The Flooring Business Podcast

Matt Runkle joins Jerry Levinson to share the journey from flooring sales rep to founder of InStride Surfaces. They discuss why strong supplier-retailer relationships matter, the biggest mistakes manufacturers make, and how InStride was built around feedback from flooring dealers. Matt also explains how the company creates exclusive product designs, why it refuses to sell direct to consumers, and...

In this episode, Jerry sits down with flooring retailer Michael Soto to talk about the mindset shifts that helped him dramatically increase his close rate and raise his prices—all without losing business. They discuss why technical knowledge alone doesn't win customers, how simplifying your sales process leads to more sales, and why customers often choose the premium option when it's pre...

Switching software can feel like a headache, but Chad Thomas of Projects Force explains why it doesn't have to be. In this episode, Chad answers the most common questions flooring retailers have about changing software, including onboarding, CRM functionality, QuickBooks integration, commissions, installer management, inventory tracking, and reporting. They also discuss why many dealers wish...

Today, Jerry Levinson sits down with Page Nazarian to talk shop on what it looks like to specialize in hardwood while most dealers are selling carpet, LVP, laminate, and tile. They get into the real differences in selling each category—from the measuring and seams in carpet to the perceived simplicity (and hidden complexity) of hardwood flooring, especially when you’re dealing with grading, variat...

Jerry Levinson sits down with Chad Thomas, founder of ProjectsForce, and gets into what it actually looks like to run a modern flooring business today. Chad shares how his time at Lowe’s led him to build a system that replaces the old paper-and-chaos approach with something way more dialed in—think quoting on the spot, tracking jobs in real time, managing inventory, and keeping customers updated w...

Chris Freist and Matthew Buckley from Floorzap join the show to talk about how their platform is helping flooring retailers simplify their marketing and connect with more customers online. They share the story behind Floorzap, why they set out to challenge the traditional marketing companies in the industry, and how their system is designed to be easier to use while delivering stronger results. Th...

In this episode, Jerry sits down with branding expert Dan to explore why most flooring companies struggle to stand out in crowded markets. They discuss the concept of becoming “5 Mile Famous,” where your brand is instantly recognizable in your local community and attracts the right customers before they even begin shopping. Dan explains how strong branding, clear messaging, and consistent visuals...

What is your flooring business really worth—and how do you position it to sell for maximum value? In this episode, Jerry sits down with Chase Busenbark of First Choice Business Brokers to break down the realities of buying and selling a flooring business. From EBITDA multiples and add-backs to asset vs. stock sales, seller financing, and SBA loans, Chase explains what drives valuation—and what qui...

Jason Kimmel joins The Flooring Business Podcast to share why he left the corporate world to launch FloorXchange—a wholesale-style model built to help installers sell material, boost margins, and win more business. What we cover Why “freedom” beats corporate promises (and micromanagement) How FloorXchange works: membership tiers, wholesale pricing, delivery, and support Helping installers get lead...

In this episode, Jerry Levinson talks with Bram van Leuteren about how Floor Launch helps flooring retailers turn online traffic into real, booked appointments. Bram shares how their all-in-one system works — from building a website in just five days to flexible month-to-month contracts and an in-house call center that follows up with leads within minutes. They also dig into why speed-to-lead matt...

I've been following Jason for a few years now. He always brings energy and enthusiasm. He's working for a great company out in CA and he's bringing his creativity and skills.  In this episode he will share the system he uses to get more Commercial clients and keep the pipeline full.  He will tell you how he has trained his salespeople to be effective prospectors.  And we discussed m...

Many of you will relate to struggles, frustrations, and the experiences Shane Levinson has had running and growing a Flooring Business through Covid and beyond. No B.S. we keep it real with what’s has been the greatest struggle to what is working great now!

Daquota helps contractors all over Arizona attract great clients through videos, podcasts, and posting on multiple platforms. He shares his secret formula on how you can crush the competition with creative marketing ideas that attract great customers.

Grab a pen and a note pad. You’re going to need it for this one. Brian Elias started Refloor about 5 years ago and has quickly grown it to become a successful Flooring business approaching $100 Million a year in sales. He understands marketing concepts to attract customers and sales strategies that take you from greeting to closing the sale

Melanie jumped into the Lions den and took on Jerry’s challenges when it comes to Marketing your Flooring Business. We disagreed a few times but we agreed that there is a better way that cost you less and improves your lead gen.

We take an in-depth look at The Flooring Business Playbook. How did you get into the Flooring Business? What you should charge your customers. How you should market and how much you should be paying for advertising. How to hire, train, and manage your employees. How to Scale to $5 Million.  

We take an in-depth look at The Flooring Business Playbook. How did you get into the Flooring Business? What you should charge your customers. How you should market and how much you should be paying for advertising. How to hire, train, and manage your employees. How to Scale to $5 Million.  

 Flooring’s Mr. Wonderful Ken Ballin was in the House to introduce Ballin Knows Best. Ken’s always been an interesting guy. He’s a Solopreneur who is always helping Flooring Installers grow and succeed. He’s always helping with installation information, where they can find education, how to charge higher prices, and how to market their services. He created Ballin Knows Best to wrap it up into one...

I love these conversations where we talk about the best use of a popular tool. By using this Visualizer we can attract more customers, increase our closing rate, and provide a better buying experience for our customers

 Attention Flooring Installers and Retailers. They mystery of CFI. If you don’t know you just don’t know. I wanted to know who CFI is and what the benefits of joining are. Roland has been involved for many years and took some time to share all the benefits CFI has to offer for installers and Flooring Dealers.

When I invited Jason on the show I thought we were going to discuss how he has integrated AI into Flooring Dealers websites to interact with customers. We barely touched on that. Jason is using AI to build websites for Flooring Installers, tradesmen, to help them generate leads without paying a fortune to a high priced marketing company. This was a great interview and Jason really did surprise me.

When I invited Jason on the show I thought we were going to discuss how he has integrated AI into Flooring Dealers websites to interact with customers. We barely touched on that. Jason is using AI to build websites for Flooring Installers, tradesmen, to help them generate leads without paying a fortune to a high priced marketing company. This was a great interview and Jason really did surprise me.

If you are a Flooring Business doing under $5 Million you are going to really enjoy this interview. Chris didn’t hold back. He talked about how he grew from an installer to a guy who owns Wallys Carpet & Tile in 3 locations. There are a lot of Golden Nuggets for you to take away. “I secret shopped my son.” Said Chris, before he hired his son to work at his store.

I love this product, Make It Match. With it you can create your own trim that matches exactly to the flooring you are installing. No need to wait weeks and pay hundreds of dollars in shipping just to get the wrong trim in. It’s frustrating waiting to get paid the balance just because you are waiting on a $90 stick of trim. Get it done and get paid with Make It Match.

 This was a great conversation. You will learn how you can charge for the estimate, increase your closing rate, and be prepared to engage with customers better than any of your competition. If you want to beat the competition with higher prices you need to listen to Dianne here.