Hardwood Floors June/July 2024

JUNE/JULY 2024

WOOD FLOOR OF THE YEAR

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Trusted by flooring professionals throughout North America, WOODWISE wood fillers are the gold standard for hardwood flooring applications and are supported by a full line of maintenance products, tools and accessories. To learn more or find a dealer near you, go to woodwise.com or call us at 425-869-0859 . THE RIGHT WOOD FILLERS FOR EVERY JOB

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FEATURES

ON THE COVER

MEMBERS' CHOICE UNIVERSAL FLOORS INC. WOOD FLOOR OF THE YEAR

2024 NWFA Wood Floor of the Year By Burt Bollinger The Wood Floor of the Year awards encourage and recognize innovative craftsmanship and design in wood flooring installations. See the winning floors and all of the projects that vied for the title.

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Mastery in Finishing By Brett Miller

Selling Durability: Single- or Two-Component Finishes? By Gene Jarka Two is better than one. Fact? Opinion? Both? Neither? Ask anyone in our trade today why they use a two-component waterborne finish vs. a single component and you will open Pandora’s box… or, in this case, Pandora’s gallon.

Finishing a wood floor is an art and a skill that only comes with fully understanding the many complexities involved in the entire process. This article highlights some of those complexities and offers a recipe for working toward achieving a flawless coat of finish.

PUBLISHING PARTNERS

CONTENTS

PUBLICATION ADVISORY COMMITTEE Robert McNamara | Chair, Sheoga Hardwood Flooring Jason Elquest | Blackhawk Floors Inc. Steve Brattin | Chair Michael Martin | CEO Anita Howard | COO Brett Miller | VP, Technical Standards & Training Stephanie Owen | Executive Director, NERF NWFA LEADERSHIP

Industry Insights

16 Government Affairs EPA tightens air quality standard.

By Dana Lee Cole

20 Market Matters A tale of two cities.

By Santo Torcivia

Business Best Practices

24 Sales Savvy Presenting your

Lenny Hall | Endurance Floor Company Inc. Kevin Mullany | Benchmark Wood Floors Inc. Jim Schumacher

By Paul Reilly

value-added solutions. 28 Sustainability The next evolution of

Libby White Johnston | Publisher | libby.johnston@nwfa.org Burt Bollinger | Editor | burt.bollinger@nwfa.org Brett Miller | Technical Editor | brett.miller@nwfa.org Rhonda M. May | Creative Manager | rhonda.may@nwfa.org Amy Burris | Digital Manager | amy.burris@nwfa.org Bridget Norlie | Engagement Manager | bridget.norlie@nwfa.org PUBLICATION TEAM

By Todd Weyhmiller

sustainable floor renovation. 30 Marketing Upgrade content for better

By Welton Hong

SEO and conversions.

At the Site

14 Research Park Drive St. Charles, Missouri 63304 P : 800.422.4556 Local : 636.519.9663 F: 636.519.9664 E: news@hardwoodfloorsmag.com W: hardwoodfloorsmag.com

72 Finish Application The effects of chemical/reactive treatments on wood flooring. 76 Sponsored Content Spirit of innovation.

By Johannes Boonstra

By Berger-Seidle

78 Tech Talk Addressing a floor at the end of its service life. 80 Hardwood Hints DIY track saw.

CONTRIBUTING WRITERS Burt Bollinger Johannes Boonstra

Anita Howard Gene Jarka Libby White Johnston Michael Martin Brett Miller

Paul Reilly Santo Torcivia Todd Weyhmiller

By Jason Elquest

Dana Lee Cole Jason Elquest Welton Hong

Product Focus

ADVERTISING SALES

84 Factory Finished Wood Flooring 86 Finishes, Applicators, Fillers, and Maintenance Products

Katie Schenk Advertising & Media Manager katie.schenk@nwfa.org | 636.736.5230

Also in this Issue

6 Chair’s Cut Get to know Steve Brattin. 8 Business Briefs 10 Wood Stock

Hardwood Floors' subscription base is AAM audited. An AAM audit provides advertisers and agencies with assurance that what they choose

to invest in does, in fact, reach target audiences for specific ads. The AAM Worldwide audit also helps media companies by documenting the quality of their audiences.

By Libby White Johnston

34 NWFA Wood Flooring Expo Wrap 40 NWFA Service Awards 60 Throwback WFOY 90 New Products 92 Overheard on NWFA Podcasts 94 Wood Talk: Mark Whatley 95 Ad Index 96 Final Coat:

Hardwood Floors (Print: ISSN 0897-022X and Online: ISSN 2475-5125) is published on a bi-monthly basis, plus the Annual Industry Guide, by the National Wood Flooring Association and distributed as a membership benefit to its member companies and without charge upon request to qualified individuals throughout the wood flooring industry. Single copy price is $8, annual Industry Guide is $50. Subscriptions: $40/year (includes 6 issues and Industry Guide) in the U.S. and Canada. Publication office: 14 Research Park Drive, St. Charles, MO 63304. Phone: 800.422.4556. Printing office: Walsworth, 306 N. Kansas Ave., Marceline, MO 64658. Printed in the U.S. Periodicals postage is paid at Chesterfield, MO and at additional mailing offices. POSTMASTER: Send address changes to Hardwood Floors, P.O. Box 9147, Lowell, MA 01853. Copyright © 2024 by the National Wood Flooring Association. All rights reserved. Reproduction in whole or in part without written permission is strictly prohibited.

By Anita Howard

CEO’s Message By Michael Martin

We’ve crafted the inventory of products you need.

With years of dedication and skill, you've mastered the art of flooring installation, honing your craft to perfection. We've meticulously crafted an inventory that includes premium hardwood flooring, high-performance sanders, robust flooring adhesives, durable finishes and more. Our selection is designed to ensure that every project you undertake is supported by the highest quality products, allowing your craftsmanship to shine through in every detail.

Find your local branch: HorizonForest.com/contact 22 LOCATIONS | 80+ YEARS IN BUSINESS | 1,000’S OF FLOORING PRODUCTS

CHAIR’S CUT GET TO KNOW "=.?N ;*==2Y Steve Brattin, owner of SVB Wood Floors in Kansas City, Missouri, officially began his term as Chairman of the National Wood Flooring Association (NWFA)’s Board of Directors during the 2024 Wood Flooring Expo. Throughout his 30-year career, Brattin has served on various NWFA committees and task forces. He also is a recipient of the NWFA Vanguard and Ambassador Service Awards and is a two-time Wood Floor of the Year award winner.

Why is education important for your business and in what ways have you incorporated it? For one, it is a huge morale booster for our team. I’ve always told them you can think you know everything, thing, you gained something. As part of our onboarding process, they take classes on the online NWFA University. Then getting them to schools gives them additional skill sets and expertise. All of our sales associates go through the NWFA but even if you sit in a class for a week and you only learn one

How did you find your path to making wood flooring into a career? I was born and raised in Chicagoland and started working with John Lessick at Apex Wood Floors when I was 17 years old. I had done other things in the construction industry throughout high

Steve Brattin

school, but when I got into flooring, there was a love for it immediately. I had one of the greatest crew leaders who was very artistic and took a ton of time to teach me. Whether working on a standard refinish, installation, or doing something high end, I love that you have the opportunity to stand back and see the art you created and then have the excitement of moving on to the next one. Is there a piece of business advice you wish you had known early on? Participate in NWFA. After working for John for several years, I decided that I wanted to start my own business. He recommended I get involved with NWFA. I still remember attending my first Expo in Baltimore in 2006. I met some of the best people in the industry and it sparked something in me. I soaked up all the knowledge they had like a sponge. From that moment, my company started growing like crazy and it took the business to another level because of the partnerships, relationships, and mentors that I was able to surround myself with through NWFA. What are you looking forward to about being chair? Helping with the growth of the association and continuing the personal connection with our members – especially with the younger generation. I had that opportunity and I want to be able to do the same for them and be there to give back.

PHOTOS COURTESY OF STEVE BRATTIN | SVB WOOD FLOORS

Steve and his family.

Sales Advisor training and sit in on some of the hands-on schools because knowledge is key, and being able to walk the consumer through each step of the process makes a huge difference. How do you spend your time off the clock? With family and traveling. Every week we have a Sunday dinner with all of our family that is here in Kansas City. During the summer we are all out by the pool together, and we love to travel. My favorite destination is anywhere next to the water and a beach. We’re a big outdoor family.

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FULL &85( ,1 '$<6

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BUSINESS BRIEFS

MANUFACTURER MEANDERINGS

New Las Vegas hub Meridian Adhesives Group, parent company of Taylor Adhesives, announced the opening of a new manufacturing and distribution hub in Las Vegas, Nevada.

Berger-Seidle® has appointed Aaron Thompson as its new technical sales manager for North America, focusing on the Upper Midwest territory.

Besse Forest Products Group, a manufacturer of Northern hardwood veneer, lumber, and specialty plywood, was acquired by the Hoffmann Family of Companies. Bjelin has released Woodura Planks 3.0 in Benelux through Your Ecological Parquetry Partner (YEPP). Benelux, the economic union of Belgium, the Netherlands, and Luxembourg, is a new market for Bjelin. Lauzon Distinctive Hardwood Flooring announced a strategic partnership to take over the operations of a log yard in Elizabethtown, New York, previously operated by A. Johnson Co. and the Johnson family of Vermont.

Aaron Thompson

Sika USA has announced Marlene Morin as the new senior director of floor covering.

Stiles Machinery announced Barry Kellar as its new president. Kellar will oversee all North American operations of the HOMAG Group.

Mullican Flooring has named Steve Black the company's quality control manager. Before joining Mullican, he served as the quality assurance manager for QEP for more than 17 years.

Marlene Morin

Barry Kellar

Steve Black

Union Tool Corporation is celebrating its 80th anniversary in 2024. The company acknowledges the invaluable contributions of its past and current employees and says they remain committed to innovation.

Left to right: Nick Simpson (co-vice president), Chuck Simpson (president), and Chas Simpson (co-vice president) of Union Tool Corporation.

hardwood floors hardwoodfloorsmag.com

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CONTRACTOR CORNER Associated Builders and Contractors (ABC) has released an artificial intelligence (AI) technology guide. The guide's purpose is to provide a level of knowledge to ensure contractors can be active participants in the AI conversation. DISTRIBUTOR DOINGS Intermountain Wood Flooring, a distributor of wood flooring and sundries, is opening two new locations, one in Denver, Colorado, and another in St. Louis, Missouri. The North American Association of Floor Covering Distributors (NAFCD) has announced that after more than 10 years of service, Kevin Gammonley will be retiring from the association, effective June 30, 2024. Sika Corporation has announced an expanded partnership with Belknap Haines. The national flooring distributor will now also carry Sika brand flooring installation solutions. RETAILER ROUNDUP Floor & Decor announced the grand opening of its newest location in Summerfield, Florida. This is the sixth warehouse location in Orlando/Ocala.

Gary Sinise Foundation

The National Wood Flooring Association (NWFA) has provided flooring for its 75th home in support of the Gary Sinise Foundation R.I.S.E. program (Restoring Independence Supporting Empowerment). The home dedication for U.S. Army Chief Warrant Officer 2 (Ret.) Patrick Scrogin was in Chicago, Illinois. Flooring for the project was donated by NWFA member WD Flooring, and installation services for the project were donated by Totallywood Flooring.

U.S. Army Chief Warrant Officer 2 (Ret.) Patrick Scrogin and family.

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To be included in the Business Briefs section of Hardwood Floors magazine, please send your happenings to libby.johnston@nwfa.org.

the magazine of the national wood flooring association

9

Wood Stock

Craftsmanship, Creativity, and Community on Display at NWFA’S NEW HOME

By Libby White Johnston The National Wood Flooring Association (NWFA) recently moved its headquarters into a new building near St. Louis, Missouri. As one might expect, wood floors take center stage throughout the facility, which, in addition to serving as the home for NWFA staff and technical training, also is imagined as a hub for members to host trainings, architect and designer events, and customer outings. The floors featured throughout the facility represent what the NWFA is all about: promoting beautiful real wood floors, providing the education and training to have successful installations, and bringing the wood flooring community together.

Wood floors cover around 6,000 square feet of the building, with different floors installed in 20 rooms. NWFA members answered the call to be part of it with incredible generosity. More than 35 companies donated products, from flooring and finish to adhesive and abrasives. On top of that, nearly 30 volunteers gave their time to assist with the installation, as well as nearly 20 students from an NWFA Advanced Installation Course. “Like our last headquarters, we wanted the students to design and install the office floors based on the material that was donated,” says Brett Miller, VP of technical standards, training, and certification for NWFA. “We had amazing products to work with, and the students created some unbelievable floors. We were focused on using domestic species throughout, showcasing different cuts, styles, patterns, colors, and categories while embracing craftsmanship, as well as simplicity. As always, the end result exceeded our expectations.”

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Like most jobsites, the project did not come without challenges. Miller explains that the existing slab was nearly 1 1/2” out of flat within a 6’ span in many areas, walls were out of square, and the HVAC was not properly operating at times. But if anyone could rise to the occasion, solving problems and sticking the landing, it was the NWFA team and members, including some of the industry’s brightest minds. “This was not your typical floor installation in a new construction project. There were as many as 20 people on site during the installation of the floors, and we made sure to have adequate tools and materials,” shares Miller. “Everyone who participated in the installation and finishing of the floors helped us achieve an end product that everyone was proud of.” While designing the plan for the floors, Miller notes it was a priority to highlight different elements of the industry, as shown in the NWFA technical publications. “There is a diverse layout of floors, including straight laid materials, simple parquet patterns, complex custom parquet patterns, extreme wide width and long length products, a 5/16” top nail floor, starburst, bent wood, prefinished flooring, metal inlays, solid and engineered flooring, end grain, and reclaimed,” he says. Miller was floored (pun intended) by the response of the NWFA community and their willingness to help make the vision of these floors a reality. “The support from our members throughout this process was incredible. Whether it was donating materials, time, or labor to the cause, we couldn’t have completed this without them. It was done with our members, for our members,” says Miller. “I hope the floors inspire our visitors, and that everyone who comes through the new building will appreciate the craftsmanship and creativity that those who participated in the entire project put into making it come to life.” t

Continued on page 12

See the new floors in person at the NWFA’s open house event and NWFA Education & Research Foundation golf tournament on October 11-12, 2024. ".N EN 7.a 1.*-:>*;=.;]z

the magazine of the national wood flooring association

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Wood Stock

NWFA’s New Home (Continued from page 11)

Wood floors cover around 6,000 square feet of the building, with different floors installed in 20 rooms. NWFA members answered the call to be part of it with incredible generosity. More than 35 companies donated products, from flooring and finish to adhesive and abrasives. On top of that, nearly 30 volunteers gave their time to assist with the installation, as well as nearly 20 students from an NWFA Advanced Installation Course.

NWFA COMMUNITY MAKES THE

VISION A REALITY

NWFA appreciates the many donors, volunteers, advanced installation course students, and staff for their efforts:

DONORS: • AdvanTech/Huber Engineered Woods • Allegheny Mountain Hardwood Flooring

VOLUNTEERS: • Apex Wood Floors (EJ Jordan, Gerald Vassel, William Whitaker) • Berger-Seidle (Damian Bush) • Bona (Mike Dittmer) • Cardona Flooring (Cesar Cardona, Harvi Josue Rivera, Helder Valle) • Coastal Inspection Services (Willie Short) • Endurance Floor Company (Lenny Hall) • LED Coating Solutions by Archetypal (Avedis Duvenjian) • Loba Wakol (Jeff Kersbergen) • Luminous Flooring (Chandler Lewis, Devin Mullins) • Maple Ridge Handscraped (Todd McDonald) • Middle TN Flooring (Wayne Lee) • Rubio Monocoat (Johannes Boonstra) • Seabaugh Custom Floors (Enrique Barron, Pablo Barron, Oswaldo Morales, Juan Pablo, Steve Seabaugh) • Uzin Utz (Corey Dickerson, Michael Drechsel, Gene Jarka, Jason Mack, Josh Neuberger, Collin Throm) ADVANCED INSTALLATION COURSE STUDENTS: • B. Powell Flooring (Bill Powell) • Coastwise Hardwood Flooring (Brandon Gross) • Costa Floors (Igor Costa) • Floorcraft Designs (Michael Mann, Floyd Ross) • Grain Design Flooring (Max Engelhart, Alex Hamilton, Matthew Placke, Jason Strunk) • Integrity Floors (Gustavo Borja, John Caine, Gilberto Hernandez, Gabriel Herrera) • Klausenburg Hardwood Floors (Dan Cohut) • Master Flooring Floor Design (João Paulo Silva) • Metropolitan Hardwood Floors (Mike Frilund) • Supreme Hardwood Floors (Blake Cadman, Alan Monti, Eric Rathhaus) NWFA STAFF:

• Basic Coatings • Berger-Seidle • Bona • Bostik • Carlisle Wide Plank Floors • Dinesen Floors • DuraSeal • Floor Protector Fidbox • Gemini Coatings/Glitsa

• Goodwin Heart Pine Company • Hassell & Hughes Lumber Co. • Hull Forest Products • Integrity Floors (Corey Cathcart) • Kaswell Flooring Systems • Lambright Flooring • Lauzon Distinctive Hardwood Flooring • Lebanon Oak Flooring • LED Coating Solutions by Archetypal • Loba Wakol • Middle TN Lumber • Negative Air Systems • Norton Abrasives • Odie’s Oil • Olde Wood Ltd. • Peachey Hardwood Flooring • Professional Coatings Inc. • Rubio Monocoat • Sheoga Hardwood Flooring • Smart-Plank Hardwood Floors • Titebond • Uzin Utz • Vermont Plank Flooring Co. LLC • Waterlox Coatings Corp. • WD Flooring

• John Forbes • Brett Miller • Kjell Nymark • Terry Patton

#1*7V (8_z

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HANDCRAFTING DREAMS. ONE FLOOR AT A TIME.

Solid & Engineered • Unfinished & Prefinished • Smooth & Textured • Herringbone & Chevron

White Oak Live Sawn

Learn more at SheogaFlooring.com 800.834.1180

HARDWOOD FLOORING

Wood Stock

MAKEOVER METAL By Libby White Johnston For Travis Fritzel of Perennial Hardwood in Fort Collins, Colorado, a tragic situation led to having a clean slate for installing the nicest floor in his home that he could think of. “We had a large housefire in October that pretty much burned down the back half of our house,” says Fritzel. “It was a total loss, so we had to throw away all of our personal property, rip our house down to the studs, and start the fight with insurance for a few months.”

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Fritzel and his wife decided a herringbone pattern with brass inlays would be their dream floor and provide a fun, challenging project. They settled on a select grade 4” by 24” white oak from Muscanell Millworks out of Cortez, Colorado, because it is dried to a lower moisture content to withstand the state’s arid climate. The brass for the inlays came from an online metal supplier. From there, Fritzel reached out to the National Wood Flooring Association (NWFA), Young Brothers Hardwood Floors, and finish manufacturer representatives for advice. “It was a little bit of trial and error. We did one of the bedrooms just to figure out how to do the brass. Once we got all of the herringbone in, we determined it was best to sand the floor as flat as we could, so we two-cut it, filled everything, hit it with a PowerDrive using 100 grit paper, and then we inlayed the brass as close to flush as we could throughout the floor just using a Festool router and track saw,” he explains. “Then we hit it with our Festool sanders using 120 paper and finally 120 mesh on the entire floor to make sure it was all perfect before doing an oil finish.” Fritzel determined that using a natural oil was his best option. Rubio Monocoat natural was used, followed by their pure oil for a muted, matte look. With kids and large dogs in the house, Fritzel liked going with an oil for the ease of repairs. Installing the herringbone alone was the easy part, as Fritzel has plenty of experience with the pattern. BergerBond Primer P, a liquid moisture sealer, was applied to the subfloor. Every tongue and groove had Titebond glue, and the floor was nailed with 18-gauge fasteners. “Most herringbone we do, there is a full trowel glue and nail combo to be safe. With herringbone, your tolerances have to be pretty much perfect on the subfloor for it to look really good,” he advises. “I always like grinding down the subfloor as flat as we can, to stay within NWFA flatness tolerances.” , e re, d d one do the e in, we

PHOTOS COURTESY OF TRAVIS FRITZEL | PERENNIAL HARDWOOD

As expected, the brass proved to be the biggest challenge. One reason is that Fritzel found that if the brass was sanded for too long, it became hot quickly and would expand. “When I experimented on boards, if I put it slightly above the floor and sanded it down flat, the brass got so hot sanding that it melted the epoxy and it would expand and the brass would pop out,” he says. “Setting it down below the wood is tough because if you barely touch it, you have to sand all the wood down the exact height and you want to leave as much life as you can on that wood. I ended up putting it as flush as I could and edging the final sand of everything about six times on the perimeter just so I wasn’t in one spot too long.” After it was all done, Fritzel felt the process was relatively easy for the reward of having such beautiful custom floors in his remodeled home. He notes that the NWFA and the wood flooring and finish manufacturers have resources available for figuring out how to handle metal inlays. Having the experience of completing a successful brass inlay, it is something he will now have as an option to offer clients and says it could be a good way to increase revenue on certain jobs. “When I experimented on boards, if I put it slightly above the floor and sanded it down flat, the brass got so hot sanding that it melted the epoxy and it would expand and the brass would pop out.” — Travis Fritzel Perennial Hardwood

the magazine of the national wood flooring association

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GOVERNMENT AFFAIRS INDUSTRY INSIGHTS

PHOTOS COURTESY OF NWFA

Earlier this year, the U.S. Environmental Protection Agency (EPA) announced it would tighten the final air quality standard for fine particulate matter (PM 2.5), from 12 micrograms (ug) per cubic meter to a more stringent 9 ug, a level which could impose up to $900 million in compliance costs on the wood products sector. This could otherwise be addressed by forest management and an accompanying reduction in wildfires, which are the source of 43 percent of PM emissions. As a point of reference, the European Union standard is 25 ug, more than twice as high as permitted concentrations in the U.S. Lowering the standard would place 589 counties in non-attainment and hundreds more on the cusp of non-attainment. AIR QUALITY STANDARD EPA TIGHTENS

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By Dana Lee Cole

been submitted previously, advocating that EPA retain the current standard. The federation cited a study conducted by the American Forest & Paper Association and American Wood Council outlining the economic impacts of a more stringent standard. According to the study, the wood products sector could take on up to $900 million in compliance costs if the agency imposes a standard of 9 ug. Fortunately for the industry, both the federation and U.S. Chamber of Commerce directed their remarks at OMB toward responsible forest management as the common sense solution to reducing PM levels, which have increased in many regions because of wildfires. Although the final outcome marks a setback for the industry, behind-the-scenes advocacy helped push the release of the new rules two months later than expected, following a tug-of-war between competing voices within the administration. According to administration sources,

As a general matter, compliance with the PM standard currently falls mainly on “major sources” of pollution under the Clean Air Act, such as power plants, chemical refineries, and large pulp and paper facilities. That said, the Hardwood Federation is concerned that tightening the regulations would capture currently unregulated hardwood mills and manufacturing facilities operating on the cusp of or within newly designated non-attainment areas. This could trigger costly analysis and monitoring in the event a plant seeks to expand its operations. On the advocacy front, the Hardwood Federation joined the U.S. Chamber of Commerce and National Association of Manufacturers (NAM) in a meeting with the White House Office of Management and Budget (OMB) to urge the administration to reject EPA’s proposal to tighten the standard. During the course of the meeting, the federation echoed points raised within formal comments that had

Government Affairs (Continued) in late 2023, the EPA had been considering a more flexible standard of 10 micrograms per cubic meter, an outcome that the industry favored over the more costly alternative while still preferring the current standards set at 12 ug. The Hardwood Federation team joined wood products allies, including the American Wood Council and the American Forest and Paper Association, to urge Democratic senators to weigh in with the administration and advocate against imposing these standards. The next steps include options such as litigation and legislative intervention to blunt the impact of the new rule. While arguing that the new PM standard falls outside the scope of EPA authority in federal court could provide the path of least resistance to regulatory relief, groups such as the U.S. Chamber of Commerce also will look at legislative tools. These may include an appropriations rider in a

Fiscal Year (FY) 2025 spending bill that would defund the implementation of the tighter standard. The Hardwood Federation will keep you posted on developments as they unfold. Dana Lee Cole is the executive director at the Hardwood Federation, a Washington, D.C.- based hardwood industry trade association that represents thousands of hardwood businesses in every state in the United States and acts as the industry advocacy voice on Capitol Hill. She can be reached at dana.cole@hardwoodfederation.com.

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CLEANS FLOORS IN HALF THE TIME VS. MOP & BUCKET *

Fine mist spray with QUICKDRY formula ™

Disposable Cloths MAKE CLEANUP EASY

DRIES UP TO 2X FASTER **

300+ gentle-glide ABSORB + LOCK ™ STRIPS

* Vs. mop and bucket—includes cleaning and drying time. ** Vs. Mr. Clean® All Purpose Cleaner.

©2024 P&G

INDUSTRY INSIGHTS

MARKET MATTERS

CITIES 2

ADOBESTOCK ©

In his classic novel “A Tale of Two Cities,” Charles Dickens’ opening line is a perfect metaphor for the current state of the U.S. economy: “It was the best of times, it was the worst of times.” Your view of the nation’s current economic situation depends on where you are financially. Several contradictory forces are acting on the U.S. economy as it moves at a slowing pace before rebounding to trend growth (+2.0 percent) at the start of 2026. Among the contradictory forces holding the economy back are inflation, a weakening U.S. dollar, and immigration. STRENGTHS OF THE U.S. ECONOMY INCLUDE: • Overall inflation growth is slowing (+3.1 percent year over year in November 2023), though it still remains slightly above the historical average of two percent. By 2025, overall inflation should fall to 2.4 percent per annum and remain falling to 2 percent by 2028.

A TALE OF

20 hardwood floors hardwoodfloorsmag.com

By Santo Torcivia

• Consumer spending remains the engine of the U.S. economy (accounting for about two-thirds of the gross domestic product) and should grow at an inflation-adjusted rate of 2 percent or more through 2028. • Non-residential building construction will grow throughout the forecast period, especially for education, transport, and institutional building types, less so for health care. Conversely, office, religious, amusement and recreation, and retail building construction will decline slightly. FACTORS THREATENING THE U.S. ECONOMY INCLUDE: • High energy and food prices are sapping consumer spending power and reordering their priorities. In Q4/2023 alone, consumers added $40 billion in total consumer credit and the personal savings rate fell to the lowest rate in 15 years, 3.7 percent of disposable personal income.

• Housing starts remain above 1.35 million units annually and will continue to aid economic growth through 2028. Starts increasingly favor single-family units, which average 50 percent greater floor area over multi-family units. • Residential home improvements will grow slowly through the first half of 2024 and then accelerate in the second half of 2024, growing faster throughout the forecast period. • Real personal disposable income will grow at an inflation-adjusted annual rate of 2 percent or greater through 2028. • Residential mortgage rates, though moderately high at 6 percent currently, will fall slowly through the forecast period.

Market Matters (Continued)

Federal debt will exceed $34 trillion for the U.S. by the end of 2024 and the interest on this debt ($800 billion per annum) will be nearly equal to the U.S. annual defense spending budget for the same year ($849 billion).

ADOBESTOCK ©

% CHANGE IN INDEX OF LEADING U.S. ECONOMIC INDICATORS

U.S. CALCULATED RESULTS - 2023

15.0%

YTD Calc. % Chg. (2022-23)

Product Categories

(@12/31)

10.0%

Carpet & Rugs Ceramic Tile

-7.3% -7.3%

5.0%

Laminate Flooring Resilient Flooring

-10.2% -11.9% -13.3%

Wood Flooring

0.0%

% Change

Total Flooring

-9.3%

-5.0%

Source: US ITC import & export reports, Federal Reserve Production Index/Carpet & Rugs, & Market Insights LLC research.

(curr. vs qtr. last year)

-10.0%

This is a summary of the March 2024 Quarterly Market Monitor Report published by Market Insights LLC. NWFA members have exclusive access to the full report, which provides forecasts and analysis of economic, market, and industry conditions and trends affecting the North American flooring market. The report includes a historical and forecasted volume of dollar sales of total wood flooring (at mill sell price) per metro area and state. Separate reports are available for the United States and for Canada. The availability of the reports on a quarterly basis will provide NWFA members with current data that can help them develop business plans, prioritize inventory, and react to market conditions in a timely manner. NWFA members may download the full report by visiting nwfa.org.

2020/Q1

2020/Q2

2020/Q3

2020/Q4

2021/Q1

2021/Q2

2021/Q3

2021/Q4

2022/Q1

2022/Q2

2022/Q3

2022/Q4

2023/Q1

2023/Q2

2023/Q3

2023/Q4

Source: % Change in Index current quarter versus same quarter prior year Composite index of 11 factors that forecast the business cycles of the U.S. economy.

• Slowing employment growth will stymie economic growth. In 2023, 25 percent of hiring was by the government and 39 percent by quasi-government education and healthcare sectors, leaving 36 percent of new jobs being created in the private sector. • Other potential threats to the U.S. economy include a widening war in the Ukraine or Middle East, new conflicts in Taiwan, the Persian Gulf, or other areas, a major domestic civil disturbance, another global pandemic, or a major trade war threatening prices and logistical trains. • An index of leading U.S. economic indicators are predicting a downturn. Santo Torcivia is president of Market Insights LLC in Reading, Pennsylvania. He can be reached at 610.927.2299 or storcivia@marketinsightsllc.com.

• Deficit spending to finance tuition forgiveness, Ukraine and Middle East wars, and humanitarian aid will weaken the U.S. dollar. • Federal debt will exceed $34 trillion for the U.S. by the end of 2024, and the interest on this debt ($800 billion per annum) will be nearly equal to the U.S. annual defense spending budget for the same year ($849 billion).

hardwood floors hardwoodfloorsmag.com

22

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SALES SAVVY BUSINESS BEST PRACTICES

PRESENTING YOUR VALUE-ADDED SOLUTION

Pascal is claiming that people do things for their own reasons, and those reasons don’t have to make sense. Humans are not purely rational. We’re emotional, too. Think about it – If we were purely rational, nobody would engage in high-risk activities like speeding, texting and driving, or bungee jumping.

“The heart has reasons that reason cannot understand.”

— Blaise Pascal, mathematician and scientist

24 hardwood floors hardwoodfloorsmag.com

By Paul Reilly

Since people are rational and emotional, our decisions are logical and emotive. If robots made buying decisions, logic would be the only factor – but humans make these decisions. The content of our presentation appeals to the rational, logical side of buying; the context appeals to the emotional side of buying. Value-added salespeople understand that buyers are rational and emotional. Therefore, a value-added presentation is rich in content and context. Here are some tips to appeal to the buyer’s logic and emotion in your next value-added sales presentation. USE ANALOGY In John Pollack’s book, “Shortcut,” he emphasizes how analogy helps us spark innovation and sell our great ideas. Pollack shares research suggesting that analogy may lie at the core of all decision making. Analogy is the comparison of two things based on similarity for the purposes of explanation.

Humans are lazy thinkers. We look for previous associations and parallels when making decisions. We do this to simplify decision making. We analyze previous situations and determine if they are similar to the current decision we are trying to make. If the previous situation is similar, we decide in a similar way. Analogy is an effective way to draw a parallel to another aspect of the buyer’s business. Find other examples where the buyer has made a decision based on value and not price, then show the linkage with your solution. Analogy simplifies the decision-making process. Use an analogy that is familiar to the buyer and draws a parallel to another aspect of their business. MAKE IT SOUND AND LOOK FAMILIAR Presentations are about the buyer, not the seller. Buyers are more likely to accept a solution if it’s familiar. When a presentation sounds familiar and looks familiar, buyers are more likely to buy. In a recent seminar, one salesperson explained that he likes to use buyer buzzwords in his presentation. Buzzwords make the presentation sound familiar. Every buyer uses certain buzzwords

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ADOBESTOCK ©

Sales Savvy (Continued)

USE THE VALUE-ADDED JARGON Presenting your solution is a positioning opportunity. If you want to be viewed as the value-added partner, refer to yourself as the value-added partner. Referring to your company, your products and services, and yourself as the value added partner builds perceived value. Perceived value raises the customer’s expectations and establishes new criteria. Consider the following feeder statements in your next presentation: “Here are some of the value-added services we provide.” “As a value-added partner, here are some of the extras we provide.” “Here is what our value-added solution will do for you.” SELL THE OPPORTUNITY VALUE To the buyer, sometimes the cost of doing nothing is greater than the cost of moving forward with your solution. The cost of doing nothing is the buyer’s opportunity cost. Make the buyer painfully aware of the cost of doing nothing. For the buyer to change, they must be aware of their pain. Pain is a stronger motivator than gain. Buyers also have to be aware of the gain. We call this selling the opportunity value. To understand the opportunity value of your value-added solution, answer the following question: “What does your solution give the buyer the opportunity to do tomorrow that they cannot do today?” Opportunity cost makes the buyer painfully aware of the cost of doing nothing. Opportunity value focuses on the long-term gain and gives the buyer hope. PRESENT A BIGGER SOLUTION Price shoppers are small thinkers. They view nothing special about their needs. If there is nothing special about their needs, any solution will do. If you want buyers to think bigger, present bigger solutions. Too many salespeople just sell products. If you’re just selling products, you open the door to too much competition. Answer these three questions to present a bigger solution. “Why buy this product?” “Why buy from this company?” “Why buy from me?” These value-added presentation tips will help you appeal to the buyer’s logic and emotion. Value-added salespeople understand that buying decisions are not purely rational. Use these tips as a checklist before your next presentation. Put yourself in the buyer’s position to better understand their reasons. Remember, buyers make purchasing decisions for their reasons, not yours. Paul Reilly is a speaker, sales trainer, author of Selling Through Tough Times (McGraw Hill, 2021), and coauthor of Value-Added Selling, fourth edition (McGraw-Hill, 2018). For additional information on Riley’s keynote presentations and seminars, call 636.778.0175 or email paul@reillysalestraining.com. Visit tomreillytraining.com and signup for the free newsletter. ADOBESTOCK ©

of value. Identify your buyer’s buzzwords of value and use them in your presentation. These extra steps make the presentation look familiar. The salesperson explained that his goal is to present a solution that is familiar to the buyer. The familiarity reduces the uncertainty associated with an unknown solution. Ask yourself, “What can I do to make this sales presentation look and sound familiar to the buyer?” SHOW COMMON GROUND Imagine going on a first date. As you look across the table, you’re probably asking yourself, “What do I have in common with this person?” Wouldn’t it make sense to ask this same question while courting a prospective customer? What does your company have in common with the buyer’s company? Companies that are similar work well together. In your next sales presentation, demonstrate the common ground you share with your prospective buyers. One salesperson explained that she uses common ground in the closing phase of the presentation. She explained that she will close a sales presentation by highlighting all the similarities between her company and the prospect. Then she’ll ask a question, “Wouldn’t it make sense that two companies this similar work together?”

26 hardwood floors hardwoodfloorsmag.com

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SUSTAINABILITY BUSINESS BEST PRACTICES

Sustainable The Next Evolution of Floor Renovation

PHOTOS COURTESY OF BONA US

28 hardwood floors hardwoodfloorsmag.com

By Todd Weyhmiller

As contractors, it’s important to continue educating consumers about the different types of products offered for the floor refinishing process, and how each product impacts their home in the short and long term.

As homeowners become increasingly educated on sustainability, many insist on greener products and services. Nearly 75 percent of consumers say they are prioritizing sustainability in their home projects this year. 1 This trend of environmentally-minded home renovation presents a clear opportunity for contractors to guide home and floor owners toward more sustainable options. While floor refinishing in itself is a more sustainable option than floor replacement, how that floor is treated makes a difference. Contractors that offer these sustainable solutions can not only diversify and grow their business but are in a prime position for the next generation of consumers. AN INDUSTRY FIRST Since the advent of the first waterborne finish in the 1970s, manufacturers have taken steps to create better products and systems. From silane adhesives to low VOC finishes to more ergonomic equipment, these industry innovations have created a healthier environment for both the contractor and the homeowner. While floor renovation has continued evolving over the years, a gap has remained for a sustainable end-to-end solution. The sustainability journey can be taken a step further by using products that allow for a healthier overall experience for homeowners and contractors. Products like Bona's new Chroma Waterborne Wood Floor Coloration, for example, show compliance by meeting the GreenGuard Gold-certified system. Hazardous components such as petroleum distillates, varnish, and linseed oil have been removed, which is an important change in formulation that not only assures a reduction in risks but also aids in a quicker drying process. In addition to low emission levels and low VOCs, it also is beneficial for contractors and homeowners to look for products that work together to create the most cohesive and problem-free floor effortlessly. SUSTAINABLE OFFERINGS MEAN BUSINESS GROWTH With the increased interest and demand of consumers expecting more sustainable home renovations, these industry innovations can prime a business for growth. A 2023 survey 2 revealed that a staggering 95 percent of consumers try to take some action to live sustainably.

With the increased interest and demand of consumers expecting more sustainable home renovations, these industry innovations can prime a business for growth. A 2023 survey 2 revealed that a staggering 95 percent of consumers try to take some action to live sustainably.

Today’s innovative floor refinishing systems can not only offer a beautifully durable floor but can also be more environmentally friendly than flooring systems of the past. As homeowners nationwide refinish their floors this summer, it’s more important than ever to continue the education process of sustainable options. Offering a more sustainable system will not only help them feel better about the quality and safety of their home flooring remodel but also will impact your bottom line as these systems can be sold at a premium price due to the increased demand. Todd Weyhmiller is director of product management for Bona US in Englewood, Colorado. To learn more about Bona, visit ERQD FRP HQ XV SURIHVVLRQDO ZRRG ÁRRULQJ FRQWUDFWRU

SOURCES: 1 “Sustainable Home Upgrades for Owners on Any Budget.” National Association of REALTORS, May 30, 2023. 2 ”The Changing Story of Sustainability.” NielsenIQ, 2023.

the magazine of the national wood flooring association

29

MARKETING BUSINESS BEST PRACTICES

Disney's 1994 animated feature “The Lion King” might seem like a “Hamlet” retelling, but its creators said they didn't start out by trying to emulate Shakespeare. It wasn't until they pitched an outline that someone realized the themes lined up. Consequently, the filmmakers worked in more connections to the classic tragedy, resulting in a film that might be called an ode to “Hamlet.” By reaching into the same well repeatedly to create blockbusters, Disney reminds us that we don't have to start from scratch every time we create content. UPGRADE CONTENT FOR BETTER SEO AND CONVERSIONS

30 hardwood floors hardwoodfloorsmag.com

By Welton Hong

Over the past decade, Disney consistently has remade its own classics, including the 2019 “photorealistic” computer-animated remake of “The Lion King.” The studio took its beloved story and made something moderately new (and incredibly successful). To that point, one of your most valuable flooring marketing tools today is the content upgrade, which is making old content new again for search engine optimization (SEO) and website conversion boosts.

WHAT IS A CONTENT UPGRADE? Content upgrades (or content updates) are defined as making changes to your existing content to make it more relevant or current. These include: Adding new content: You might find that blog posts of 1,200 words are performing best for your hardwood flooring business right now. If you have a bunch of old posts that are about 600 words, you don’t have to scrap them and start over. Simply add more (good) content to those posts to boost word counts. Deleting obsolete content: In an older post, perhaps you referenced high-end flooring choices in a new luxury home for a celebrity. While that illustration might have worked with readers when you first published the post, these types of references can grow stale over time. Update posts by deleting information or anecdotes that aren’t relevant anymore. Updating information: Often, the most beneficial achievement of content upgrades is updating information to ensure the content remains accurate and helpful and aligns with current SEO best practices.