28/08/2026
𝗧𝗛𝗘 𝗠𝗢𝗨𝗡𝗧𝗜𝗡𝗚 𝗖𝗢𝗡𝗦𝗘𝗤𝗨𝗘𝗡𝗖𝗘𝗦 𝗢𝗙 𝗡𝗢𝗥𝗧𝗛 𝗔𝗠𝗘𝗥𝗜𝗖𝗔'𝗦 𝗥𝗘𝗟𝗜𝗔𝗡𝗖𝗘 𝗢𝗡 𝗪𝗢𝗢𝗗 𝗖𝗢𝗡𝗦𝗧𝗥𝗨𝗖𝗧𝗜𝗢𝗡
𝗕𝗨𝗜𝗟𝗗𝗘𝗥𝗦 𝗛𝗔𝗩𝗘 𝗨𝗦𝗘𝗗 𝗧𝗛𝗘 𝗦𝗔𝗠𝗘 𝗙𝗟𝗔𝗠𝗠𝗔𝗕𝗟𝗘 𝗕𝗨𝗜𝗟𝗗𝗜𝗡𝗚 𝗠𝗔𝗧𝗘𝗥𝗜𝗔𝗟𝗦 𝗙𝗢𝗥 𝗢𝗩𝗘𝗥 𝟭𝟬𝟬 𝗬𝗘𝗔𝗥𝗦. 𝗘𝗩𝗘𝗥𝗬 𝗙𝗜𝗥𝗘 𝗦𝗘𝗔𝗦𝗢𝗡 𝗗𝗘𝗟𝗜𝗩𝗘𝗥𝗦 𝗧𝗛𝗘 𝗖𝗢𝗡𝗦𝗘𝗤𝗨𝗘𝗡𝗖𝗘𝗦
Ninety-four percent of new single-family homes completed in the U.S. last year were wood-framed. That is not an outlier, that is how the country builds.
Every fire season the same argument comes back. Stop building with wood. Build with concrete. Concrete does not burn.
It is a fair point. It is also not going to happen, and the reason is worth understanding.
Wood on this continent has been abundant, cheap and easy to work for two centuries. That is what let builders put up millions of homes quickly and affordably, and a hundred years of trades, tooling, codes, lenders and framing crews grew up around that one material.
𝗕𝘂𝗶𝗹𝗱 𝗮𝗳𝗳𝗼𝗿𝗱𝗮𝗯𝗹𝘆 𝗮𝗻𝗱 𝗾𝘂𝗶𝗰𝗸𝗹𝘆, 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗰𝗿𝗲𝘄𝘀 𝗮𝗻𝗱 𝘁𝗼𝗼𝗹𝘀 𝘁𝗵𝗲 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝗵𝗮𝘀.
𝗢𝗿, 𝗯𝘂𝗶𝗹𝗱 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝘀𝘁𝗮𝗻𝗱𝘀 𝘂𝗽 𝘁𝗼 𝗳𝗶𝗿𝗲.
𝗣𝗶𝗰𝗸 𝗼𝗻𝗲.
Every fire season we are reminded what that trade costs. Every rebuild makes the same pick anyway, because the other side of it was never really on the table.
𝗕𝗨𝗧 𝗗𝗢 𝗪𝗘 𝗛𝗔𝗩𝗘 𝗔𝗡𝗬 𝗔𝗟𝗧𝗘𝗥𝗡𝗔𝗧𝗜𝗩𝗘𝗦?
Yes. And it does not ask anyone to stop building the way they already build.
CERLOS® is a new fire-resistant building material. Not a fire-resistant coating or treatment, just mineralized wood fiber throughout. Let us explain. The process fills the pores of the fiber itself with inorganic mineral, so the change goes all the way through. It is the same mechanism that makes petrified wood. We fill the pores and keep the fiber. Handles like wood. Holds up like rock.
𝗡𝗼 𝗿𝗲𝘀𝗶𝗻𝘀. 𝗡𝗼 𝗴𝗹𝘂𝗲𝘀. 𝗡𝗼 𝗵𝗶𝗴𝗵 𝗵𝗲𝗮𝘁.
✓ Class A fire-rated (ASTM E2768). It does not ignite.
✓ Mold-resistant (Tested to G21)
✓ All-weather stable (ASTM C1186)
✓ Cuts and nails like lumber, with the tools every crew already owns
✓ Made from forestry waste, at the price of ordinary lumber
It keeps everything that made wood the default for a hundred years but removes the one property we keep paying for.
𝗝𝗼𝗶𝗻 𝘂𝘀 𝗶𝗻 𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝘁𝗵𝗲 𝘄𝗮𝘆 𝗵𝗼𝗺𝗲𝘀 𝗮𝗿𝗲 𝗯𝘂𝗶𝗹𝘁.
See comments for details.
📩 [email protected] | 📞 725-306-0414 | 🌐 cerlos.com
Framing figure: U.S. Census Bureau, Survey of Construction, Characteristics of New Housing, 2025 completions.