In this week’s episode of The UK Flooring Podcast, Tom sits down with Mike Reiffer, the owner of Wood Flooring Specialist Co. Mike, a high-end wood flooring contractor with 15 years of experience, discusses the intricacies of the wood flooring industry, the potential mis-selling of floating wood floors, and what makes his approach to flooring unique and reliable.

Key Discussion Points:

• Introduction to Mike Reiffer:
• Mike's journey from working as a carpenter to owning his own wood flooring business in South Wales.
• His background, including his apprenticeship and initial jobs in the industry.
• Starting the Business:
• How Mike transitioned from working for others to establishing Wood Flooring Specialist Co.
• The decision to focus on flooring due to its straightforward nature compared to other carpentry work.
• Current Business Overview:
• Wood Flooring Specialist Co. offers floor restoration and new floor installations, particularly parquet flooring.
• The importance of thorough communication with clients and showcasing current work to potential customers.
• Challenges in the Industry:
• Managing a high turnover of jobs and the preference for larger projects.
• The difficulties of maintaining a balance between work and administrative tasks, especially with ADHD.
• The Mis-Selling of Floating Wood Floors:
• Why Mike believes floating wood floors are often mis-sold as a "forever floor."
• The issues associated with floating floors, including lack of durability and the challenges in refinishing them.
• Advice and Insights:
• The best advice Mike received: distinguishing between taking things personally and professionally.
• His advice for newcomers to the industry: persistence and understanding that competition may not be as formidable as it seems.
• Future Plans:
• Expanding into the new build market with 0% finance options for customers.
• Increasing social media presence to better showcase work and educate potential clients.

Memorable Quotes:

• "If someone's floated a floor for you and they've told you it's a forever floor, you've been mis-sold."
• "Your competition's not as good as you think it is."

Guest Information:

Mike Reiffer

• LinkedIn: Mike Reiffer aka Wood Floor Specialist
• Business Website: Wood Flooring Specialist
• Social Media: @woodfloorspecialist

Additional Resources:

• Fit Box: Mentioned by Tom for underfloor heating jobs, visit fitbox.co.uk for more information.

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