Let’s be real—most people don’t wake up thinking, You know what I need today? A new floor. It’s not a flashy purchase like a car or a new phone. But here’s the thing: when done right, flooring transforms a space. It sets the tone, adds value, and—believe it or not—can be the thing people feel before they even see it.
So, if you’re in the business of flooring, how do you get customers excited about something they usually take for granted? That’s where smart marketing comes in. And no, I don’t mean throwing up a generic ad that says, “We install floors!” Let’s talk about how to make your brand stand out and turn “just another flooring company” into the go-to choice.
Know Your Audience (Because Not Everyone Needs the Same Floor)
Before you spend a dollar on ads, figure out who your ideal customer is. Are you targeting homeowners upgrading their living rooms? Landlords looking for durable options for rental properties? High-end clients who want custom hardwood? Each of these groups cares about different things, and your messaging should reflect that.
For example:
- Homeowners want comfort, beauty, and long-term value.
- Landlords need something tough, cost-effective, and easy to maintain.
- High-end clients? They want luxury and exclusivity. (Think hand-scraped oak, imported marble, and seamless transitions.)
Speak directly to your audience’s needs, and they’ll feel like you get them. And when people feel understood, they trust you more.
Show, Don’t Just Tell (Because Nobody Buys What They Can’t See)
Flooring is visual. No one’s going to be convinced by a paragraph about how great your materials are. They need to see it. So, invest in high-quality images, videos, and real-life examples of your work. Before-and-after transformations? Gold. Time-lapse videos of an installation? Even better.
And if you really want to up your game, use social media to show personality. Post client testimonials, fun behind-the-scenes clips, and even “day in the life” stories of your team. People love buying from people, not faceless companies.
Educate, Don’t Just Sell (Because No One Likes Pushy Sales Tactics)
A great way to win customers? Teach them something useful. Flooring isn’t just about looks—different materials serve different purposes, and most people don’t know where to start. If you become the go-to source of helpful advice, you’ll earn trust before they even reach out for a quote.
Some content ideas:
- Hardwood vs. Vinyl Plank: Which One is Right for You?
- How to Make Your Floors Last 20+ Years
- The Best Flooring for Pets (That Won’t Scratch or Stain!)
Create blog posts, short videos, or even quick social media tips that break things down in simple, engaging ways. People will remember you when it’s time to make a decision.
The Best Flooring Options (and How to Sell Them)
Now, let’s talk product. You don’t just need to install floors—you need to sell them in a way that gets people excited. Here’s how to frame some of the most popular choices:
Hardwood: The Forever Classic
Nothing beats the warmth and elegance of real wood. Sell it as an investment—hardwood floors can last a lifetime and add serious home value. And with options like oak, maple, and walnut, there’s a look for every style.
Luxury Vinyl Plank (LVP): The Best of All Worlds
It looks like wood, but it’s waterproof, scratch-resistant, and more affordable. Perfect for families, rental properties, and high-traffic areas. Emphasize durability and ease of maintenance—people love “install it and forget it” solutions.
Tile: The Toughest of Them All
Porcelain, ceramic, or even stone—tile is unbeatable for kitchens, bathrooms, and outdoor spaces. Market it as stylish and practically indestructible (because it is).
Carpet: Soft, Cozy, and Underrated
Carpet gets a bad rap, but it’s still a great choice for bedrooms and low-traffic areas. Focus on comfort—because who doesn’t love sinking their feet into soft, plush flooring?
Run Ads That Actually Work
Google and Facebook ads work—but only if you do them right. Instead of a generic “We install floors” ad, try something that speaks to a specific problem:
❌ Bad ad: Need new floors? Call us today! ✅ Better ad: Tired of scratched-up floors? Upgrade to waterproof, pet-friendly luxury vinyl in just 48 hours!
See the difference? One is vague, the other speaks directly to a pain point and offers a solution.
Word of Mouth is Still King
Even in the digital age, referrals and reviews matter a lot. Encourage happy clients to leave reviews on Google, Yelp, and Facebook. Offer referral discounts. Make your service so good that people want to talk about you. Flooring is a competitive business, but personal recommendations can set you apart.
Final Thoughts: Build a Brand, Not Just a Business
Anyone can install floors. But the companies that succeed are the ones that build a brand. Make people feel something—whether it’s confidence, excitement, or relief that they’ve found the right expert. Flooring isn’t just about what’s underfoot—it’s about how a home feels. Sell that feeling, and the customers will come running.
Picture Credit: Freepik