Hardwood Floors October/November 2024

WITH CUSTOM INSTALLATIONS, WE HAVE BEEN SELLING MORE

WHAT IS THE AVERAGE WIDTH OF FLOORING YOU ARE INSTALLING?

Parquet (Herringbone / chevron patterns)

52

2 1/4" (STRIP)

8

Medallions/inlays

14

Mixed media (Tile, stone, metal, other)

12

3" TO 5" (PLANK)

Asymmetrical designs / curved elements

61

0

25

Textured finishes (Scraped, wire-brushed)

20

GREATER THAN 5" (WIDE PLANK)

44

Staircases

5%

0%

15%

10%

35%

25%

55%

65%

30%

45%

20%

50%

60%

40%

no more than two millimeters thick, the kind of inexpensive floor builders were putting in at that time. We learned that the designer who sold the interior package told the installer there would be no warranty unless it was installed with adhesive, which was also sold by the same manufacturer,” William Burnam said. “With that kind of adhesive, there’s no repairing the floor without destroying the subfloor. There’s no sanding and refinishing of that floor either. With that adhesive, a disposable floor became permanent, and the costs to remove are steep. That flooring is also no longer made, or the company doesn’t exist anymore, so the warranty isn’t worth the paper it’s written on. That homeowner thought they were investing in a floor that would add value to their real estate, and it ended up costing them more to replace.” Kevin Evans, president at Rock Solid Hardwoods, said they are focused on improving efficiencies in sales and marketing in 2025: “Three months ago, we started a campaign with HubSpot. We use web-based and email based systems to prospect clients and set up meetings. Our mailing program is constantly reevaluating where the market will buy line is.” Regarding claims in 2024, more than half of NWFA contractors reported moisture claims as being a top complaint, followed by customer expectation claims. To combat that, most contractors said they provide education to their customers on floor maintenance. “We provide cleaners brand specific to our finishes and supply care information and links to YouTube videos created by various finish manufacturers we use,” said one.

Contractors shared some of their top opportunities going into 2025: • “Becoming an NWFA Certified Professional” • “Marketing and more sales” • “Large custom homes over 5,000 sq. ft.” • “Recoating gym floors and house remodeling” • “Part of a new small business networking group” • “Interest rate cuts” • “Building relationships with custom home builders” William and Wendy Burnam, co-owners of Beautiful Wood Floors, said the housing boom of luxury homes in their area during the early 2000s has led to extensive and frequent refinish and replacement work now. “We were asked to come out and look at some flooring issues in a high-end home built about 12 years ago. The floor was finished with a wide plank-engineered product with a wear layer

MOISTURE AS THE TOP COMPLAINT

Most contractors said they provide education to their customers on floor maintenance. "We provide cleaners brand specific to our finishes and supply care information and links to YouTube videos created by various finish manufacturers we use,” said one.

the magazine of the national wood flooring association

53