Vertical Playbook
Flooring
In-home flooring sales, installation, and remodel-adjacent work.
Flooring is a considered, in-home consultative sale — the closest cousin to bath and kitchen remodel in marketing terms. The platforms that win build the in-home appointment funnel and the sales process as a single system, not two.
Operating Realities
The way the trade actually runs.
- 01Lead-to-appointment-to-close is a 30-day process. Marketing has to participate the whole way.
- 02Showroom and in-home are different channels and need different funnels.
- 03Financing is a major lever that's almost always under-surfaced.
The Sheppard Playbook
What we install in flooring platforms.
— 01
Appointment-quality scoring
Not every lead is an appointment; not every appointment is a sit. Build the scoring layer and report it to the sponsor.
— 02
Lifecycle for the 30-day decision
Most flooring marketing dies the moment the lead form submits. Build the middle 25 days.
— 03
Showroom traffic engine
Showrooms are an asset class most platforms under-utilize. Treat them like retail and drive foot traffic intentionally.
KPIs We Move
What the sponsor sees on the dashboard.
Lead-to-appointment ratio
Appointment sit-rate
Sit-to-close conversion
Average ticket and financing attach
Frequently Asked
On flooring in private equity.
How does flooring marketing work in private equity?
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What's the role of showrooms in PE-backed flooring marketing?
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Engage Sheppard
Have a flooring platform under LOI?
We can be in the data room next week with a commercial diligence on the marketing engine. Pre-close, post-close, or pre-exit — same operating model.