Three options. Only one actually works for your business.
Five flooring types, five customers, and the Carpet Court franchise eats them all
Flooring looks like one trade from the outside but it's five businesses sharing a trailer: engineered and solid timber (the warm, premium one, $90 to $180 a square supplied and installed), vinyl plank and LVT (the cost-effective renovation favourite, $55 to $95 a square), carpet (the bedroom and family-room workhorse, Feltex and Godfrey Hirst supplied), polished concrete grind-and-seal (the high-margin specialist job that needs the gear), and commercial-grade carpet tile (the office and aged-care volume work). Each one is a different customer, a different keyword, and a different price expectation. Meanwhile Carpet Court, Choices Flooring and Flooring Xtra run franchise-wide Google Ads on every suburb in the country, marketing teams in the head office, and a showroom on the main road. The independent installer with the better finish, who actually acclimatises the timber properly and does a proper moisture test, ranks page two on every search.
Good flooring-installer marketing is the five niches kept separate, not blended. An engineered-timber hub with one suburb page per area you work, each with finished living-room photos in that suburb, a price-from band, the species you stock (spotted gum, blackbutt, engineered oak), and your acclimatisation policy called out. A vinyl-plank hub aimed at renovators with a 'subfloor prep included' trust line. A polished-concrete page for the high-margin grind-and-seal jobs that ride word of mouth in architect circles. ATFA membership and AS1884 compliance loud across every page so the careful customer who Googles 'how to vet a flooring installer' lands on something that answers. Get the five niches ranking separately, get on three local trade-yard installer lists, and the calendar fills four weeks deep without paying Carpet Court rates for leads.
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 which of the five niches actually pays (engineered timber, vinyl plank, carpet, polished concrete, commercial carpet tile) rather than chasing every flooring keyword. Briefs the other agents so the suburb pages, the ads, the social grid and the trade-yard outreach all push toward the niches you genuinely want more of, not the ones with the loudest franchise competition.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new suburb page a five-minute job. Ships separate hub pages for each niche (engineered timber, vinyl, carpet, polished concrete, commercial), with niche-specific schema, finished-floor photos from real jobs, and a quote form that asks for the right photos and floor measurements, to your live site in two taps.
Goes through your live site for the things that actually move flooring rankings: suburb keywords on the engineered-timber hub, ATFA membership and AS1884 or AS2455 compliance called out in copy as trust signals, separate keyword targeting per niche so the vinyl page doesn't cannibalise the timber one, and a Google Business Profile that lists every flooring type as a separate service. Auto-applies the low-risk fixes.
Launches separate Google Ads campaigns per niche: engineered-timber ads in the suburbs you actually work, vinyl-plank ads with subfloor-prep-included hooks for the renovator, polished-concrete ads aimed at architects and warehouse-conversion homeowners. Drops the broad 'flooring' bid that puts you against the Carpet Court franchise budget. Switches off Meta unless you specifically run consumer-facing vinyl or polished-concrete promotions.
Turns every finished floor into a post in your real accounts: a finished engineered-oak living room, a subfloor self-levelling video, a polished-concrete pour-and-grind reel. Builds the trust signal that wins the careful renovator who is comparing three quotes (and one Carpet Court showroom). You upload one photo per finished job, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces customers Google before they pick an installer: 'how much does engineered oak flooring cost in Sydney', 'AS1884 vinyl install standard explained', 'engineered vs solid hardwood for an apartment'. Two drafts a month, in your voice, that pull in the renovator three weeks before they walk into a Carpet Court showroom.
Your first 30 days.
- Site imported, hosting bill killed
- Annual plan around your two priority niches delivered by Sam
- Google Business Profile flipped to 'Flooring Contractor' with all five niches listed
- Three engineered-timber suburb pages indexed and ranking on the long tail
- Vinyl-plank Google Ads live with subfloor-prep-included hook
- First fortnight of finished-floor captions queued in your voice
- ATFA member badge and AS2455 trust signals shipped on every product page
- Trade-yard approved-installer list outreach sent to two local yards
An installer who properly acclimatises engineered timber, self-levels the subfloor, and finishes a Roseville living-room floor that the homeowner shows off at every dinner party is already better than the Carpet Court franchise subcontracting it to whoever has the cheapest van. The work is making sure the renovator three streets away sees that finished floor before they walk into a showroom. That's the suburb-page library, the niche-by-niche ad set, the social grid that posts every finished job, and the trade-yard relationship that hands you the careful retail customer.
Agencies are too dear to run five separate niche campaigns for $3.5k a month. Tools are cheap but the suburb pages stay theoretical and the trade-yard outreach never gets a phone call. In-House is the third option: for $299 a month the agents ship the engineered-timber pages, launch the vinyl-plank ads, post the finished floors, and brief the trade yards you actually want on the list with. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the next floor to a Carpet Court franchise with a marketing team.