Washington, D.C.—Builder confidence in the market for newly built single-family homes declined in July as affordability challenges and economic uncertainty continued to weigh on the housing market, according to the National Association of Home Builders (NAHB).
The National Association of Home Builders/Wells Fargo Housing Market Index fell two points to 34 in July, down from a revised reading of 36 in June. Builder sentiment has remained below 40 for 15 consecutive months, the longest stretch since 2012.
“Many potential buyers remain on the sidelines as they wait for lower mortgage rates, more certainty on inflation and a clearer economic outlook,” said Bill Owens, chairman of the NAHB and a home builder and remodeler from Worthington, Ohio. “The recently enacted 21st Century ROAD to Housing Act contains important provisions on land-use and zoning, regulatory reform and financing tools that address obstacles facing builders and buyers, but these reforms will take time to implement.”
Robert Dietz, NAHB chief economist added, “With the HMI below 40 for 15 straight months, affordability remains the home building industry’s primary challenge, as elevated mortgage rates, costly land, rising material prices and persistent skilled labor shortages continue to affect the market. Looking ahead, the newly enacted housing law is a positive step that will help expand housing supply and lower overall housing costs, although more policy change is needed at the state and local level.”
The survey also found that 37% of builders reduced home prices in July, up from 35% in June and 32% in May. The average price reduction remained 6%.
The use of sales incentives increased to 63% in July from 62% in June. It marked the 16th consecutive month that at least 60% of builders reported using incentives.
HMI components decline
All three Housing Market Index components declined in July.
The index measuring current sales conditions fell one point to 37. The gauge tracking expected sales over the next six months dropped two points to 43. The index measuring prospective buyer traffic declined two points to 23.
Looking at three-month moving averages, the Northeast increased one point to 45 and the Midwest rose two points to 45. The South declined one point to 33 while the West fell one point to 26.
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, details the value of professional scheduling and how it can improve organization, efficiency and customer service.
Daltile’s Emserson Wood taps today’s health and wellness focus.
Ceramic and porcelain tile bring to the table an unprecedented number of benefits that speak to the needs of today’s consumer. These attributes are both inherent to the product itself and its development. Production location, too—considering the industry’s battle with tariffs and inflationary pressures—hits home for today’s end user.
To name a few, we’re talking about: Eco-conscious development and production. U.S. manufacturing. Ultimate waterproofing. These are not small things. These are top of mind for many consumers today—retail owners, too. Since the onset of the pandemic in 2020, one inherent benefit of tile has risen to the top of the heap: its healthy home and wellness benefits.
Consumers focused on Health and wellness abound, so much so that the topic has evolved from a strategic marketing advantage for the supplier to a true driver of choice for the consumer. “Wellness has evolved beyond a trend—it’s now a fundamental driver of residential design,” said Carly Ghodsian, director of curator collections, Emser Tile.
Paulo Pereira, vice president of MSI, agreed, noting that consumers increasingly view their homes as places that should support comfort, health and wellness and everyday functionality. “As a result, purchasing decisions are often influenced by how materials contribute to cleanliness, durability and long-term satisfaction,” he added. “Wellness is influencing not only what consumers buy, but how they evaluate value. Homeowners are looking for products that contribute to cleaner spaces, require less maintenance and perform over time.”
Bottom line: Tile speaks to each of these needs. However, suppliers agree, marketing needs to up its game. “I think we’ve been underselling tile for years,” said Veronica Gripp, brand manager, Portobello America. “The health story is baked into the material itself; we just haven’t told it loudly enough. People deserve to know what they’re bringing into their homes and what it does over time.”
Selling a wellness material
So what does it mean to bring tile into your home—and what will become of it over time? Turns out the benefits are vast, and consumers should be made aware during the purchasing process. If nothing else, it’s imperative to understand that tile’s lofty price tag comes with lofty benefits that support the consumer’s most pressing needs.
First and foremost, point to the product itself—the physics, in this case, matter. “Tile is inorganic, non-porous and dimensionally stable,” said Jim Neel, technical manager, Portobello America. “It doesn’t absorb moisture, it doesn’t support microbial growth and it doesn’t off-gas. Those aren’t marketing claims. They’re the physics of a fired ceramic body.”
But that’s not all. Once the tile is fired, the benefits to indoor health and wellness continue. “Unlike other flooring options, porcelain tile does not trap dust, pollen, pet dander or other indoor pollutants, contributing to cleaner indoor environments,” explained Rodolfo Panisi, Florim USA president and CEO.
Emser’s Luminix
Cleanability is a high selling point in today’s market. It’s also a feature that not many flooring categories can truly tout like tile. “Tile is an ideal material for maintaining a sterile environment and is a good choice for health- or hygiene-conscious individuals,” said John Williams, manager technical services at Emser Tile. “Tile is very easy to keep clean. It doesn’t retain bacteria. It doesn’t retain anything that would become an environmental hazard or a health hazard. So, from a hygienic point of view, it is an optimum choice.”
Longevity, too, is one of tile’s superpowers. “Its durability and long lifespan reduce the need for frequent replacement, minimizing disruption and material waste over time,” Panisi explained.
The commercial side of the business has evolved in such a way as to support these conversations. What’s more, wellness-focused organizations have made it increasingly more advantageous for suppliers to not only tout these benefits but increase their wellness-focused innovation.
“The frameworks have changed the conversation completely: WELL, Living Building Challenge, LEED,” Gripp said. “Specifiers aren’t just asking ‘is this durable?’ anymore. They’re asking ‘what is this made of? And what does it do to the people inside the building?’ That shift has opened real doors.”
Portobello’s Neel agreed, adding, “Tile holds up in those frameworks because it performs on the criteria that matter. Thermal mass, acoustic potential, no chemical maintenance requirements. FloorScore certification addresses indoor air quality directly. The product earns its place; it’s not a workaround. And that credibility matters when there is a project team pursuing certification. Designers don’t have to make trade-offs between aesthetics and wellness. That’s not always a given.”
Design is a bridge that crosses both markets. Suppliers agree the importance of design in creating wellness-focused spaces can’t be exaggerated—and it’s an area in which tile excels beyond most flooring categories. “From a design perspective, people increasingly recognize that well-being is influenced by the spaces they occupy,” Pereira said. “Natural colors, organic textures and biophilic design elements can help create environments that feel calming and restorative. Ceramic and porcelain tile excel in this area because they can authentically capture the look of natural materials while offering exceptional performance.”
Terri Marion, product manager-Crossville, AHF Products, added, “Tile contributes to psychological comfort through natural aesthetics, tactile surfaces and materials that create immersive spaces people genuinely enjoy spending time in. Wellness isn’t simply about eliminating harmful materials anymore. It’s increasingly about creating environments that feel calm, restorative and connected to nature.”
Innovation in tile
MSI’s Murcia
As one of the most technologically advanced flooring materials, it tracks that innovation continues to ramp up in the category. That is true across all end goals for tile (sustainability, durability, design, etc.), including that of healthy living and overall wellness.
“The future of tile innovation will likely continue moving toward products that make healthy design easier to achieve across the entire home,” Pereira noted.
Sean Cilona, vice president of product and marketing, Virginia Tile, agreed, noting, “At the end of the day, healthy living isn’t just about what’s inside a product it’s about choosing materials that support better indoor air quality, require fewer harsh cleaning products and perform for decades. Ceramic and porcelain tile have always delivered on those fundamentals, and I expect manufacturers will continue to build on those strengths as wellness becomes an even bigger driver in product development.”
What do some of those innovations look like? Here are some examples:
Maintaining certifications that support environmental and health standards.
“We actively collaborate with industry partners, regulatory bodies and certification organizations to stay informed about the latest advancements in sustainable practices,” said Dave Godlewski, vice president of sales and marketing, independent channel, Wonder Porcelain. “We’re achieving relevant certifications, such as Green Squared G2 certification, which demonstrates our commitment to recognized environmental standards. We also conduct comprehensive Life Cycle Assessments to quantify the embodied carbon footprint of our ceramic tiles. This includes analyzing raw material extraction, manufacturing processes, transportation and end-of-life considerations.”
“Greater transparency through EPDs, HPDs and Declare Red List Free labels give architects, designers and builders clearer insight into material composition and environmental impact, supporting healthier building certifications like WELL and LEED,” Florim USA’s Panisi said.
“The significant shift is material transparency,” Portobello America’s Neel said. “HPDs let specifiers verify exactly what’s in the product and whether any inputs appear on chemical concern lists like the LBC Red List. Five years ago that was rare. Now it’s an expectation.”
Advanced surface technologies
Daltile’s Defend with Microban eliminates 99% of bacteria on the tile surface. “Daltile has taken the already hypo-allergenic and easily cleaned properties of tile flooring even a step further by introducing the Defend program and the new floor, wall, and mosaic tile products under that umbrella,” said Patrick Warren, vice president dealer sales and showrooms, Dal-Tile. “Microban technology is world-leading antimicrobial product protection that has revolutionized product cleanliness. Because Microban technology is built into the tile, it will not wash off or wear away, resulting in a surface that is consistently protected from the growth of bacteria, 24 hours a day, 7 days a week.”
“Manufacturers are advancing tile through more precise surface engineering that improves both performance and user experience,” Crossville’s Marion said. “Today’s innovations aren’t just about technical performance—they’re about how a surface feels and functions in everyday life. Innovations include textures that enhance traction while maintaining comfort and cleanability, as well as finishes that create a softer tactile experience without compromising flooring performance.”
Cleanability
“Large-format tiles and porcelain panels reduce grout lines, minimizing areas where dirt and bacteria can accumulate and making cleaning more efficient and less reliant on harsh chemicals, for better hygiene,” Florim USA’s Panisi said.
“We are seeing growing interest in larger-format tiles, integrated floor-and-wall solutions, and collections that help create seamless environments,” MSI’s Pereira said. “Products with large-format sizes available allow designers to reduce visual clutter with less grout lines that create an easier cleaning experience that contribute to a greater sense of hygiene and wellbeing.”
Design innovation
“Innovation is also focused on creating more realistic surfaces that deliver the emotional appeal of natural materials with the practical advantages of porcelain tile,” MSI’s Pereira said. “This kind of innovation helps homeowners and designers achieve wellness-oriented spaces that feel natural calming, and elevated while remaining easy to maintain.”
As one of the industry’s most stylish flooring categories, ceramic tile has long been a leader in design. Manufacturers consistently push the boundaries of color, texture, size and even technology, introducing products that reflect broader trends in architecture, interior design and fashion while inspiring the looks that eventually influence other flooring categories.
From realistic stone and wood visuals to bold decorative patterns and large-format installations, tile suppliers are often first to embrace emerging aesthetics. Advanced manufacturing technologies have further expanded design possibilities, allowing manufacturers to produce increasingly sophisticated products that combine style with exceptional performance, making tile a perennial leader in flooring innovation.
Bold design
Bold color palettes, statement patterns and expressive designs are taking center stage in ceramic tile as homeowners increasingly seek spaces that reflect their personal style. From richly saturated hues to decorative installations, today’s tile collections encourage customization, allowing end users to create one-of-a-kind spaces that prioritize individuality as much as functionality.
Advanced performance
Performance continues to be a major area of innovation for ceramic tile. Manufacturers are developing products with enhanced slip resistance, antibacterial and antimicrobial properties, stain resistance and easier maintenance without sacrificing design. These advanced performance features are expanding tile’s applications while helping create safer, cleaner and healthier residential and commercial environments.
Immersive experiences
Advancements in manufacturing technology have ushered in a new era of immersive tile, bringing unprecedented depth, texture and realism to ceramic design. Sophisticated digital printing and production techniques now allow manufacturers to create seemingly three-dimensional surfaces that add movement, visual interest and tactile appeal.
Sponsored by Ecomedes, the awards were presented at the AIA Global Campus for Architecture and Design following opening remarks from Andrew Flank of the American Institute of Architects and Hon. Stephen Ayers, the Green Building Initiative’s chief executive officer and the 11th architect of the Capitol.
The annual awards recognize architects, designers and industry professionals whose work demonstrates environmental impact, innovation and leadership in sustainable flooring. An independent panel representing architecture, design, manufacturing and sustainability evaluated the entries.
“The projects and professionals recognized this year exemplify that sustainable flooring solutions can elevate design while delivering significant environmental benefits,” said Bill Griese, summit chair. “Spanning healthcare, education, workplaces, public spaces and recreation, these projects showcase the broad impact sustainable flooring can have across the built environment.”
2026 Architecture and Design Award winners
Public/Community Project of the Year Valley of Fire State Park Visitor’s Center Firm: LGA Architecture
The project earned recognition for its terrazzo flooring and sustainable material selection. Judges cited its use of Red List Free and bio-based materials with lower global warming potential, along with an emphasis on material transparency, durability and design inspired by the Mojave Desert.
Office/Workplace Project of the Year Commercial Flooring Recovery Partnership Company: ReCover Recycling Program
The project recycled nearly 94,000 square feet of existing carpet into new flooring products. It also prioritized recycled-content materials, product transparency and low-emitting finishes to reduce waste and support healthier interior spaces.
Education Project of the Year Warren Elementary School Firm/Company: Sherman Carter Barnhart and Warren County Public Schools Recognized Individuals: Jennifer Cash and Chris McIntyre
The school incorporated hemp wood flooring, rapidly renewable materials manufactured using solar energy and zero-VOC, low-emitting products. The project supports the district’s broader net-zero and sustainability goals.
Recreation/Athletic Project of the Year Creighton University Volleyball Court Firm: GLGR Recognized Individuals: Tim Gallagher, Sam Grunseth, Huson Miller and Monica Cullen
Rather than sending the existing competition floor to a landfill, the project reused it in Creighton’s practice facility. Judges recognized the project for demonstrating circularity and long-term material stewardship.
Healthcare/Institutional Project of the Year University of Michigan Health, Michigan Medicine Firm: HOK Recognized Individuals: Paul Strohm, William Wahle, Mark Banholzer and Alison Giometti
The LEED Platinum-certified project uses ceramic tile and advanced installation systems to improve long-term performance. It also reduces material waste through prefabrication while improving indoor environmental quality with low-emitting materials.
Person of the Year
The Flooring Sustainability Summit named Edwin Lingg, founder and owner of LICO, its 2026 Person of the Year. The award recognizes his contributions to advancing sustainability in the flooring industry.
“Edwin’s commitment to innovation and sustainability has had a lasting impact on the flooring industry,” Griese said. “His leadership exemplifies the type of forward-thinking vision this award was created to recognize.”
The award recognizes leadership, innovation, advocacy and measurable environmental impact that advance sustainable flooring practices.
Dalton—The World Floor Covering Association’s (WFCA) Step Up Tour has completed its first three stops, highlighting member businesses recognized for leadership, innovation and commitment to the flooring industry.
“The flooring industry has always been strongest when professionals are willing to share what they’ve learned,” said Scott Humphrey, CEO of WFCA. “The Step Up Tour gives us the opportunity to recognize businesses making a difference, celebrate the people behind their success and share ideas that help strengthen our industry.”
The tour visited Sunshine Interiors in Lakeland, Fla., Jabara’s Home Services in Wichita, Kan. and Carpet Exchange in Denver. According to WFCA, the companies represent different business models while sharing a commitment to customer service, community involvement and professional development.
Created to spotlight outstanding WFCA member businesses, the Step Up Tour goes beyond the showroom to meet with owners, employees, manufacturing partners, customers and community organizations. The association shares those stories through articles, videos, photography, podcasts and other digital content.
The stops
Each stop highlights a different leadership approach.
Sunshine Interiors, led by President Darren Harrison, demonstrates how purpose-driven leadership shapes company culture, decision-making and community engagement.
Under President Jason Jabara, Jabara’s Home Services reflects four generations of family leadership built on customer relationships and adaptability.
At Carpet Exchange, President Bruce Odette emphasizes operational excellence while investing in employee development to build long-term success.
According to WFCA, all three companies also share a commitment to remaining active in the association and supporting the flooring industry through professional education and participation in WFCA initiatives.
“The most valuable part of every Step Up Tour visit isn’t simply telling a company’s story—it’s sharing ideas that can inspire another business,” said Freida Staten, chief marketing and strategy officer for WFCA. “Every stop reminds us that our industry is filled with leaders willing to share their experiences so others can grow, innovate and succeed.”
WFCA plans to continue the Step Up Tour through 2027, featuring additional member businesses across North America.
“Success isn’t built on motivation; it’s built on the discipline to do the work every single day.” Motivation is an emotion. Discipline is a habit. That’s why discipline is far more powerful. Motivation is fleeting and comes and goes based on your mood, energy level or circumstances. If you only act when you feel motivated, your progress will always be inconsistent. Discipline, however, is a commitment to doing what needs to be done.”
—Tom Norris
ProSource Wholesale
Pittsburgh, Pa.
““You are only one decision away from a different life.” A career decision based only on money and not on love of the work—or a desire to make a difference—is a recipe for unhappiness.”
—Typhannie Harker
Carpeting by Mike
Somerset, Wis.
“Always do what is right and you will succeed.” The flooring world isn’t perfect, and we run into issues at times. Even when claims aren’t approved by manufacturers, there is a good chance we are replacing the floor. We will always take care of the issue at our expense.”
—Ryan Boender
Sackett’s Flooring
Kalamazoo, Mich.
““It’s not the strongest of the species that survives, nor the most intelligent—it is the one most adaptable to change.” It crosses both the personal and professional realm, and it reminds us that being able to pivot is what makes us and keeps us great.”
—Elise Lefebvre
ProSource Wholesale
Tempe, Ariz.
“Great things in business are never done by one person. They’re done by a team of people.” This applies perfectly to our industry. As retailers we are only successful because of the whole process. From sales to installers, they make the team that makes every job successful. Without them we wouldn’t be what we are.”
Washington, D.C.—Builder confidence in the market for newly built single-family homes declined in July as affordability challenges and economic uncertainty continued to weigh on the housing market, according to the National Association of Home Builders (NAHB).
Bold design
Advanced performance 
Immersive experiences
Washington, D.C.—
Dalton—The World Floor Covering Association’s (WFCA) 
Every two weeks, 
““You are only one decision away from a different life.” A career decision based only on money and not on love of the work—or a desire to make a difference—is a recipe for unhappiness.”
“Always do what is right and you will succeed.” The flooring world isn’t perfect, and we run into issues at times. Even when claims aren’t approved by manufacturers, there is a good chance we are replacing the floor. We will always take care of the issue at our expense.”
““It’s not the strongest of the species that survives, nor the most intelligent—it is the one most adaptable to change.” It crosses both the personal and professional realm, and it reminds us that being able to pivot is what makes us and keeps us great.”
“Great things in business are never done by one person. They’re done by a team of people.” This applies perfectly to our industry. As retailers we are only successful because of the whole process. From sales to installers, they make the team that makes every job successful. Without them we wouldn’t be what we are.”