Can flooring companies that are specialized in the industrial, commercial and institutional sector compete in the residential market?

Centis is known throughout the our industry as an ICI Company. ICI stands for Industrial, Commercial and Institutional. While our stone division sales are 95% residential, the overwhelming perception of our company is that of an ICI sector flooring company. So while we are well know by architects, engineers and larger general contractors, we are not so well known by home builders, residential interior designers and “Joe Public”.

That’s too bad because we are really good at what we do but how do we break that mold. How do we “sell” our abilities?

This isn’t just our problem. Most companies in the ICI sector have the same problem. Electrical, mechanical or even general contractors in the ICI sector are’t well known in the residential market. While that was fine a few years ago, I don’t think that is a good marketing strategy, especially right now.