AHF Products announced a new partnership with HGTV’s “Fixer to Fabulous” stars Dave and Jenny Marrs for its new national “Wood Wow” campaign. This initiative aims to promote the benefits and value of hardwood flooring, help consumers understand the difference between real wood and wood-look flooring products, and give retail sales associates (RSAs) the necessary tools to help customers make informed buying decisions.

"We’re excited to kick off ‘Wood Wow’ with Dave and Jenny Marrs, two home build, renovation and interior design experts who are well-known for their support of natural wood flooring, to help inform homeowners how hardwood combines sustainability with the latest technology innovations, lasts longer than other flooring options and increases their home value, making it a worthwhile investment," said AHF CEO Brian Carson.

“Real wood is the best choice," said Dave Marrs. "Real wood gives the color, character, durability and smart investment all homeowners deserve.”

“The character you get from different patterns, colors and species of wood makes wood a uniquely beautiful choice," added Jenny Mars. 

Sales Tools for Independent Flooring Retailers

The “Wood Wow” retail program will include new sales tools to incentivize and educate the salesperson – including a few “wow” surprises from the Marrs themselves.

 “Learning to profitably sell hardwood, and even upsell it, requires an RSA with expertise and training," said Jeff Sommer, director of integrated marketing and digital engagement, AHF Products. "The better informed the RSA, the more likely they are to up-sell wood."

“When consumers look to replace or remodel floors, they undoubtably will opt for hardwood,” says Chris King, vice president-sales, who says it’s important for RSAs to dispel misconceptions about wood flooring, namely that it’s expensive and hard to care for. “It’s up to flooring dealers to be knowledgeable about the benefits of today’s hardwood floors so they can adequately communicate the newest features and time-proven benefits of real wood to customers.”

“Wood is profitable at multiple price points, all depending on the type of product and volume,” King explains. “Middle price points and premium products will usually be more profitable than value-grade products because the purchase decision is more about the beauty and longevity of the product versus hitting a price point,” he says. “While many tend to look at margin percent, it’s margin dollars that are meaningful to the bottom line.”

 Even with the added challenge retailers have had post-pandemic, coupled with the stress from wood-look alternatives, King argues that true hardwood is where bigger paychecks can be made.

“Hardwood is in our roots, beginning in 1953 with hardwood sand and finish," said Jason McSwain, president of McSwain Carpets & Floors, with retail locations in Ohio and Kentucky. "Improving home value is key for most consumers. Realtors all agree real hardwood enhances the long-term value of a home. The home is every family’s largest asset; installing hardwood is the only flooring product that adds long-term value that one can enjoy every day.”

Tripp Costen, owner of Costen Floors in Richmond, Virginia, which has 75 years in the wood industry, says that an RSA should highlight wood’s durability. "It's a classic, it does not need an improvement or an upgrade," Costen said. "We can remind the customer that you can customize the look, but the quality of the product remains the same. It’s your wood floor, no one else can ever say they have the same one.” 

AHF Products offers various nationally recognized residential and commercial hardwood flooring brands, including, Bruce, Hartco, Robbins, LM Flooring, Tmbr and others. 100% of AHF’s solid wood products and most engineered wood products are made in the USA. By offering such a diverse variety of hardwood products across a range of price points, AHF said it positions its retail partners to make hardwood the product of choice for their customers. By removing the barriers to hardwood flooring, retailers can provide the customer with the product they prefer.