For flooring showrooms

Engineered timber, LVT, wool carpet, herringbone parquet. Stop letting Choices Flooring take the brief.

In-House is your AI marketing team. It actually wins the whole-home flooring brief: ships a product page per engineered-timber and LVT and wool-carpet and herringbone-parquet, runs the 'engineered timber install [suburb]' and 'wool carpet measure and quote [city]' Google Ads, posts the showroom-to-handover Reels from this morning's parquet install.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency

$2,500 to $4,000 / mo

Slow. Expensive. Removed from your business.

You get a Carpet Court-lookalike Squarespace theme refresh, a quarterly Google Ads report dominated by 'cheap carpet' keywords, and a contact who has never sat with a designer through a Tasmanian Oak engineered-timber spec or quoted a $40k whole-home flooring renovation against a Choices Flooring alternative. Meanwhile Carpet One outbids you on every 'flooring [city]' search and the $30k renovation customer who'd give you a three-year referral pipeline walks down the road to Andersens.

DIY tools

$120 to $250 / mo + your evenings

Cheap, but it just hands you a dashboard.

Squarespace, Houzz Pro, Klaviyo, Canva, a Meta account you stopped checking after the last designer left. Cheap, but you photograph the new herringbone parquet install on Saturday afternoon, write the engineered-vs-laminate guide on Sundays, and never quite ship the designer trade-partnership page that would land the interior-designer referrals.

ACTUALLY DOES IT

In-House

$299 / mo flat

Cheap, and it actually does the work.

The AI marketing team writes the captions, ships a product page per category (carpet, vinyl, LVT, laminate, engineered timber, bamboo, concrete polish, tile, cork, parquet, herringbone) and per fibre (wool, Berber, polyamide, polypropylene, sisal, seagrass, jute), runs the 'engineered timber install [suburb]' and 'wool carpet [city]' Google Ads, and posts the showroom-to-handover Reels. You measure, you quote, you install, you approve the week.

Carpet Court owns the broad search. You have the engineered-timber install, the parquet showroom and the ATFA membership.

The reality

Independent flooring showrooms compete on a battlefield owned by names with national TV spend and franchise buying power: Choices Flooring and Carpet Court and Carpet One and Andersens on the high-street walk-in, Flooring Xtra and Carpet Choice on the regional measure-and-quote, and Solomon Brothers and Independence Group and Hycraft chasing the same renovation customer. You can't outspend any of them and you can't undercut Carpet Court on a $30 per square metre carpet broadloom. What you can do is own the whole-home flooring brief that needs an ATFA-credentialed installer and a five-room measure-and-quote workflow, build a page per product (carpet, vinyl, LVT, laminate, engineered timber, bamboo, concrete polish, tile, cork, parquet, herringbone), and dominate the high-end-hardwood-and-parquet brief the franchise chains structurally cannot service because their installer roster is set up for broadloom carpet and laminate, not engineered timber and parquet. The independent showrooms that grow treat Carpet Court as background noise and the renovation customer who walks in for a measure-and-quote on the living and dining as a whole-home five-room install they've already won.

What good looks like

Good flooring-showroom marketing is three things, in this order: a product-and-fibre page library that ranks for the high-intent install searches the franchise chains overlook ('engineered timber install [city]', 'wool carpet [suburb]', 'herringbone parquet install [city]', 'large-format LVT [suburb]', 'sisal carpet [city]'), each with the current showroom display, the ATFA-installer-led process explained, the price band published per square metre ($30-$80/m² carpet, $40-$120/m² engineered timber, $40-$120/m² LVT, $25-$60/m² laminate, $80-$300/m² hardwood, $150-$600/m² high-end-hardwood-and-parquet, $20-$45/m² vinyl) and a 'book a measure and quote' enquiry form; a trade-partnership applications page for interior designers, architects and builders with the referral programme, the trade-discount tiers and a 'specify with us' form; and a Google Ads campaign on 'engineered timber install [suburb]', 'wool carpet measure and quote [city]', 'herringbone parquet [suburb]' that skips the broad 'flooring' bids Carpet Court and Choices Flooring will outbid you on. Add an ATFA membership badge, a Carpet Institute of Australia, an RFCI and an AS 1884 and AS 4805 compliance line, plus a WERS-WELS rating and a Modern Slavery Act commitment and you've built a moat the franchise chains structurally cannot replicate.

Choices Flooring, Carpet Court and Carpet One own the broad search

The franchise chains have national TV budgets, locked map-pack spots and a buying contract that drops your laminate SKU by $5 a square metre in an afternoon. You can't beat them on a $30/m² broadloom carpet. You can beat them on the engineered-timber and herringbone-parquet install their broadloom-trained installer can't honour.

Engineered timber, LVT, wool carpet, parquet are your moat

Engineered timber, LVT, wool carpet, Berber, herringbone parquet, hardwood, bamboo, concrete polish, cork, sisal, seagrass, jute: every product on your showroom floor is a search the franchise chains never appear for. None of those product names are anywhere on your home page, your nav or surfaced cleanly on your Google Business Profile.

Interior-designer and architect referrals carry the high-margin pipeline

The $20k-to-$80k whole-home renovation (engineered timber through the living and dining, wool carpet in the bedrooms, large-format tile in the bathrooms) is your highest-margin work. It comes from interior designers, architects and KBDi peers you've quietly built a referral pipeline with. None of that pipeline lives anywhere on your website, so the next designer with a Brighton renovation never finds you.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a flooring showroom sees in the first weeks, in the actual format it lands in.

Web Agent

Live · yourbusiness.com.au/engineered-timber-install-brighton

yourbusiness.com.au/engineered-timber-install-brighton

New product-and-suburb landing page: 'Engineered timber install, Brighton showroom, ATFA-credentialed installers' H1, the current engineered range on display (Tasmanian Oak, European Oak, Spotted Gum, American Black Walnut), the AS 1884 and AS 4805 install compliance noted, the $40-$120/m² price band, a 'book a measure and quote' enquiry form, six photos from a completed Brighton whole-home install, and schema marking the page as a flooring-install service. Indexed in 48 hours, ranking page 1 for 'engineered timber install Brighton' inside a fortnight.

One page per product, one per fibre

Advertising Agent

Live · Google Ads · product-and-install targeting

Ad · yourbusiness.com.au

Engineered Timber Install · Brighton · ATFA Certified

Tasmanian Oak, European Oak, Spotted Gum and American Black Walnut on the floor. ATFA-credentialed install, AS 1884 and AS 4805 compliance, whole-home measure-and-quote in 48 hours. Skip the Carpet Court broadloom queue, book a showroom visit.

Skips the broad 'flooring' bids Carpet Court and Choices Flooring will outbid you on

SEO Agent

Auto-applied · approval rules

Google Business Profile rebuilt around products and fibres

 Services list expanded from 5 to 26 (engineered timber install, hardwood, bamboo, LVT, laminate, vinyl, wool carpet, Berber, polyamide, polypropylene, polyester, sisal, seagrass, jute carpet, herringbone parquet, concrete polish, cork, large-format tile, ATFA-credentialed install, AS 1884 compliance, AS 4805, WERS-WELS rating, measure-and-quote, designer trade programme, +2 more), 'by appointment' attribute added, primary category corrected from 'Carpet Store' to 'Flooring Store', ATFA, Carpet Institute of Australia, RFCI and Carpet One membership posted to the profile. 

Live in your profile within the hour

Your direct line

Email Sam from the install. The designer pipeline starts compounding.

Sam is your AI Account Lead. Email Sam a Reel from an install, a new product range you've signed, an interior-designer trade visit, a whole-home renovation that's just handed over. Sam briefs the agents, drafts land in your inbox, two taps to approve, the team ships it.

A Reel from a whole-home install A new product or fibre range to push An interior-designer or architect trade visit to feature A herringbone parquet or high-end-hardwood install to post A bad review you need a hand replying to

Mail

From you@yourbusiness.com.au · To sam.walker@use-ih.com

Just installed: heritage Brighton whole-home, 220m² European Oak

Hey Sam, just installed a whole-home flooring renovation into a heritage Brighton terrace, 220 square metres of European Oak engineered timber through the living, dining and hallway, hand-finished with matte hard-wax oil, wool Berber in the bedrooms, large-format porcelain in the bathrooms. ATFA-credentialed install over five days. Footage attached. Want to push this hard, the interior designer who briefed us has three more terraces in the pipeline.

Sam Walker · Account Lead

sam.walker@use-ih.com

Replied

On it. Web Agent will refresh the engineered timber product page tonight with the Brighton install at the top, the European Oak hand-finished hard-wax oil callout, and the wool Berber carpet pairing surfaced. Advertising Agent will lift the bid weighting on 'European Oak engineered install [city]' and queue the interior designer's name on the case-study list (with permission). SEO Agent will post the install to the Google Business Profile with the ATFA-credentialed install workflow surfaced. Social Media Agent will draft a whole-home install Reel for Saturday and a 'inside the five-day ATFA-credentialed install' carousel for Tuesday. Content Agent will start a 'specifying European Oak for a heritage terrace' explainer for the designer pipeline. Drafts in your inbox by 9am.

Preview the engineered timber page refresh

$299 / mo

Flat. No tiers, no markup.

9 min

From sign-up to live marketing.

60+

Pieces of content a month.

Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Builds your annual plan around the whole-home renovation brief that's the high-margin work and the interior-designer and architect referral pipeline that carries the three-year repeat business. Briefs the other agents so the product pages, the trade-partnership programme, the Google Ads and the install Reels all push toward the renovation customer walking in for a five-room measure-and-quote, not the one chasing a $30/m² broadloom deal.

Answers: interior-designer and architect referrals carry the high-margin pipeline

Web Agent

Imports your existing Squarespace, WordPress or Houzz Pro site so you stop paying for the agency hosting on top of the CMS plan, and makes shipping a new product or fibre page a five-minute job. Builds a page per product (carpet, vinyl, LVT, laminate, engineered timber, bamboo, concrete polish, tile, cork, parquet, herringbone), a page per fibre (wool, Berber, polyamide, polypropylene, sisal, seagrass, jute), an interior-designer trade-partnership applications page, a measure-and-quote booking page, and an AS 1884 and AS 4805 compliance page, to your live site in two taps.

Answers: engineered timber, lvt, wool carpet, parquet are your moat

SEO Agent

Goes through your live site for the things that actually move local flooring-showroom rankings: '[product] install [city]' on the product page H1s, flooring-store and ATFA-member schema, weekly completed-project posts on the Google Business Profile, primary category corrected from 'Carpet Store' to 'Flooring Store', ATFA, Carpet Institute of Australia, RFCI and Carpet One membership surfaced. Auto-applies the low-risk fixes; flags anything bigger. Refreshes the GBP after every install so the franchise chains never outrank you for being silent.

Answers: choices flooring, carpet court and carpet one own the broad search

Advertising Agent

Launches Google Ads on the high-margin queries the franchise chains overlook ('engineered timber install [city]', 'wool carpet measure and quote [suburb]', 'herringbone parquet [city]', 'large-format LVT [suburb]', 'sisal carpet [city]') and skips the broad 'flooring' or 'carpet' bids Carpet Court and Choices Flooring will outbid you on. Runs a Houzz Pro placement, a LinkedIn campaign targeting interior designers and architects in your postcode and a Meta retargeting layer on the install Reels. Pauses spend when the install pipeline blows past 8 weeks.

Answers: choices flooring, carpet court and carpet one own the broad search

Social Media Agent

Turns every Saturday whole-home install, every Tuesday designer trade visit, every Friday parquet handover into a Reel in your real accounts: a Brighton engineered-timber whole-home install, a Surry Hills herringbone parquet handover, a Tuesday interior-designer and architect trade morning. Builds the install-craft trust signal Carpet Court's stock photography never will. You film 30 seconds at the install, the agent drafts the caption in your voice, you approve.

Answers: interior-designer and architect referrals carry the high-margin pipeline

Content Agent

Drafts the long-form pieces renovation customers Google before they book a measure-and-quote: 'how much does engineered timber cost installed in Sydney in 2026', 'wool vs polyamide vs polypropylene: which carpet fibre fits your living room', 'engineered timber vs laminate vs LVT: the honest 20-year tradeoff', 'specifying herringbone parquet for a heritage terrace: the ATFA installer's checklist'. Two drafts a month, in your voice, that pull in the careful renovator months before they brief an interior designer.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

Showroom site imported off Squarespace, WordPress or Houzz Pro, hosting and CMS bills retired by Friday.
Product pages for your three most-requested categories (engineered timber, wool carpet, LVT) drafted and indexed by day 7.
Google Ads ready to launch on '[product] install [city]' and 'wool carpet measure and quote [city]' by day 10.
Interior-designer trade-partnership applications page live on the site by day 5 with the referral discount tiers.
Measure-and-quote booking page live by day 6 with the 48-hour quote turnaround and the ATFA-credentialed install process explained.
Google Business Profile recategorised from 'Carpet Store' to 'Flooring Store' with ATFA, Carpet Institute, RFCI and Carpet One membership posted by day 4.
AS 1884 and AS 4805 compliance plus WERS-WELS rating noted on every product page so the spec-aware renovation customer stops dropping you at the screening question.
First fortnight of whole-home install and trade-visit Reels queued from the showroom footage your install team films on site.

See pricing No charge for 7 days Cancel in two taps Live in 9 minutes

Your first 30 days.

Site imported, agency hosting and CMS bills killed (Houzz Pro profile kept intact)
Annual plan around the whole-home renovation brief and the interior-designer-and-architect referral pipeline delivered by Sam
Google Business Profile recategorised as Flooring Store, ATFA, Carpet Institute, RFCI and Carpet One membership posted
Three product pages indexed (engineered timber, wool carpet, LVT)
Google Ads live on '[product] install [city]' and 'wool carpet measure and quote [city]'
Interior-designer trade-partnership applications page deployed with the referral discount tiers
Measure-and-quote booking page live with the 48-hour quote turnaround
Flooring-store and ATFA-member schema shipped
AS 1884 and AS 4805 compliance plus WERS-WELS rating noted on every product page
'Engineered timber vs laminate vs LVT: the honest 20-year tradeoff' explainer drafted

The bottom line

Independent flooring showrooms don't lose to Choices Flooring, Carpet Court or Carpet One on stock or craft. They lose because the renovation customer Googles 'flooring [city]' first, sees the franchise chain at the top, and never finds out the ATFA-credentialed showroom with the European Oak display and the 48-hour measure-and-quote turnaround is in their suburb. The fix is not a louder showroom; it's a product-and-fibre page library, an interior-designer trade-partnership programme, a weekly install Reel cadence, and a measure-and-quote booking page that turns the bedroom-carpet enquiry into a $40k whole-home renovation the franchise chains will never see.

Agencies are too dear to actually run the product pages, the trade-partnership applications and the install Reels for $3.5k a month. Tools are cheap but the Brighton whole-home install footage stays on the install team's camera roll. In-House is the third option: for $299 a month the agents ship the pages, launch the engineered-timber-and-LVT ads, post the install Reels, and keep your Google Business Profile beating Carpet Court in your postcode. You stay in the driver's seat, two taps to approve, minutes a day. Stop letting Choices Flooring take the renovation customer who'd rather have European Oak installed by an ATFA-credentialed crew.

See everything In-House does

No charge for 7 days Cancel in two taps Live in 9 minutes

Frequently asked.

Can an independent really outrank Choices Flooring, Carpet Court and Carpet One?

On the broad 'flooring' or 'carpet' search, no, those franchise chains have years of map-pack authority and seven-figure ad budgets. On '[product] install [suburb]' (engineered timber, herringbone parquet, large-format LVT), yes, and almost always inside a few months. On the high-end long tail ('European Oak engineered install [city]', 'wool Berber carpet [suburb]') the franchise chains barely compete because their broadloom-trained installer can't honour the engineered-timber or parquet spec. Twenty product pages plus a complete Google Business Profile beats a generic chain landing page on the long tail, every time.

We work with interior designers, architects and KBDi peers. Can the team push the trade programme?

Yes, that's exactly what the workflow is built for. The Web Agent ships a dedicated trade-partnership applications page with the referral discount tiers, the spec-with-us flow and the interior-designer case studies. The Advertising Agent runs a Houzz Pro placement and a LinkedIn campaign targeting interior designers and architects in your postcode. The Social Media Agent drafts trade-morning Reels with the designer's permission. Sam handles the trade-application replies and the project briefs come straight to your inbox.

We do carpet, engineered timber and LVT. Can the team handle the product spread?

Yes, that's exactly the structure. Each product gets its own page (carpet, vinyl, LVT, laminate, engineered timber, bamboo, concrete polish, tile, cork, parquet, herringbone), each fibre gets its own page (wool, Berber, polyamide, polypropylene, polyester, sisal, seagrass, jute), and the ATFA-credentialed install workflow cross-links from every page. The Advertising Agent runs separate ad groups for carpet, engineered timber and LVT so the bid weighting reflects the margin per square metre rather than burning budget on the wrong query.

Will the install Reels sound like AI? My interior designers can spot a script a mile off.

They will sound like you, because the Social Media Agent learns from your existing posts during onboarding and you approve every draft before it ships. Your install team films 30 seconds at the install (the product, the room, the client moment, the grain lighting up), the agent drafts the caption from what's in the footage, you approve in two taps. If a draft feels too sales-y for a designer audience, you correct it once and the voice updates for next time.

We have a long install pipeline. How do we avoid the ads blowing the lead time past 8 weeks?

The Advertising Agent monitors your install pipeline and pauses spend on the high-volume queries when the next-available install slot blows past 8 weeks. Spend rotates to the trade-partnership and interior-designer-referral queries so the high-margin pipeline keeps compounding without the measure-and-quote diary getting overwhelmed. Sam will email you the day the spend pauses with a 'we're at 8 weeks, ad rotation engaged' note so you stay in control.

Can I cancel if it isn't working?

Two taps, any time, no exit fees and no notice period. You keep your imported site, your product pages, the interior-designer trade-partnership applications form, the measure-and-quote booking page, the Google Business Profile work and the social grid. There is no $3.5k-a-month agency lock-in and there is no six-month minimum.