Flooring contractor marketing
Booked in-home estimates for flooring installers.
If the sale happens in the house with a tape in your hand, the whole job of the marketing is to put you in that house in front of somebody ready to buy. Ads that bring the right homeowner. A person who calls in minutes. A measure on the calendar with the address read back out loud.
A strategy and price matched to your flooring showroom, retail store, installation business or contracting company.
Your team books the estimates and showroom visits, or add our call center to call, qualify and book them for you.
15-minute phone call straight answers you leave with a plan
Who this is for
Companies that sell and install.
Flooring installers
You measure, you supply, you fit. The sale happens in somebody’s living room with a tape and a sample case, and the whole job of the marketing is to put you in that room in front of a buyer who is ready.
Established flooring contractors
You sell and you install, with crews out and a calendar that has to stay full through a slow month. You want the whole thing handled: the site, the leads and the appointments.
This page is for flooring installers and contractors who want booked in-home estimates. Flooring is our specialty, and the strategy here is built around how homeowners choose and buy flooring. The three-step system is how the pieces fit together.
The funnel
From the form to the doorstep.
Five steps, and the gap where most marketing stops is step two. The ads are the easy half. The phone is the hard one.
The in-home estimate is the product
Not a lead, not an enquiry and not a form fill. A named homeowner, a date, a time window and an address, with the rooms and the square footage on the record before you drive anywhere. That is the thing the ads are pointed at, and it is the thing we count.
Speed to lead decides most of them
Your homeowner filled in three or four forms in one sitting and the tab is still open. Call while it is open and you are the conversation. Call two hours later and you are the fourth company ringing somebody who already booked.
Four questions, in one order
Which rooms and roughly how big. What they are thinking of putting in. When they want it finished. Then whether they own the place, last and casual, because it is the one that sounds like a test.
Two times, never a yes or no
Nobody asks would you like to book an appointment, because half the time the answer to a yes or no question is no. Two times is a choice between two yeses. Then the frame gets set before the call ends: the arrival window, how long the measure takes, who else should be in the room, and that nothing gets signed on the day.
The confirmation, and the ones who go quiet
A text when it is booked and a reminder before the day, so the number ringing them back is one they recognise. Anybody who misses the call gets worked across different days and hours, and the follow-up stops when they book or opt out.
The ads
Your own jobs, shot on your own street.
Job photos, and they have to be yours
The floor you laid last week in a house in your own town beats any stock photograph ever taken. A homeowner two streets over recognises the trim, the doorway and the light. That recognition is the whole of the click.
Before and after, shot the same way
Same corner, same angle, same time of day. The pair does the arguing for you, which is why it is worth the two minutes it costs a crew to take the first shot before the tear out starts.
The free in-home estimate is the offer
It is the right offer here and the wrong one for a store, and that difference is the reason these two pages exist. A measure with no obligation is a low step for a homeowner who is not ready to walk into a showroom yet.
The exclusion list, and the radius
Who we pay not to reach matters as much as who we reach: renters where the job needs an owner, addresses outside the drive you will actually make, people who asked last season and already bought. The radius follows your crews rather than a round number, and it gets cut the moment the far edge stops turning into sold jobs.
Who works the phone
Keep the phone, or hand it over.
Both are real options, both are priced as options, and nothing about the ads changes between them.
Some of the companies we work with keep the phone. They have somebody at a desk who can pick up inside a minute, run the four questions and put a time on the calendar, and there is no reason on earth to pay anybody else to do that. What they buy is the ads, the tracking and the CRM, and the follow-up scripts come with it.
Others hand it over. A two-van outfit where everybody is on their knees laying floor at eleven in the morning cannot answer a form fill in five minutes, and pretending otherwise is how a good lead dies in a spreadsheet. For those, our desk calls every lead, qualifies it, books the estimate on your calendar and keeps working the ones who did not pick up.
It is one decision and it is reversible. Nobody has to buy the second half to get the first, and nothing about the ads changes when you switch. The booking desk is written out step by step, including what we ask and in what order.
The scoreboard
Two numbers that actually decide it.
Cost per booked estimate is the first one, and it is the only cost figure worth watching on this side of the business. A low cost per lead has limited value if those leads cannot be reached. Cost per booked estimate is the maths, written out with the way it moves through a season.
Estimate to close is the second, and it is yours rather than ours. Run the same leads past two sellers and you get two businesses. We report what we booked, you report what you held and what you sold, and the two together say whether the next change belongs in the ad account or in the truck. Estimate to close is the rest of it.
One honest caveat under both. Some of what these ads do never lands in an ad account: the homeowner who saw the ad for a month and called the number off your van, the one who remembers the name in March. Those waves are real and they are not in the dashboard, so we never claim them as platform results. The three waves explains where they go instead.
The method
One creative at a time.
We do not copy-paste ads between clients. The offers and the creatives are tested one at a time, built around your own brand, your crews and your own messaging, and a creative is judged on the estimates it put on a calendar rather than on the phone numbers it collected.
Because we took the long route, one client at a time, we hold a large library of tested flooring offers and creatives and we know what tends to work across the flooring market and what does not. No count is attached to that, because we do not publish one. How we test flooring ad creatives is the method itself.
What you get early
The machine the biggest brands run.
The marketing systems used by large flooring brands, adapted to your flooring business and budget.
A national brand gets a media buyer, a booking desk, a CRM, a review habit and a weekly report somebody actually reads. A two-van flooring company gets an owner doing all five at ten at night after a day on his knees. The parts are not secret. Having them assembled, running and pointed at one calendar is what costs, and it is what we bring in early.
Marketing systems built for flooring companies targeting more than $5 million in annual revenue.
That is a target and it is written as one. Nobody on this site is credited with a $5 million figure, because none has been given to us for print. The sentence describes what the systems are built to carry, not something that has already happened.
What we can prove
Two companies, two windows.
Floorworks, Steven Davis, in Joplin, Missouri. It started slow and two months in they were nearly ready to quit. Then it turned around. $900 of ad spend became $27,000 of installs. In the month it turned around. The figure is specific to that month. The case file documents the slow start and the turnaround.
MC Flooring & Tile, Michael Marcus, in St. Louis, Missouri. A company that sells and installs. Approximately $40,000 in business-wide reported sales. By week six of working with ProfitPlus, as reported by Michael. This is Michael’s business-wide report. The dated campaign records are shown separately. The case file has the detail.
These cases include client reports and dated campaign records, not guarantees. Outcomes vary by market, offer and sales execution. Every figure we publish ships with the window of time it happened in.
What it costs
One price printed, one price set on the call.
The business setup package is $497 one-time, then $33/mo. That is the only price this site publishes and it is the same number everywhere it appears. It covers the floor everything else stands on: the profiles, the listing and a simple site, all of it in your name. What is in it is written out row by row.
The program fee is set on the call, because it moves with your market and with how many leads there are to work. A printed number would be wrong for somebody before you finished reading it. You get yours on the call with the reasoning under it, and nobody asks you for a card to hear it. The pricing page gives a straight account of why the rest is not printable.
Straight answers
What installers ask first.
Do I have to use your call center?
No. It is an option and it is priced as one. Your own team can take the leads and book the estimates, or our desk can call, qualify and book them onto your calendar. The ads, the tracking and the CRM are identical either way.
What counts as a booked estimate?
A named homeowner with a date, a time window and an address, who has answered the four questions and said yes to the appointment out loud. A phone number on a spreadsheet is not a booked estimate and we do not report it as one.
What if my close rate is the problem, not the leads?
Then we say so. We report cost per booked estimate and we ask you for estimates held and jobs sold, and when the drop is between the estimate and the contract it is a sales problem that no ad account can fix. You get told which one you have.
Do you work with anyone outside flooring?
Yes, selectively. Flooring is our specialty, and we also work with home-improvement companies where our services fit. This page describes our approach for flooring installers and contractors.
What does it cost?
The business setup package is $497 one-time, then $33/mo, and it is the only price this site publishes. The program fee is set on the fifteen minute call, for your market and for how many leads there are to work, because a rural county and a metro are not the same program.
Your next step
Bring your market and your calendar.
Fifteen minutes on the phone about your city, what you have already tried and who is calling your leads today. We pull it apart and tell you what we would change. Nothing gets signed on it and nobody asks you for a card.