Summary
In this live-recorded episode of The Blueprint Tour, captured at the IIBEC Metro New York Chapter’s Building Smarter with AI conference, hosts Kenneth Shultz and Carter Huddleston sit down with Cayla Hasner, Outside Sales Representative at New Castle Building Products, to explore how business actually gets done in the construction industry.
Cayla shares what day-to-day life looks like as a building materials sales rep, driving between job sites, meeting contractors, identifying projects in the field, and turning cold leads into real relationships. From roofing systems and waterproofing to the broader building envelope, she explains how product reps help contractors source materials and support projects across both commercial and residential construction.
The conversation dives into the realities of construction networking, why the industry remains “huge but extremely small,” and how reputation and relationships often determine who wins the work. Cayla also offers a candid perspective on marketing in construction, explaining why, despite studying marketing in college, she believes face-to-face meetings and phone calls still outperform social media when it comes to building trust and closing deals.
Along the way, the group discusses career paths into construction, the role of testing and product performance in the building envelope world, and the everyday hustle required to build a network in one of the most relationship-driven industries.
Candid, relatable, and packed with real-world insight, this episode offers a behind-the-scenes look at how construction sales, networking, and industry relationships continue to drive projects forward.
“The construction industry is huge, but it’s extremely small, everyone knows everyone.”
Keywords
Construction industry, AEC industry, construction sales, building materials, building envelope, roofing systems, waterproofing systems, contractor relationships, construction networking, job site sales, construction business development, women in construction, Cayla Hasner, New Castle Building Products, PermitZIP, Kenneth Shultz, Carter Huddleston, construction careers, building products sales, construction relationships
“I went to school for marketing, and I actually hate social media.”
Takeaways
Relationships still drive much of the construction industry, despite the rise of digital marketing and social media.
Building materials sales often requires direct field engagement—visiting job sites, meeting contractors, and identifying opportunities in real time.
The construction industry may appear massive, but strong networks and reputations make it feel like a small community.
Face-to-face meetings and phone calls remain some of the most effective ways to build trust and secure business.
Product reps play a critical role in connecting contractors with materials, manufacturers, and technical expertise.
Hands-on experience—from testing labs to field sales—helps professionals better understand how building products perform in real-world conditions.
Construction careers often evolve through unexpected paths, with many professionals entering the industry through referrals or opportunities.
“You can almost turn every lead into a warm lead just by knowing a little bit about the project.”
Chapters
Welcome to The Blueprint Tour
Meet Cayla Hasner: Building Materials Sales
Life on the Road: Visiting Job Sites and Contractors
Roofing, Waterproofing, and the Building Envelope
Testing Building Materials and Performance Requirements
Construction Networking: Why Relationships Matter
Cold Calling, Job Sites, and Finding Leads
Marketing vs Real Conversations in Construction
Career Paths Into the Construction Industry
Final Thoughts on Sales, Networking, and Reputation
I’ll pick up the phone, face-to-face meetings, you have to do that.
Where to Find Cayla Hasner
New Castle Building Products · LinkedIn · Twitter
