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

If you’re anything like us, there’s a good chance your inbox is already full of unread newsletters. So: we’re going to skip the boring stuff and only cover the most important things flooring dealers need to know about. And given that it’s 2021, we’re talking everything that can (and will) affect your business: the housing market, Google trends and updates, industry events, and beyond. 

Because we’re not just here to help you sell more flooring. We’re also here to empower you, educate you, and (hopefully) entertain you. So let’s jump right in!

In Today’s Edition:

  • Lowe’s + Stainmaster = ???
  • The Housing Market Will Not Calm Down
  • This Month’s Events & Announcements
  • You, Me, & LVP
  • Updates from the Digital World

Lowe’s + Stainmaster = ???

There’s no point pretending like it’s not the big news of the month: Lowe’s has officially purchased Stainmaster from Invista. And responses from around the industry have been…well, let’s call them “mixed”. 

One Beat the Box Stores group member called the purchase “[The] perfect storm for devaluing a once trusted brand”. Another pointed out that “Lowe’s has been bastardizing the Stainmaster name for over a decade”. Said another: “This really comes as no surprise… [Lowe’s] will run it into the ground and it won’t mean anything to anyone”. 

Harsh, but not undeserved—as Broadlume’s VP of Merchandising Neil Daley mentioned, “This is going to cost independent retailers a LOT of time and money to relabel their showrooms”. 

The Housing Market Will Not Calm Down

As anyone who’s bought or sold a home in the last year or two (or really, anyone who even occasionally checks the news) probably knows, housing prices are continuing to skyrocket

That’s fantastic news for flooring dealers, though it might not be the best news for long-term economics (bubbles do have this nasty habit of bursting). But it is leading to a whirlwind demand for flooring, which is always a good thing.

And on a related note: driven by a surge in pandemic-fueled construction (and a number of other reasons), lumber prices keep hitting record highs. If these prices don’t go down, we might begin seeing even more increases in hardwood costs from major manufacturers. Who wood have thought? Anyone? No? Sorry, couldn’t resist.

This Month’s Events & Announcements

Flooring Markets Gulf Coast is kicking off in Biloxi, Mississippi on the 13th and 14th of May. If you’ve never had the chance to visit Biloxi, take our advice: eat all the shrimp you physically can. It’s the local specialty and, to quote the wise words of Forrest Gump’s pal Bubba, “shrimp is the fruit of the sea”

FloorCon 2021 Save the Date Banner

And in even more exciting news: we’re thrilled to officially announce that FloorCon 2021 will be held in Sarasota, Florida on November 17th and 18th of this year!

You made FloorCon such a monumental success last year, we just had to bring it back—this time, in person (hold for applause). 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

You, Me, & LVP

Executives from General Motors, Ford, Disney, and a number of other high-profile companies met with Chinese government representatives last week in Shanghai. Their goal: pushing the US government to get rid of tariffs on Chinese-made goods. 

These tariffs have been a hot topic in the flooring community lately—and for good reason. On one hand, fewer tariffs mean lower prices for LVP products. On the other hand, fewer tariffs mean fewer American-made floors. We want to know: where do you stand on the issue? 

Click here to share your thoughts!

Updates from the Digital World

Google has once again pushed back their Page Experience Update to June. If you’re not familiar, this update will start using page experience metrics—load time, mobile usability, etc.—to help decide where websites will rank in Google searches. 

Translation: if you don’t have an excellent, mobile-friendly website, you’re not setting yourself up for success.

On a related note, Google finished rolling out its User Review Update earlier this month. This update is designed to rank products and businesses that have excellent reviews higher up in Google searches. So if you’re not prioritizing great reviews and actively using your Google My Business profile, you’re basically telling buyers to shop elsewhere.

See You in June!

That’s all, folks! Thanks for reading the first edition of the Broadlume Dealer Digest. We hope you enjoyed it, and we’d love to hear your feedback on anything you liked, things that missed the mark, or things you’d like to see in the future. 

Click here to let us know. Otherwise, best of luck selling floors, and we’ll see you in June!

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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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