Market Intelligence & Strategic Insights
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Gain a deeper understanding of the economic, regulatory, and market forces shaping the lumber industry. This bundle equips buying, selling, and business leaders with the insights needed to anticipate market shifts, manage risk, forecast trends, and drive stronger strategic decisions.
Key Outcomes:
- Interpret key market indicators and pricing drivers
- Understand trade policy and economic impacts
- Improve forecasting and planning capabilities
- Navigate volatility with greater confidence
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Contains 3 Component(s)
A restaurant might offer a Soup du Jour every day, but what goes into it changes constantly based on the quantity and quality of the ingredients. It’s the same with lumber pricing: How much higher or lower the price goes depends on what’s happening with key fundamental ingredients. Which will influence the direction of lumber prices over the coming months? In this special report, NAWLA will report on what’s happening now, and is likely to happen in the future, with five issues that will play a key role in determining future lumber prices.
A restaurant might offer a Soup du Jour every day, but what goes into it changes constantly based on the quantity and quality of the ingredients. It’s the same with lumber pricing: How much higher or lower the price goes depends on what’s happening with key fundamental ingredients. Which will influence the direction of lumber prices over the coming months? In this special report, NAWLA will report on what’s happening now, and is likely to happen in the future, with five issues that will play a key role in determining future lumber prices.
Craig Webb
President
Webb Analytics LLC
Craig Webb is a nationally recognized expert in the lumber and building materials industry, known for his deep insights into dealer and distributor operations across the U.S. As President of Webb Analytics, he provides strategic consulting, custom research and industry analysis to help manufacturers, distributors and investors navigate market trends and challenges. With a journalism degree from Indiana University and decades of editorial leadership—including 12 years as editor-in-chief of ProSales magazine—Webb has built a reputation as a trusted voice through his writing, speaking engagements and creation of the ProSales 100 Conference. His career spans influential roles at The Wall Street Journal, McGraw-Hill, American Banker and UPI and he’s visited dealers in 49 states and multiple countries to stay closely connected to the industry’s pulse.
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Contains 3 Component(s)
Differences in housing types, home sizes, location, and construction techniques mean that one housing start isn’t the same as another. The same goes with lumber production; how much mills sell and where they sell it varies from year to year. (Witness Canada’s revived effort to do more business in Asia.) Here’s why it’s important to understand these differences to make certain you’re reading the housing numbers properly. They could be crucial to producing and buying wisely.
Differences in housing types, home sizes, location, and construction techniques mean that one housing start isn’t the same as another. The same goes with lumber production; how much mills sell and where they sell it varies from year to year. (Witness Canada’s revived effort to do more business in Asia.) Here’s why it’s important to understand these differences to make certain you’re reading the housing numbers properly. They could be crucial to producing and buying wisely.
Craig Webb
President
Webb Analytics LLC
Craig Webb is a nationally recognized expert in the lumber and building materials industry, known for his deep insights into dealer and distributor operations across the U.S. As President of Webb Analytics, he provides strategic consulting, custom research and industry analysis to help manufacturers, distributors and investors navigate market trends and challenges. With a journalism degree from Indiana University and decades of editorial leadership—including 12 years as editor-in-chief of ProSales magazine—Webb has built a reputation as a trusted voice through his writing, speaking engagements and creation of the ProSales 100 Conference. His career spans influential roles at The Wall Street Journal, McGraw-Hill, American Banker and UPI and he’s visited dealers in 49 states and multiple countries to stay closely connected to the industry’s pulse.
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Contains 2 Component(s) Recorded On: 04/14/2025
Trade and tariff policies between the United States, Canada, Mexico, and other countries are in flux, presenting significant risks of both higher prices and slower growth. Understanding the interests and intentions behind the U.S. trade push is crucial for framing the potential impact on lumber, housing, interest rates, the dollar, equity markets, and more. Join top-ranked economist Jason Schenker for this exclusive member briefing and discussion about the risks, challenges, and opportunities following the Realpolitik application of U.S. trade and tariff policies. Bloomberg News has ranked Jason the #1 forecaster in the world in 27 different financial and economic categories since 2011. A bestselling author and professional speaker, Jason advises industry groups, private and public companies, and institutional investors with his award-winning research, executive briefings, and high-value board presentations. His latest book is Cold War Two: Navigating a New Era of Uncertainty for the Economy, Finance, Energy, Technology, Trade, and Supply Chain. Jason is an advisor to the U.S. State Department, an Adjunct Fellow at the Center for Strategic and International Studies, and adjunct faculty for the Joint Special Operations University at U.S. Special Operations Command. He frequently appears on Bloomberg Television, CNBC, BNN, CNN, and the BBC. Speaker: Jason Schenker, Top-ranked Economist, Leading Futurist, Bestselling Author, President of Prestige Economics and Chairman of The Futurist Institute
Trade and tariff policies between the United States, Canada, Mexico, and other countries are in flux, presenting significant risks of both higher prices and slower growth. Understanding the interests and intentions behind the U.S. trade push is crucial for framing the potential impact on lumber, housing, interest rates, the dollar, equity markets, and more. Join top-ranked economist Jason Schenker for this exclusive member briefing and discussion about the risks, challenges, and opportunities following the Realpolitik application of U.S. trade and tariff policies.
Bloomberg News has ranked Jason the #1 forecaster in the world in 27 different financial and economic categories since 2011. A bestselling author and professional speaker, Jason advises industry groups, private and public companies, and institutional investors with his award-winning research, executive briefings, and high-value board presentations. His latest book is Cold War Two: Navigating a New Era of Uncertainty for the Economy, Finance, Energy, Technology, Trade, and Supply Chain. Jason is an advisor to the U.S. State Department, an Adjunct Fellow at the Center for Strategic and International Studies, and adjunct faculty for the Joint Special Operations University at U.S. Special Operations Command. He frequently appears on Bloomberg Television, CNBC, BNN, CNN, and the BBC.
Speaker: Jason Schenker, Top-ranked Economist, Leading Futurist, Bestselling Author, President of Prestige Economics and Chairman of The Futurist Institute
Jason Schenker
Chairman
The Futurist Institute
Jason Schenker is a leading expert in economics, finance and technology. As president of Prestige Economics, he has delivered over 1,000 keynotes to organizations like central banks, the U.S. State Department and NATO. Schenker has authored 36 books, created 20 LinkedIn Learning courses and is ranked by Bloomberg as the #1 forecaster in 26 categories. He chairs Sasol’s Climate Change Advisory Panel and serves on the Texas Business Leadership Council. Recognized as a LinkedIn “Top Voice” in 2024, Schenker continues to influence global discussions in his field.
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Contains 3 Component(s)
Lumber duties and Section 232, Tariff developments, economic impact generally, economic impact builders, what to expect By Craig Webb, President, Webb Analytics
In this edition of NAWLA Market Pulse, Craig Webb unpacks the latest developments in lumber duties and Section 232 tariffs, exploring their implications for the broader economy and the building industry. From trade shifts to cost pressures on builders, Craig offers expert insights on what stakeholders should expect next and how to prepare for potential changes in the market.
Craig Webb
President
Webb Analytics LLC
Craig Webb is a nationally recognized expert in the lumber and building materials industry, known for his deep insights into dealer and distributor operations across the U.S. As President of Webb Analytics, he provides strategic consulting, custom research and industry analysis to help manufacturers, distributors and investors navigate market trends and challenges. With a journalism degree from Indiana University and decades of editorial leadership—including 12 years as editor-in-chief of ProSales magazine—Webb has built a reputation as a trusted voice through his writing, speaking engagements and creation of the ProSales 100 Conference. His career spans influential roles at The Wall Street Journal, McGraw-Hill, American Banker and UPI and he’s visited dealers in 49 states and multiple countries to stay closely connected to the industry’s pulse.
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Contains 3 Component(s) Recorded On: 06/11/2025
This discussion will analyze the balance between environmental factors (regulations, mortgage rates, and local demographics) and execution factors (supply chain efficiency, operational strategy, and market positioning) in maintaining a competitive advantage in the lumber and forest products sector. Speaker: Michael Swanson Ph.D. Senior Vice President Agricultural Economist and Consultant, Wells Fargo & Company.
This discussion will analyze the balance between environmental factors (regulations, mortgage rates, and local demographics) and execution factors (supply chain efficiency, operational strategy, and market positioning) in maintaining a competitive advantage in the lumber and forest products sector.
Speaker: Michael Swanson Ph.D. Senior Vice President Agricultural Economist and Consultant, Wells Fargo & Company.
Michael Swanson
Senior Vice President, Agricultural Economist and Consultant
Wells Fargo & Company
Michael Swanson is an agricultural economist and consultant for Wells Fargo, the largest commercial agricultural lender in the United States since 1997. Based in Minneapolis, his responsibilities include analyzing the impact of energy on agriculture and strategic analysis for key agricultural commodities and livestock sectors. His focus includes the systems analysis of consumer food demand and its linkage to agribusiness. Additionally, he helps develop credit and risk strategies for Wells Fargo’s customers and performs macroeconomic and international analysis on agricultural production and agribusiness.
Michael joined Wells Fargo in 2000 as a senior economist.
Prior to working at Wells Fargo, he worked for four years at Land O' Lakes, a large national dairy cooperative based in Minnesota. Before working in the dairy processing business, Michael lived in South America for four years working for Cargill. His first position was with the Burlington Northern Santa Fe railroad as transportation systems analyst.
