New Zillow research reveals that homeowners consistently undervalue natural flooring materials when selling their homes—a costly mistake that could benefit savvy flooring contractors.

The survey of 1,387 homeowners found that only 9% recognize the sales advantage of natural materials like white oak flooring, walnut cabinets, and soapstone countertops. Meanwhile, nearly half (45%) mistakenly believe open floor plans boost sale prices the most.

The numbers tell a different story: Homes featuring natural materials sell for up to 3.5% more than expected, while open floor plans actually reduce sale prices by 0.2%.

"Buyers respond to thoughtful presentation and strategic updates," said Christina Pappas of The Keyes Company. Simple improvements like fresh paint often deliver better returns than expensive renovations—23% of homeowners wrongly believe building additions offer the best ROI.

For flooring professionals, this data presents an opportunity to educate clients about material choices that genuinely add value. While homeowners chase expensive renovations, they're missing the premium that quality natural flooring commands in today's market.

The research also highlighted the importance of digital presentation, with homes listed using high-resolution images and 3D tours selling for 2% more than standard listings.