Skilled Trades Behind Growth in Electric Floor Heating

Trade professionals were largely responsible for double-digit floor heating sales growth in the third quarter of 2021, according to a recent industry report.

“With radiant heating, a homeowner might only work on one or two projects in their lifetime,” says Julia Billen, owner and president of WarmlyYours. “But with a professional installer, they’re often involved in dozens or even hundreds of different radiant heating projects throughout their careers. That’s why this relationship is so important. We need to make sure these installers are armed with not only the latest and greatest products, but also the latest and greatest knowledge.”

While the growth rate for the trade customer segment was only 13.5 per cent, it was by far the volume leader compared to other growing groups, such as homeowners (up 31.7 per cent), e-tailers (up 28.8 per cent) and dealers (up 9.4 per cent).

WarmlyYours saw a 15.2 per cent increase in consolidated electric floor heating sales. The trade channel contributed nearly 20 per cent of that growth.

Billen says this was the driving goal behind the company’s launch of a new installer certification program earlier this year.

“The installation of a radiant heating system doesn’t happen in a vacuum. It’s a process that involves not only the installers themselves but also the product distributors and, of course, the homeowners,” she explains. “Our certification program ensures that our professional customers have access to the latest information and educational resources while also getting referrals from us for homeowners in their area looking to have a system installed. And we benefit from knowing that our products have been installed correctly and that they’ll function properly for the homeowners for many years to come.”

A manufacturer specializing in electric floor heating, WarmlyYours released its third quarter industry report in late 2021. The report analyzes the sales of radiant heating products within the wider context of the national housing and remodelling markets.