Marketing Minute: Tiebreakers: The overlooked key to winning the flooring sale – Aug/Sept 2025
By Paul Friederichsen
In the highly competitive flooring market, the final purchasing decision often comes down to a tiebreaker. Tiebreakers aren’t typically the most important product features, but they are often the deciding factor when two options are otherwise equal in the eyes of the residential customer-in price, appearance, performance, availability and more. The power of a tiebreaker lies in how effectively it is communicated and understood. To succeed, marketers must ensure their messaging is both clear to consumers and reinforced through training materials and tools used by RSAs and the broader sales team.
For years, sustainability has been described as the tiebreaker when residential flooring choices are otherwise indistinguishable. Unlike the commercial flooring sector, where sustainability has become nearly mandatory for specification, the residential side has traditionally depended on how much individual homeowners value eco-conscious choices relative to other product benefits.
This shift began in earnest in 1994 when Ray Anderson of Interface, inspired by Paul Hawken’s The Ecology of Commerce, set the industry on a more sustainable path. Since then, the flooring industry has led the broader building products category in environmental progress.
Sustainability: From fringe to forefront
Retailers and regulators alike, from Home Depot to the California legislature, have further driven sustainable manufacturing through product safety standards.
Generational shifts have also played a role. Today’s residential consumer is far more eco-aware, and healthier homes have become a shared priority. This is especially important in a category where flooring represents about 25% of a home’s interior surface area. Influential voices like the American Medical Association and the American Lung Association have highlighted connections between flooring materials, VOC emissions and respiratory risks, especially for children and seniors. The 2015 “60 Minutes” exposé on Lumber Liquidators only amplified those concerns.
Sustainability is no longer fringe. It has become a mainstream expectation. More consumers now see sustainable and health-conscious flooring as a baseline. Health, in fact, tends to outweigh pure environmental concern. According to UL Greenguard and Milliken, 54% of consumers prioritize indoor air quality, and 71% connect their flooring choice to wellness. Meanwhile, only 46% factor in broader environmental impact. It’s no surprise then that certifications like FloorScore, introduced in 2005, remain highly influential.
Waterproof: The universal fear of water damage
Waterproof flooring has become one of the most powerful tiebreakers of the past decade. Its emergence coincided with the explosive growth of SPC and WPC products from 2015 to 2018. Consumers wanted flooring that could withstand the realities of kitchens, bathrooms, basements and busy households. Marketers seized the opportunity, positioning waterproof as a must-have differentiator, especially against traditional laminates and hardwoods.
Today, entire showroom sections are devoted to “waterproof flooring,” often blending categories under a common umbrella. However, unlike sustainability, there is no universally accepted third-party certification for waterproof performance. Definitions vary by manufacturer and product type.
Waterproof appeals broadly: Families with kids and pets, landlords, DIYers and senior homeowners all value the peace of mind it provides. Still, in the absence of formal standards, its effectiveness as a tiebreaker depends heavily on how well a brand can substantiate its waterproof claims through demonstrations, warranty support, and in-store messaging.
Made in the U.S.A: Trust and preference
The “Made in the U.S.A.” label has gained renewed traction as a tiebreaker, especially following recent geopolitical tensions, tariff policies and supply chain disruptions. American-made flooring is perceived as higher in quality and faster to obtain-critical advantages in today’s market.
Recent surveys confirm its appeal. The 2024 Reshoring Institute found that 70% prefer American-made products, and 83% would be willing to pay up to 20% more. A 2024 poll conducted by the Morning Consult/Alliance for American Manufacturing found that 77% prefer U.S.-made and 82% want more domestic options. And the 2022 Retail Brew/Harris Poll found that 48% would pay 10% to 20% more for domestically made products.
Despite robust demand, the U.S. industry still can’t fully meet consumer appetite for rigid core vinyl flooring, and imported SPC continues to dominate-albeit with some reported quality inconsistencies. As a tiebreaker, “Made in the U.S.A.” remains powerful when properly supported with product availability and performance.
Installation ease: The crisis that sparked innovation
Since the World Floor Covering Association (WFCA) declared a national installer shortage in 2019, installation ease has emerged as a strategic focus and sales differentiator. Any innovation that simplifies, speeds up or professionalizes the installation process has become a valuable tiebreaker, especially for retailers.
Examples include retailers investing in installer training to reduce callbacks and increase satisfaction; engineering advances that reduce plank weight or improve locking profiles; products that eliminate subfloor build-up, saving time and material; and DIY-friendly materials that empower homeowners with minimal tools.
Installation may be an “invisible” benefit, but in today’s labor-constrained environment, it matters more than ever.
Marketing makes the difference
Tiebreakers don’t announce themselves. They must be identified, explained and demonstrated. A successful flooring brand understands both its customer and its competition, then connects the dots with clear, consistent messaging. Ask yourself:
• What would be the tiebreaker for your customer?
• Are you communicating it clearly, consistently and credibly?
• Can your RSAs articulate it in a way that matters to the buyer?
Remember, today’s shopping journey is long and nonlinear, with many touchpoints for you and your competitors. The question isn’t whether you have a tiebreaker-it’s whether you’re making the most of it.
The Author
Paul Friederichsen is a marketing and branding expert with a career spent in ad agencies as a creative director and strategist and with numerous clients over the years in the floorcovering industry. He is a partner in the international brand consultancy The Blake Project and is a contributor to Branding Strategy Insider.