Ceramic tile and stone is one of the fastest growing categories of flooring. One only need look at the most recent acquisitions by Mohawk and the world flooring market to understand that. Ceramic and stone sales are increasing nationwide regardless of the region. What may have once been thought of as a “warm climate flooring” has changed with the wider use of radiant heat systems. Also the variety of materials and the value these types of flooring add to a space have made them more desirable.
With the growth of these flooring materials comes the challenge of installing and selling them. Sure, the “warm weather” regions can usually be expected to have some of the most knowledgeable sales people and installers when it comes to their familiarity with tile and stone, but we’re still challenged by the fight over pricing for installation and the general lack of knowledge of the products. This leads to problems no matter where in the U.S. these products are sold, even in high-use areas.