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
~160
+10 this version (Utah Co / Orem)
Confirmed production peers
18+
multi-trade, new-construction
Active labor threat
Hydro Block
poaching So-Utah manager ($115K vs $90K)
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). Markets column scores each firm on our three markets in fixed order NR · COM · R&R — ● primary, ○ also-active, – none, ? unknown. Blue = a confirmed builder tie (strongest signal of a real production competitor). "Peripheral to us" = new-residential is only secondary for them. Inclusive by design; Vinyl Guys excluded (our own acquisition).
v1.1 changes: added Markets scoring; elevated Elite & Stucco Color & Design to peers; corrected the Sierra Homes line (they're our customer, not a loss); re-tagged RGS (our gutter vendor) and RAM (remedial-repair, peripheral); added the Hydro Block poaching threat and DAI/Cooperstowne lost-bid detail; added 10 Utah-County firms.
1Production-Scale Peers — our true competitive set
Multi-trade exterior subs that self-perform ≥2 of our trades on new construction. Markets in order NR · COM · R&R.
Firm
Division / area
Trades
Scale & builder tie
Markets NR·COM·R&R
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
Est. '95; 100+ employees; own fab shop; Utah's top builders
15+ yr; DOPL S230/S220/S270; UVHBA member; builder tie unconfirmed
●??
M
Southwest Exterior Inc
South Jordan / SL County+
Siding, stucco, stone, brick, soffit, gutters
Permits since '09; self-described new construction; builder tie unconfirmed
●?○
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
X-Siding
Murray / SL, Orem, Ogden, PC
Siding, roofing, gutters, stone, stucco, brick
30+ yr licensed; remodel-led; new-res secondary
○○●
M
RGS Exteriors
West Jordan/Lehi / SL, Orem
Stucco, stone, brick, siding, gutters
Claims 60–70 yr; Hardie Elite. Also Cascade's own gutter vendor — relationship is vendor, verify before counting as a rival
○○●
L
RAM Builders Stucco & Exteriors
Lindon / Orem, SL, Summit
Stucco/EIFS, stone/brick, siding, soffit
Since '87; remedial/repair-primary (leaks/water damage) — peripheral to new-res lane
○○●
L
Christensen Exteriors
SLC / Park City, statewide
Stucco, EIFS, Hardie, stone, soffit, roofing
Since '75; all in-house; custom/remodel-led; peripheral
○○●
M
Hunsaker Exteriors
West Valley / commercial + SL
EIFS, stucco, thin brick, cast stone, siding, metal
30+ yr; commercial-led; peripheral to our new-res lane
○●–
M
Markets legend: order is NR · COM · R&R. ● primary · ○ also-active · – none · ? unknown. Kept separate from the H/M/L confidence flag (which reflects production-volume scale, not market overlap).
2By Trade — specialists & deeper bench
Competition is trade-by-trade with different leaders. Multi-trade peers above also compete in each. Long-tail firms below are New-Res-confirmed (inclusion basis); COM/R&R scoring is TBD unless a firm is explicitly remodel/homeowner-facing.
New (UVHBA): Next Exteriors (Lehi) · B&C Exteriors (Orem) · NARAF Construction (Orem) · V3 Construction (West Jordan) · Aspen Creek Construction (Salem) NEW
Ace Gutter (Sandy/Layton/Provo) — the only clear production-scale gutter player H
Prime Gutterworks · 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
Southern-Utah labor watch:Hydro Block is poaching a key So-Utah manager ("Danny," $115K offer vs our $90K) and crew leads are citing higher pay elsewhere — see §5. Labor, not bids, is the live front down here.
4Firms to disambiguate / confirm
Exteriors Utah = the firm called "Utah Exteriors." Keep separate from Utah Siding & Exteriors (R&JL's brand) and Utah Exterior Pros.
Elite Exteriors, Inc. = Elite Custom Exteriors — same firm; a D&B flooring record is a separate retail arm, ignore.
Southwest Exterior Inc ≠ Southwestern Exteriors LLC ≠ San Antonio "Southwest Exteriors" (excluded).
RGS Exteriors — vendor and possible rival: it is Cascade's gutter subcontractor (St. George copper gutters) and a remodel-led exterior firm. Treat as vendor-first; confirm before counting as a competitor.
5Live Signals — from the field (Pronto)
Current competitive chatter already flowing through our own channels. Sourced from internal Pronto threads.
Hydro Block — poaching our southern-Utah manager
Offered "Danny" $115K vs our $90K — the manager who "holds down the fort with all our manager builders and crews." Separately, crew lead Jaime Mata says stucco pricing is too low and "other companies pay more." Labor is the live competitive front in the south.
Pronto DM · Ridge Olson · Jun 17–Jul 8, 2026
Burbach — undercutting us on price
Burbach came in ~4–6% below us at Riverside; the builder used their number to push us to trim 7–8%.
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 by Hearth & Home.
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"). We're close to a subdivision with Cole West — SIPCO's bread and butter.
Pronto DM · Ridge Olson · Jun 8, 2026
Lost bid — DAI
Lost at 25% target margin; we came in ~12% above the winning bid. Winner not named in available records (unrecoverable). Matching the winner would cut expected margin to ~16%.
Pronto DM · Dan Probst / Ryan Olson · Jul 30, 2026
Lost bid — Cooperstowne
Underbid by "Jeremy," recently left Mark Green (possibly Jeremy Burbank, unconfirmed). A separate loss from DAI.
Pronto DM · Jul 30 · contact record May 20, 2026
Correction — "Sierra Homes losses" premise dropped
Earlier flagged as recurring losses to a competitor. On the data, Sierra Homes is an active Cascade customer (dozens of live jobs), not lost work. No competitor attribution. Removed from the threat list.
Pronto · live job/AR records · verified Aug 1, 2026
"People are getting aggressive right now, especially for good consistent work like a DAI project." Cascade is capacity-constrained ("getting busy and don't have enough guys") — supplier leverage (Alside multi-family pricing) is the current margin lever.
Pronto DMs · Ryan Olson · Jul 28–30, 2026
6How this stays alive — data-capture plan
The intel already exists; we just don't capture it where we can roll it up. Two low-friction habits make this document self-populate.
In Pronto (live)
#competitive-intel channel is up (leadership). One rule: see a competitor on site, hear a price, lose a bid, or hear a builder's shopping — drop one line.
#comp hashtag in any channel → one saved search becomes the running feed.
Ángel sweeps it weekly (Mon 7:30am) and auto-appends here.
In TrackVia (in review, IT/Estimating)
New Competitors lookup table (name, trades, regions, Markets multi-select) so losses link and aggregate per competitor & builder.
On Bids: Lost To, Reason Lost, Lost By $/% — required when a bid flips to Not Won.
Optional Competitor Sightings child table for field capture.
Don't touch Bid Status — feeds 31 views/29 filters/3 scripts.
Why it matters: a builder tie is the single field that flagged Revolution and R&JL as real peers (both run Ivory) — the two firms blind web research missed. The DAI loss shows the cost of not capturing it: we know we lost and by how much, but not to whom.
7Methodology, confidence & open items
Name-first >> blind discovery. Given a name we verify ~86% of firms to a primary source; blind sweeps miss the biggest production peers because they don't market.
Richest sources: Procore Network (best scale proxy) → LinkedIn headcount → HBA directories (UVHBA/SLHBA/SUHBA) → BuildZoom (DOPL #s). Procore project histories & builder ties are login-gated — the main reason ties stay "unconfirmed" from public sources.
Hard headcounts public for only 3 firms (Unique 120+, USI Cardalls ~125, IMS 200+). Others inferred.
Open items for the next version
DAI winner — unrecoverable from records; name it if known and we'll profile + attribute.
Builder ties for UTEX, Southwest, RGS, RAM — all still unconfirmed at production scale (Procore-gated). RGS/RAM re-scoped this version.
Markets scoring — long-tail (§2) still TBD on COM/R&R; peer tier done.
Hydro Block — profile it as a competitor (currently known only as a labor-poaching threat in the south).