Press releases are one of the most overlooked growth tools for flooring installation businesses—yet they directly attract local contractors, property managers, and homeowners looking for credible specialists. A single well-placed press release can land you on local news sites, industry blogs, and search results where your ideal customers are already looking. Here's how to build a press release strategy that actually drives leads and builds authority in your market.
Why Press Releases Matter for Flooring Installers
Most flooring businesses rely solely on Google ads or word-of-mouth, leaving credibility and organic visibility on the table. Press releases position you as an industry expert, get picked up by local media and trade publications, and create backlinks that improve your search rankings. When a prospect sees your name in a legitimate news article before your competitor's, trust is already half-built.
What Makes a Press Release Newsworthy for Your Niche
Generic announcements like "ABC Flooring Opens New Location" don't get picked up. Journalists and bloggers want genuine news. For flooring installation businesses, that means:
- Completing a significant or unique project – A 5,000+ sq ft commercial retrofit, a specialized technique (e.g., radiant heating under luxury vinyl plank), or a notable client (school district, hotel chain).
- Introducing new services – Adding epoxy floor coating, 3D visualization technology, or eco-friendly installation methods to your offerings.
- Awards or certifications – Recent industry recognition, completion of advanced training, or manufacturer partnerships (Mohawk Elite Contractor, Shaw Master Installer).
- Community impact – Sponsoring a local event, donating labor to a nonprofit facility, or launching a flooring safety program for contractors.
- Data-backed insights – Publishing findings on flooring trends in your region, common installation mistakes, or ROI data for residential flooring upgrades.
Tie your release to current events when possible: seasonal demand (spring renovation season), material shortages, or industry conferences.
Press Release Distribution Strategy
Writing a solid release is only half the battle. Distribution determines whether it reaches reporters or gets buried.
Local and regional outlets are your best ROI. Target:
- Local newspapers and business journals (most have dedicated real estate or home improvement reporters)
- Regional news websites and lifestyle publications
- Industry-specific outlets (flooring trade magazines, contractor networks)
Use distribution platforms like eReleasesonline ($300–$600 per release) or PRWeb ($200–$400) to reach journalists at media outlets simultaneously. Free alternatives like Business Wire's free option or PRNewswire StartUp exist, but paid services get better placement.
Timing matters: Release on Tuesday through Thursday, avoiding Mondays (cluttered) and Fridays (low pickup rates). Avoid major holidays and competing industry announcements.
Crafting Your Press Release
Keep it tight: 300–400 words maximum. Follow this structure:
- Headline – Specific and benefit-driven. "ABC Flooring Installs First 10,000 sq ft Polished Concrete Floor in Metro Area" beats "ABC Flooring Announces Growth."
- Dateline – Your city and date.
- Opening paragraph – Answer who, what, where, why in 2–3 sentences. Lead with the news, not your company's background.
- Supporting details – 2–3 paragraphs explaining the announcement, its relevance, and impact.
- Quote from leadership – One quote (50 words or less) adding perspective.
- Boilerplate – 2–3 sentences about your company: services offered, service area, years in business, credentials.
Example headline angle for flooring: "Midwest Flooring Contractor Launches Specialty Epoxy Division, Cuts Commercial Project Timelines by 30%"
Building a Quarterly Schedule
Don't send one press release and disappear. A sustainable strategy means 3–4 releases per year:
- Q1: New service offering or spring renovation partnerships
- Q2: Major project completion or industry award
- Q3: Community involvement or equipment/training investment
- Q4: Year-end milestones, holiday promotions, or hiring announcements
Track pickup rates and which outlets respond. Those become your priority contacts for future releases.
Amplifying Your Press Reach
After distribution, maximize the effort:
- Post the release on your website and social channels
- Email it to your existing customer and referral network
- Link to it from your Mercoly profile—listing your services there helps you get found, win leads, and showcases any press coverage, which builds credibility with potential customers
- Use quotes and clips in follow-up marketing materials
Frequently Asked Questions
Q: How much does a press release cost? Distribution services run $200–$600 per release; writing it yourself is free, though hiring a professional copywriter ($300–$800) improves pickup rates.
Q: Do small local flooring businesses see real ROI from press releases? Yes, especially in markets under 500,000 people where local media actively covers business news; expect 2–5 qualified leads per well-placed release.
Q: What if I don't have a major announcement right now? Document your next completed large project, upcoming certification, or service expansion—genuine news doesn't require company milestones, just newsworthy activity.
Start with one strategic press release in the next 60 days and track the leads it generates; the data will tell you whether to invest more.