By Kathlene Vercellino
Hicksville, N.Y.—Winter may be on its way out the door but there are still places across the country where the temperatures remain winter-like. Instead of daydreaming about warmer days, more and more consumers are doing something about it. It is this consumer-driven desire for comfort, as reported by many industry professionals, which is pushing sales of radiant floor heating systems.

“It all begins with the consumer,” said George Selvais, general manager of WarmlyYours. “When it comes to the bathroom, many homeowners love the look of tile, wood or laminate but dread stepping out of a soothing shower on to a cold floor, especially during frigid winter months. It’s the same when talking about the kitchen and living areas. Many families have installed tile or wood in these areas but worry about their little ones playing on cold floors. This is why so many are opting for radiant heating systems to warm their floors.”

Like Salvais, others in the industry believe the interest in radiant heat flooring has to do with people wanting to be as comfortable as possible in their own homes. “It’s a way she can pamper herself, simply and economically, while providing years of lasting comfort,” explained Mike Chiles, vice president and general manager of Watts Radiant.

“Its all about comfort and luxury in her own home and at a reasonable price,” added Alloc’s marketing manager, Meghan Patterson.

As interest grows, radiant floor heating manufacturers are arming dealers with better marketing materials such as posters, door decals, brochures or small displays. Easy Heat, for instance, is providing retailers with information on how its product is silent, easy-to-install, invisible and healthy.

“Radiant floor warming and heating systems are virtually silent, invisible and healthy,” said Kathleen Scranton, the company’s product manager. “Who wouldn’t prefer listening to mother nature over a noisy, smelly furnace. It can provide a positive effect on everyone’s bottom line.”

In addition to its posters, brochures and window decals, WarmlyYours has a tabletop display available to dealers. “Our tabletop display sits on the counter where the consumer—usually the wife—will touch it, want it and ask the retailer about it,” explained Wade Johnson, customer relations manager for WarmlyYours.

“These kits are designed with compelling package graphics and informational text geared toward the predominately female target audience,” he continued. “In a way, they are unique because they allow retailers to show an actual product/box to the homeowner which she can touch. In the past, dealers would mention the concept of the radiant floor heating system, send a floor plan to the manufacturer for a quote then close the sale. The consumer never saw or felt the actual product. It’s hard to sell something you can’t show.”

Roger Ware of Floor To Ceiling in Ottumwa, Iowa, can attest to manufacturer’s Cash & Carry floor warming kit. “It’s the best investment I have ever made,” he noted. “I just plugged it in and every time a customer feels the warmth coming from the tile, she wants it. I don’t even have to sell it—she just feels it and wants it.”

Luxury aside, radiant heating offers some additional advantages. Manufacturers report that their systems can help reduce air born pollen, dust and mold by as much as 35% over conventional forced-air systems. “Radiant systems are healthy because no dirty air is being blown around the room which minimizes the circulation of dust, mold, pet dander and mites,” explained Scranton.

“Our system provides a healthy home whereas a home using a forced air system will spread dust, pollen and germs,” concluded Salvais. “It is also less likely to dry out your breathing passages and skin.”