Three options. Only one actually works for your business.
Three days of work the customer never sees, vs a $50 Bunnings hire they think will do the same thing
Floor sanding is the only trade where the customer thinks the equipment costs $50 and the work takes a weekend. They've seen the Bunnings drum-sander hire counter, they've watched the Better Homes & Gardens YouTube where someone in a checked shirt 'restores' a deck in 22 minutes, and they think your $4,800 quote for a 100sqm Tasmanian oak whole-house restoration is a rip. They don't see the Bona Belt Hummel, the Lagler edger, the Festool Rotex for the corners, the 65-80-100-120-150 grit progression that takes the day, the polyurethane vs water-based vs Bona Synteko finish choice that decides whether the floor lasts six years or sixteen, the dust-extraction system that means the family doesn't move out for a week, or the 24-48 hour cure between coats that requires the property vacant. They see the after photo and assume it was easy. Meanwhile the old-school dust-everywhere bloke who quotes 30 percent less wins the job, leaves a brown haze on every skirting board, and the rework call comes in twelve months later when the high-traffic kitchen runway is already through the topcoat.
Good floor-sander marketing is three things, in this order: a service split that treats whole-house restoration, recoat-and-screen-sand, parquet restoration, and pet-damage repair as four separate businesses with four separate landing pages and four separate pricing blocks rather than one generic 'floor sanding' page, because the 100sqm $4,800 whole-house client and the 15sqm $400 recoat client are not the same conversation; a dust-extraction-vs-old-school comparison block above the fold on every page so the homeowner who's been quoted by three blokes stops reading you as interchangeable; and a species-and-finish guide that names the brands (Bona, Synteko, Wattyl, Polish Floor) and the grit progression (65-80-100-120-150) so the careful client lands on the page already convinced you're a Polish-Floor Specialist accredited tradesperson rather than someone who hired a Bunnings drum sander last weekend. Get this right and the hipages bill drops to zero by month three.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the service mix that actually pays best (whole-house restoration at $30-$50/m² is the margin work; recoat-and-screen-sand is the cashflow job between big jobs; parquet specialty is the high-CPC niche with almost no competition; pet-damage repair fills Friday afternoons) rather than chasing every flooring enquiry. Briefs the other agents so the species-specific pages, the suburb ads and the three-day restoration reels all push toward the job mix you want.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and turns 'launching a species-specific page' from a six-month internal project into a five-minute approval. Ships a clean four-service structure (whole-house / recoat / parquet / pet-damage) instead of one generic page, with a service page per suburb you cover, the dust-extraction-vs-old-school block on every page, the Bona / Synteko / Wattyl finish-comparison block, and the 3-day timeline explainer. Two taps to push live.
Goes through your live site for the things that actually move floor-sander rankings: 'floor sanding [suburb]' on every H1, species-specific keyword work (Tasmanian oak Hobart, jarrah Perth, blackbutt Brisbane), schema for FlooringContractor with finish-brand markup (Bona Authorised, Polish-Floor Specialist), internal links from suburbs into the species page (Federation suburbs into the parquet specialty, newer suburbs into the spotted gum work), and a Google Business Profile reconfigured as a proper service-area business across every postcode. Auto-applies the low-risk fixes.
Launches Google Ads on the considered queries that actually convert ('floor sanding [suburb]', 'Tasmanian oak floor restoration [city]', 'parquet floor restoration [suburb]', 'recoat hardwood floor [suburb]') with a daily budget tilted toward weekday daytime when homeowners actually research restorations. Drops 'drum sander hire', 'how to sand floors yourself' and 'floor sanding Bunnings' as negatives. Pushes the click to a suburb or species page with the dust-extraction block, not the home page.
Turns every whole-house, recoat and parquet job into a three-day reel in your real accounts: a Glebe Tasmanian oak restoration, a Subiaco jarrah recoat, a Federation parquet rescue, a Spotted gum kitchen runway repair. Builds the proof signal that wins the homeowner who's been comparing your $4,800 quote to a $50 Bunnings hire for a fortnight. You upload three before-and-after pairs per job plus a 30-second sander-in-action clip, the agent drafts the caption in your voice (with the species, the grit progression, the finish brand, the suburb), you approve.
Drafts the long-form pieces homeowners Google during the research phase: 'how much does floor sanding cost in [your city] 2026', 'polyurethane vs water-based finish: which lasts longer on Tasmanian oak', 'can you sand a 1920s Federation parquet floor', 'how often should you recoat hardwood floors in [your city]', 'is it worth hiring a Bunnings drum sander to do it yourself'. Two drafts a month, in your voice, that pull the careful homeowner onto your site weeks before they ring.
Your first 30 days.
- Annual plan tilted to the service mix that pays (whole-house restoration $30-$50/m² is margin, recoat fills cashflow gaps, parquet specialty is the high-CPC quiet win, pet-damage repair on Fridays), delivered by Sam
- Four-service site structure live: whole-house restoration, recoat-and-screen-sand, parquet specialty, pet-damage repair
- Google Business Profile reconfigured as a 14-postcode service-area business with ATFA member, Polish-Floor Specialist, and dust-extracted-system attributes set
- Three suburb service pages indexed with species-specific case studies and the dust-extraction-vs-old-school block
- Google Ads live on suburb and species queries, driving to the matching service page with the right pricing block
- FlooringContractor schema deployed with finish-brand markup (Bona Authorised, Polish-Floor Specialist)
- Three-day restoration reel cadence running weekly: sand day, stain day, three-coat day
- Parquet specialty ad group split out separately at higher CPC with much higher conversion than standard whole-house
- 'Polyurethane vs water-based' and 'How to restore a 1920s parquet floor' explainers drafted for approval
Floor sanders don't lose jobs because their work isn't good enough. They lose them because the customer can't see the dust extraction, the species-specific knowledge, or the 65-to-150-grit progression from a hipages listing. The old-school dust-everywhere bloke quotes 30 percent less, the customer takes the cheap quote, and the rework call comes in twelve months later when the kitchen runway is through the topcoat. Your marketing has to show the work nobody sees, in every suburb you sand, before the homeowner Googles 'how to sand floors yourself'.
Agencies are too dear to actually ship the four-service site, the species-specific pages and the three-day restoration reels for $3.5k a month. DIY tools are cheap but the Tasmanian oak restoration page never goes live. In-House is the third option: for $299 a month the agents ship the pages, launch the restoration-focused ads, post the dust-extracted whole-house reels, and keep your Google Business profile beating the drum-sander DIY listings. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the $4,800 whole-house to the bloke who hires a Bunnings drum sander.