Who We Are

Joe Burlison

President

 Joe Burlison is the President of Southland Lumber Co., a respected leader in the lumber and building materials industry with over 40 years of hands-on experience. 

A proud graduate of Baylor University, where he earned a Bachelor of Business Administration, Joe began his career as an Assistant Manager at a lumber and hardware chain. His early ambition and drive for growth quickly led him to a role at Louisiana-Pacific, a major building materials manufacturer, where he successfully developed into a leader with major accounts in mill sales and oversaw a distribution yard in Houston, Texas. 

Seeking to deepen his expertise in market dynamics, Joe spent time in the forest products hedge program at a major energy company, gaining in-depth knowledge of lumber futures, commodity trading, and risk management—skills that have become hallmarks of his career. This foundation propelled him into a highly successful 20-year tenure as the Southcentral U.S. Regional Territory Manager at Lumbermen’s Merchandising Corporation, a large lumber and building materials cooperative. During this period, he became a major force in member development with a proven record of fostering strong relationships across the industry. 

In 2022, Joe was recruited by LBM Advantage to lead their western expansion as Vice President of Southwest Operations. During his tenure he played a pivotal role in the cooperative's growth and was instrumental in establishing a branch office in the Houston area. His vast experience, extensive knowledge, and deep relationships helped propel his success with recruiting and building a dedicated team of lumber traders and regional sales representatives while strengthening support for independent lumberyards and home centers in the South-Central and Texas markets. His background of lumber, OSB trading, and commodity futures has consistently been highlighted as a key asset. 

With more than four decades of progressive leadership in sales, trading, operations, and strategic growth within the lumber and building materials sector, Joe Burlison brings unparalleled industry insight, a deep understanding of independent dealers, and a proven track record of driving success to his current role as President of Southland Lumber Co. Based in the Houston area, he continues to exemplify dedication, expertise, and vision in serving the evolving needs of the industry. 

Justin Smith

Vice President of Purchasing

 Justin Smith is the Vice President of Purchasing at Southland Lumber Co., a respected leader in the lumber and building materials industry whose career blends athletic discipline, entrepreneurial initiative, retail leadership, and sophisticated commodity management. 

A graduate of Lake Forest College, Justin earned a Bachelor of Arts with a double major in Philosophy and History. As a three-year starter and four-year letterman on the football team, he learned the value of preparation, teamwork, and performing under pressure. He later completed an MBA at Limestone College sharpening his strategic thinking and leadership skills. Early in his career, he served as an assistant football coach at multiple colleges, where he supported player development athletically and academically—experiences that shaped his resilient, people-first leadership style. 

From coaching, Justin transitioned into the lumber and building materials industry by joining his parents' business at Guys Lumber & Hardware in Centerville, Texas. Starting on the ground floor and working his way up, he learned the intricacies of running a small, independent lumberyard while developing a profound respect for the vital role of family-owned operations—the true heartbeat of the industry. This foundation in strong relationship building, combined with his educational background and growing passion for the sector, led him and his wife to purchase their own hardware store in 2022, First Home Improvement, LLC in Bedias, Texas, which they continue to own and operate today. 

To expand into wholesale and commodity dynamics, Justin joined LBM Advantage in Conroe, Texas, starting as an SPF Commodities Trader and advancing to Forest Products Manager. There he gained in-depth expertise in lumber futures, hedging, and risk management while recruiting members, leading a team of traders, and nurturing lasting mill-member relationships and industry partnerships—preparing him for his current role as Vice President of Purchasing at Southland Lumber Co. 

Across his journey—from collegiate athletics and coaching, through retail leadership and entrepreneurial ownership, to commodity trading—Justin brings genuine insight into independent dealers’ realities, deep commodity knowledge, and strategic vision to his leadership. Based in the Houston area, he is committed to advancing sourcing efficiency, managing risk, strengthening vendor relationships, and delivering lasting value to independent lumberyards and builders in a changing industry.