Daltile celebrates Trade Pro Week

Dallas—Daltile is recognizing contractors and tile installers during its annual Trade Pro Appreciation Week this week.The event features tile savings, vendor discounts, tool deals and giveaways at Daltile locations nationwide.

As part of the celebration, Daltile will award three trade professionals and their guests all-expenses-paid trips to the 2027 Kentucky Derby.

The event also highlights Daltile’s ProContractor Program, which provides services and resources to help contractors and tile installers grow their businesses.

“Trade professionals are a key driving force within our industry, so Daltile is thrilled to honor three lucky trade pro winners (and their plus-ones) with a Kentucky Derby trip as a key part of this week’s celebration,” said Amber Leigh Martinson, vice president of marketing for Dal-Tile LLC. “For over 79 years, Daltile has been the resource for contractors and tile installers, providing the design, service, technology, manufacturing and distribution leadership trade pros need to succeed. It has been our pleasure to come alongside these professionals and equip them to serve their customers effectively and grow their own businesses for so many years.”

The company’s ProContractor Program provides exclusive contractor pricing, project support, tools and accessories. Trade professionals can also use Daltile’s free ProExchange app to search products, check inventory, place orders, make payments and schedule pickups.

“Daltile is committed to being the trade pro’s trusted partner, serving as their one-stop-shop for all tile, stone, countertop and installation needs,” Martinson said. “We have over 260 Daltile Sales Service Center locations nationwide offering unmatched product selection, service and availability year-round. In addition, we offer a user-friendly ProContractor Program complete with exclusive contractor pricing, comprehensive project support, tools and accessories. We also make it easy to conduct business with Daltile anytime and anywhere, on any computer, smartphone, or tablet via our free ProExchange app. With ProExchange, trade pros streamline workflows by accessing everything needed in one place—from product searches to viewing available inventory, placing orders, payment, order tracking, scheduling pick-ups and more.”

2027 Kentucky Derby giveaway

The giveaway is open to eligible tile installers, tile contractors and general contractors. Participants must have an active Daltile Trade Pro account, which is free. Participants can enter or win without making a purchase or payment.

Eligible professionals can enter at a local Daltile Sales Service Center or through the Daltile ProContractor website by selecting “Daltile 2026 Trade Pro Giveaway.”

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Floorzap names Dan Blake chief product and technology officer

Lehi, Utah—Floorzap has named Dan Blake chief product and technology officer. Blake will lead product and technology efforts for the business management software company serving independent flooring retailers.

Blake brings more than 30 years of experience building and leading software teams. Most recently, he served as chief product and technology officer at Aspire Software.

Aspire provides software for commercial landscaping, snow and ice and field service contractors. Its platform supports operations, finances and customer management.

During Blake’s tenure, Aspire’s product and technology team grew from seven employees to more than 260. The company also grew from an early-stage startup through its acquisition by ServiceTitan. It later became one of ServiceTitan’s largest product lines.

Blake also serves as a board member and product and technology adviser to six other software companies.

Blake to lead product, engineering and AI strategy

In his new role, Blake will oversee Floorzap’s product and engineering organization. He will also set the company’s technical roadmap and lead the integration of AI into its platform.

“Flooring dealers do not want software that adds work to their day,” Blake said. “Floorzap already gives them the quote, the invoice and the work order in one place. I want to make that faster and more dependable and I want to put the AI work I have been doing to use for the dealers who run their businesses on it.”

Blake joins a product and engineering team that includes executives Eric Carlson and Shane Blaser. He will also work directly with Floorzap’s retailer customers to help shape the company’s product roadmap.

“Dealers tell us they need modern and cloud-based software that keeps up with how their business really runs,” said Matt Buckley, CEO of Floorzap. “Dan has led product and engineering for software built for the trades and he has spent recent years putting AI into production systems. That is the experience we wanted running product and technology at Floorzap.”

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Builder confidence softens as mortgage rates rise

Washington, D.C.—Rising mortgage rates, energy and material costs, and worsening labor and lot conditions pushed builder sentiment to a 14-year low in October, according to the National Association of Home Builders (NAHB).

Builder confidence in the market for newly built single-family homes fell three points to 29. The National Association of Home Builders/Wells Fargo Housing Market Index reported the decline Oct. 19. The reading was the lowest since June 2012.

“Mortgage rates have climbed well above 7% in recent weeks and higher gas prices and inflation have further weakened buyer traffic across much of the country,” said Bill Owens, chairman of the NAHB and a home builder and remodeler from Worthington, Ohio. “Though builders are also contending with higher costs for construction loans, building materials and diesel, the Trump administration’s efforts to advance regulatory reform are helping to ease some of the cost pressures they face. Nationwide, more than one-third of builders reported immigration enforcement activity in their market areas during the past month, causing construction delays and discouraging legal workers from reporting to work.”

Robert Dietz, NAHB chief economist, added, “Housing remains squeezed by supply-side constraints and significant affordability challenges. Demand persists, but higher mortgage rates, elevated construction costs and weaker consumer confidence are keeping more buyers on the sidelines. As a result, buyer traffic has fallen to its lowest level since April 2012, excluding the pandemic’s onset in April 2020.”

Builders turn to price cuts, incentives

The latest HMI survey found that 43% of builders cut prices in October. That marked the highest share recorded during the 2020-2026 period.

The average price cut remained at 6% for the seventh consecutive month. Meanwhile, 65% of builders reported using sales incentives in October.

October marked the 19th consecutive month in which at least 60% of builders reported using incentives.

NAHB has conducted the monthly HMI survey for more than 40 years. The index measures builder perceptions of current single-family home sales and sales expectations for the next six months.

Builders rate conditions as “good,” “fair” or “poor.” The survey also asks builders to rate prospective buyer traffic as “high to very high,” “average” or “low to very low.”

NAHB uses the scores for each component to calculate a seasonally adjusted index. A reading above 50 indicates that more builders view conditions as good than poor.

All three major HMI indexes declined in October.

The index measuring current sales conditions fell two points to 33. The index measuring sales expectations for the next six months dropped five points to 32.

The index measuring prospective buyer traffic also fell five points to 18.

Regional three-month moving averages also declined. The Northeast fell one point to 38 while the Midwest dropped three points to 40.

The South declined one point to 30 and the West fell two points to 26.

The Midwest remained a relative bright spot for single-family home building, with permits up 2.9%.

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Armstrong Flooring Roadshow makes stop in Dallas

The Armstrong Flooring mobile showroom trailer was parked in front of Adleta’s warehouse on the third stop of AHF’s 2026 Roadshow tour.

Dallas—Floor Covering News is here for the third leg of the 2026 Armstrong Flooring Roadshow, a series of events held in conjunction with Armstrong Flooring/AHF Products distribution partners. Adleta served as the host site for this week’s event, which welcomed scores of retailer/designer customers.

“The reaction from retailers and distributors to having the Armstrong Flooring brand back in residential has been phenomenal,” said Jennifer Zimmerman, chief commercial officer, AHF Products. “We haven’t done anything like this in a really long time.”

The road show format, according to Zimmerman, gives AHF Products a platform to create a high-impact experience that celebrates the return of the Armstrong Flooring brand to retail and gives customers the confidence and tools to sell the brand. Make no mistake: this isn’t simply a return of a historic brand. Rather, according to the company, it’s an opportunity to help write the next chapter in a storied history. Generations of families have trusted Armstrong Flooring. For decades they have associated the Armstrong brand with quality, style and lasting value.

“This is an exciting moment for the Armstrong Flooring brand and, more importantly, for our retail partners,” said Chris King, senior vice president of residential sales, AHF Products. “We are coming back with products designed for today’s consumer, the recognition of a name people already know and trust, and the marketing and merchandising support retailers need to turn that into sales. We want retailers to see the opportunity, experience the products and get excited about what we can build together.”

Expanded product portfolio

Armstrong Flooring is returning to retail with a wide assortment that includes DLuxe Plank HDPC luxury vinyl plank, which is produced at its Cartersville, Ga., facility. In support of the expanded Armstrong Flooring portfolio, AHF has rolled out a flexible merchandising system that allows retailers to configure for standalone displays or larger branded presentations.

“Customers that already display Armstrong-branded products will receive a retro-fit kit so they can turn their existing display into an Armstrong Flooring merchandiser,” Zimmerman explained. “We also offer a spinner display that can hold a full-size plank showcasing the heft of the product.”

Another road sow highlight is the Sacred Grove Select collection of engineered hardwood, produced at AHF’s facility in Turney, Tenn. The new line boasts a billet plywood core for strength and dimensional stability, and utilizes select-grade hardwood and trendy colorways.

AHF Products’ Milton Goodwin, left, walks All About Floors’ Steve Watson through the new Armstrong Flooring engineered portfolio.

Rounding out the new offerings are three porcelain tile collections—Heritage Tailoring, Subtle Chic and Indie Edge—that span a range of styles, price points and project needs. All are made domestically at its plant in Crossville, Tenn.

But it wasn’t just about new collections. Attendees also got their first look at a completely revamped Armstrong Flooring website, which touts improved functionality, visualization tools, lifestyle content and lead-generation capabilities, among other key enhancements. The site also allows visitors to peruse other flagship AHF Products brands.

All these upgrades, according to the company, give retailers a powerful one-two punch: a brand consumers already recognize, combined with a portfolio that gives them more ways to sell it. As King explained: “We are backing it with the products, displays, marketing and supply reliability to help our partners turn that opportunity into growth.”

Adleta retailer customers in attendance here expressed excitement about the expanded offerings as well as the focus on the Armstrong Flooring brand in general.

“We’re excited to see the Armstrong Flooring-labeled vinyl plank products that are coming out,” said Trey McGee, Henson Carpet One, Shreveport, La. “The Diamond 10 finish has been popular on the commercial side, and we’re excited about Armstrong Flooring bringing that back on the residential side. We also like what we’re seeing in terms of the premium hardwood looks being offered as well as the new tile products.”

AHF Products’ Jarrett Stewart, left, with Henson Carpet One’s Trey McGee in the Armstrong Flooring mobile showroom.

Steve Watson of All About Floors, Forney, Texas, was similarly impressed with the new offerings, particularly the Sacred Grove Select Engineered Hardwood collection. “We sell a lot of hardwood in our store,” he told FCNews. “We like the fact that the consumer will be able to refinish the product. The Made in America aspect is also a huge deal.”

For more on this story, look for the November 2 issue of FCNews.

 

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New home sales rise despite persistent affordability challenges

Washington, D.C.—New home sales improved in August, but the monthly gain masks continued weakness in the broader new-home market, according to the National Association of Home Builders (NAHB). Elevated mortgage rates and ongoing affordability challenges continue to constrain demand. Sales remain below last year’s pace and year-to-date sales trail 2025 levels.

Sales of newly built single-family homes increased 6.4% in August to a seasonally adjusted annual rate of 684,000. The U.S. Department of Housing and Urban Development and U.S. Census Bureau reported the latest figures following an upwardly revised July estimate.

The pace of new home sales was 2% lower than a year earlier. “The gain in new home sales is encouraging, but affordability remains a challenge,” said Bill Owens, chairman of the NAHB and a home builder and remodeler from Worthington, Ohio. “Sales are still down year over year and year to date and builders continue to use incentives and pricing adjustments to support buyers as limited existing-home inventory helps sustain the new-home market.”

A new home sale occurs when a buyer signs a sales contract or submits a deposit. The home can be at any stage of construction, including not yet started, under construction or completed.

“While the monthly increase in sales is a positive development, housing demand remains sensitive to higher mortgage rates and broader macroeconomic conditions,” said Danushka Nanayakkara-Skillington, NAHB assistant vice president for forecasting and analysis. “A sustained improvement in affordability, particularly through lower financing costs, would provide a stronger foundation for housing demand going forward.”

The August reading of 684,000 units also accounts for seasonal effects. The figure represents the number of homes that would sell if the August pace continued for 12 months.

New single-family home inventory remained unchanged from July at 483,000 units. Inventory fell 2% from a year ago.

That represents an elevated 8.5 months’ supply at the current sales pace. Completed, ready-to-occupy inventory totaled 112,000 homes in August.

The combined inventory of resale and new homes represented a 5.3-month supply at the current sales pace.

The median new home sales price increased 0.4% from July to $393,700. The median price fell 5.8% from a year ago.

On a year-to-date basis, new home sales fell 0.6% in the Midwest, 1% in the South and 10% in the West. Sales remained unchanged in the Northeast.

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Tuesday Tips: Celebrate progress, not perfection

Dalton—The World Floor Covering Association (WFCA) released a new “Tuesday Tips” this week. In the series, WFCA experts present short video tips for improving customer service and optimizing staff performance. In the end, it’s all about understanding the importance of doing 100 things just 1% better than your competition.

In this week’s Tuesday Tips, Tom Jennings, retail training expert, shares a simple reminder: celebrate progress when you see it. When someone new gets something mostly right, encouragement can help build confidence and reinforce the behavior you want to see.

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TrueTouch celebrates Predator collection launch

New Smyrna Beach, Fla.—TrueTouch Floors celebrated the nationwide launch of its Predator MonoTechnology (MonoTech) collection with a beach cleanup and launch party here.

The event brought together flooring industry leaders, distributors and members of the local community. Attendees included industry veteran Ralph Boe and his wife, Nancy; Kirby Jones, vice president of sales and marketing for Reader’s Wholesale, and Jud Hurt, president of Ohio Valley Flooring; Marty Piore, vice president of business development for Ohio Valley Flooring and Mike Lane, territory sales manager, William M. Bird. New Smyrna Beach Mayor Fred Cleveland and Tess Sailor-Tynes, conservation science coordinator for the Marine Discovery Center, also joined the celebration.

The Predator collection highlights TrueTouch’s partnership with 4ocean and its efforts to combat plastic pollution. The collection’s marketing portrays plastic as the predator while positioning MonoTech as an alternative to plastic-based waterproof flooring.

Like other MonoTech products, Predator is PVC-free, plastic-free and 100% waterproof throughout. TrueTouch manufactures the collection using real wood and natural oils. The company also positions Predator as a competitively priced option in the waterproof flooring category.

Waterproof flooring meets sustainability

Through its partnership with 4ocean, TrueTouch removes 1 pound of plastic and debris from oceans and coastlines for every 100 square feet of flooring sold.

“This was probably the most exciting product launch we’ve done so far,” said Josh McGrane, managing partner at TrueTouch Floors. “Predator is going to be a huge success for TrueTouch and for all of our distributors, because the color line is incredibly beautiful and the marketing surrounding it is very impactful. It really draws you in and gives you a reason to buy.”

The celebration included a beach cleanup, where guests competed for prizes in two categories: Most Trash Collected and Strangest Item Found. TrueTouch also hosted guests in a private beach cabana for barbecue, drinks and cornhole.

Cleveland thanked the company for its involvement in the community. He expressed pride in having TrueTouch, “a company with a global supply chain and a national reach,” based in New Smyrna Beach.

TrueTouch also donated to the Marine Discovery Center, a local nonprofit organization focused on marine education and conservation. The organization works to restore and protect the Indian River Lagoon.

The donation reflected TrueTouch’s appreciation for its hometown, which is known as the Shark Bite Capital of the World. The distinction also connects to the shark imagery featured in Predator’s marketing.

“We’re celebrating the commitment of our distributors and their recognition of our efforts in this collection,” McGrane said. “We are so lucky to have the relationships that we have and to be able to work in a community that cares.”

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