Hardwood Floors June/July 2025

JUNE/JULY 2025

WOOD FLOOR OF THE YEAR MEMBERS' CHOICE: GRAIN DESIGN FLOORING

MINIMIZING THE DARK SPOTS PULSE LASERS IN WOOD COATING REMOVAL

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FEATURES

ON THE COVER

2025 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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WOOD FLOOR OF THE YEAR MEMBERS' CHOICE: GRAIN DESIGN FLOORING

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72

Minimizing the Dark Spots By Todd Schutte

Pulse Lasers in Wood Coating Removal By Kyle Neuroh Offering precision, speed, and environmental benefits, pulse lasers are appealing for a wide range of wood restoration and finishing tasks. This article covers some of the key benefits and drawbacks of using pulse lasers for wood coating removal.

With the increasing trend of natural and white (or lighter stained) floors, we also are seeing an increase in the instances of mysterious black spots showing up on these floors. Understanding that this possibility lies with every new install or resand, how can you best minimize this phenomenon causing issues for you and your customers?

PUBLISHING PARTNERS

CONTENTS

PUBLICATION ADVISORY COMMITTEE Robert McNamara | Chair, Sheoga Hardwood Flooring Jason Elquest | Blackhawk Floors Inc. Steve Brattin | Chair Stephanie Owen | COO Anita Howard | Sr. VP, Industry Partnerships & Meetings Brett Miller | VP, Technical Standards, Education, & Membership NWFA LEADERSHIP

Industry Insights

16 Government Affairs Transportation reauthorization 2026 already in motion. 20 Market Matters Uncertain economy: inflation,

By Dana Lee Cole

By Santo Torcivia

tariffs, and budget cuts.

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

Business Best Practices

24 Special Content How to clean and take care of wood floors. 28 Sales Savvy Lost the sale because

By Arianna Castro

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 Paul Reilly

of price? Think again. 32 Marketing Why your last conversation with a customer matters most. At the Site 74 Tung Oil Finishes The timeless appeal of tung oil.

By Tyler Powell

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

By Kellie Hawkins Schaffner

78 Sponsored Content The spirit of innovation.

By Berger-Seidle

CONTRIBUTING WRITERS Burt Bollinger Steve Brattin Arianna Castro Dana Lee Cole John Forbes

80 Tech Talk Customers evaluating the final finish. 82 Hardwood Hints Creating the perfect cam.

Paul Reilly Kellie Hawkins Schaffner

Lenny Hall Anita Howard Libby White Johnston

Todd Schutte Santo Torcivia

Kyle Neuroh Tyler Powell

By Lenny Hall

Product Focus

ADVERTISING SALES

86 Factory Finished Flooring 89 Finishes, Applicators, Fillers, and Maintenance Products

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

Also in this Issue

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 © 2025 by the National Wood Flooring Association. All rights reserved. Reproduction in whole or in part without written permission is strictly prohibited. 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 audit also helps media companies by documenting the quality of their audiences.

6 Chair’s Cut

By Steve Brattin

8 Business Briefs 12 Wood Stock

By Libby White Johnston

38 NWFA Wood Flooring Expo Wrap 44 NWFA Service Awards 64 Throwback WFOY 92 New Products 94 Overheard on NWFA Podcasts 95 Wood Talk: John Kiepper 96 Ad Index 66 Company Profile: NOFMA

By Anita Howard By John Forbes

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I am writing this column fresh off another successful NWFA Wood Flooring Expo. As is the case each year, one of my favorite parts of the show was the announcement of the Wood Floor of the Year award winners. I had the pleasure of meeting each of these craftspeople and presenting them with their trophies during the opening session of Expo. Seeing their excitement and the pride they take in their work is a CHAIR’S CUT CELEBRATING began in 1990, nearly 350 awards have been presented. These awards celebrate the highest level of craftsmanship, creativity, and technical skill in wood flooring. Each year, NWFA members submit their most impressive projects, and the winners are selected based on both expert evaluation and member voting. This year’s submissions showcased incredible talent, and we’re excited to recognize the best of the best. Read about how the winning projects came to fruition and see a gallery of all of the projects that were entered starting on page 48. Looking through them is a great way to gain inspiration and try to figure out how to push the limits of what you thought was possible with wood flooring. The Wood Floor of the Year contest means a lot to me for many reasons, including that our company, SVB Wood Floors, has won two of these awards. In 2009, we were recognized for a laser-cut design that consisted of 2,300 individual pieces of red oak, maple, and walnut woven into an intricate diamond pattern. Then, in 2016, we were recognized again for an entire house design, which included an intricate Bordeaux pattern in reminder that wood flooring is not just a job; we leave behind beautiful works of art that can last for generations. For more than 30 years, the Wood Floor of the Year awards have encouraged and recognized innovative craftsmanship and design in wood flooring installations. Since the program

Steve Brattin Chair, NWFA Award-Worthy Skills

walnut, a wide plank chevron design, and a woven walnut design with a stone inlay. The team worked so hard on those two projects and they remain a pride point for us today. We promote that SVB Wood Floors has won Wood Floor of the Year awards on our website and other materials. The Wood Floor of the Year program is a marketing opportunity for your business and shows customers your commitment to quality and innovation. So, how can you start planning to create a stellar floor to enter in next year’s contest? Find inspiration and learn new skills. Both can be achieved by attending NWFA hands-on training classes. These events are offered all year long throughout the U.S., Canada, and Mexico and are led by an NWFA Regional Instructor. These instructors are highly skilled and trained individuals who are eager to share their knowledge with others. It’s a chance to learn from some of the industry’s finest, alongside your peers who share your passion for wood flooring. From Basic Installation to Precision Patterns: Medallions and Parquetry, there is a class for you no matter where you are in your career.

Learn more about the Wood Floor of the Year awards at nwfa.org/wfoy/ Have an amazing wood floor?

For more information about how you can attend a hands-on training event or enter next year’s Wood Floor of the Year awards, contact the NWFA at 800.422.4556 or info@nwfa.org.

VIEW MORE

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BUSINESS BRIEFS

MANUFACTURER MEANDERINGS

Celebrating 40 years Cantek America, a

Bjelin has announced the formation of Bjelin Group, which consolidates seven companies under one structure fully owned by

supplier of solid wood and panel processing machinery for the North American market, is celebrating its 40th anniversary in 2025. Akhurst Machinery Group is the parent company of the Cantek brand. Huber Engineered Woods (HEW), one of the companies within the family-owned J.M. Huber Corporation (Huber) portfolio of businesses, has announced that Kirk Blanchette will succeed Brian Carlson, who will be retiring as of July 1, 2025, as the president of HEW.

Pervanovo Invest AB. Fredrik Alfredsson, formerly global head of sales, has been appointed CEO of Bjelin Group. Corey Dickerson has joined Beno J.

Fredrik Alfredsson

Gundlach Company as national sales manager. As Havwoods embarks on its milestone 50th anniversary year, the company has acquired Castle Bespoke Flooring. Floorcloud has rebranded to CLiMIT, a play on the word “climate.”

PALLMANN marks its 125th anniversary in 2025 with a year-long celebration themed “125 Years of PALLMANN POWER.” PALLMANN’s story began in 1900 in Munich, Germany, where Georg Pallmann established a factory for shoe polish and leather care products. He later expanded into wood preservatives, laying the foundation for the company’s

PHOTO COURTESY OF PALLMANN

future. Today, Pallmann GmbH is a provider of wood flooring finishing products and systems. With 120 employees, PALLMANN serves customers in 50 countries.

please send your happenings to libby.johnston@nwfa.org. Get in the news!

To be included in the Business Briefs section of Hardwood Floors magazine,

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The basketball courts that Junckers created for the 2024 Paris Olympics are front and center as Netflix’s “Court of Gold” documentary follows Team USA, France, Serbia, and Canada as they compete for gold. Sika has fully acquired HPS North America, Inc., a supplier of building finishing materials. HPS distributes Schönox branded products, manufactured by Sika Germany, in the U.S. market. Brent Fischmann has been named the new

PHOTO COURTESY OF JUNCKERS

CONTRACTOR CORNER Footprints Floors has moved into a brand-new 10,000-square-foot headquarters in Englewood, Colorado. The national flooring franchise has nearly 100 franchisees and 180 locations.

managing director of Wintersteiger Solutions LLC in North America.

Brent Fischmann

BUSINESS BRIEFS

IN MEMORIAM: DR. EUGENE WENGERT Dr. Eugene “Gene” Wengert, a renowned wood expert, passed away on March 17, 2025, at the age of 82. He was the president of the Wood Doctor’s Rx LLC and professor emeritus at the University of Wisconsin-Madison. He authored eight practical books and published more than 500 articles relating to the wood products industry. As a former professor and extension specialist at Virginia Tech, and researcher at the USDA Forest Products Lab in Madison, Wisconsin, Wengert taught more than 30 practical wood processing classes and seminars each year for the wood products industry. In 2023, Wengert shared his knowledge with wood flooring professionals by hosting a session titled “Stump the Wood Doctor” at the NWFA Wood Flooring Expo, and was a guest on the NWFA Wood Talk podcast. He also wrote a monthly column, “Ask the Wood Doctor” in FDMC magazine for more than 46 years.

Dr. Eugene “Gene” Wengert

DISTRIBUTOR DOINGS UCX has realigned its marketing and

NWFAU Launches Updated 102 Sales Path

The National Wood Flooring Association (NWFA) has launched

products teams and announced the following promotions: Kelly Campbell to vice president of product, flooring; Dan Doyle to vice president of product, supplies; Jessie Hansen to vice president of marketing; and Lindsey Nisbet to vice president, national accounts and product development.

an updated 102 Sales: Jobsite Evaluation Learning Path on its online learning platform, NWFA University

Kelly Campbell

Dan Doyle

(NWFAU). Visit nwfa.org/ nwfa-university to learn more.

Jessie Hansen

Lindsey Nisbet

RETAILER ROUNDUP

Floor & Decor Holdings, Inc. has announced the appointment of Bradley Paulsen as president, reporting to Tom Taylor, chief executive officer of the company. Floor & Decor has opened new locations in Covington, Louisiana and Tualatin, Oregon.

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2020 , 2022 , 2023 & 2024

Photo by Caroline Sharpnack

For premium solid and engineered flooring that exceeds your customer’s standards for quality, partner with Peachey and see why any other choice is a compromise. Visit us online for a closer look at available custom finishes and cuts, including rift & quartered, chevron, and herringbone. All handmade in the USA for America’s greatest homes. PeacheyHardwoodFlooring.com | 717.667.9373 Custom flooring for your most demanding customers.

Wood Stock

By Libby White Johnston EXTRAORDINARY VISION

Wood flooring professionals always should want to bring their clients’ visions to life, but what if a client’s vision involves seeing potentially hundreds of millions more colors than the average person? That was the case with a recent project for the LED Coating Solutions by Archetypal team in New York, New York. Avedis Duvenjian and Vartan Arutyunian specialize in custom color matching, but this project presented a unique challenge.

PHOTOS COURTESY OF LED COATING SOLUTIONS BY ARCHETYPAL

The client knew all of the products that had been used previously on the floors, so Duvenjian asked what she did and did not like about them. Next, he prepared panels and brought Arutyunian with him to the loft. The floors already had been sanded back to raw wood by the prior contractors, so Duvenjian waterpopped them and made some brown samples on the floors as well. While the homeowner liked the dark brown color, she had a strong dislike of green undertones and was seeing it in the brown samples.

When approached with the project, Duvenjian learned that the clients’ floors already had been resanded seven or eight times during the last two years in an effort to get the color just right. While the homeowners knew exactly what they wanted, no one had been able to create the dark espresso brown color they envisioned for the century-old maple wood floors. The floors were in a loft that used to be a clothing factory in the fashion district. “She told me they bought this place because of the floors,” shares Duvenjian. “There had been sewing machines when it was a garment factory, so I figured right away the problem was they had been oiling those machines for 100 years. All the oil soaks into the maple floors, then the wood is not going to take color.”

“Usually people are trichromatic, meaning they have three cones next to their retina and they see one million colors. Tetrachromatic is when you have four cones and you are able to see 100 million colors. In the brown samples, she was able to see the green separate undertone and the red separate undertone, so unless I was able to make a dramatic difference, she was still going to see that.” — Avedis Duvenjian, LED Coating Solutions by Archetypal

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“The color brown is red, yellow, and blue with slightly more red and yellow. If one of these colors dominates, the undertone changes. With brown, either you’re going to see greenish or you’re going to see reddish,” explains Duvenjian. “For this client, I advanced the red and made a warm brown for her. She said she could still see green. I then added just a very small amount of red and she said it was much warmer. Vartan and I really didn’t see the difference, but she saw a huge difference.” That’s when he began to suspect the client had extraordinarily sensitive color vision. It turned out she had no idea she was tetrachromatic. “Usually people are trichromatic, meaning they have three cones next to their retina and they see one million colors. Tetrachromatic is when you have four cones and you are able to see 100 million colors,” he says. “In the brown samples, she was able to see the green separate undertone and the red separate undertone, so unless I was able to make a dramatic difference, she was still going to see that. If we don’t make her a little bit warmer brown, she’s not going to be happy.” After applying the brown to the floor, Duvenjian advised the clients to look at it in the morning, afternoon, and night lighting because it would look different throughout the day. While she liked the color in the morning, she didn’t like it in the afternoon when she said it looked more grey. “I explained to her that half of the room looked grey because the sun was hitting the white wall and the grey was a reflection of that white onto the floor. If we closed the blinds, it’s not going to be grey.” The next day, Duvenjian says the wife was happy with the color, but then the husband said he could not live with the magenta undertone. To accommodate this concern, a

turquoise tint was added over the magenta to create a neutral brown. Duvenjian blacked out the windows so the couple could see the neutral color under the light bulbs that were on the floor. He notes that by layering these coatings strategically, they were able to replicate the depth and warmth that time had created with the wood, ultimately meeting the homeowners’ expectations. “What I learned from this was that small adjustments in the color were big for her. When making neutral colors you have to be very careful in natural lighting because daylight fluctuates different color temperatures from morning to night,” he explains. “If you are making a neutral, that neutral is never neutral. It’s better to set the color a little bit dominant. If I’m going to go warm, I go a little bit warmer so when there is a cloudy day it stays in the middle.” “I made a point to test everything under the same kind of lighting she had in her home – high CRI bulbs set at 2,700 Kelvin. That kind of lighting shows colors more accurately and doesn’t shift much throughout the day. I explained that natural light changes constantly so if we judged the color using sunlight, it would never look the same. But under the right bulbs, the color becomes stable. That’s how we created the exact tone she could live with.” Most importantly, Duvenjian stresses the importance of preparation and listening to the client. Adding that making real time adjustments ensured the final result wasn’t just a technical success, but an artistic one. “In working with this client, who possesses exceptional color perception, I emphasized the significant impact of lighting conditions on color appearance. To achieve the precise color she desired, we agreed to focus on her ambient lighting, which features specialized lighting,” he says. “This consistent lighting allows for a stable reference point, ensuring the colors appear as intended, regardless of the time of day. This approach not only met

her expectations but also provided a reliable solution to accommodate her heightened sensitivity to color variations.”

the magazine of the national wood flooring association

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Wood Stock

By Libby White Johnston

The two-story house was right on the bay with a crawl space but was elevated off the water considerably. The first step was removing about 3,500 square feet of existing engineered floors that were glued down with no nails on plywood. Derry notes there was a lot of prep work involved, including buffing to remove the glue. After completing the demo, he waited a few months for the drywall and other parts of the renovation process to be completed before delivering the new wood flooring for the replacement. “We did a 10” wide, ¾” engineered livesawn white oak character grade with lengths of 2’ to 12’. I placed half of it on the top floor and half of it on the bottom floor to acclimate,” explains Derry. “The install was completely glue down with silane adhesives by Loba-Wakol and we did a nail assist. I had to turn the flooring in the bedrooms different directions because of the joists. Some people want it all going the same way, but we were able to explain the sanding process and how it can affect the sanding outcome going across the joists.” As the work moved downstairs, the homeowner wanted to include a pattern but wasn’t sure which one. Derry set out a few options, and they chose a 30-degree chevron pattern. This was about 700 square feet in the living room entry area. could have been just scrap wood flooring pieces into a stunning pattern for a homeowner in south Tampa, Florida. Patrick Derry II of Awesome Hardwood LLC turned what

PATTERNED Perk

PHOTOS COURTESY OF PATRICK DERRY II | AWESOME HARDWOOD LLC

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“Because it wasn’t planned in the original estimate, I had to utilize what I needed for that pattern. We had to get more wood from the local vendor to

“The part of the traditional craft is making the pattern by hand. I think the more technology comes into the realm of woodworking, handmade is going to be more and more desired as time goes on.” — Patrick Derry II, Awesome Hardwood LLC

finish a bedroom. A lot of the scrap went into making the office, which was the hexagonal rhomboid pattern. It was a great use of wood that was probably going to go in the trash. Sometimes you have to give and take with these projects,” says Derry. All of the pieces for the patterns were hand cut by Derry, which he says was time consuming, but worth it. “The part of the traditional craft is making the pattern by hand," he adds. “I think the more technology comes into the realm of woodworking, handmade is going to be more and more desired as time goes on.” Mother Nature threw a few curveballs Derry’s way during the project. Two hurricanes hit the Tampa area while he was working on the downstairs floors. “This house was high enough to where the water didn’t go into the crawlspace. It was really a blessing that it didn’t get affected by any kind of water underneath at all," says Derry. “I normally have dehumidifiers and temporary settings going on throughout the project anyway. It was a nailbiter for a while because I live about an hour away from where I was working, so we had to wait a couple of days for everything to clear out and services to get back in order before we could even return to the jobsite.” While the storm might have messed with Derry’s schedule slightly, he says the end result turned out fantastic. Site management and preparation were the keys to his success on this project. “My work is very methodical and is planned out to the nut and bolt and the screw and the fastener,” he explains. “Following the procedures that I’ve learned from the NWFA, regulating the moisture and interior conditions, and documenting everything with pictures and readings is vital, especially when you’re on larger projects. It helps out tremendously.”

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GOVERNMENT AFFAIRS INDUSTRY INSIGHTS

TRANSPORTATION REAUTHORIZATION 2026 ALREADY IN MOTION

The trend in Washington during the last several Congresses has been that meaningful legislation rarely passes on its own. Of course, a resolution naming a Post Office or a bill addressing a local, non-controversial issue will win approval on its own. But more substantive, national policy issues tend to move and become law as part of comprehensive legislation. Tax is a good example. Hundreds of tax bills are introduced each Congress, but they typically are stuck in neutral unless there is a broader legislative vehicle that emerges, which includes a tax title. The same is true for energy policy and a host of other issues including transportation. Next year, the current highway bill is up for reauthorization. This is the underlying statute that funds and authorizes our country’s surface transportation programs. This must-pass legislative vehicle presents an opportunity to finally make some progress on issues of importance to the hardwood industry, including truck weight reform.

ALL PHOTOS ADOBESTOCK ©

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By Dana Lee Cole

would allow trucks traveling at the maximum gross vehicle weight on state roads to access that state’s portion of the interstate for short distances. Georgia is not the only state that allows heavier rigs on its state controlled highways. Several states have an 80,000-pound weight restriction but allow “tolerances” to exceed that weight for trucks carrying agricultural commodities, including timber. The other bill is titled the FRESH Act or Freight Restriction Elimination for Safer Hauling Act of 2025 and is sponsored by Rep. Mike Collins (R-GA). The bill would simply allow trucks hauling “perishable commodities” to access the interstate highway system at weights in excess of 80,000 pounds. The term “covered commodity” includes raw logs and forest products, pulp wood, chips, and biomass. • Pristine, Natural Look • Smooth Application • Uniform, Even Sheen Every Time cross-grain—IdroClear delivers a consistent, crystal-clear finish with an elegant sheen, even on challenging layouts. Beautifully Easy 1k Waterborne Finish Glitsa is proud to introduce IdroClear, our latest single-component waterborne finish built for the demands of professional flooring contractors. With outstanding open time and smooth flow—even when applied Idro Clear™

The Hardwood Federation has been advocating on behalf of our industry for many years for enactment of reasonable gross vehicle weight reform on our nation’s highways. The arbitrary 80,000-pound weight limit for five axle rigs forces trucks to take less-safe roads to their ultimate destination. For example, a logging truck in Georgia weighing 84,000 pounds may travel legally all day every day on state roads but is forbidden from accessing the interstate highway system. This means that this truck must travel on narrower two-lane roads traversing small towns, cross walks, and railroad crossings when a more direct route may be available on the interstate. Thankfully, two Hardwood Federation-supported measures to address this problem have been introduced this Congress. One is the Safe Routes Act (H.R. 2166). Rep. Tony Wied (R-WI) reintroduced this bill, which

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Government Affairs (Continued)

The current highway bill is up for reauthorization. This is the underlying statute that funds and authorizes our country’s surface transportation programs. This must-pass legislative vehicle presents an opportunity to finally make some progress on issues of importance to the hardwood industry, including truck weight reform.

Representatives Collins and Wied sit on the House Transportation and Infrastructure Committee, which is the panel that will hold the pen on writing a new highway bill. The Hardwood Federation team will be working with our partners in the forestry and forest products value chain to include either of these measures in the final surface transportation reauthorization bill as it is forged in the coming months. In addition to these two measures, a coalition of large manufacturers in the food, beverage, and pulp and paper sectors is promoting legislation that would authorize a 10-state pilot program to allow 91,000-pound rigs equipped with a sixth axle on the interstate highways. This bill is aimed at providing relief for shippers whose rigs weigh out before they “cube” out. In many instances, rigs are leaving distribution centers half or three quarters full because they have hit the 80,000-weight limit. This inefficiency results in more truck trips, increased traffic, and air pollution. Variations of this bill have been under consideration for several years. The farthest it has made it in the legislative process was a House floor vote in 2015.

Unfortunately, the Class 1 railroads have and will continue to oppose all of these measures to make truck transportation safer and more efficient. We are hopeful, however, that these bills will be recognized by House and Senate leaders as modest, practical reforms and will move to include them in the highway bill rewrite when it is finalized next year. It’s never too early to engage and offer input on these big picture, multi-year pieces of legislation. The Hardwood Federation will continue to work closely with our Congressional allies to effect positive change through the reauthorization process. 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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INDUSTRY INSIGHTS

MARKET MATTERS

By Santo Torcivia

As the economy moves into 2025, it does so on a strong footing. Consumer spending and real disposable personal income both are growing at acceptable levels, and productivity, driven by technological innovation, is creating strength in the U.S. economy. Non-residential construction is rising slowly and should begin a stronger growth trend later in 2026. A major uncertainty facing the U.S. economy and this forecast is the impact of the wide-ranging proposed tariffs and the federal government budget cuts and labor lay-off initiatives being instituted by the Trump Administration. Tariffs could create chaos for supply chains, dislocate manufacturing and sales, increase unemployment, and kick-up inflation. Concerns regarding the current state of the U.S. economy include: Inflation: Propelled by high energy prices, logistical issues, and major budget deficits, these factors keep commodity prices high. The current administration has removed drilling, leasing, and other restrictions on the U.S. energy industry, which should reduce the rate of inflation. Tariffs: Many serious questions exist surrounding the proposed tariffs on China, Canada, and Mexico, the extent to which they are imposed, and their INFLATION, TARIFFS, AND BUDGET CUTS Uncertain Economy:

ALL PHOTOS ADOBESTOCK ©

overall impact. The tariffs also could create supply chain disruptions if firms re-align their supply agreements to firms in nations with lower or no tariffs on their U.S. imports. They could be inflationary due to the cost increases caused by the tariffs, or they could have a positive impact on the economy if they increase consumer spending and employment by stimulating exports and employment. Federal spending and deficits: Federal spending in fiscal 2025 will be an estimated $7.4 trillion, an increase of 69 percent over 2019 spending and $2.0 trillion more than anticipated total 2025 federal receipts. The increasing amount of funds required to finance this debt thus are not available to be invested in the U.S. economy. Interest rates: Given that inflation continues to be a major issue, and interest rates are linked closely to inflation, the U.S. bank prime rate remains elevated and only falling slowly. It is expected that the prime rate will fall to 7.4 percent in 2025. Tax cuts: The administration’s proposed tax cuts, if implemented, will increase economic activity enough to raise tax revenues, and if federal spending falls sufficiently, inflation will not rise. Otherwise, the risk is that the converse will be true.

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© 3M 202 5 . All rights reserved. Regalite is a trademark of 3M.

Market Matters (Continued)

U.S. real gross domestic product (GDP) growth will slow in 2025 and 2026 as growth is frustrated by uncertainty regarding the long- and short-term impact of the Trump Administration’s policies. The scope of the stated policies of the administration are so sweeping, if only partly implemented, they could have a major impact, either positive or negative, on the U.S. economy. Key assumptions and issues affecting the U.S. economy include: • Housing starts currently are above 1.35 million units annually and will continue to aid economic growth with starts averaging 1.5 million units through 2030. Starts increasingly favor single-family units (70 percent of total starts) which average 50 percent greater floor area over multi-family units. • Residential home improvements will be stymied in 2025 as the uncertain impact of the new federal policies becomes clear. Spending will recover slightly in 2026 before increasing at a moderate rate from 2027 onwards throughout the remaining forecast period. Buoying remodeling expenditures will be households, unwilling to sell their current low interest financed home in a desirable neighborhood, remodeling their existing residences. • Consumer spending, although growing modestly, is slowing as many consumers’ finances are being stretched by inflation, rising debt levels, and slowing employment growth. • Real personal disposable income will grow at an inflation adjusted annual rate of 2 percent or greater through 2030, largely driven by moderate growth in skilled and technical worker employment increases and general wage growth. Income growth will endure headwinds resulting from weak employment growth due to automation and a decline in unskilled labor jobs through 2030. • Non-residential building construction will grow throughout the forecast period, especially for education, transportation facilities, health care, lodgings, and institutional building types. Factors threatening the U.S. economy include: • Inflation will continue to be an issue among key commodities for consumers. This will be especially true if government spending is not sufficiently controlled, tariffs do not work as planned, and employment suffers, to name just a few. • Federal debt will exceed $36 trillion for the U.S. by the end of 2025 and the interest on this debt will be nearly equal to the U.S. annual defense spending budget for the same year.

• Slowing employment growth, the result of government lay-offs and slowing domestic production due to tariffs, if not offset by jobs created by firms onshoring, new investments in domestic production, and consumer spending will slow economic growth. • Reciprocal tariffs, the unknown effects of the imposition of tariffs on foreign imports equal to those imposed on U.S. exports to those same foreign nations. • Other potential threats to the U.S. economy include a widening war in Ukraine or the Middle East, new conflicts in Taiwan, the Persian Gulf, or other areas; a major domestic civil disturbance; another global pandemic; a major trade war threatening prices and logistical trains; a natural disaster requiring emergency aid; or other catastrophe.

Santo Torcivia is president of Market Insights LLC in Reading, Pennsylvania. He can be reached at 610.927.2299 or storcivia@marketinsightsllc.com.

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SPECIAL CONTENT BUSINESS BEST PRACTICES

ADOBESTOCK ©

ESSENTIAL TIPS TO How to Clean and Take Care of Wood Floors: Share with Homeowners ESSENTIAL CLEANING TOOLS AND PRODUCTS To effectively clean wood floors, having the right tools and products is vital. Here’s what you need: Wood floors are a beautiful and valuable addition to any home, but as wood flooring professionals know, they

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require proper care to maintain their elegance and longevity. This guide will provide you with essential steps and best practices to share with homeowners about how to clean wood floors effectively and safely.

All-in-One Mopping Systems: Look for a mopping system that disperses minimal liquid and absorbs liquids quickly. This feature will help prevent excess moisture, which can damage wood floors. A convenient all-in-one system allows for quick and efficient cleaning without the need for multiple products. pH-Balanced Wood Floor Cleaner: It’s essential to use a cleaner specifically formulated for wood floors. A pH-balanced cleaner ensures that the wood finish is protected and won’t be stripped away by harsh chemicals.

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By Arianna Castro

Soft Cloths for Spot Cleaning: Having soft cloths on hand is essential for quick touch-ups and addressing spills immediately. Look for products designed with a texture that effectively traps and locks in dirt, dust, and allergens, ensuring a thorough clean without scratching the surface of wood floors. KEY FEATURES TO CONSIDER: Super Absorbency: Choose cloths that are highly absorbent, which can quickly soak up spills and prevent moisture from damaging the floor. Textured Design: Look for cloths with a textured surface that can capture small particles and debris more effectively than traditional cleaning cloths. This feature helps in picking up hair, dust, and tiny particles that can dull the finish of floors over time. Disposable Options: Consider using disposable cleaning pads that are designed to attach to a cleaning system for convenience. These pads are engineered to trap dirt and grime effectively, ensuring a hygienic clean without the hassle of washing cloths and constantly having to replace dirty mop water. STEP-BY-STEP CLEANING PROCESS

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Regular Dusting and Sweeping: Aim to dust and sweep wood floors daily or weekly. Use a suitable tool to capture

dirt and dust before it builds up. This simple step can significantly reduce the need for more extensive cleaning later.

PHOTO COURTESY OF NWFA

Regular dusting, proper cleaning techniques, and preventive measures will help preserve the flooring’s integrity. Encourage customers to embrace a routine that includes these practices and enjoy the warmth and elegance that wood floors bring to their home.

the magazine of the national wood flooring association

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Special Content (Continued)

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COMMON MISTAKES TO AVOID To ensure your wood floors remain in great shape, avoid these common mistakes:

Dry Cleaning Cloths: While brooms can pick up large particles, they often fail to capture small particles like dirt, dust, and sand, which can escape through the bristles and settle back onto the floor. These small particles can damage the finish of your floors over time. Dry cleaning cloths with a texturized structure are effective in trapping and locking dirt, dust, small particles, and even allergens. Look for products with deeper ridges to pick up mid-size particles and large soils like human hair, pet hair, and lint. Mopping with Minimal Liquid: When it comes time to mop, prepare the cleaning solution according to the manufacturer’s instructions. Use a damp mop – rather than a soaking wet one – to reduce the risk of damage. Work in small sections, rinsing frequently to ensure an effective clean without leaving excess moisture behind. This method allows you to maintain control over the cleaning process and ensures each area receives adequate attention. Spot Cleaning Spills: Accidents happen, and it’s essential to address spills promptly. For common spills, use a soft cloth with a small amount of pH-balanced wood floor cleaner. Gently blot the stain rather than rubbing, which can damage the finish. For stubborn stains, consider using a dedicated wood floor stain remover that is safe for the type of flooring. Always test any cleaner in an inconspicuous area first to ensure it does not harm the finish. PREVENTIVE MEASURES Taking preventive measures can significantly extend the life of wood floors: Use Doormats and Rugs: Place doormats at entrances to minimize dirt and moisture brought in from outside. Area rugs also can help protect high-traffic areas. Furniture Pads: Using felt pads under furniture legs will prevent scratches and dents, keeping floors looking their best. Humidity Control: Maintaining a consistent humidity level in a home is essential. Wood floors can swell or shrink with excessive moisture or dryness, so consider using a humidifier or dehumidifier as needed. 3

Excessive Water Use: Never leave your wood floors wet. Excess water can seep into the seams and damage the wood. Always use a damp mop and ensure the floor dries quickly. Harsh Chemicals: Avoid using bleach or ammonia-based cleaners, which can strip the finish off wood floors and cause permanent damage. Neglecting Routine Maintenance: Regular cleaning is crucial. Neglecting to maintain floors can lead to buildup and more significant cleaning challenges down the line. Wet/Damp Cleaning Without Dry Cleaning First: Skipping dry cleaning can lead to scratching wood floors with insoluble particles of dirt and sand that get trapped under the pad or mop. Mixing water with dirt creates mud, making floors look dull and streaky. Using Traditional String Mops and Buckets: This method puts too much water on wood floors, which can penetrate through seams into deeper layers, causing moisture damage. It’s challenging to maintain consistent moisture levels with this method, increasing the risk of damage to wood flooring. Instead, look for lightweight alternatives that allow for easy maneuverability and precise control over the amount of liquid used, ensuring a more effective and safer cleaning process. Using Vinegar and Water with Traditional Mops: While vinegar is a popular home remedy, its acidic nature can damage the wood floor and finishes over time. It also can leave a sticky residue that attracts more dirt. Applying Waxes, Oils, and Other Protective Products: Leave these applications to professionals. Many modern wood floors with factory finishes should avoid waxes and oils entirely as they may not allow for future maintenance coats to adhere, ultimately forcing the floor to be completely resanded or replaced. By sharing these essential steps for cleaning and maintaining wood floors with your customers, they can ensure that their floors stay beautiful for years to come. Regular dusting, proper cleaning techniques, and preventive measures will help preserve the flooring’s integrity. Encourage customers to embrace a routine that includes these practices and enjoy the warmth and elegance that wood floors bring to their home.

Arianna Castro is a floor care scientist for P&G Swiffer. To learn more, please visit swiffer.com.

26 hardwood floors hardwoodfloorsmag.com

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SALES SAVVY BUSINESS BEST PRACTICES

LOST THE SALE BECAUSE OF PRICE? THINK AGAIN.

We discussed the budget, and the fee aligned with my expectations. He explained how the process would work and tried to move the sale forward, but I wasn’t ready to commit – I needed time to think. A few days later, the salesperson followed up, eager to advance the sale. He provided a few more details, but it was unclear how these details would help me reach the desired outcomes. His presentation was an onslaught of corporate buzzwords and product features – full of flash but short on substance. When he finally asked for my commitment, I responded, “I’m sorry, but the fee is outside my budget. I appreciate your time, but it’s not going to work out.” I decided not to make the investment. Recently, I met with a firm to improve our digital marketing footprint. During our meeting, his thought-provoking questions challenged me to think deeper about our core mission and how to craft a compelling story around it. It was a strong discovery call – he identified key areas of my business that needed attention.

ALL PHOTOS ADOBESTOCK ©

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By Paul Reilly

Looking back, I realized something: I wasn’t being honest with the salesperson. Here’s the truth behind the price objection…the price wasn’t too high. In fact, the fee was well within my budget. The real issue? He didn’t sell me on the idea. He didn’t convince me that his solution would deliver my desired results. He failed to present a compelling case to partner with his company. Price had nothing to do with my decision – it was just an “easy excuse.” So why didn’t I tell him the truth? Well, I liked the salesperson. He was professional and personable. Telling him, “It’s too expensive,” was simply the easiest way to let him down gently. It allowed me to reject the deal without rejecting him.

And just like that, the sale was lost – not because of price, but because the value wasn’t clear. How many of your customers use price objections as an “easy excuse”? Our research shows that price is the deciding factor 17 percent of the time. So, if price isn’t the real issue, what is? Blaming price is a convenient way to protect our pride. It’s easier to say, “I lost the deal because of price,” rather than admit,

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