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Under Tile Heating

Introductory information
With less and less retail traffic, it has become a necessity for showroom personnel to get the most from every tile and stone installation. One example of retailers getting the most from every opportunity is highlighted in the growth of the radiant heating category. Floor warming add-ons have proven to be a profitable upgrade for those salespeople and store owners continuously looking to increase their individual ticket sales. The growth of the floor warming category is routed in one main principle - EDUCATION.

More than 90% of consumers are unaware that floor warming for tile and stone exists. Showrooms that realize this have adapted many tools and techniques to deliver this information to the consumer. The goal of all education in the showroom should follow a few very simple principles. First, customers must be made aware of the option. Second, customers should be exposed to the marketing tools to convey the comfort and luxury provided by this type of product. Last, all information should be provided in a simple and easy to understand manner to eliminate any confusion.

The focus for all showroom education is to simply ask the question “Would you like your new tile floor heated”?

Many of the tools currently utilized by floor warming manufacturers include heated displays, tuning into the customer’s sense of feel and easily telling the floor warming story. Other items include in-store signage such as banners and brochures, as well as the use of computer aided layout programs designed to simplify the order process. In the showroom, there is no exact blueprint for selling floor warming. The key is to emphasize education, knowledge and simplicity.

Specific/simple answers to your questions
Under tile heating is a combination of a self-adhesive mat and a thermostat to control the temperature. The self-adhesive mat is rolled out and installed on the floor prior to the application of thin-set.

Under tile heating is used to enhance the beauty of a tile or stone floor, providing warmth and comfort.

Under tile heating is best showcased by offering the customer the ability to touch and feel the warmth. Providing a warm tile with floor heating installed beneath gives the customer a real life experience, and allows you to speak to the various features and benefits while you have their full attention. An added benefit to your sales pitch is to show the customer an actual installation cutaway, depicting your substrate, floor warming mat, thin-set and tile. You can speak to under floor heating as an additional, yet simple component to a standard tile installation, providing the customer years of comfort and luxury.

Information compliments of Maria Oliveira, Laticrete International.

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TileDealer Articles

Underfloor Heat: A Warm Choice in a Chilly Economy
By Kathleen Furore
Issue: Second Quarter, 2009

"Comfort, efficiency, and the economy. Those issues are driving demand for electric radiant floor heating systems, as consumers look for ways to stay warm and improve their homes in cost- and energy-efficient ways."

To read more click here.

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Undertile Heating: A Roundup of Room-Warming Products
By: Kathleen Furore
Issue: January/February 2008

"The radiant heating industry is holding its own, even as the housing market stumbles,' information from the RPA says. 'Homeowners who might otherwise purchase a new home scale back and invest dollars in their existing home…and with the movement towards ‘green’ products, the radiant industry is in a good position to offer a product that not only reduces energy use, but increases comfort and improves indoor health at the same time.'”

To read more click here.

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Showroom Seminar: Radiant Floor Heating - Warming Up to the Benefits of Undertile Systems
By: Kathleen Furore
Issue: May/June 2007

"'It is a natural upgrade for many cool floor surfaces.' Perfecting the Pitch David Tazzoli is one dealer benefiting from the undertile heating boom. The owner of 17-year-old Marble and Tile Design, a stone and tile installation company and retail showroom in Lake Bluff, Ill., Tazzoli has seen an increased interest in radiant heating systems since he started offering them about five years ago. 'They sell well—usually one heat mat per house. It’s a great option to give customers and it usually doesn’t take much to sell it when you explain it to them,' he reports."

To read more click here.

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Undertile Heating: An Affordable Luxury for Customers and a Profitable Upsell for You
Issue: July/August 2006

"Whether you think of it as “affordable luxury” or necessity, undertile heating is an increasingly popular—and profitable—upsell for new construction and remodeling. As much as we all love the look of tile, it feels cold underfoot, especially so in more temperate climates in the Midwest and northeast. But the advent of affordable, easily installed undertile heating units has made the chilly bathroom or kitchen floor a thing of the past. And it has allowed homeowners and designers to consider tile in additional spaces—on basement floors, on shower benches, even counter tops where a cool surface may not be conducive to eating a bowl of cereal on a chilly winter morning."

To read more click here.

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Underfloor Heating is a Hot Market
Issue: July/August 2005

"Most underfloor systems use an electric resistance cable that snakes along the substrate. The cable may or may not be encased in a mat. Both the cable and mat systems adapt to curves and angles in the floor layout. Virtually all municipalities require a qualified electrician to connect the cables and thermostat to a dedicated circuit in the building’s electrical system. The cable and mat—if that is the type of product used—are encased in thinset or leveling cement before proceeding with the tile or stone installation."

To read more click here.

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Installer Briefing: Heated Floor Installations
By: Bart Bettiga
Issue: May/June 2004

"Perhaps no other advancement in technology has had a bigger impact than the increased use of radiant heating in tile and stone installations. Designers and architects have always loved the look of our products, but for years homeowners objected to them due to the cool surface. Radiant heating has eliminated this objection. Tile and stone now offer an inviting source of warmth. Initially, radiant heat was used primarily in cold weather markets, but that has recently changed. With radiant, tile may be turned on to be warm in cold weather, then turned off for a cool feel in warmer months. Tile is thin, but also dense and conductive, thus it transfers heat exceptionally well."

To read more click here.




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