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).
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).
1Competitor Roster
The head-to-head competitor set, split by region: the Wasatch Front / Northern Utah production peers first, then the Southern Utah (St. George) field. Trade-by-trade bench depth and field intel follow in §2–§3.
Wasatch Front · Northern UtahProduction-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
Big City Insulation and Rowley's are single-trade — shown for context, excluded from the 19-firm multi-trade peer count.
Markets:each chip shows three fixed slots — N New-res · C Commercial · R Remodel.Fill = depth: primary also active none? unknown— separate from the H/M/L scale flag.
2By Trade — deeper bench
Competition is trade-by-trade with different leaders. The roster peers above also compete in each of these. Long-tail firms below are New-Res-confirmed (inclusion basis); Commercial/Remodel 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
If we push insulation, the competitor is IBP/TruTeam's purchasing scale — a different fight.
3Live 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.
"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.
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.
5Data-capture plan — how this stays alive
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.
6Methodology, 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; roster tier done.
Hydro Block — profile it as a competitor (currently known only as a labor-poaching threat).
Confirm the Cooperstowne underbidder's surname ("Jeremy Burbank" vs. a slip toward Burbach) — source check in progress.