How INSTALL’s Expansion Partnership Program helped a single-shop flooring contractor grow throughout the Midwest

Written by INSTALL / May 26, 2019

Expansion in Action

Successful growth as a commercial flooring contractor is a tricky endeavor.

It often looks something like this: You start out with a small crew of one or two capable installers. Your work and customer service quickly become known for their high quality. You steadily gain ground with an increasing customer base, trying to balance the workflow coming in with what your small team can execute. So now what?

“It’s the chicken and the egg scenario,” says Jim Wilkinson, vice president of Kansas City-based contractor Image Flooring. “You need trained and certified installers to win more bids and work on specific projects, but you also need to secure the projects and provide jobs to attract trained and certified installers.”

With Image Flooring, Wilkinson experienced firsthand all the challenges and opportunities involved in growing from a small, single-shop operation in Kansas City to a fast-growing industry leader with three satellite offices and 40-plus employees throughout the region—and counting.

That kind of success is a testament to a sound business strategy geared for growth. But it wouldn’t have happened without another element in the process: a strong partner within the flooring industry to help refine and support Image Flooring’s business goals.

Smart Growth

Wilkinson founded Image Flooring in 2000 with just two full-time employees, and they contracted out all labor. Expansion was a key component of their approach from the very beginning, and they grew steadily from the Kansas City metropolitan area to smaller markets within a couple of hours from their office. With a reputation built on quality, they began to earn larger, higher-profile jobs, like the flooring installation for the Kansas City Chiefs training facility.

And while the work was high-caliber, the more they expanded, the more they saw that everything from scheduling and business development to quality control and customer satisfaction was becoming more challenging with a shifting staff of untrained, third-party laborers.

So they turned to INSTALL, an association of flooring industry professionals that supports the trade by partnering with contractors and manufacturers to advance installer training and market specialization. The INSTALL Partnership Program—a time-tested method of collaboration with flooring contractors to grow their business in new markets—helps contractors locate key geographic hot spots of construction growth, offering in-the-field expertise, recruitment and cultivating industry relationships.

By taking advantage of this partnership, Image Flooring supported its sales efforts by recruiting installers within the industry and advancing their skills through INSTALL’s cutting-edge training curriculum and certification programs.

“Image Flooring was a trailblazer,” says Jason Engels, Executive Secretary-Treasurer of the Central South Carpenters. “They address every situation strategically. When it comes to recruiting, they go all in. On the job training — they revitalized it. And their approach to market growth and outreach to customers is excellent. “When they started with the Partnership Program, no other contractors were doing these kinds of things.”

“We feel like we have a true partner standing side by side working to get more work and more qualified labor,” Wilkinson notes. “This collaboration has really helped to move our efforts forward.”

Kansas and Beyond

In 2016, when the team began considering expanding beyond its immediate and nearby markets, the business potential was considerable. But there were many unknowns. What geographic areas were prime expansion targets? How could they attract customers in a new market without the luxury of name recognition? How would they enlist qualified installers for their expansion and make sure new jobs would be executed with the same level of quality on which Image Flooring had built its reputation?

Early on in the expansion journey, the market Image Flooring was attempting to conquer—namely Texas and the entire South Central U.S.—was too large to be sustainable.
With INSTALL’s help, they refocused their target markets to three main geographic areas: Wichita, Oklahoma City and Tulsa, OK.

“These locations made the most sense from a geographic standpoint,” explains Wilkinson. “They’re close enough that we can send installers and other resources from our home office if necessary, and the support of INSTALL’s industry networks in the areas made it very beneficial in hiring and obtaining new business.”

There was also a tactical advantage: robust market familiarity. “We knew who the players were, from end users and the specifying community,” says Wilkinson. “We also know who our competitors were and what they had been doing in the past.”

Since 2017, Image Flooring has seen steady sales growth in all three markets, relying in no small part on attracting high-caliber employees who are committed to quality. Two key recent hires include experienced project manager Amy Pile and 24-year flooring industry veteran Dan Sparks in business development.

Presently, two office staffers are based in each of the markets to help with organization, along with four installers in the field. And through INSTALL’s reputation and connections in the labor pool, there are enough new installers in training ready to come on board as business continues to increase, says Wilkinson.

“We are beginning to get enough work to start looking at very specific installers,” explains Wilkinson. “And INSTALL is committed to getting our new members trained and certified.”

Continued Expansion

As Image Flooring’s success continues in newer markets, the team is eyeing even more strategic growth based on the two main guiding principles that differentiate the company from its competitors: unrivaled quality and customer satisfaction. All efforts, from hiring and training to installation and market outreach, stem from these philosophies.

“It is very difficult to grow profitably in today’s market,” Wilkinson notes. “Looking for market areas with a thirst for quality that has been missing for years has been a good strategy.”

Along the way, Wilkinson and his team will continue to look to INSTALL as a trusted partner to help them maintain and expand their industry foothold and position the growing business for success in future markets.

“INSTALL has been the catalyst for recruiting, training, certification and expansion,” says Wilkinson. “The fact that manufactures recognize INSTALL as the leader in these areas helps us present those values to all potential customers. Current specifiers of INSTALL, like designers of U.S. Department of Veterans Affairs facilities, help proved a base of work to build our team around. And meeting with INSTALL on a regular basis in a collaborative fashion with a common goal of expanding is the single most positive thing we are doing to grow.”

Learn More About the INSTALL Expansion Program

Explore More News from INSTALL

Factors to Consider in Substrate Prep

Read Article

OSHA Proposal Seeks to Place Union Reps on Non-Union Jobsites

Read Article

Moisture Testing and Control Advances Bring Need for New Training

Read Article

What INSTALL Warranty Contractor Designation Means

Read Article

Qualified Concrete Polishing Bridging Art, Science and Expertise

Read Article

Hardwood Floors Gain Bolder Design, Technical Advancements

Read Article

INSTALL Specification Resource for Floorcovering Installations

Read Article

Infection Prevention: Your Mission, Our Expertise

Read Article

INSTALL Connects the Best in the Flooring Industry

Read Article

Flooring Olympics Celebrates Skills & Positive Industry Outlook

Read Article

Subfloor Preparation Certification: What Installers Need to Know

Read Article

Alternative Career Pathways & Succession for Flooring Installers

Read Article

Avoid Costly Missteps in Subfloor Prep, Three Factors to Assess

Read Article

With Certification, the Floor is Yours

Read Article

How Education Can Help Recruit the Next Generation of Installers

Read Article

Engaging the Next Generation of Floorcovering Installers

Read Article

INSTALL Sponsors New Accredited Webinar With Architectural Record

Read Article

Partner News: December 2023

Read Article

How to Overcome the Challenges of Retaining Flooring Installers

Read Article

Building a Successful Business Through Effective Communication

Read Article

INSTALL Announces 2023 Drywall & Flooring Olympics Winners

Read Article

Partner News: October 2023

Read Article

INSTALL Joins Floor Trends Magazine's TalkFloor Podcast

Read Article

Alliance Partner News: February 2023

Read Article

Healthcare Certifications Are More Important Than Ever

Read Article

INSTALL Introduces New Executive Director David Gross

Read Article

The Retirement of INSTALL Executive Director John T. McGrath, Jr.

Read Article

How Installers Help Healthcare Facilities Prevent Costly Rework

Read Article

Why Proper Floor Covering Installation Training Is Vital

Read Article

Alliance Partner News: December 2022

Read Article

Top-Notch Floor Covering Training Adds Long-Term Value

Read Article

Tips to Solve Common LVT & LVP Installation Issues

Read Article

Proper Training Can Help Avoid Safety Risks for Occupants

Read Article

Alliance Partner News: August 2022

Read Article

New Resilient Flooring And Carpet Certification Standards

Read Article

INSTALL Announces New Alliance Partners

Read Article

INSTALL's Course Offerings Expand With Hardwood Flooring Training

Read Article

Training and Trust Help Flooring Installers Grow in New Markets

Read Article

Alliance Partner News: June 2022

Read Article

INSTALL Expands Apprenticeship Program to Support Industry Growth

Read Article

Alliance Partner News: April 2022

Read Article

Importance of Specifying UBC-ICRA Protocols in a Covid-19 World

Read Article

Understanding Flooring Moisture Mitigation

Read Article

Keeping INSTALL Inclusive

Read Article

Alliance Partner News: December 2021

Read Article

INSTALL and Teknoflor Join Efforts to Ensure Quality Installation

Read Article

M. Frank Higgins Introduced as Latest INSTALL Warranty Contractor

Read Article

INSTALL & Tarkett Partnership to Elevate Installation Standards

Read Article

INSTALL and H2H Help Veterans Transition to Civilian Life

Read Article

Alliance Partner News: November 2021

Read Article

XL North Interview With INSTALL's John T. McGrath, Jr.

Read Article

Alliance Partner News: June 2021

Read Article

How to Keep the Jobsite Safe amid COVID-19

Read Article

Alliance Partner News: April 2021

Read Article

Smith Flooring Inc. Selected as First Stop on Presidential Tour

Read Article

INSTALL & FCICA Work to Elevate Flooring Installation Standards

Read Article

Alliance Partner News: February 2021

Read Article

The Formula to Protecting Occupied Healthcare Facilities

Read Article

Alliance Partner News: December 2020

Read Article

INSTALL Inducts Five New Members to its Floorcovering Alliance

Read Article

Not a Flooring Fad: Polished Concrete & Pourable Wear Toppings

Read Article

Alliance Partner News: October 2020

Read Article

Five Best Practices for Specifying Flooring in a COVID-19 World

Read Article

Alliance Partner News: June 2020

Read Article

Polished Concrete Sets Foundation in Flooring

Read Article

Ensuring Employee Safety on the Jobsite During COVID-19

Read Article

M. Frank Higgins & Co., Inc. Hosts ICRA Training Program

Read Article

Alliance Partner News: April 2020

Read Article

Women Flooring Installers Help Solve the Labor Crisis

Read Article

Three Reasons to Hire Certified Floorcovering Installers

Read Article

Addressing the Deadly Threat of Silica

Read Article

INSTALL Welcomes New Members to Expansive Floorcovering Network

Read Article

Watch: Installers Lay Groundwork for Polished Concrete Flooring

Read Article

Alliance Partner News: February 2020

Read Article

The Impact of Technology on the Flooring Installation Industry

Read Article

INSTALL to Present at World of Concrete 2020 and DOMOTEX USA 2020

Read Article

Alliance Partner News: November 2019

Read Article

INSTALL Showcases ICRA Standards at 2019 APIC Expo

Read Article

Innovations that are Changing the Floorcovering Industry

Read Article

Image Flooring Partners with INSTALL to Expand

Read Article

INSTALL Continues Support for Helmets to Hardhats Partnership

Read Article

Polish Your Skills: The Latest in Concrete Polishing

Read Article

How to Increase Professionalism in Installation

Read Article

Four Ways to Become More Efficient on the Jobsite

Read Article

INSTALL Members Donate Time and Skills for Charity

Read Article

Putting Concrete Polishing Education Front and Center

Read Article

Meeting Infection Control Protocols in Healthcare Designs

Read Article

UBC Announces Leadership Changes, Reaffirms Commitment to INSTALL

Read Article

INSTALL Director's Report: July 2019

Read Article

Alliance Partner News: July 2019

Read Article

INSTALL Continues Increasing Availability of Formal Training

Read Article

Alliance Partner News: June 2019

Read Article

Floorcovering Industry Heightens Response to Skilled Labor Crisis

Read Article

Expansion Program Helps Image Flooring Grow throughout Midwest

Read Article

INSTALL Expands Partnership with Department of Veterans Affairs

Read Article

Alliance Partner News: May 2019

Read Article

ARDEX Americas supports INSTALL with Polished Toppings Training

Read Article

INSTALL Puts Finishing Touches on Concrete Polishing Curriculum

Read Article

Floorcovering's Commitment to Saving Lives in Healthcare

Read Article

Alliance Partner News: April 2019

Read Article

INSTALL Director's Report: April 2019

Read Article

The Rise of Concrete Polishing

Read Article

INSTALL to Present New ICRA CEU at 2019 AEC BuildTech Conference

Read Article

Alliance Partner News: March 2019

Read Article

INSTALL Introduces New Warranty Contractor and Alliance Partners

Read Article

Ambassador Floor Lends Efforts to Combat the Skilled Labor Crisis

Read Article

Alliance Partner News: February 2019

Read Article

Four Ways to Become a Better Installer

Read Article

Reviving the Skilled Labor Pipeline in the Floorcovering Industry

Read Article

INSTALL Director's Report: January 2019

Read Article

Engaging in a "People First" Model for Employee Retention

Read Article

2018 INSTALL Milestones: Flooring Trade Update

Read Article

INSTALL Director's Report: October 2018

Read Article

INSTALL Supports Veterans through Career Placement Program

Read Article

Earn CEU credits with INSTALL's new curriculum

Read Article

Don’t fear the future of the floor covering industry

Read Article

INSTALL Profile: Penny Czarra

Read Article

INSTALL Conference brings collaboration to meet industry demands

Read Article

INSTALL Profile: Frank Koch

Read Article

INSTALL Director's Report: July 2018

Read Article

INSTALL Expansion Initiative Steadily Progresses

Read Article

INSTALL & Roppe Partner at NeoCon 2018

Read Article

INSTALL Profile: Mike Maguire

Read Article

Announcing new Alliance Partners and INSTALL Warranty Contractors

Read Article

INSTALL Profile: Del Church

Read Article

New Texas Training Center celebrates grand opening

Read Article

Sisters in the Brotherhood Participate in New INSTALL Training

Read Article

Tarkett & INSTALL partner to create integrated education program

Read Article

INSTALL Profile: Andy Bowman

Read Article

INSTALL Director's Report: February 2018

Read Article

INSTALL Profile: Richard Schmidt

Read Article

Reduce Maintenance Costs with Polished Concrete Flooring

Read Article

INSTALL Director's Report: January 2018

Read Article

INSTALL Profile: James Colombo

Read Article

INSTALL Director's Report: December 2017

Read Article

Master Craft Flooring Wins 2017 FCI Installation Award

Read Article

INSTALL Director's Report: November 2017

Read Article

INSTALL Opens Enrollment for CIM Program Scholarship

Read Article

INSTALL Profile: Michael Bonacci

Read Article

INSTALL Profile: Adam Williams

Read Article

INSTALL Director's Report: October 2017

Read Article

INSTALL Sees Continued Growth in Southern U.S.

Read Article

INSTALL Announces Canadian NAC Winner

Read Article

INSTALL Profile: Kelly Bakke

Read Article

INSTALL Director's Report: September 2017

Read Article

INSTALL Profile: Jeff Johnson

Read Article

INSTALL Director's Report: August 2017

Read Article

INSTALL Combats Labor Shortage through Industry Partnerships

Read Article

INSTALL Profile: David Altman

Read Article

INSTALL Director's Report: July 2017

Read Article

INSTALL Profile: Jeff Moore

Read Article

INSTALL Director's Report: June 2017

Read Article

INSTALL Profile: Dan Solomon

Read Article

INSTALL & Partners to Host ICRA Training

Read Article

INSTALL & Roppe Partner at NeoCon 2017

Read Article

INSTALL Director's Report: May 2017

Read Article

INSTALL & H2H Partnership Reaches First Year Milestone

Read Article

INSTALL Profile: Ron Zimmerman

Read Article

INSTALL Director's Report: April 2017

Read Article

INSTALL Profile: Jim Wilkinson

Read Article

Laticrete Joins Endorsement of Substrate Prep Certification

Read Article

INSTALL Director's Report: March 2017

Read Article

INSTALL Included in Master Spec, Provides VA with Peace of Mind

Read Article

INSTALL Profile: Heather Rice

Read Article

Why Moisture Testing is a Step that Can’t be Ignored

Read Article

INSTALL Director's Report: February 2017

Read Article

INSTALL Insights: Resilients

Read Article

INSTALL Profile: Tom Sheridan

Read Article

Industry Leaders Endorse the INSTALL Substrate Prep Certification

Read Article

Flooring System Success: Get it Right from the Ground Up

Read Article

INSTALL Director's Report: January 2017

Read Article

INSTALL's Certified Installation Manager Scholarship Winner

Read Article

INSTALL Profile: Tom Lutz

Read Article

INSTALL Takes on Installation’s Challenges

Read Article

INSTALL Director's Report: December 2016

Read Article

INSTALL Profile: Brian Redshaw

Read Article

INSTALL & H2H Bring Veterans to the Flooring Industry

Read Article

INSTALL Insights: Selecting the Right Contractor

Read Article

INSTALL Profile: Garrett Maki

Read Article

INSTALL Director's Report: October 2016

Read Article

Canadian National Apprenticeship Contest

Read Article

INSTALL Launches Substrate Certification Program

Read Article

INSTALL combats skilled labor crisis with training

Read Article

INSTALL Profile: Kirk Kazienko

Read Article

INSTALL Director's Report: September 2016

Read Article

INSTALL Profile: Laura Graham-Sawchyn

Read Article

INSTALL Director's Report: August 2016

Read Article

UBC Southern Council Collective Bargaining Agreement

Read Article

INSTALL Profile: Bryan Kear

Read Article

This Month at INSTALL: July 2016

Read Article

INSTALL Director's Report: July 2016

Read Article

Consolidated Carpet Supports St. Francis Pantries & Shelters

Read Article

INSTALL Profile: Barb Kidwell

Read Article

INSTALL Director's Report: June 2016

Read Article

VA Taps INSTALL for Master Construction Specification

Read Article

INSTALL Recap: NeoCon 2016

Read Article

INSTALL Profile: Eric Kastner

Read Article

INSTALL Partners with BHI for Haiti Build

Read Article

INSTALL Launches Surface Prep Certification

Read Article

INSTALL Director's Report: May 2016

Read Article

INSTALL Regional Council News: April 2016

Read Article

INSTALL Profile: David Gross

Read Article

2016 Starnet Design Awards

Read Article

INSTALL Expands Training in Central South Market

Read Article

INSTALL Director's Report: April 2016

Read Article

Substrate and Subfloor Installations for High-Quality Flooring

Read Article

VIDEO: The INSTALL Expansion Partnership Program

Read Article

VIDEO: The INSTALL Advantage

Read Article