Insights from Coverings 2025 panel discussion
The energy was high at Coverings 2025 as professionals from across the tile and stone industry gathered to kick off the show. I had the opportunity to moderate a panel discussion titled “Fostering Collaboration Between General Contractors and Tile Contractors for Project Success.” The discussion offered a wealth of knowledge on how trust, communication, planning, and technology can lead to stronger partnerships and better project outcomes.
Panelists were four seasoned industry leaders: Rod Owen (President of CC Owen Tile and current NTCA President), Brad Brady (President of Total Flooring), Shawn Mays (Lead Estimator at Swinerton), and Brent Edwards (Vice President of Business Development at T.W. Frierson Contractor, Inc.). Each brought decades of experience in both commercial and residential construction, sharing real-world insights on the critical relationship between tile contractors and general contractors.
Communication starts before the contract
One of the most repeated themes during the panel was the importance of early communication, especially during the bidding and scoping stages. Brady emphasized the need for scope review meetings before contracts are signed. “It’s not enough to price based on plans and specs,” he said. “You have to qualify every bid and make sure you align with both manufacturer guidelines and industry standards.”
Owen built on that point, stressing that pre-mobilization site visits can catch potential substrate or moisture issues that – if ignored – could derail a schedule and damage trust. “No GC wants to hear about a problem on the day you’re scheduled to mobilize,” he said.
Build trust through transparency
The panelists agreed that trust is earned, not assumed. From properly qualifying substrates to flagging potential challenges well in advance, tile contractors must take the initiative.
“If you show up with a surprise $20,000 change order with no warning,” Brady warned, “you’ve likely just damaged your relationship beyond repair.” Instead, he advised, always give a “do not exceed” estimate, and return to renegotiate if issues go beyond expectations. “Track it. Talk about it. Document it,” he added.
Always provide cost estimates in advance – even if it’s a rough number – and communicate proactively if circumstances change.
Collaboration means planning together
Scheduling was another key focus. Edwards shared how his team won a project not by having the lowest bid, but by proposing a more realistic manpower plan. “They originally built the job around an under-resourced schedule,” he said. “We came in and proposed a staggered timeline that allowed us to complete the work without compromising quality.”
Owen added that true collaboration comes when tile contractors take time to understand the bigger picture. “We’re not just laying tile; we’re part of a complex sequence,” he advised. “Understand when your work overlaps with other trades and build your manpower accordingly.”
Embrace technology, but don’t forget the basics
Technology’s role in streamlining communication and increasing efficiency was also highlighted. Brady described using AI-driven estimating tools, instant messaging apps, and visual platforms to manage logistics and keep teams aligned. But he was quick to note that “you’ve still got to pick up the phone. Old-school relationships still matter.”
Owen shared a story about continuing his family’s legacy as a third-generation tile contractor. “It’s powerful to walk in the footsteps of those before you – but also humbling. You have to bring your A-game every day.”
“Attack the problem early. Get comfortable being uncomfortable. That’s how we grow as professionals and deliver successful projects.” – JEREMY SAX, NTCA
Final takeaways: culture, clarity, and accountability
As the discussion wrapped, I asked each panelist to share one thing they wished more people understood about their side of the contractor relationship.
Edwards noted, “All the individuals on a project need to help the field. The magic happens in the field and we have to support the field in a timely fashion.”
Owen reflected on sequence and coordination, saying, “GCs need to understand our work isn’t isolated – it depends on what comes before and after the tile contractor.”
Mays mentioned, “Keep the communication in line with your trade partners. If there is a delay on my side, I send a simple text message, which can make a difference in the communication flow. I also remember to always be fair in my communication.”
Brady pointed out, “It is about respect, but start looking downstream. Look at your subs, their helpers and take the moment when you do not have to. In between meetings, help clean up and be a leader to your team and on the project.”
The panel also stressed that company culture plays a massive role in how contractors approach jobs, resolve issues, and communicate under pressure. It was clear that when you create a strong internal culture, that reputation spreads across the industry. People want to work with companies that do things the right way.
“Lucky 7” key takeaways
- Start with a scope review before signing contracts.
- Visit job sites early to inspect substrates and flag issues.
- Give clear, early change order estimates to avoid surprises.
- Plan labor around the project schedule, not the other way around.
- Use tech tools for efficiency, but back them up with personal relationships.
- Keep communication flowing and documented—verbal conversations alone aren’t enough.
- Culture and respect matter. Your team reflects your company’s values.
The discussion underscored that true collaboration isn’t just about installing tile – it’s about building trust, fostering clarity, and showing up as a reliable partner. As the industry continues to evolve, the NTCA and its members are committed to leading that charge – one successful project at a time.
Panelists
Rod Owen – President, CC Owen Tile and NTCA President
As the third-generation leader of CC Owen Tile, Owen oversees operations across nine Southeastern states. He is a respected voice in the industry and currently serves as President of the NTCA.
Brad Brady – President, Total Flooring
With more than 30 years of experience in commercial tile installation including being a licensed GC, Brady has worked on projects ranging from shopping malls to multifamily housing. He brings deep expertise in specification review and field planning.
Shawn Mays – Lead Estimator, Swinerton
Mays is a seasoned general contractor with extensive experience managing high-volume commercial projects. He is a strong advocate for early collaboration and proactive budgeting strategies.
Brent Edwards – Vice President of Business Development,
T.W. Frierson Contractor, Inc.
Edwards specializes in managing complex scheduling and manpower logistics for large-scale construction jobs. He is known for balancing boots-on-the-ground wisdom with forward-thinking technology adoption.
Jeremy Sax
Jeremy Sax started his career in the tile industry, back in 1998, as the Director of Domestic Sales for Tamiami Tile in Miami, Florida. An accomplished leader with over 26 years of experience in strategic management, scaling businesses and servant leadership, Jeremy brings a wealth of expertise to NTCA. His previous roles have included significant leadership positions where he demonstrated exceptional skills in organizational growth, strategic planning, and stakeholder engagement ranging from roles within Manufacturing, Distribution and most recently Private Equity.
As Deputy Director, Sax will be instrumental in supporting NTCA’s objectives to enhance industry standards, foster professional growth, and advocate for the tile contracting community. His proven track record in managing complex projects and driving strategic initiatives aligns perfectly with NTCA’s goals of innovation and excellence in the tile industry.
Sax holds a Bachelor’s degree in Business Administration with an emphasis in Organizational Management from St. Louis University. He is known for his strategic vision, dedication to excellence, and his ability to cultivate strong relationships within the industry. Sax’s commitment to advancing professional standards and his deep understanding of market dynamics is invaluable in his role as NTCA Deputy Director.
