By Paij Thorne-Brooks Senior marketing director, Unilin/Mohawk Hard Surfaces
More consumers are turning to laminate to transform their living spaces because they don’t have to compromise the things they demand in a perfect floor. Today’s technology has refined the art of stylish, realistic designs and beautiful options, plus it delivers truly outstanding performance that isn’t always possible with hardwood floors. When talking to customers, be sure to highlight how laminate delivers on both style and performance.

Selection: Laminate offers a virtually endless selection of styles and colors. Customers won’t be limited in the designs available— from the look of traditional woods to more exotic choices like mahogany or jatoba. The look of natural stone or slate is also within reach in a beautiful array of colors and textures. Laminate also offers a choice of plank widths and lengths, making it easy to find the right look.

Durability: Laminate floors will keep that beautiful style for a long time. Because they are engineered to resist impact, staining and moisture, they can be installed in high-traffic areas—those often off limits to traditional hardwood flooring. And unlike hardwood floors, laminate resists fading so it’s perfect for areas exposed to hours of sunlight.

Ease of installation: Installing laminate flooring is quick and easy. And unlike traditional hardwood flooring, laminate can be installed over a number of different subfloors, including wood, linoleum, tile or concrete, either above or below grade. Many laminate floors simply click together—no need for glue, grout or special tools. So homeowners can create a new look and walk on the floor the same day.

Ease of maintenance: Laminate cleans up easily with a damp mop, plus has fewer long-term maintenance costs. It never needs sanding, staining, polishing or waxing. And you won’t have to worry about re-grouting or scrubbing grout lines.

Environmentally friendly: Laminate is truly a green alternative. Most laminate floors are U.S. produced and made from sustainable sources. Consumers can get an exotic look without harvesting one exotic tree. VOCs are eliminated with patented locking systems and because most laminate flooring clicks apart as easily as it clicks together, it can be reused somewhere else or donated to your favorite charity.

You are your customers’ best source for information about laminate flooring. Take the time to understand their needs, and you will be able to confidently guide them to a look in laminate they will love.