CONSUMER OUTREACH

BROUGHT TO YOU BY THE NATIONAL WOOD FLOORING ASSOCIATION

TOOLKIT

CONSUMER OUTREACH

2 NWFA Consumer outreach toolkit

I. The opportunity

II. Contact us

III. Creative assets

Real Wood Logo .....................................................4

Website Ads ...........................................................5

Print Ads ..................................................................5

Trade & Home Show Signage.......................6

Sample Social Media Posts ............................7

Media Outreach Tip Sheet ............................. 8

Press Release Template ................................... 9

Sample Media Pitch ...........................................9

Facility Tour Invite .............................................. 9

Op-Ed ........................................................................9

IV. Local Media outreach

Key Messages ........................................................10

Frequently Asked Questions ......................... 12

Fact Sheets .............................................................. 15

Homeowner’s Handbook .................................. 16

V. Resources

TABLE OF CONTENTS

woodfloors.org 3

In the NWFA’s 2019 Industry Outlook survey,

we heard from our members that growing

demand for resilient non-wood/wood-look

floor coverings is one of the top concerns

facing manufacturers, distributors, retailers,

and contractors.

We also know that wood flooring is far and

away the “preferred” flooring of the American

homeowner (NWFA 2017 Consumer Awareness

Research Study). Based on the results of our

consumer survey, we were able to learn about

homeowners’ perceptions of wood flooring,

along with the need to help educate them

about the process of selecting a wood floor

and maintaining it.

There is a big opportunity to directly reach

the consumer so they can make an informed

decision about floor coverings in their home.

Do they know the difference between a real

wood floor and a wood-look product? And that

today’s wood floors can stand up to a family’s

busy lifestyle?

Who better than the NWFA and our members to

be that resource for consumers? The findings of

our research were used to inform the strategy

for a new grassroots campaign for the entire

industry, “Real Wood. Real Life.” As part of that,

we’ve announced a formal definition of real

wood flooring and created a corresponding

logo, which can be placed on packaging,

marketing materials, websites, and social media

channels for real wood products.

The campaign also includes this toolkit for our

members, the Homeowner’s Handbook to Real

Wood Floors, and the updated WoodFloors.Org

website. These materials are designed to tell

consumers about the benefits of wood flooring,

how to choose the right floor, why they should

select a professional for the job, and proper

maintenance. It walks consumers through

various stages of life to show them wood

floors can handle all of their big and small

moments, while dispelling some of the myths

about wood floors.

NWFA will work to tell the story on the national

level, reaching homeowners via media

relations and online with WoodFloors.Org. But,

we also need your help to take the message

into your community.

The following toolkit includes new creative

materials that can be customized and used

on your website, social media channels, in

print publications, or at trade shows. It also

has everything you need to communicate with

local media and ultimately reach homeowners.

All of these items demonstrate you are part of

an industrywide effort to promote real wood as

the flooring of choice and help to position you

as the expert in your community.

A successful campaign will benefit the wood

flooring industry as a whole, and calls for

broad participation from our members. We

hope you find these assets useful and that you

will join us in sharing the great story of why

wood flooring is the only flooring that can truly

last for the life of a home.

Dear NWFA Member:

THE OPPORTUNITY

Sincerely,

Michael Martin,

President & CEO, NWFA

4 NWFA Consumer outreach toolkit

Created in various sizes to accommodate placement on products, packaging, marketing

materials, websites, and social media channels.

Real Wood Logo

Thank You To Our Sponsors

For Making NWFA’s Consumer Outreach Efforts Possible

Navy

C95 M85 Y40 K40

R30 G48 B78

Hex: 1e2b4e

Grey

C95 M85 Y40 K40

R30 G48 B78

Hex: 6d6e71

Format Usage Available

.EPS - Vector file for print

.PNG - No background

.JPG - White background

CREATIVE ASSETS

Two-color One-color Reverse - white

Questions about how to be part of this campaign or how to leverage

these materials in your local market?

Libby Johnston

Director of Media & Advertising, NWFA

Libby.Johnston@nwfa.org

337.794.9232

woodfloors.org 5

WEBSITE ADS

Choose from five concepts: Benefits of Wood Floors, Value of Wood Flooring, Cleaning Wood

Floors is Easy, Wood Floors are Durable, and Use a Professional to Install/Work on Your Floors.

print ADS

Download full page ads that

are customizeable to align

with your company brand.

Choose from four concepts:

Wood Floors are Attractive,

Exclusive, and Desired by

Homeowners, The Value of

Wood Flooring, Cleaning

Wood Floors is Easy, and The

Durability of Wood Floors.

When

Life

Gets

messy

REAL WOOD. REAL LIFE.

Every wood floor has a story. What will yours be?

For cleaning tips, visit woodfloors.org

You r

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With kids around, it can seem as though floors are a magnet for spilled

food and drinks. Rest assured that wood maintenance is quick and easy!

You need

a floor

that’s easy

to clean.

You’ll be floored at the value

You r

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Nearly 80% of homeowners

believe wood floors add the

most value to their home.

Plus, the life span of a wood

floor can exceed 100 years.

Read about the ROI of real wood at woodfloors.org

REAL WOOD. REAL LIFE.

Every wood floor has a story. What will yours be?

Block Ad - 160 x 160 Pixels

Welcome Ad - 640 x 480 Pixels

Skyscraper Ad - 160 x 600 Pixels

Full Page Ad - 8 x 10.875 inches

6 NWFA Consumer outreach toolkit

Trade & Home Show Signage

Get noticed with eye-catching and well-branded elements that bring

home the use real wood messaging we all want consumers to know.

Choose from four styles and two sizes.

Every wood floor has a story.

What will yours be?

Don’t

risk

your

investment...

Hire a wood flooring

professional.

woodfloors.org

Retractable Banner - 39 x 85 Inches

FOR CLEANING TIPS, VISIT WOODFLOORS.ORG

Tripod banner - 11 x 17 Inches

woodfloors.org 7

Sample Social Media Posts

Social Media can be a full time job. Here are some pre-written posts that will

prove you’re part of the industrywide campaign, while saving you time and hassle.

TWITTER

1. [Company Name] is partnering with [Tag NWFA] National Wood Flooring Association/

Hardwood Floors Magazine to educate homeowners about the characteristics and beneﬁts

of real wood ﬂoors. The “Real Wood. Real Life.” campaign provides information on how to

choose the right ﬂoor, select a professional for the job, and conduct proper maintenance.

Learn more: WoodFloors.Org

2. Real wood ﬂoors are durable, attractive, and easy to clean. Find out how they can stand up to

all phases of your life: WoodFloors.Org

3. Is that wood ﬂoor the real thing or a wanna-be? Check out the ofﬁcial deﬁnition from [Tag

NWFA] National Wood Flooring Association/Hardwood Floors Magazine and the beneﬁts of

real wood ﬂooring: WoodFloors.Org

4. When life gets messy, you need a ﬂoor that’s easy to clean. Rest assured wood ﬂoor

maintenance is quick and simple! Find cleaning tips here: WoodFloors.Org

5. Two-thirds of homeowners say wood ﬂoors are the ﬂoors they would have in their dream

home. For tips on how to make beautiful ﬂoors come true, visit: WoodFloors.Org

6. Nearly 80% of homeowners believe wood ﬂoors add the most value to a home. Read all

about the ROI of real wood here: WoodFloors.Org

7. Painting a room or changing knobs on cabinets can be easy DIY projects. Installing wood

ﬂoors is a job for a professional. Save money and time in the long run by using an NWFA

member in your area: WoodFloors.Org

8. Wood ﬂoors are the most environmentally friendly ﬂooring option available. Learn more

about wood’s minimal impact + sustainable forest management: WoodFloors.Org

FACEBOOK

1. [Company Name] is partnering with @NWFA_WoodFloors to educate homeowners about the

beneﬁts of real wood ﬂoors. Learn more: WoodFloors.Org #RealWoodRealLife

2. Real wood ﬂoors are durable, attractive, and easy to clean. Find out how they can stand up to

all phases of your life: WoodFloors.Org #RealWoodRealLife

3. Is that wood ﬂoor the real thing or a wanna-be? Check out @NWFA_WoodFloors ofﬁcial

deﬁnition and the beneﬁts of real wood ﬂooring: WoodFloors.Org #RealWoodRealLife

4. Short on time? Keeping wood ﬂoors clean is easy! It’s as simple as sweeping or dust

mopping. Read wood ﬂoor maintenance tips here: WoodFloors.Org #RealWoodRealLife

5. #DYK two-thirds of homeowners would put wood ﬂoors in their dream home? For tips on how

to make your dreams of gorgeous ﬂoors come true, visit: WoodFloors.Org #RealWoodRealLife

6. Nearly 80% of homeowners believe wood ﬂoors add the most value to a home. Read all

about the ROI of real wood here: WoodFloors.Org #RealWoodRealLife

7. Installing wood ﬂoors is no time for DIY. Save time and money in the long run by using a

@NWFA_WoodFloors professional. Find one here: WoodFloors.Org #RealWoodRealLife

8. Wood ﬂoors are the most environmentally friendly ﬂooring option available. Learn more about

wood’s minimal impact + sustainable forest management: WoodFloors.Org #RealWoodRealLife

8 NWFA Consumer outreach toolkit

Local Media Outreach

Telling wood flooring’s story begins on the local level. Use the resources in this section to contact media

outlets in your market and help spread the word about why wood is good to your community. Customize or

rework any of these items as you see fit.

Media Outreach Tip Sheet

Decide How to Tell Your Story. Do you want to simply submit an editorial to the newspaper? Invite

reporters to visit your facility? Go to the television station to do an interview? Or is it a combination of

all of the above?

Choose an Engaging Spokesperson. Is it someone in a leadership role? A member of the marketing

team? Is there someone on the front lines of manufacturing your products that offers an interesting

perspective or passion for their work? Do you have a client or other third-party who can help bring

additional credibility to the message?

Create a Media Kit. Start by personalizing the press release template with a quote, contact

information, and any relevant information about your company, such as history, available products,

economic impact, or community involvement. Additional items for a kit could include photos, videos,

marketing materials, product information sheets, or bios of leadership. Consider using elements of

the creative assets in this toolkit, such as print ads and fact sheets, to compile a comprehensive kit to

share with local media in either electronic format or hard copy. If sharing via hard copy, place items in

a company-branded folder.

Develop a Media List. Consider local radio (talk radio stations or morning shows), television (local

affiliates of ABC, NBC, CBS, FOX), newspapers, magazines, and any online-only outlets. Include contact

name, title, phone number, and email address. If you do not have an existing relationship at these

outlets, include business or home/living reporters. If there is not one at that outlet, reach out to the

assignment editor.

Make a Compelling Pitch. Use the opportunity to grab the reporter or editor’s attention with a brief

and interesting pitch. Think about the following when asking them to consider your story: Why should

it matter to the reporter/outlet? What does this have to do with the local community? A template pitch

note is in this toolkit, but you should personalize it and make it relevant to your area.

Prepare Interviewees.

• Know the reporter, media outlet, audience, interview format, and deadline.

• Know your goal for the interview.

• Draft a list of likely questions and develop answers.

• Know the 3 key messages you want to convey.

• Practice, practice, practice!

• Speak in headlines and offer brief proof points (a proof point is an example that offers

irrefutable evidence of the quality, importance, or uniqueness of something.)

• Speak clearly and avoid industry jargon.

• If you don’t know the answer to a question, offer to provide that information after the interview.

Follow Up. After a media interview, find out when the story will run. Watch/read the story and share

with staff and/or on the company website and social media channels. Send a link to the story to NWFA

via news@hardwoodfloorsmag.com and you might see your story in Hardwood Floors magazine or on

our website!

template media materials

Choose pre-written content for your press needs and download customizeable templates, ready for you

to plug-in your information and send.

press release

Use the template provided for download to draft your own press release, which should answer,

who, what, where, when, why, and how. It is also recommended to include a quote from the

appropriate person in your organization.

Sample Media Pitch

Getting others interested in the “Real Wood. Real Life.” campaign will be a group effort and an

important part of increasing public awareness about the benefits of real wood floors. Use the

sample media pitch to help tell the story of choosing, using, and living on real wood floors.

Facility Tour Invite

This provides an opportunity for you to invite your stakeholders to your facility, meet employees

and gain a better understanding of your production process.

Op-ed

An op-ed is an opinionated article submitted to a newspaper or publication. It offers an opinion

by an author not affiliated with the publication and can be used to your advantage.

woodfloors.org 9

10 NWFA Consumer outreach toolkit

RESOURCES

KEY MESSAGES

Use these key messages to provide definitions, stats and facts about wood floors and help your customers

make informed decisions about flooring purchases.

The NWFA defines wood flooring as any flooring product that contains real wood as the top-most,

wearable surface of the floor.

1. Solid wood flooring is a solid piece of wood from top to bottom.

2. Engineered wood flooring is real wood from top to bottom. Normally made using multiple wood

veneers or slats of wood glued together at opposing directions.

3. Composite engineered wood flooring contains real wood on the wearable surface only. The

backing and core material may be made up of any type of composite material.

WOOD FLOORING IS BROKEN INTO THREE CATEGORIES:

• When asked what kind of flooring they would have in their dream home, two-thirds of

homeowners say wood floors (Source).

Homeowners in the U.S. love wood floors, and those who don’t have them want them.

This includes 81 percent of those who already have wood floors in their homes and half of

those who don’t (Source).

DURABLE

Today’s wood floors are designed to withstand the traffic of busy families, including man’s best friend. Most

wood floors can be sanded and refinished several times to restore beauty and luster.

ATTRACTIVE

Nearly 70 percent of homeowners say that “attractiveness” is an excellent description of wood floors

(Source).

Whether your home is traditional or contemporary, brand new or centuries old, wood floors offer endless

design possibilities to fit your personal style.

EASY TO CLEAN

Wood floors are easy to clean and won’t trap allergens.

Routine cleaning involves sweeping, dust mopping, or vacuuming on the bare floor setting. Wipe up spills

immediately and don’t use wet mops or steam mops.

Wood floors are durable, attractive, and easy to clean. They’re crafted to stand up to all phases of life.

woodfloors.org 11

• Nearly 80 percent of homeowners believe

wood floors add the most value to a home

(Source).

• Homes with wood floors sell faster and for

more money than homes without them.

• Real estate agents indicate that identical

homes with wood floors can sell for up to 10

percent more.

• Realtors® named new wood flooring (91

percent of costs recovered) as one of the

interior home remodeling projects that

yields the largest financial return upon

resale (Source).

• Realtors® also said hardwood floor refinishing

recovers 100 percent of project costs upon

resale (Source).

• The life-span of a wood floor can exceed 100

years, making it a tremendous value.

Wood floors increase a home’s value.

• The NWFA is dedicated to educating wood

flooring professionals in the installation,

sanding, finishing, inspection, and sales of

wood flooring products.

• NWFA members know the industry’s

standards, which are recognized worldwide.

• Installing wood floors is a lot more

complicated than painting your walls or

replacing the hardware on your kitchen

cabinets, so it is not recommended as a DIY

project. In the long run, you will save money

and time by using a professional.

Wood floors can last for the lifetime of your

home, so you want to choose a professional

who has the knowledge and skills to do the

job right.

12 NWFA Consumer outreach toolkit

Frequently Asked Questions

VALUE

How do wood floors increase my home’s value?

Wood floors can add significant value to a home, potentially raising its sales price. A survey of real

estate agents in the U.S. revealed that 99 percent believe homes with hardwood floors are easier to

sell, 82 percent believe they sell faster, and 90 percent believe they sell for more money - up to 10

percent more. This means if a home valued at $200,000 were to invest $10,000 in hardwood flooring,

at an increased home sales value of 10 percent, the home potentially could sell for $220,000, doubling

the homeowner’s initial wood flooring investment.

How does the cost of wood floors compare to other flooring surfaces?

Over the long-term, wood flooring is actually one of the most cost-effective flooring options available.

When properly installed and maintained, wood floors can last for hundreds of years. Other flooring

options will likely have a service life of 10-20 years, which means they will need to be replaced 5-10

times as often as wood floors.

Most wood floors can be sanded and refinished several times during their service lives to restore

beauty and luster. In addition, wood floors can adapt to many décor and style changes over the years

while other flooring options can look dated and require replacement based on new decorating trends.

This makes wood floors a great long-term investment and one of the least-expensive flooring options

available when considering total service life.

Sustainability and Health

What’s the environmental impact of wood flooring?

Wood flooring is the most environmentally friendly flooring option available. Through sustainable

forest management, wood can be harvested with minimal impact on the environment because trees

are a renewable natural resource.

According to the U.S. Department of Agriculture Forest Service, for every cubic foot of hardwood

harvested in the U.S., almost 2 cubic feet is planted in its place. Because wood floors can last

hundreds of years, they use fewer raw materials, energy, and natural resources.

Does the process of making wood flooring contribute to global warming?

The main cause of global warming is carbon dioxide, and wood flooring is a carbon neutral product.

During their growth life, trees absorb carbon dioxide from the atmosphere and release oxygen. This

process makes wood carbon neutral. Wood flooring also stores carbon throughout its service life,

maintaining its carbon neutral status even after the tree has been harvested.

A study by the University of Wisconsin-Madison further indicates wood flooring production has

minimal emissions for carbon dioxide and no emissions for methane, nitrogen oxide, and other

particulates, all of which contribute to global warming.

woodfloors.org 13

Choosing Wood Floors

What are the benefits of wood floors?

Wood floors offer great long-term value, are easy to maintain, and add value to the home or business.

When properly installed and maintained, wood floors can last for hundreds of years. Other flooring

options that won’t last as long will need to be replaced more often, at additional expense both

financially and to the environment.

Routine maintenance requires nothing more than a broom or dust mop. Periodically, using a wood

flooring cleaner made for the floor will help remove surface dirt.

Wood floors also add value to a property. Real estate agents report that properties with wood floors

sell faster and for more money than properties without wood floors.

Can wood floors provide warmth to a room?

Wood as a building material has excellent insulation properties. It has 10 times more insulating

capacity than steel or aluminum, and five times more insulating capacity than concrete or cinder

blocks. As a flooring material, wood retains warmth from heating systems, both from HVAC systems

and radiant heat systems, increasing the overall physical warmth of the room.

Are engineered wood floors real wood floors?

Yes, they are manufactured using multiple layers of wood or wood composite veneers. Other

laminated flooring products may look like wood, but not actually be made of wood at all. With

engineered wood flooring, the only non-wood components used to make them are the adhesives

used to bind the veneers together, and the finish that is applied to the top veneer to protect the wood.

Using a Professional

Can I install the floors myself?

Installing wood floors is a lot more complicated than painting your walls or replacing the hardware

on your kitchen cabinets. Wood flooring requires special tools that you will likely have to rent. You will

need to make sure the room you’re working in is flat, that the subfloor material will work for wood

flooring, and that no moisture issues are present that will damage the wood long-term.

In addition, you will need to know how to center the room, how much space should be left for

expansion gaps, how to work around obstructions like closets, fireplaces, bay windows, staircases, and

cabinets, and if you make cutting mistakes, you may end up running short on your material and not

have enough to finish the job.

For all of these reasons, installing wood floors is not recommended as a DIY project. In the long run,

you will save money and time by using a professional.

How do I find a professional to install my floors?

The NWFA is dedicated to educating wood flooring professionals in the installation, sanding, finishing,

inspection, and sales of wood flooring products. NWFA members know the industry’s standards, which

are recognized worldwide. Find a wood flooring professional in your area by visiting

woodfloors.org/find-a-professional.

14 NWFA Consumer outreach toolkit

Maintenance

How should I maintain my wood floors?

Routine maintenance for wood flooring is really very easy. Simply sweep, dust mop, or vacuum with the

beater bar turned off to remove dirt and grit from between the floor boards. Wet mops and steam mops

should be avoided because excessive water and steam can dull the finish or even damage the wood. When

spills occur, clean immediately with a dry or slightly damp cloth.

If the floor begins to look a little dull, using a wood flooring cleaner recommended by the installer or floor

manufacturer will help renew luster. Avoid mass-market rejuvenators, polishers, or restorers. If you are not

sure which cleaner to use, visit a reputable flooring store for a recommendation.

Can a wood floor be damp-mopped or steam cleaned?

Never damp mop or steam clean a wood floor. When cleaning a surface-finished floor, follow the

manufacturer’s recommendations. You may generally use a dampened (near dry) mop to maintain a wood

floor; however, excessive moisture can cause damage. Water can dull the finish and even damage the wood.

What happens if my floor gets scratched?

All flooring shows some wear over time, but wood is the only one that can be repaired to look new again.

Most scratches in wood flooring will occur in the finish, not the wood itself. These can be repaired with a

maintenance coat in which the finish is lightly abraded and then a new coat of finish is applied.

For scratches that are deeper and in the wood, the flooring can be sanded and refinished. A wood flooring

professional will remove just a small amount of the flooring material to make these kinds of repairs. After the

scratches are removed, a new coat of finish will be applied, restoring the floor to its original luster.

Scratches can be prevented and minimized by placing throw rugs at all entryways, placing felt pads on

furniture legs, clipping pet nails, and avoiding walking on floors in athletic cleats or high heels.

Is dirt and dust more visible on wood flooring?

The dirt and dust that shows on wood flooring is on other flooring options too, it’s just not as noticeable.

Think of what could be hiding on and in those floors! Wood flooring has the advantage here because it does

not harbor dust, mold, and animal dander. It’s easy to see and easy to remove, which improves indoor air

quality – and that’s an advantage for allergy sufferers.

Can wood floors stand up to wear and tear from kids and pets?

Yes, wood floors can stand up to all of the big and small moments that happen at home!

Different species of wood have different durability and hardness, which are measured using the Janka

scale. The Janka scale rates how likely it is that a wood species will dent or show other wear.

Finish can contribute to minimizing wear and tear on wood flooring as well. There are many finish products

that can withstand heavy consumer traffic, like in restaurants and malls, so there are options that can stand

up to busy family life as well.

Will I be able to change the look of my wood floors?

One of the advantages of wood floors is that they can be refinished, which makes them a great long-term

value. A wood flooring professional will clean the floors to remove all contaminants, then will lightly abrade

the floor and apply a new coat of finish. If scratches are deep in the wood, or if there are large dents or

damaged boards, trained refinishers will be able to repair the damage without affecting the rest of the floor.

The number of times a floor can be refinished will depend on the floor itself, the degree of repair needed,

and the skill of the refinisher. A professional refinisher will remove very little of the wood to make repairs –

generally 1/32” or less – while those without proper training or equipment might remove much more wood

than that, which greatly reduces the life of the floor.

woodfloors.org 15

Fact Sheets

ENVIRONMENTAL & HEALTH

BENEFITS OF WOOD FLOORS

These fact sheets will present answers to the most asked about questions when it comes to wood floors.

Add your logo to the bottom of the page to position your company as one of the leaders in wood flooring.

CARING FOR WOOD FLOORS IS EASY

Individual maintenance schedules will vary depending on use, wear and tear, and lifestyle, but

here are some additional tips for keeping your floors beautiful:

• Use throw rugs at doorways to help prevent debris from being tracked in and scratching

the floor.

• Put stick-on felt protectors under the legs of furniture to prevent scuffing and scratching.

• Avoid walking on your wood floors with sports cleats and high heels.

• When moving heavy furniture, pick it up instead of sliding it across the floor.

When life gets messy, you need a floor that’s simple to clean

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Details on cleaning and maintenance can be found at WoodFloors.org

• Use wet mops or steam mops, which

can dull the finish and even damage

the wood.

• Use vinyl or tile cleaning products

on wood floors. Self-polishing acrylic

waxes cause wood to become slippery

and appear dull quickly.

• Use wood furniture polish, which can

make the floor dangerously slippery,

and damage the finish.

• Over-wax a wood floor. If a wax floor

dulls, try buffing instead.

what not to doWhat to do

• Clean regularly with a broom or dust

mop or even vacuum using the bare

floor setting to remove dust and dirt.

• Clean the floors periodically with

a professional wood floor cleaning

product recommended by a wood

flooring professional.

• Wipe up spills immediately with a dry

or slightly damp cloth.

• Follow the manufacturer’s cleaning

recommendations.

Recommended Maintenance Schedule

daily

Sweep or dust mop

weekly

Vacuum using the

bare floor setting

monthly

Clean with

recommended wood

flooring cleaner

every 3-5 years

Maintenance coat

every few decades

Sand and refinish

CARING FOR

WOOD FLOORS IS EASY

The life

span of a

wood ﬂoor

can exceed

100 years

ENVIRONMENTAL & HEALTH

BENEFITS OF WOOD FLOORS

Wood floors are the most environmentally friendly flooring option available.

• The hardwood forests that provide flooring products are growing more

than twice as fast as they are being harvested.

• Because wood floors can last hundreds of years, they use fewer raw

materials, energy, and natural resources than other flooring options.

• Wood also stores carbon dioxide during its service life and can ultimately

be recycled for other uses or burned as fuel.

• Studies comparing wood to other flooring surfaces show wood as

having the lowest environmental impacts and best results for low greenhouse

gas emissions.

Wood floors are good for your health, especially those who suffer from allergies.

• Wood floors improve air quality.

• They don’t harbor all ergens, microorganisms, or harmful pesticides

that can be tracked in from outdoors. Mold, dust, and animal dander are

minimal as well.

Wood floors offer great long-term value, are easy to maintain, and add value

to a home or business.

Sustainable for future generations

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Find out more about how wood can benefit your environment at WoodFloors.org

The NWFA has a Responsible Procurement Program (RPP), which is a joint

initiati ve between leading environmental groups and industry manufacturers

committed to producing and promoting wood floors that come only from

environmentally and socially responsible sources, improving forest sustainability

for future generations.

U.S. Department of Agriculture Forest Service

University of Wisconsin Wood Products Program Solid Wood Flooring Life Cycle Analysis

Bergman, R. & Hubbard, S.,

(2018, August/September). “The Data Behind Wood Flooring’s Sustainability Story.” Hardwood Floors, 2(4), 48-53.

United States Environmental Protection Agency

THE VALUE OF WOOD FLOORS

Eighty percent

of homeowners

believe wood

ﬂoors add the

most value to

a home.

THE VALUE OF WOOD FLOORS

Wood floors offer great long-term value, are easy to maintain, and add value

to a home or business.

Sold! You’ll be floored at the return on investment.

The life span of a wood floor can exceed 100 years, making it a tremendous value.

• Wood floors are designed to withstand the traffic of busy families, including

man’s best friend.

• Most wood floors can be sanded and refinished several times to restore

beauty and luster.

• Wood floors can also adapt to many décor and style changes over the years

while other flooring options require replacement based on decorating trends.

Wood floors can add significant value to a home, potentially raising its sales price.

• A survey of real estate agents in the U.S. revealed that 99 percent believe

homes with hardwood floors are easier to sell, 82 percent believe they

sell faster, and 90 percent believe they sell for more money - up to 10

percent more.

• This means if a home valued at $200,000 were to invest $10,000 in

hardwood flooring, at an increased home sales value of 10 percent, the

home potentially could sell for $220,000, doubling the homeowner’s initial

wood flooring investment.

When it comes to yielding a return on investment, wood floors are at the top of the

list for interior home remodeling projects.

• Realtors® noted that installation of new wood flooring recovers 91 percent

of the costs.

• Realtors® also said refinishing hardwood floors recovers 100 percent of

project costs upon resale.

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Read about the ROI of real wood at woodfloors.org

November 2006 Quantitative Evaluation of Real Estate Professionals for National Wood Flooring Association

The 2017 Remodeling Impact Report

NWFA 2017 Consumer Awareness Research Study

WOOD FLOORS ARE DURABLE

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Find out more about wood’s durability at woodfloors.org

Today’s wood floors are designed to withstand the traffic of busy families, including

man’s best friend. In fact, wood is the only flooring that can truly last for the life of

your home.

• Most wood floors can be sanded and refinished several times to restore beauty

and luster.

• Wood floors can also adapt to many décor and style changes over the years

while other flooring options require replacement based on decorating trends.

Crafted to stand up to all phases of your life

• Place breathable rugs

at all doors to minimize

dirt and debris from

being tracked inside.

• Trim pets’ nails regularly.

• Put ﬂoor protector pads

on the bottoms of the

legs of any furniture

that comes in direct

contact with your ﬂoors.

• Avoid walking on ﬂoors

with sports cleats or

high-heeled shoes.

• Sweep ﬂoors regularly.

An Ounce of Prevention

Wood species are rated for hardness and durability. The Janka Scale gives a good

indication of how a wood species can be expected to perform based on your

lifestyle. The denser and harder the wood, the higher the rating. The ratings are for

solid wood flooring only. View the janka scale at woodfloors.org/durability.

If scratches do happen, they are usually in the floor surface only and are easy

to repair.

• Consult a professional wood flooring contractor for specific recommendations

about how to repair the scratches and minimize them in the future.

• A wood flooring professional may be able to repair by applying a

maintenance coat. They will clean the floors to remove all contaminants, then

will lightly abrade the floor and apply a new coat of finish.

• If scratches are deep in the wood, or if there are large dents or damaged

boards, trained refinishers will be able to repair the damage without affecting

the rest of the floor.

• The number of times a floor can be refinished will depend on the floor itself,

the degree of repair needed, and the skill of the refinisher.

• A professional will remove very little of the wood to make repairs, generally

1/32” or less.

NATIONAL WOOD FLOORING ASSOCIATION

111 Chesterﬁeld Industrial Boulevard, Chesterﬁeld, Missouri 63005 | toll-free: 800.422.4556 | local: 636.519.9663

Additional Tools and Resources

Find the wood flooring

companies and products

you need

hardwoodfloorsmag.com/INDUSTRYGUIDE

Engage with a

certified wood flooring

professional near you

woodfloors.org/find-a-professional

Explore design

possibilities with

wood floors

pinterest.com/nwfa_hfm

Homeowner’s Handbook

to Real Wood Floors

This booklet promotes the use of real wood floors by providing information about how to choose the right

wood for different lifestyles, benefits of wood floors, and tips for maintaining and protecting. This is also a

customizeable piece that will help your company stand out as an expert in the field.

Homeowner’s Handbook

to Real Wood Floors

Th e

Photo by Jaroslaw Ceborski

woodfloors.org

paws and claws?

No problem!

Today’s wood floors are designed to withstand the

traffic of busy families, including man’s best friend.

Wood floors are extremely durable and can look

beautiful for decades.

If you have pets in the home, placing breathable

rugs at all doors will minimize dirt and debris from

being tracked inside and help protect your floor from

scratches. Trim pets’ nails regularly, while understanding

that scratches can happen. Some say scratches add

charm and character to a floor and the story of its life.

These are usually in the floor finish surface only and

easy to repair.

Use breathable throw rugs at

doorways to help prevent debris

from being tracked in and

scratching the floor.

Maintenance Tip #2

Wipe up spills immediately with

a slightly dampened cloth.

Maintenance Tip #1

Homeowner’s Handbook to Real Wood Floors

Ask a wood flooring professional for a

recommended maintenance schedule.

Schedules vary depending on use,

finish wear and tear, and lifestyle.

Maintenance Tip #6

Use a humidifier throughout the

winter months to minimize gaps

between the floor boards.

Maintenance Tip #5