The business impact of not having BIM content: what manufacturers need to know

Why does BIM content matter commercially?

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.

How does BIM content help manufacturers win specifications?

• BIM content helps you win specifications because product discovery starts on digital platforms. AECs (Architects, Engineers, and Contractors) search online marketplaces for ready-to-use BIM objects.
  
• When specifiers use your BIM objects in their workflow, you gain a first-mover advantage. Your product becomes part of the project’s digital twin, and switching later is time-consuming.
• Substitution of product is possible until the item is purchased, but embedding it in the BIM model puts the odds in your favour.
• Generates qualified demand. Downloads indicate intent, giving sales actionable leads rather than cold outreach.
• Finding: RIBA study found manufacturers who provide BIM content are 14× more likely to be specified than those who don’t.

'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. 

What risks do manufacturers face without BIM content?

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. 

How does missing BIM content increase complexity?

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. 

What demand signals do you miss without BIM content? 

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.

Will missing BIM content rule you out of public tenders?

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. 

How does BIM content secure your position in a changing market?

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. 

What should you do next? 

Your next step is to develop a clear, effective BIM content strategy. You already have the products, so you can start by:

• Assessing your product portfolio: Identify which products are most often specified or have the highest market demand to prioritize content creation.
• Get award-winning support: BIMobject’s team, recently named Europe’s best BIM object creation specialist at the 2024 BUILD Sustainable Awards, can convert your products into high-quality BIM objects.
• Use our built-in marketing and growth tools: BIMobject is designed to amplify your visibility and engagement with its built-in marketing tools. Discover them here!

See BIMobject in action. Book a demo!

FAQ 

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.