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Record Lead Conversion Through WoodWorks Co-Nurturing

Think Wood and WoodWorks strengthened their collaboration, materially improving conversion rates of referred leads. In 2025, 35% of Think Wood leads referred to WoodWorks converted to project leads—triple the 2024 rate and the highest level since tracking began.

Mid-year process improvements, targeted training, and new nurture tools delivered to WoodWorks Regional Directors drove this success. With a full year of the optimized process in place for 2026, conversion rates are expected to stabilize at this elevated level.

Co-nurtured “Touchpoint Projects” further demonstrate the value of coordinated marketing and technical engagement. Independent analysis by Prime Consulting reviewed 578 projects converted by WoodWorks between Q4 2023 and Q1 2025 (building upon previous analysis of 2,038 projects converted between 2019 and 2023), finding that projects supported by both Think Wood and WoodWorks average:

  • +0.2 BF/SF more lumber in light-frame projects

  • +2.3 BF/SF more lumber in mass timber projects

MARKET IMPACT

  • Accelerates commercial and multifamily project conversion.

  • Increases incremental board feet per project.

Increasing Conversion of Projects to Lumber
THINK WOOD FEATURE