FloorCon 2022

Written by Shannon Vogel on . Posted in Trade Shows


You’ve been patiently waiting and now it’s time to announce the details for FloorCon 2022! Here’s everything you need to be in the know and get to the show!

FloorCon is the only trade show created exclusively for flooring dealers. Get your hands on the tools you need to grow your flooring business this year and beyond.

Reserve your spot at FloorCon 2022, coming this November to Tucson, Arizona. Last year was a sold out show, so don’t miss out—register early for a discounted ticket price of $399!

The Place: Tuscon, AZ

The Dates: November 14th-16th

 The Tickets: Get your Early-Bird Tickets on The FloorCon 2022 site.

Will we see you there? This is an event you aren’t going to want to miss!

FloorCon 2021 is now LIVE!

Written by Broadlume on . Posted in Trade Shows

Did you attend FloorCon 2021?

We know it can be overwhelming taking in all of the information you receive at a conference. Especially FloorCon!

If you’re like so many others who came back from FloorCon 2021 fired up, inspired and full of knowledge we’re thrilled to let you know that – IT’S FINALLY HERE. 💥The FloorCon videos are edited and live.

The best of FloorCon ON DEMAND! All the flooring industry’s top experts share how to take on your most pressing challenges and grow through 2022.

Get started by clicking here.

Thanks to all that came to FloorCon 2021. We can’t wait for FloorCon 2022.

Join us at TISE!

Written by Shannon Vogel on . Posted in Trade Shows

Are you attending The International Surface Event next week?

Comprised of three world-class tradeshows: SURFACES, StonExpo/Marmomac, and TileExpo events, The International Surface Event (TISE) is the largest North American floor covering, stone, and tile industry event and is THE premier, global reaching industry marketplace for buyers, specifiers, and influencers to purchase products, gain design and trend inspiration, and develop their business strategies.

TISE has proudly served the industry for over 30 years, reinvented annually each January with carefully sourced exhibiting brands, crafted content and networking events, and developed show features that are next generation innovative and meet the ever-evolving needs of the industry. As the first event of the year, TISE is perfectly positioned to offer product launch introductions, critical first of the year buying opportunities, and annual networking meetings.

SURFACES is the largest North American flooring event serving ALL of the floorcovering industry; bringing together buyers and sellers from around the world to see the latest floor covering products, tools, trends, services, and technologies. The official sponsor of SURFACES is the World Floor Covering Association (WFCA), the industry’s largest advocacy organization representing floorcovering retailers, contractors, and allied service providers throughout North America.

We’ll be there! Come see us at Booth 3847!

FloorCon 2021 Recap!

Written by Shannon Vogel on . Posted in Trade Shows

Thank you to everyone who made the time to attend FloorCon 2021. We are proud to report that the event was a huge success!

FloorCon took place in Sarasota, FL on November 16th and 17th at The Hyatt Regency. There were around 400 attendees (around 300 retailers) who came out to learn, network and experience the event. It was a great mix of existing Broadlume customers as well as attendees who are not yet customers.

We also made a big announcement! We were thrilled to announce that Broadllume has acquired RollMaster software. Stay tuned for more info on this exciting acquisition.

What better way to sum up the event than with quotes from our CEO and an attendee/customer.

“We all have those moments in business when we say “wow, that was the highlight of the day, or even the highlight of the year.”Well, FloorCon 2021 was the highlight of my career. 🥰 I am so proud to be part of the Broadlume team and to be surrounded by the retailers, manufacturers, and distributors that make this industry so great. Remember, you have one chance in life. And like my grandmother, when you are 80, you want to make sure that you have no regrets. THANK YOU SO MUCH for supporting us, your peers and the vision of changing the flooring industry. And a special thank you for helping us welcome Patrick Ferries, Dev O’Reilly and the RollMaster team to the Broadlume family of companies. Can’t wait for FloorCon 2022 in November ’22.” – Todd Saunders, CEO Broadlume

“I am a proud card-carrying member of “Team Disruption.” The team you see assembled on this stage just changed the way we will be doing business in the future. We no longer have to settle for business as usual. Change is here. Time to embrace it. If you don’t, your competitor will. Congratulations and thank you to Todd Saunders and the incredibly talented team at Broadlume.” -Deby Lehman Winter, FloorCon Attendee

One interesting thing you may not know is that our very own Jeffrey Beiber, VP of Marketing made a promise to the team that if the event sold out, he would die his hair any color the team voted on. What he didn’t expect was for Cheetah to be the winner! For full context and a photo of his new hair, check out his post on LinkedIn here!

We sincerely appreciate everyone who came to the event! If you didn’t make it, we look forward to seeing you next year at FloorCon 2022!

FloorCon 2021 Speakers

Written by Broadlume on . Posted in Trade Shows

Are you planning to attend FloorCon 2021?

Below is just a taste of what’s going to be offered at this year’s event. Take a look at some of the speakers and topics and register now if you haven’t already!


Presented by John Weller, CIO at BroadlumeJohn is widely known as the digital evangelist in the flooring industry. He’ll share everything you need to know to provide the best consumer experience.


Presented by Mauricio Orantes, Director of Partner Development, Americas at MicrosoftMauricio of Microsoft will give you the inside look at what today’s consumer journey looks like and how you can maximize your value from digital marketing.


Presented by Jason Goldberg, CEO of America’s Floor SourceFrom $0 to $160 million, Jason will pull back the curtain and give you the insider secrets of how to grow your flooring store.


Presented by Anthony Carrino, VP of Design at Welcome Homes & HGTV StarAnthony Carrino, former HGTV star and home/design rockstar, will share how he leverages technology to sell high value projects (like homes!)


Presented by Steve Silvers, CEO of Express Floors & fmr CEO of Empire TodaySteve will share his experiences as one of the foremost experts on growing a shop at home business.

This is just a small sample of what you can expect. Check out the full agenda here!

FloorCon 2021

Written by Broadlume on . Posted in Trade Shows

FloorCon 2020 was unfortunately over Zoom, but it was an incredible experience. We had: 2,000+ retailers attend digitally, 20+ vendors and manufacturers participate in presenting and most importantly we helped thousands of retailers build better businesses, meet other retailers, and understand how to approach a complicated 2021 tax season. This year is going to be in-person and 20X more exciting. The best is yet to come for the flooring industry, and you are going to see that at FloorCon 2021!

We have some incredible industry speakers, networking opportunities, exclusive products from a select group of manufacturers and a few surprise guests.

Jason Goldberg is one of the keynote speakers at FloorCon this year. Learn from one of the best flooring dealers in the country and the secrets to how he built a $160M flooring store!

“While I was at Google I got to host and attend some amazing technology/education conferences and we are now bringing that same type of conference to the flooring industry.” – Todd Saunders, CEO Floor Force

There will also be some amazing opportunities for:

  • Networking with other retailers
  • Hearing from some incredibly talent business leaders
  • Technology showcases
  • And a few confidential, surprise announcements

You will not want to miss this. It’s going to be industry changing!

Watch our video here!

Click here to register for FloorCon 2021!

Early-Bird FloorCon Tickets Available Now!

Written by Broadlume on . Posted in Trade Shows

What can you expect from FloorCon?

 – A deep dive into the new consumer journey, from the online to in-store shopping experience

 – Hand-selected, highly-vetted vendors to help you improve your customer experience

 – The opportunity to own your market with exclusive products

 – Learn the playbook to run a more successful and profitable flooring store

 – Marquee speakers and experts, including a Hall of Fame NFL coach (to be announced at a later date)

 – An incredible attendee experience including two days of breakfasts, lunches, waterfront open bars, happy hours, networking, plated dinner, and an end-of-show party

 – Negotiated rates at an excellent selection of hotels, including the Ritz Carlton, Hyatt Regency, Westin, Art Ovation, and Aloft

And industry-transforming reveal you won’t want to miss!


Click here to register for FloorCon 2021!

On this page, you’ll be asked to please select how many attendees you would like to register, including yourself. You will be required to complete the registration process for each attendee being registered.

Please note: This registration is for flooring dealers only.

We look forward to seeing you at FloorCon 2021!

FloorCon Registration is Open!

Written by Broadlume on . Posted in Trade Shows

Registration is now open for FloorCon! If you’re already planning on going, but haven’t registered, click here.

What is FloorCon?

FloorCon is the premier flooring conference presented by BroadlumeCreating Your Space and Floor Force.

What are the details?

When: November 17th & 18th

Where: Hyatt Regency, Sarasota, FL

What can you expect?

 – A deep dive into the new consumer journey, from the online to in-store shopping experience

 – Hand-selected, highly-vetted vendors to help you improve your customer experience

 – The opportunity to own your market with exclusive products

 – Learn the playbook to run a more successful and profitable flooring store

 – Marquee speakers and experts, including a Hall of Fame NFL coach (to be announced at a later date)

 – An incredible attendee experience including two days of breakfasts, lunches, waterfront open bars, happy hours, networking, plated dinner, and an end-of-show party

 – Negotiated rates at an excellent selection of hotels, including the Ritz Carlton, Hyatt Regency, Westin, Art Ovation, and Aloft

And industry-transforming reveal you won’t want to miss!

You aren’t going to want to miss this! Register here: www.broadlume.com/floorcon

FloorCon 2021

Written by Broadlume on . Posted in Trade Shows


WHEN: November 17th & 18th

WHERE: Sarasota, FL

WHO: Flooring Retailers


  • Discover the all-new consumer journey from your website to showroom
  • Immersive and hands-on training to future proof your flooring store
  • Roundtable discussion with industry-leading retailers
  • Access to new and exclusive flooring products
  • Showcase of new integrations with industry technology partners
  • Hear from Google executives and learn the inside scoop on what’s next

And an industry-transforming reveal that you won’t want to miss!

FloorCon is presented by Broadlume, Creating Your Space and Floor Force.

Click Here To Receive Your FREE Ticket To Digital Retail.

See you there!

FloorCon 2020 Featured Image

FloorCon 2020: A New Standard in the Flooring Industry

Written by Broadlume on . Posted in Blogging, Community Growth, Digital Marketing, Strategy, Trade Shows

First and foremost, our sincerest thank you to everyone who attended FloorCon 2020! You helped make this inaugural event a true celebration of the flooring industry. 

We hope you had a great time, received a glimpse into the new and powerful technology that will power the future of flooring, and learned a wealth of information about the art of Digital Retailing. We already can’t wait to #FindYouAtFloorCon again next year (hopefully in person)!

Whether you want to catch up on everything you may have missed during the event (or whether you simply want to relive the excitement), read on for all the highlights from FloorCon 2020.

FloorCon by the Numbers

Across two days, FloorCon was attended by a combined 2,860 people (and counting) in the flooring industry via Facebook Live, YouTube Live, and posted content.

In addition, FloorCon boasted:

  • 500 Gift Bags Sent To Dealers
  • 7 Sponsorship Partners
  • 6 Master Classes
  • and 3 New Product & Partnership Announcements

FloorCon Day 1: Foundations

FloorCon’s first day wasn’t short on excitement (and not just because of appearances by David Hasselhoff and Mr. Wonderful!) Here are some of the highlights from FloorCon Day 1: Foundations.

FlooringStores United

After opening addresses by industry leaders John Weller, Michael Vogel, and Todd Saunders, Broadlume led off the day with a bang by announcing FlooringStores United

Broadlume’s flagship marketing program, FlooringStores United includes an integrated suite of powerful sales tools, a year-round calendar of turnkey digital marketing promotions, limited distribution access to products from top-level manufacturers including JJ Haines, Raskin Industries, and Revolution Mills, an early look into Mohawk’s new Omnify program, and much more.

As Broadlume’s VP of Enterprise Caitlin Tateishi explained, FlooringStores United provides dealers with the integrated tools, data, and products they need to move customers through the floor buying process quickly and seamlessly—a process Broadlume has termed Digital Retailing

This online-to-offline experience will remove many of the traditional points of friction that exist today when a customer searches, shops, and buys flooring—and it promises to elevate independent flooring dealers like never before.


And as part of the FlooringStores United suite, Broadlume also announced the official launch of DealerHQ—Broadlume’s proprietary lead management platform. 

This all-in-one dashboard provides flooring dealers with up-to-the-minute leads and performance reporting, an easy way to compare reports, and the details of each and every customer that interacts with their store’s content and ads.

Plus, dealers can read, listen to, and respond to every email, phone, and text-form lead that comes in—right in their DealerHQ dashboard, alongside their customer notes and history.

And to help dealers interpret this powerful data and use it to create personalized strategies that sell more flooring, Broadlume will provide every FlooringStores United dealer with a dedicated Digital Account Manager. 

Armed with this data, usability, and expertise, Broadlume aims to give independent flooring dealers an unfair advantage over their competition.

Podium Interaction Management

Broadlume also announced its partnership with interaction management company Podium.

Podium Interaction Management allows dealers to directly chat with customers on their websites, communicate internally with in-store team members, collect payments, and easily schedule and confirm in-home estimates. And it’s all accessible through DealerHQ!

This ensures that each and every flooring retailer has the context needed to give customers an amazing, frictionless shopping experience both online and in the showroom. 

With Podium, asking questions, booking appointments, and sending pictures to a customer is as easy as sending a message—making it easier than ever to transform online conversations into offline sales.

Online-to-Offline Visualization

In a day that was not short on product announcements, Broadlume’s Chief Product Officer Dimitar Alexandrov delivered one of the most intriguing presentations with his introduction of the Broadlume Visual Shopping experience.

The Broadlume Visual Shopping experience provides the first step in Digital Retail by bridging the gap between the online website experience and the offline showroom experience. 

This is accomplished using:

  • Augmented reality (AR) product visualization tools that allow consumers to find products on dealers’ websites, and then see how those products look in their homes using a smartphone. 
  • Built-in messaging platforms that allow dealers to connect with consumers instantly through chat, text, or phone.
  • In-store visualization kiosks that allow RSAs to help guide conversations with consumers who have already researched and selected from online product catalogs. 
  • E-commerce sampling that bridges the gap from offline to in-store.

And perhaps best of all, every one of these features is integrated seamlessly into DealerHQ.

With 70% of flooring sales now starting online, consumers expect an easy, personalized experience that helps them make an educated buying decision. The Broadlume Visual Shopping experience helps dealers provide that experience—and the sale that follows it.

Virtual Mill Tours, Tools of Digital Retail, Happy Hour, and More

But of course, the first day of FloorCon wasn’t all product announcements and demonstrations. It provided a wealth of fun industry information and networking opportunities, too.

Virtual mill tours of Foss and Revolution Mills gave flooring dealers an eye-opening, first-hand look into the way the products we sell are manufactured. 

Broadlume’s Director of Website Jennie Lottimer presented on the Tools of Digital Retail in order to give dealers an in-depth look at what goes into building and operating each and every flooring website. 

And of course, Broadlume Chief Revenue Officer and co-founder Dan Pratt taught attendees how to mix the perfect old fashioned while dealers talked shop, asked questions, and networked. All in all, it was an absolutely one-of-a-kind experience.

FloorCon Day 2: Floorplan

FloorCon Day 2 was packed with master classes and showcases designed to elevate local flooring dealers. Here are some of the highlights from FloorCon Day 2: Floorplan.

Introduction to Digital Retail 

After recapping all the excitement of FloorCon Day 1, Broadlume Chief Innovation Officer John Weller took center stage for a holistic, educational, and fun master class on the necessity of Digital Retailing.

According to a KPMG consumer study highlighted during John’s presentation, 58% of consumers said they preferred to shop online because they were able to do so 24/7. Another 54% preferred it because it allowed them to price-compare. And 40% said that online shopping saved them time. 

John’s presentation showed that these metrics make one thing clear. Digital Retailing—creating an integrated, frictionless website-to-showroom floor buying experience—has never been more necessary for flooring dealers.

Google Presents: How Consumer Behavior has Changed and Flooring Insights (with Joanna Chick)

When Broadlume announced that FloorCon master classes would be led by industry experts, they were not exaggerating. That’s why Joanna Chick, Head of Co-Marketing at Google, was asked to lead a presentation on changes in consumer behavior—and how those changes affect flooring dealers. 

Joanna, whose focus is helping small businesses grow, shared some truly eye-opening Google metrics and explained how those metrics should affect dealers’ priorities moving forward. A few key takeaways:

  • Mobile usability has never been more important. 
  • Consumers’ attention spans for information that does not apply to them is shorter than ever before—but their attention to targeted information is higher. 
  • Consumers expect a frictionless buying experience. 

The smartphone revolution has accelerated the need for a seamless buying process that begins online, that uses personalized information to move a customer through the sales funnel, and that ends with an informed RSA selling that customer exactly what they need. 

In short, it has accelerated the need for Digital Retail. The future of consumer habits is changing—and flooring dealers should take note.

Master Class: Hiring the Best (with Susan Weller)

Have you ever had issues with your hiring process? According to recruitment professional and FlooringCareers founder Susan Weller, you’re not alone. In this fun and engaging master class (which followed a pep talk from Shark Tank’s Mr. Wonderful), Susan covered the fundamentals of successful hiring within the flooring industry. Hint: you need to invest if you want to hire the best!

Master Class: Shop at Home (with Joe Zago)

Joe Zago (owner of The Carpet Guys) opened his master class by explaining that when he moved to Michigan in 2009, he had less than $1,000 to his name. But today, he owns and operates a $30 million shop-at-home business. 

In this wildly inspiring master class, Joe demonstrated how he used a shop-at-home flooring method to disrupt the Michigan flooring industry—and how flooring dealers around the country can do the same. 

From heavily investing in advertising to outsourcing digital marketing and website design (in order to focus on selling more flooring), Joe’s master class showed us exactly how he became The Carpet Guy.

Master Class: Saving Money with Tax Tactics and Software (with Patrick Ferries)

Patrick Ferries, COO of RollMaster, followed up Joe Zago’s master class with an equally valuable course of his own. And when it comes to successful tax tactics and software for the flooring industry, there’s no-one who knows more. RollMaster is a business management system designed specifically for flooring companies.

The bottom line: if you’re not utilizing the Use Tax, you’re leaving money on the table. And since Quickbooks doesn’t allow or account for Use Tax, you need to be sure to find a tax management system that does. 

Master Class: Navigating PPP and Upcoming Tax Laws (with Bob Saunders)

Continuing on the subject of taxes, FloorCon’s final master class of the day was an informative course on the state of the PPP—and what flooring dealers should know about upcoming related tax laws. 

Presented by Bob Saunders of Robert Saunders CPAs LLC, this course covered everything that has changed about the PPP program since its inception, the elements that are expected to change moving forward, and how these changes will impact flooring dealers.

If you received a PPP loan for your flooring store or tuned in to Bob’s previous Broadlume webinars on the subject, this is required watching. 

Closing Address and Flooring Trivia

In the true spirit of the flooring industry, FloorCon 2020 wrapped up with a mixture of education, friendship, and fun. After a heartfelt closing address by Broadlume CEO Todd Saunders, FloorCon attendees were invited to participate in a rousing game of flooring trivia (also hosted by Todd)—complete with prizes for the winning team! 

All in all, it was a wonderful way to end a wonderful event.

We Can’t Wait for FloorCon 2021!

Once again, on behalf of the Broadlume family, thank you to everyone who attended FloorCon 2020. You helped make this event one of the most fun, educational, and memorable events in the history of the flooring industry. We can’t wait to see you—and those who were unable to attend this year—at FloorCon 2021!

FloorCon 2020 Sponsors

We’d like to take this opportunity to thank our fantastic sponsors who helped make FloorCon 2020 possible:

Lumination Sponsors


Podium is the ultimate messaging platform for local businesses. With Podium, it’s easy to conveniently connect with customers, drive new business, and communicate internally all through one seamless platform: DealerHQ.


RollMaster software is one of the premier flooring specific business management software products on the market today, providing complete flooring automation with numerous business and marketing application interfaces.

Wagner Meters

The mission of Wagner Meters is to create and provide solutions in moisture measurement technology in order to enhance the quality and value of their customer’s products. Wagner is proud to provide tools and resources for flooring professionals to succeed in today’s “digital-first” business environment. 


Accu-Cut has been building time-saving carpet cutting machines and equipment since 1990. As a Broadlume partner, Accu-Cut is excited to continue helping flooring dealers meet their business and personal goals.

Interweave Sponsors

Floor Covering News

Floor Covering News is the strongest link in the retail floor covering chain. For the past 30 years, retailers and distributors have turned to this publication as their preferred read for the information they need to succeed.

Perfect Vents

Perfect Vents strives to add new products that retailers can use to differentiate themselves from the box stores and grow their businesses and bottom lines. Everyone at Perfect Vents is thrilled to be a part of FloorCon 2020! 


Since 2001, it has been MeasureSquare’s mission to provide retail flooring dealers with the best in-field estimating and quoting tools in order to empower growth and profit, while streamlining the customer journey via shop at home and showroom business models.