Hello and welcome to the third edition of our monthly newsletter: The Broadlume Dealer Digest!

From a never-ending stream of supply chain issues to gigantic changes in digital privacy regulations (that are wreaking havoc on ads everywhere), there’s a heck of a lot going on this month that can affect your flooring business. 

Let’s get to it!

In Today’s Edition:

  • Dealers Everywhere are Losing Time and Money. Here’s Why.
  • We Have the Power to Survey Floor Buyers. What do You Want to Know?
  • Apple’s New Privacy Features are Setting The Marketing World on Fire. Here’s Why You Should Care.
  • High Raw Material Prices = A Raw Deal for Flooring Dealers 
  • Industry Events and Announcements

Dealers Everywhere are Losing Time and Money. Here’s Why.

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Over the past few months, we’ve interviewed hundreds of flooring dealers from across the country. Our goal (as always) is to identify the main issues they’re facing—so that we can come up with digital solutions to help them sell more floors.

As it turns out, one issue in particular is costing dealers everywhere massive amounts of time and money—and it’s not what you think. 

So what exactly is it? And more importantly, how can you prevent your store from falling victim (and close more sales in the process)? 

The issue is (drumroll please)… junk leads.

Seriously. With more leads than they know what to do with (thanks to the massive amount of pent-up flooring demand we predicted back in mid-2020), dealers everywhere are struggling with an epidemic of junk leads.

We’re talking about customers who come into flooring stores again and again, asking for sample after sample, wasting RSAs’ valuable time. We’re talking about customers who come in way before they’re even ready to think about purchasing. We’re talking about customers who have the nerve to ask dealers to install floors they bought elsewhere.

Every flooring dealer in the world is familiar with these time-wasters. But now, with record numbers of high-quality leads knocking at the door, these junk leads are making flooring stores miss out on ridiculous amounts of money.

But: there is a solution here, and it involves bridging the gap between the online and in-store buying experience. 

Our data shows that stores that have:

  • Up-to-date online product catalogs
  • E-commerce sample programs
  • Online visualizers 

…are able to sell floors after 2 fewer store visits, on average.

That is a massive amount of time saved. And when the leads are pouring in, more time saved means more money made.

So: if your store doesn’t have features like the ones we mentioned above…do you just enjoy leaving money on the table?

We Have the Power to Survey Floor Buyers. What do You Want to Know?

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We asked last month, but we still want to know: what questions would you like to ask floor buyers? 

We have the ability to survey thousands of consumers during their floor buying journeys to better understand their interests and expectations. So what do you want to know?

Have questions about the types of salesmanship they like? Want to know if they’re interested in shop-at-home products? Whatever it is, we can ask them. 

Send us a message to suggest some survey questions, and you could be featured in next month’s newsletter!

Apple’s New Privacy Features are Setting The Marketing World on Fire. Here’s Why You Should Care.

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Back in April, Apple made a tiny little change to their iPhone software. Three months later, that little tweak has completely changed the world of digital marketing forever—and destroyed the ability of small businesses to effectively use Facebook ads.

Translation: unless you’re working with a marketing agency that really knows what they’re doing, your budget-to-leads ratio is about to fall out of the sky like a skydiver without a parachute. Here’s what you need to know.

Back in April, an iPhone update gave users the ability to opt out of app tracking. See, everything you do on the internet (and on apps) is recorded. This allows your apps to see what you’re doing, where you’re going, and what you’re buying when you use them. That information is then used to target ads specifically for you.

Have you ever looked at a certain video or ad one day, and then seen more ads for it the next? Even on a totally different device and on a totally different app? That’s why.

So: when Apple gave users the ability to opt-out of tracking, they destroyed the ability of ad platforms like Facebook—which is perhaps the most effective ad platform for small businesses—to effectively target ads. 

We should be clear: there’s no good guy here. Apple claims they made this change for “privacy purposes”, but it’s common knowledge that they’re just trying to keep all that info for themselves, so they can sell it to advertisers.

But the point is this: unless you’re working with marketing experts, your cost-to-lead ratio is going to skyrocket. 

Basically, if you were looking for a sign to switch from your “wife’s cousin’s friend’s dogwalker who does your marketing” to an actual marketing team, this is that sign. So if you’re not already working with FloorForce, we’d recommend doing so if you want to stay ahead of the curve. 

High Raw Material Prices = A Raw Deal for Flooring Dealers 

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Tired of reading about skyrocketing raw material prices? We don’t blame you. Frankly, we’re tired of talking about it. It’s like hearing a song over and over on the radio until you want to drive your car into the Mississippi (Coldplay, we’re looking at you).

So: are the climbing costs of raw materials finally starting to level out? 

Well… no. Sorry to get your hopes up. 

Well over a year after the start of the pandemic, we’re still dealing with shipping issues (not to mention that ridiculous Suez Canal debacle). And that means—you guessed it—flooring dealers are getting a raw deal once again. 

Just last week, Mannington and Phenix became the latest in a never-ending stream of manufacturers raising prices on hard and soft surface products. And we’re not just talking about a 2–5% increase here. We’re talking about a 6–15% increase in prices. Sigh.

As always, we want to know what you think. Have you stopped carrying certain brands or products in your store due to price increases? Are local Home Depot stores calling you up begging for inventory, like they did to this Beat the Box Stores group member

Let us know so we can share your experiences and opinions in next month’s newsletter!

Industry Events and Announcements

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To quote FloorForce’s own John Weller, “We’re back, baby!”

After months of waiting, show season is finally here—and it’s making up for lost time. Here’s what’s on deck (and what you might have missed). 

Surfaces 2021 led the charge last month at the Mandalay Bay Resort and Casino. While this year’s event was a little smaller than usual (after all, Surfaces 2022 is just 7 months away), attendees reported excellent foot traffic and tons of fun. Karndean even hosted an event at TopGolf. What’s not to love?

The Coverings + NWFA hybrid event was held last week in Orlando, and we’re jealous as heck of everyone who got to attend. Reports from our representatives were nothing short of stellar. Check back in next month’s newsletter for photos of the festivities! 

And speaking of Orlando: the JJ Haines Loyalty Club Summit is set to kick off July 29th–30th in the same city. We’ll be there, so make sure to come say hi!

Finally, we’re thrilled to announce that FloorCon 2021 registration will be opening for FloorForce and Creating Your Space dealers on July 20th, and for the general public on July 22nd! Taking place November 17th–18th in sunny Sarasota, Florida, FloorCon 2021 promises to be a one-of-a-kind celebration of the flooring industry.

We’re talking interactive training programs, networking opportunities, celebrity speakers, industry-changing announcements, and a whole lot more. For early access, discounts, and more information, visit www.broadlume.com/floorcon

FloorCon 2021 save the date

See You in August!

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And that’s that—thanks for reading the third edition of the Broadlume Dealer Digest

We hope you enjoyed it and, as always, we’d love to hear your feedback on anything you liked, didn’t like, or want to see in the future. Click here to let us know your thoughts!

Either way, good luck selling floors and we’ll see you next month! 

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Author

Broadlume's Associate Director of Content Marketing, Samuel is a former travel writer, English teacher, and semi-professional trivia host. When he’s not creating content, he can be found doing crosswords, drinking coffee, and petting the office dogs.

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