At Coverings 2025, I partnered with Sheila Wyatt, Evolv’s Regional President of Strategic Partnership, to deliver a practical and insightful session titled “The Basics of Marketing for Small Business,” designed to help small businesses, especially tile contractors, build a brand that works just as hard as they do. (Stay tuned for information from Coverings 2026 educational sessions later this year!)
When your day is packed with installation jobs, employee issues, and client estimates, marketing isn’t always top of mind. But this session made one thing crystal clear: If you want to grow your business, it’s time to treat marketing like a core part of your operation, not an afterthought.
What’s the big deal about a brand?
Your brand isn’t just your logo or your van wrap. It’s your reputation, your values, and how your customers feel about working with you. Marketing, on the other hand, is the vehicle that promotes this brand to the world.
A strong brand helps tile contractors:
- Build trust.
- Stand out from competitors bidding on the same jobs.
- Attract better clients and better talent.
- Command higher rates and win more referrals.
If you’re not clear about who you are and what makes you different, potential clients won’t be either. That’s why defining your value proposition is step one. What’s your specialty? What sets you apart? Are you a Certified Tile Installer? Do you specialize in custom showers or large-format installs? Spell it out. Be bold about it.
Make your website work for you
In today’s world, your website is your 24/7 salesperson. It’s working when you’re asleep, setting tile, or wrangling supplies at the warehouse. A professional website builds credibility, increases visibility, and helps customers understand exactly what you do.
At a minimum, your site should include:
- A home page that clearly states who you are and what you do
- An “About Us” section with your story and values
- A detailed “Services” or “Products” section
- Contact information that’s easy to find
- A clear call to action (like “Schedule an Estimate”)
Want to really stand out? Add high-quality project photos, testimonials, and even a blog that shares your expertise. Don’t be afraid to tell the story behind the shower install that saved a bathroom remodel or how your prep work avoided a costly failure.
Relationships still rule
Tile may be a technical trade, but the business still runs on relationships. Referrals, repeat business, and strong customer relationships should be at the heart of your strategy.
Get involved locally. Join the NTCA and your local associations that are relevant to what you do. Network with designers, builders, and past clients. And most importantly, provide service that exceeds expectations every time. Create a robust referral program. Offer an incentive for customers who send new business your way. Even a small gift card or discount can turn a satisfied client into a vocal advocate.
Marketing tactics that actually work
You don’t need to do everything at once. Instead, pick one online and one offline strategy to start with. Here are a few that work particularly well for contractors:
- Optimize your Google Business Profile so you show up when people search “tile installer near me.”
- Post before-and-after photos on Instagram and Facebook.
- Use content marketing like blogs or short videos to show off your expertise.
- Leverage your certifications—like CTI or NTCA Five-Star Accredited status—in all your materials.
- Partner with companies like Evolv (a current NTCA partner) to extend your reach through digital advertising and targeted outreach.
From setting tile to setting goals
Marketing might not come with the same instant gratification as finishing a flawless backsplash, but over time, it builds momentum. Contractors who are intentional about their brand and consistent in their outreach stand out in the long run. To get started, create a simple three-month marketing calendar. Pick a few tactics, set goals, and track what’s working. Measure your results and adjust as you go.
And if you need help, don’t hesitate to reach out to the NTCA, Evolv, or a trusted marketing partner. Because just like tile, good marketing starts with a solid foundation, and a little planning can turn your business into a masterpiece.
(Ed note: Look for print TileLetter stories from Coverings 2026 in the second half of this year.)
