Denisse Luna
Did you know 68% of specifiers discover products online? Manufacturers invest heavily in product development, marketing, and sales, yet one asset still shapes purchasing decisions before any sales conversation begins: BIM content. BIM content is the digital presence of your products, with all the data specifiers need. At the core are BIM objects, the digital twins used in projects. Being found and considered now depends on offering these assets in a market that now expects them.
You might view BIM (Building Information Modeling) through a narrow lens: a technical asset to support specifiers. But that framing leaves out its commercial value. When your BIM content is structured with the correct product data and distributed where decision-makers work, it becomes both a sales enabler and a market intelligence source.
Through the tools available on the BIMobject platform, you can get your products discovered, considered, and see who is showing interest, where that demand is coming from, and how it’s changing over time. Without it, you’re missing insights that could shape your next sale, product launch, or market expansion.
Ready to see the business value of BIM in action? Download our 7 cases for the business value of BIM. An opportunity to peek behind the curtains of some of the most prolific companies using BIM.
'Once a BIM-ready product is in the model and approved, there is rarely a reason to switch. Replacing it would require adjusting dimensions across the project' – Maher Oueslati, Senior BIM Specialist, BIMobject.
1. You're off the shopping list: Think of platforms like BIMobject, with over 5 million registered users, as digital storefronts. Specifiers are actively searching for products with BIM objects containing the exact data they need for their projects.
2. You’re left out of the selection workflow: AECs work in BIM environments from the start. If your product isn't there, the specifier moves on, usually to the manufacturer whose content is available, compatible, and ready to use in their workflows.
3. The unintended "placeholder" problem: If your products aren't available, a generic placeholder fills the gap. Once embedded, it can be very difficult for a specifier to justify the time and effort to replace it with a specific manufacturer's product later on. This means you may lose the opportunity to be the default choice, and changing the spec in your favor becomes a much bigger challenge.
New to BIM content? Learn how to build a strategy from zero.
The absence of BIM content creates hidden operational costs. If you are not providing detailed product information, your sales and support teams may be fielding a constant stream of technical questions about dimensions, specifications, and performance data. This is a regular part of the job, but it’s an inefficient use of resources. Imagine if a single digital asset could answer most of those questions instantly. BIM content removes friction for specifiers and frees your teams to focus on building relationships or nurturing new leads.
Are you still weighing an investment in BIM content? Book a personalized demo with our experts.
Once your BIM objects are live on bimobject.com, they become measurable touchpoints. Product analytics on the platform show who downloads them, where activity is building, and which objects are rising or slowing over time. Use these signals to prioritise markets, brief sales on warm accounts, and trigger targeted email campaigns to architects in high-activity areas directly from BIMobject.
We also give manufacturers a direct line of communication to the AEC community. Users can leave ratings and reviews on the platform, which can add qualitative insight that you can feed into product updates.
Learn more about how to market building products with BIMobject.
A growing number of government-funded and institutional projects now mandate the use of BIM, requiring digital documentation like BIM objects and sustainability declarations as a part of the tendering process. For example, in the UK, the government's BIM Level 2 mandate requires collaborative 3D models and data on all public projects.
While public tenders generally prohibit specifying brands to ensure fair competition, they are allowed to specify the exact technical requirements of a product. This is where having the right BIM objects provides a crucial advantage. By providing BIM objects with the right data, your products will meet the technical criteria and can become part of the selection pool. This will make your product a viable option for a project.
BIM mandates serve as powerful top-down market drivers that complement the bottom-up demand from AEC professionals. They accelerate BIM adoption and create a direct link between a manufacturer's digital readiness and its eligibility to bid on lucrative public projects.
Want to know where BIM is mandated in your market? Check out our global guide to BIM mandates and initiatives for manufacturers.
Today's market favors manufacturers who act as partners, not just suppliers. Brands that are winning are those seen as modern and proactive, demonstrating they understand their customers' needs. When you provide BIM content, you're proving your commitment to their working methods.
Your next step is to develop a clear, effective BIM content strategy. You already have the products, so you can start by:
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Q: What is BIM content?
A: The digital presence of your products with the data specifiers need. At the core are BIM objects: the digital twins of your products.
Q: How does BIM content help win specifications?
A: AEC professionals search marketplaces for ready-to-use BIM objects. Once an object is placed in the model, it is rarely replaced, so downloads act as intent signals and feed qualified leads.
Q: What risks do manufacturers face without BIM content?
A: You drop off shopping lists on platforms like BIMobject (over 5 million registered users), get left out of BIM-based selection workflows, placeholders fill the gap, and sales/support handle repeat technical questions that BIM content would answer.
Q: How do BIM objects help with public tender eligibility?
A: They provide the technical data needed to meet tender requirements. It is important to keep your products in the selection pool even when brand names cannot be disclosed.
For sanitary manufacturers, BIM objects offer a decisive advantage: they make products visible to architects early in the design process, strengthen brand credibility, and open a powerful marketing channel to reach decision-makers.
Learn how to launch a BIM strategy from zero with expert tips from BIMobject’s Senior BIM Specialist Maher Oueslati.
Discover how BIMobject partnered with Icons of Denmark at Clerkenwell Design Week 2025 to host BIM workshops and boost manufacturer visibility through digital tools, early engagement, and targeted promotion.
