Armstrong Flooring and Houzz have partnered to launch Houzz Pro+ for flooring retailers who are part of the company’s Elevate retail support program.
The Houzz Pro+ Local Marketing Program allows Armstrong Flooring aligned retailers a unique opportunity to increase brand visibility among homeowners in their local areas seeking their products and services.
One of the major capabilities of Pro+ is geo-targeting, exposing a professional’s business profile and portfolio to homeowners in their local area. Retailers can specify what advertising messages reach the market and/or other geographic areas they wish to serve and are guaranteed to be exposed to the local target audience.
“Our goal with Pro+ is to deliver a service that helps professionals build their brands and increase their exposure to homeowners in their local area the way they want,” said Tom Cole, senior manager, specialty flooring retail strategy. “This gives them the ability to create a dynamic profile and take advantage of all the other wonderful benefits of Houzz. We provide the tools our aligned retailers need to penetrate and expand their reach more effectively within the target areas they want to service.”
Phil Koufidakis, president, Baker Brothers, said, “We jumped on the program immediately. Armstrong Flooring developed a great relationship with Houzz and has made it incredibly easy for us to join. Houzz is a growing home improvement site, offering higher content than just contractor referrals. It is very visual and very consumer friendly. Not only does it add greater visibility to our existing marketing efforts, but it also gives us the ability to tell customers to go to Houzz; select five rooms that they feel are fantastic so when we get together we can design their floor according to their tastes.”
According to a Cole, Armstrong retailers move to the front when homeowners click the ‘Find the Local Pro’ tab on Houzz. Houzz lists 20 pros on each results page; under Houzz Pro+, 10 of those spots are reserved for participating Armstrong retailers and the retailer’s photos show up every fifth spot of a picture gallery.
“Say a potential customer is just browsing through the photo section to get ideas for their kitchen,” said Cole, “if you specified you want to be shown to people in that geographic area, Houzz will show your work in the photo stream just to those people looking at photos in your area. And, not only can you showcase one exceptional photo to attract a client, Pro+ allows you to have multiple photos of your portfolio displayed, which gives the viewer a more complete view of the work that you do.”