seasons (TruTeam) — H national
Sunpro · Hirschi · Elite Energy · Kendall · Loyalty · Utah Foam Pros
If we push insulation, the competitor is IBP/TruTeam's purchasing scale — a different fight.

3St. George Division — active heat

Broken out because competitive pressure here is rising fast and the field is more consolidated than the north. Fewer players, but they're moving on our work.

Firm	Trade	Status	Conf.
Exteriors Utah, LLC	Stucco/EIFS, siding, masonry, soffit, gutters	ACTIVE THREAT — taking Horton & Firerock work; building a new warehouse by Hearth & Home (Lehi HQ, pushing south)	H
SIPCO-BSM	Stucco, EIFS, stone, thin brick	"The Builders' Choice"; poaches our crews in slow periods; core builder = Cole West (we're contesting it)	H
Big City Insulation	Insulation	50+ yr; explicit new-home builder work; So. Utah anchor	H
Sideone Exteriors	Roofing, siding, stucco, gutters	Employees not subs; multi-trade	M
Rowley's Raingutters	Gutters	Since '92; So. Utah seamless leader	M
StuccowerX · C&C Stucco · Quality Time Construction · Beehive State Exteriors	Stucco / multi-trade	Local Washington Co players	L

4Firms to disambiguate / confirm

Exteriors Utah = the firm you call "Utah Exteriors." Keep separate from Utah Siding & Exteriors (that's R&JL's brand) and Utah Exterior Pros.
Elite Exteriors, Inc. = Elite Custom Exteriors — same firm/address; a D&B flooring record is a separate retail arm, ignore for the exterior read.
Southwest Exterior Inc (our competitor) ≠ Southwestern Exteriors LLC (separate) ≠ San Antonio "Southwest Exteriors" (excluded).
RGS also appears as a vendor we pay (St. George copper gutters) — competitor and supplier; don't misfile.

5Live Signals — from the field (Pronto)

Current competitive chatter already flowing through our own channels — the proof that this intel exists; it's just scattered in DMs today. Sourced from internal Pronto threads.

Burbach — undercutting us on price

Burbach came in ~4–6% below us at Riverside; the builder (via Jason) used their number to push us to trim 7–8%. Flagged as "should probably look into it."

Pronto DM · Ryan Olson · Apr 29–May 1, 2026

Exteriors Utah — taking our builders & expanding

"Horton moving work to Utah Exteriors." · "Firerock is going to Utah Exteriors." · New warehouse going up by Hearth & Home. A builder contact "didn't have anything good to say about him" — but the work is moving.

Pronto DMs · Kyle Widdison, Ryan Olson, Ron Bouck · Mar–May 2026

SIPCO — labor poaching + builder contest

Our crews leak to SIPCO when we slow down ("pay cash / 1099 everyone," "work for sipco over the weekend for cash"). We're this close to a subdivision with Cole West — SIPCO's bread and butter.

Pronto DM · Ridge Olson · Jun 8, 2026

Lost bids & price pressure (winner unnamed — capture gap)

DAI — lost; we bid it at 25% margin (not high). Sierra Homes — recurring losses. These are exactly the losses a "Lost To" field would attribute.

Pronto DMs · Dan Probst/Ryan Olson · Feb–Jul 2026

"Project Red Rocks" — acquisition target

A specialty exterior contractor (siding, soffit/fascia, gutters, metal cladding, Metalunic/LP SmartSide) evaluated for acquisition — same lane as us. Relevant to the landscape.

Pronto DM · shared PDF · May 1, 2026

6How this stays alive — data-capture plan

The intel already exists; we just don't capture it in a place we can roll up. Two low-friction habits make this document self-populate.

In Pronto (now — zero build)

Stand up #competitive-intel. One rule: see a competitor on site, hear a price, lose a bid, or hear a builder's shopping — drop one line here.
Adopt a #comp hashtag in any channel (works in EN/ES). One saved search becomes the running feed.
Standing CM prompt at job walks: "Whose crew did you see on site this week?" — the highest-value, most perishable intel.
Ángel sweeps #comp weekly to keep this file current.

In TrackVia (to build — UI-only, sandbox first)

New Competitors lookup table (name, trades, regions) so losses link and aggregate per competitor & per builder.
On Bids: Lost To (Competitor), Reason Lost, Lost By $/%, one Competitor Intel Notes field.
Make "Lost To" + "Reason Lost" required when a bid flips to Not Won — seconds of effort, can't be skipped.
Optional Competitor Sightings child table for phone capture from the field.
Don't touch Bid Status — it feeds 31 views, 29 filters, 3 scripts. Add parallel fields.

Why it matters: a builder tie is the single field that would have auto-flagged Revolution and R&JL as real peers (both run Ivory) — the two firms blind web research completely missed. Capture the builder tie and the win/loss, and the "who beats us, where, and by how much" report writes itself.

7Methodology, confidence & open items

Name-first >> blind discovery. Given a name we verified 6/7 firms to a primary source (~86%); blind web sweeps missed the biggest production peers entirely because they don't market.
Richest sources: Procore Network (best scale proxy — headcount + project size) → LinkedIn headcount → HBA directories (UVHBA/SLHBA/SUHBA) → BuildZoom (DOPL license #s).
Hard headcounts are public for only 3 firms (Unique 120+, USI Cardalls ~125, IMS 200+). Others inferred from years/breadth/directory presence.
Blocked this pass: DOPL live status lookup (JS form) and The Blue Book (bot-blocked). A browser-driven session would firm up "M/inferred" flags.
Highest-leverage input from the team: a builder tie per firm > exact DOPL # > city. Any one moves a profile to high confidence.

Open items for the next version

Cross this against a TrackVia pull of who we're actually quoted against / swapped with (once competitor fields exist).
Attribute the DAI and Sierra losses to a named winner.
Confirm builder ties for UTEX, Southwest Exterior, RGS, RAM to elevate/hold.
Deep-read the three key Pronto DMs (Ryan Olson, Dan Probst, Ridge Olson) end-to-end for intel search didn't tokenize.