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

From runaway lumber prices to tedious-but-super-important Google updates, we’ve got a lot to talk about this month—so let’s jump right in!

In Today’s Edition:

  • Mohawk’s Click-Together Tile System is Here
  • Google’s Page Experience Update Has Arrived (And It’s a Doozy)
  • Lumber Prices Just Won’t Slow Down
  • Industry Events and Announcements
  • Distributors are Out of Gas

Mohawk’s Click-Together Tile System is Here

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This month, Mohawk unveiled its new click-together porcelain tile system (branded Fast Tile) in an effort to address the installer shortage plaguing the industry. Available from Menards, Fast Tile is already making waves in the flooring world. 

While some independent dealers are excited about the new product, others are a bit more skeptical.

As one Flooring Dealers & More group member pointed out, “…unless your subfloor is perfectly flat, this product will be nothing but issues”. And as a Beat the Box Stores group member asked, “…if [the floor] is not being held by anything, what’s to prevent that grout from cracking?”

Valid points, but the tile installer shortage is no joke. And a high-quality, easy-to-install tile system could be a potential game-changer for flooring dealers everywhere. 

So: will Fast Tile remain a Menard’s exclusive? Or will it, as one dealer said, mean “goodbye to the Revo Tile display”? Time will tell—but in the meanwhile, we’d love to hear your thoughts. 

How do you feel about click-together tile? Would you sell it in your showroom? Let us know!

Google’s Page Experience Update Has Arrived (And It’s a Doozy)

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It’s here: Google’s long-promised (dreaded) Page Experience Update is finally rolling out this month. And the metrics say it’s a doozy.

These Google updates can make or break your internet presence, so here’s what you need to know. 

  1. Google is making a change to its algorithm to favor websites that meet certain “page experience” standards—meaning these sites will rank higher in Google searches.
  2. These standards are obnoxiously technical, and involve phrases like “Cumulative Layout Shift” and “First Input Delay”. Seriously.
  3. According to a recent study, fewer than 15% of all websites receive a “good” page experience score.

With so many websites receiving such low scores, Google isn’t planning on giving these new ranking factors their full weight until November. 

So: if you’re a flooring dealer and you don’t have a FloorForce website, one thing is crystal clear—you need to make sure your website is optimized by an SEO expert ASAP.

Lumber Prices Just Won’t Slow Down

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Tired of hearing about the price of lumber getting higher and higher by the day? You’re not alone. But the lumber train seems to have gone off the rails, and there’s no stopping it now. 

According to Forbes, prices for raw lumber aren’t predicted to return to pre-pandemic levels until 2023 at the earliest. Why? 

Well, demand for home renovations built up like crazy during the pandemic. And new home building is flying along at the highest pace since 2006. But more importantly, as long as interest rates stay lower than a gymnast doing the limbo, that isn’t likely to change. 

Industry Events and Announcements

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It might’ve been delayed by a couple of months, but show season is officially here—and we couldn’t be more excited. From Surfaces to Coverings + NWFA, here’s a full breakdown of what’s on deck. 

Surfaces 2021 is kicking off the festivities, Vegas-style, June 16th–18th. As always, Surfaces will offer tons of opportunities to see new products, connect with others in the industry, and spend plenty of time soaking up everything the Mandalay Bay Resort and Casino has to offer (we’re looking at you, Aquatic Playground). 

Registration information is available here.

The Coverings + NWFA hybrid event will be held July 7th–9th of this year in gorgeous Orlando, Florida. And for those who can’t make it down to the Sunshine State in person, Coverings is also hosting a virtual, online over the same period. 

You can register for the in-person event here; registration for the virtual event will open up later this month.

And of course, FloorCon 2021 is set for November 17th–18th in sunny Sarasota, Florida. We’re talking interactive training programs, networking opportunities, celebrity speakers, and a whole lot more. With all the necessary safety measures in place, the conference is going to be a one-of-a-kind event for celebrating and empowering the flooring world. 

For early access, discounts, and more information, visit www.broadlume.com/floorcon

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Distributors are Out of Gas

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As if COVID- and Suez Canal-related shipping backups weren’t enough, Floor Covering News is forecasting yet another issue for flooring material distributors.

High gas prices. Seriously.

It may seem absurd, but it’s a very real problem. Fuel costs are on the rise, largely due to the Colonial Pipeline ransomware hack that crippled the East Coast’s fuel supply last month. And coupled with a boom in post-pandemic travel, distributors are dealing with some of the highest fuel prices in years.

Translation: slower delivery times and higher prices. Again.

Does it seem to anyone else like flooring retailers are always the ones footing the bill for wider industry issues? No? Just us? 

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

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At Broadlume, we speak to thousands of consumers during their floor buying journeys in order to better understand their interests and expectations.

And since you’re actually selling the floors (and because we want to give you a competitive advantage), we want to know: what questions would you like to ask floor buyers? 

Have questions about the types of salesmanship they like? Want to know if they’re interested in shop-at-home products? Whatever you want to know, we can ask them. Send us a message to suggest some survey questions, and you could be featured in next month’s newsletter!

See You in July!

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And that’s that—thanks for reading the second 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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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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