"Intelligence is all the other things that are not agency and taste. Intelligence is on tap, and humans must provide the agency and taste. I’m so glad for it."
 — Garry Tan, President and CEO, Y Combinator 

Y Combinator, the famed startup accelerator behind Dropbox, Airbnb, and Reddit, thrives by empowering early-stage companies with funding, advice, and networks. Garry Tan’s quote reflects a seismic shift: AI has made raw intelligence—once a rare human edge—abundant and free. Like water from a faucet, AI delivers problem-solving, data analysis, and computational power to anyone willing to tap it. For commercial flooring contractors, this means success no longer hinges on scarce expertise but on how you wield this resource with agency (initiative and purpose) and taste (judgment and creativity).

Intelligence Unleashed: A Game-Changer for Contractors

AI’s low-cost intelligence lets companies bypass the industry’s two-year productivity lag for new hires. If your firm’s history isn’t scattered across disconnected spreadsheets, PDFs, or faded legal pads, you’re primed to leverage this power. Contractors using CRM systems can slash white-collar overhead, redirecting resources to field operations. But AI alone won’t set your course—humans must steer with agency and refine with taste.

Intelligence + Agency + Taste = Demand

The design and pre-construction phase of B2B construction—architectural design, engineering, and planning—excels at sparking client demand through technology. Technology is undefeated, as is differentiation, often enabled by technology. Tools like cutting-edge design software, VR, and 3D modeling create immersive previews that turn visions into plans. Social media (Instagram, Pinterest, LinkedIn) amplifies these visuals, drawing eyes and interest. Historically, commercial flooring contractors leaned on the A&D (architecture and design) community to drive demand, totally ignoring tools like CRM and visualization tools due to intelligence scarcity.  

The A&D community thrived here, unburdened by physical construction, using data analytics to target clients with precision—pinpointing those with unique challenges or a joy to serve. Specialty trade contractors can now borrow this playbook, adapting it to their craft and put distance between their business and competitors, or eventually succumb to the conquering power of tech wielded by others.

Steal These Demand-Boosting Approaches

Here’s how specialty trade contractors can activate demand:

• Showcase Your Work: Enter design contests like the Starnet Design Awards or AIA Architecture Awards, then amplify wins on social media. High-quality photos and videos of past projects spotlight your expertise and craftsmanship.
• Lean on Data: Analyze past projects to spot trends, refine sales strategies, and diversify revenue—think subscription-like service models. Data sharpens focus for negotiated and bid work alike.
• Target Smarter: Build an ideal client profile from past project data (by role or persona) and aim marketing at untapped niches, like commercial real estate pros. 

Why Not Us?

Starnet members boast hundreds, even thousands, of satisfied clients—yet many assume these relationships are tapped out, overlooking repeat work or referrals. In an era of scarce intelligence, small teams and tight budgets forced a focus on execution over growth. Today, AI-driven marketing tools—free or cheap—flip that script, attracting clients and early-career talent alike.

Get Started Now

Too often, the industry confuses marketing with selling, leaning on sporadic outreach or email blasts. Project-focused contractors neglect systematic strategies, defaulting to the cynical gravity of the lowest bid. Let’s break that cycle. Combine AI’s intelligence with Garry Tan’s recommended agency and taste to reactivate clients at scale. Here’s how:

1. Build a Past-Client Database: Compile contacts, project details, and preferences in a CRM - NOT A SPREADSHEET! Let taste guide your picks; track every touchpoint.
2. Lead with Value: Share trade-specific content—e.g., “5 Ways Entrance Matting Boosts Brand Image” (video) or “Quickly Solve Cafeteria Carpet Stains with the Proper Chemistry and Equipment” (tip sheet). Skip the hard sell; be memorable or funny.
3. Personalize via Social: Post engaging content (e.g., a project install time-lapse) on Instagram or Facebook, then tag past clients: “This reminded me of your space—ready for another amazing transformation?” Partner with a local influencer—like a commercial real estate broker—to spotlight a past project’s successful impact on property value.
4. Stay Consistent: Commit to regular, low-pressure outreach—monthly emails, biannual Zooms. Offer freebies like a “Safety Walkthrough Checklist” for stairwells, transitions, and ramps. Persistence pays.
5. Ask for Referrals: After reconnecting, nudge gently: “Glad your 911 call center flooring’s holding up—know any peers with tough spaces like that?” 

Be Legendary

Meet clients where they are (social, email), deliver value first, and forge lasting bonds. Network with industry peers and complementary businesses to widen your reach. Too many contractors fall into the “engineer’s trap”—focusing on production, not promotion, and ignoring tools like email automation or personalized outreach. Flip that. Use digital channels, stay consistent, and wield your expertise as a brand. Turn past clients into a pipeline of opportunity. Be legendary.