Quality Carpet Increased Leads 50% by Going All-In on Facebook Ads

Growing up, Nichole Beyer never dreamed of owning a flooring store. In fact, taking over her dad’s flooring business—Quality Carpet Outlet—was just about the last thing on her mind.

But in 2014, that’s exactly what she did.

Her father, Robert Creadon, had opened Quality Carpet Outlet back in 1989. And before that, he’d spent years working as a flooring installer. Armed with his experience, passion, and winning customer service, Robert quickly built Quality Carpet into a distinct point of pride—not just for Nichole’s family, but for the community of Englewood, Florida at large.

When Robert passed away suddenly, Nichole was faced with a difficult choice: take over the family business or let it close down.

Her father had owned and operated Quality Carpet for a quarter of a century. It was a pillar of her family and her local community. Nichole knew there was only one option.

"I remember thinking, ‘This store is my family. It’s my legacy and my future children’s legacy. I can’t let it fail,’” she recalls.

Nichole jumped in headfirst. But soaking up the ins and outs of the flooring industry while learning to operate a business was no small task, and it was an uphill battle from the start.

"When I started, I didn’t know how checks were written or what a dye lot was,” Nichole says. "But the industry and companies like Broadlume wrapped their arms around me and helped me through the steep learning curve.”

The Digital Turning Point

When Nichole took over the day-to-day operations of Quality Carpet in 2014, the industry was facing a digital turning point. More consumers than ever before were beginning their floor-buying journeys online, and flooring dealers across the country were in a precarious position.

Local flooring retailers could no longer win the battle against box stores and online giants by reputation and word-of-mouth alone. There was simply too much competition.

If they wanted to thrive, retailers needed an online presence—and a great one at that.

They needed to demonstrate everything that made their businesses special: unique stories, ties to the local community, and unparalleled customer service. And those had to be combined with best-in-class websites, product catalogs, and strategic digital marketing campaigns.

Nichole was stuck. Creating an online presence was easier said than done, and trying to out-bid her box store competitors for advertising space was a non-starter.

But Nichole was anything but a marketing beginner. Her career as a professional cheerleader for the Tampa Bay Buccaneers had taught her the importance of standing out.

That’s why she turned to Broadlume.

Nichole’s father had worked with Broadlume when he was operating Quality Carpet, so she knew she’d be in good hands. As a Broadlume customer, Nichole received a custom-built, top-of-the-line website, a product catalog, live chat—everything she needed to appeal to the online consumer. But most of all, she received the digital platform she needed to tell her story.

The only thing she was missing was a digital advertising strategy to broadcast that story to the world.

Going All-in On Digital Advertising

Nichole’s decision to go all-in on digital advertising didn’t happen overnight. "We’ve always toyed with the idea of digital advertising and ran some campaigns here and there. But we realized if we wanted to find success with it we had no other choice but to step all the way in."

Encouraged by her Broadlume account manager, Nichole began dedicating more and more resources to digital advertising. But this time, Nichole had the proper tools at her disposal: an excellent digital presence, amazing content, and a team of experts to leverage the Quality Carpet brand throughout her local market.

And the results began to pour in. After Broadlume shot a video for Nichole in which she told the story of her family’s business, Quality Carpet saw a 50% increase in leads.

That’s because digital marketing for flooring dealers is less about ad spend than it is about creating a connection. And when a flooring retailer has a unique story, a stellar online presence, and a top-notch team, nothing is out of reach.

Broadlume helped Nichole showcase everything that makes her store, Quality Carpet Outlet, one-of-a-kind. The results speak for themselves.