By Joseph Haecker – Former Lighting Designer, Podcast Host, Producer, Author, and Speaker
Let’s be honest: all tile and flooring showrooms look the same.
For the past five years, I’ve worked closely with a major tile and flooring expo and an iconic mosaics artist, and I’ve noticed something most showroom owners don’t want to admit: their business model is outdated.
Think about it. Do all fast-food restaurants look the same? Pretty much.
Do all coffee shops feel the same? Yeah, more or less.
And tile showrooms? Absolutely.
If they all look the same, does that mean they’re working?
Not really.
The Tile & Flooring Industry Is Changing—Are You?
Let’s talk about the numbers.
Over the past five years, tile and flooring sales have steadily increased, but here’s the problem:
Big-box retailers like Home Depot and Lowe’s dominate the market.
E-commerce sales are skyrocketing.
Most local showrooms are struggling to stay relevant.
What’s Happening to Showrooms?
Showroom owners assume they just need to stay “top of mind” to get more sales. But that strategy only works for businesses with recurring customer needs.
How often does someone actually need tile or flooring?
Interior designers: Maybe a few times a year.
Contractors: A few more times, but not daily.
Homeowners: Once or twice in their entire lifetime.
So, if your business depends on rare, one-time purchases, you can’t compete with big-box stores or e-commerce based on price or convenience. You have to change the game completely.
Why Do Tile Showrooms All Look the Same?
It comes down to FOMO (Fear of Missing Out).
Most showroom owners don’t want to take risks. Instead of innovating, they copy what other showrooms are doing, hoping it will work for them.
But let’s be real—how many people walk into a tile showroom just for fun?
If you’re not in the middle of a project, there’s no reason to visit.
How Do You Change This?
Stop designing tile and flooring showrooms.
Yep. Just stop.
If your customers don’t need tile and flooring all the time, you need to create a space they actually want to visit regularly.
And here’s the answer: Coffee shops.
Why Coffee Shops?
Because before COVID, coffee shops were the go-to meeting spot for designers, builders, and homeowners.
They were the third space—not home, not work, but a place to meet clients, brainstorm ideas, and get work done.
But post-COVID, Starbucks changed everything.
They removed most of their seating to encourage grab-and-go sales.
They cranked up the music to keep people from lingering too long.
The result? Designers and builders have nowhere to meet.
And that’s where your tile showroom comes in.
How to Turn Your Showroom Into a Design Hub
Imagine this:
Instead of being just another showroom, your space becomes the daily go-to workspace for designers and builders.
Instead of trying to compete for “top-of-mind” awareness, you become the place where design business actually happens.
Now, before you start thinking, “I’ll just invite my designers and contractors to work from my existing showroom”—stop.
Your current showroom is NOT set up for this. Think about it: If that were true, then wouldn't designers and builders already be in your showroom daily?
The layout, the way your reps engage with designers and builders—it’s all wrong for creating a thriving design community.
Here’s What You Need to Do Instead
If you’re ready to turn your money-pit of a showroom into a profit-driving space, here’s how I can help:
✅ Reimagine your showroom into a space where designers and builders actually want to spend time.
✅ Create a local design hub where industry professionals host meetings, work, and connect daily.
✅ Turn your local designers into your best marketers—without spending a fortune on ads.
✅ Host learning events and workshops that establish your showroom as the place where industry leaders gather.
✅ Sell more tile and flooring because designers and contractors will be immersed in your products every single day.
What Would This Look Like?
A Designer & Builder Co-Working Space
A comfortable, stylish workspace built into your showroom.
Free WiFi, coffee, and a quiet space for meetings.
Spaces designed for product selection and collaboration.
Weekly Events & Workshops
Invite designers, architects, and builders to host talks and workshops.
Teach homeowners about materials, design trends, and renovation planning.
Create a community of people who visit your showroom consistently.
Turning Designers Into Your Sales Team
Offer an exclusive membership where designers and contractors get perks for bringing clients in.
Give them reasons to promote your showroom instead of Home Depot.
Make your showroom their go-to space for inspiration and collaboration.
How This Model Drives Sales
Instead of spending money on ads, promotions, and marketing, your showroom naturally becomes the go-to space for design and renovation.
Why? Because:
Designers and contractors will come to work and bring clients with them.
Homeowners will visit to learn about design, even when they aren’t ready to buy.
Your products will be top-of-mind when the time comes to make a purchase.
The Problem With Your Tile Showroom? It’s a Tile Showroom.
But what if it was so much more?
Let’s set up a call. I’ll help you transform your space into the most valuable design hub in your city—and grow your business like never before.
📩 DM me or book a call today:
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