Cascade Build · Strategy

Competitive Landscape — Exterior Subcontractors

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

Private — Leadership Only Owner: Kyle Widdison v1.2 · 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).

Firms mapped

~160

incl. long-tail not individually listed

Multi-trade peers (§1)

6 high-confidence + St. George tier

Active labor threat →

Hydro Block

poaching So-Utah mgr ($115K vs $90K)

Live pricing signal →

−4–6%

Burbach under us @ Riverside

The 5-second read: two live threats this cycle — Hydro Block is poaching our southern-Utah manager (labor), and Burbach is undercutting us 4–6% on price. Everything below is the map.

How to read this. H/M/L = confidence a firm competes for production-builder volume (not a quality grade). The Markets chip scores each firm on our three markets — New-res · Commercial · Remodel — with fill showing depth. Blue = a confirmed builder tie. "Peripheral to us" = new-residential is only secondary for them. Inclusive by design; Vinyl Guys excluded (our own acquisition).

1Production-Scale Peers — our true competitive set

Multi-trade exterior subs that self-perform ≥2 of our trades on new construction.

Firm	Division / area	Trades	Scale & builder tie	Markets N·C·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	NCR	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	NCR	H
Burbach Exteriors	SLC / SL, Orem, Ogden, Summit, Tooele	Siding, stucco/EIFS, stone/brick, soffit, gutters	14+ yr; new-construction division; Hardie Elite; undercut us ~4–6% @ Riverside	NCR	H
Stucco Color & Design	Bluffdale / statewide	Stucco, EIFS, Hardie, stone, thin brick, gutters, soffit	Procore 51–100 employees; 12 projects avg $2.9M	NCR	H
Revolution Exteriors	Orem / Davis, SL, Utah, Summit, Weber	Stucco, stone, siding, brick, soffit, gutters	Family-run; runs Ivory; remodel-primary w/ new-res foothold	NCR	H
R&JL Exteriors	Sandy / Salt Lake County	Siding, soffit, gutters; stucco-to-siding retrofit	Est. '80; runs Ivory — remodel-primary, new-res foothold; peripheral	NCR	H
UTEX Exteriors	Magna/WVC / statewide	Stucco, EIFS, siding, stone, brick, soffit, gutters	15+ yr; DOPL S230/S220/S270; UVHBA; builder tie unconfirmed	NCR	M
Southwest Exterior Inc	South Jordan / SL County+	Siding, stucco, stone, brick, soffit, gutters	Permits since '09; self-described new construction; tie unconfirmed	NCR	M
Custom Exteriors, Inc.	West Jordan / SL	Siding, soffit, gutters, stucco, stone	"Specializes in new construction"; single-source	NCR	M
Dave's Custom Siding	Salt Lake Valley	Siding, soffit, gutters, windows	30+ yr; full new-construction siding	NCR	M
M&M Gutters & Custom Exteriors	N. Salt Lake / SL, Ogden	Gutters, roofing, soffit, siding, stone, stucco	Since '92; absorbed Double T install accounts	NCR	M
X-Siding	Murray / SL, Orem, Ogden, PC	Siding, roofing, gutters, stone, stucco, brick	30+ yr licensed; remodel-led; new-res secondary	NCR	M
RGS Exteriors	West Jordan/Lehi / SL, Orem	Stucco, stone, brick, siding, gutters	Claims 60–70 yr. Also Cascade's own gutter vendor — vendor-first, verify before counting as a rival	NCR	L
RAM Builders Stucco & Exteriors	Lindon / Orem, SL, Summit	Stucco/EIFS, stone/brick, siding, soffit	Since '87; remedial/repair-primary (leaks/water damage) — peripheral	NCR	L
Christensen Exteriors	SLC / Park City, statewide	Stucco, EIFS, Hardie, stone, soffit, roofing	Since '75; all in-house; custom/remodel-led; peripheral	NCR	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	NCR	M

Markets: N primary market C also active R not present ? unknown N=New-res · C=Commercial · R=Remodel. Separate from the H/M/L scale flag.

2By Trade — specialists & deeper bench

Competition is trade-by-trade with different leaders. Long-tail firms below are New-Res-confirmed (inclusion basis); Commercial/Remodel scoring is TBD unless a firm is explicitly remodel/homeowner-facing.

Stucco / EIFS

Moffat Plastering — Woods Cross; "Utah's premier EIFS sub" — commercial-led, peripheral 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)
New (UVHBA): Latimer Plastering (Tooele) · HB Jasso Exteriors (Provo) NEW
"[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) · Miller Siding (Ogden)
Ideal Siding (SLC) · Franke Siding & Rain Gutter · Unlimited Siding & Rain Gutter (Ogden) · Holliman Siding (Orem + St. George) · Valley Trades (Logan) · ABC Seamless (Cache) · C Buxton Exteriors (Lehi)
New (UVHBA): Next Exteriors (Lehi) · B&C Exteriors (Orem) · NARAF Construction (Orem) · V3 Construction (West Jordan) · Aspen Creek Construction (Salem) NEW
National retail-replacement (DaBella, Aspen Contracting, Amazing Exteriors) — unlikely new-construction subs.

Stone / Brick / Masonry

Buxton Masonry (Ogden, since 1947) · Maycock Masonry (N. Ogden) · S&R Custom Masonry (SLC)
Orem/UVHBA bench: Taylor, LH, JD, Velez Masonry · RJ Masonry (Heber) · EagleRidge · Rockn-It · HHDU & Quality Stone Veneer
New (UVHBA): High Country Construction (Orem) · Tri-Tex Construction Group (Orem) · Varco (Bluffdale) NEW
IMS Masonry (Lindon, 200+ field workers) — commercial-scale outlier. Suppliers excluded.

Gutters

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
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.

Firm	Trade	Status	Markets N·C·R	Conf.
Exteriors Utah, LLC	Stucco/EIFS, siding, masonry, soffit, gutters	ACTIVE THREAT — taking Horton & Firerock work; new warehouse by Hearth & Home	NCR	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)	NCR	H
Big City Insulation	Insulation	50+ yr; explicit new-home builder work; So. Utah anchor	NCR	H
Sideone Exteriors	Roofing, siding, stucco, gutters	Employees not subs; multi-trade	NCR	M
Rowley's Raingutters	Gutters	Since '92; So. Utah seamless leader	NCR	M

Markets: N primary C also active R none ? unknown — N=New-res · C=Commercial · R=Remodel.

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: Cascade's gutter subcontractor (St. George copper) 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, grouped by type. Sourced from internal Pronto threads.

active threat watch / context correction / resolved

Labor & poaching

Hydro Block — poaching our southern-Utah manager

Jun 17–Jul 8, 2026

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

SIPCO — crew leakage + builder contest

Jun 8, 2026

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

Pricing & bids

Burbach — undercutting us on price

Apr 29–May 1, 2026

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

Lost bid — DAI

Jul 30, 2026

Lost at 25% target margin; we came in ~12% above the winning bid. Winner not named in available records (unrecoverable). Matching would cut expected margin to ~16%.

Pronto DM · Dan Probst / Ryan Olson

Lost bid — Cooperstowne

Jul 30, 2026

Underbid by "Jeremy," recently left Mark Green (possibly Jeremy Burbank, unconfirmed). A separate loss from DAI.

Pronto DM · contact record May 20

Market condition — aggressive bidding + capacity squeeze

Jul 28–30, 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 DM · Ryan Olson

Builder moves

Exteriors Utah — taking our builders & expanding

Mar–May 2026

"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

Corrections

"Sierra Homes losses" premise dropped

Verified Aug 1, 2026

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

As this section grows via the weekly sweep, oldest signals roll into an "Earlier signals" archive to keep the live view scannable.

6How this stays alive — data-capture plan

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 → BuildZoom (DOPL #s). Procore project histories & builder ties are login-gated — the main reason ties stay "unconfirmed."
Hard headcounts public for only 3 firms (Unique 120+, USI Cardalls ~125, IMS 200+). Others inferred.

Open items for the next version

Define "peer" for the headline count — which sections/confidence tiers roll into the top-line peer number (Porter to formalize).
DAI winner — unrecoverable from records; name it if known and we'll profile + attribute.
Builder ties for UTEX, Southwest, RGS, RAM — still unconfirmed at production scale (Procore-gated).
Markets scoring — long-tail (§2) still TBD on Commercial/Remodel; peer tier done.
Hydro Block — profile it as a competitor (currently known only as a labor-poaching threat).