From the CEO’s Desk
As we wrap up 2025, I want to personally thank you for your partnership and for the confidence you place in Southwind every day.
This year brought strong progress: new products, better tools, and a renewed focus on supporting your success. We’re entering 2026 with momentum and a clear commitment to make Southwind easier to buy, easier to sell, and a stronger partner for your business.
Thank you for being part of our Southwind family. We can’t wait to build something even greater together in the new year.
— Drew Hash,
President & CEO, Southwind Floors
Holiday Hours & Support Reminder
We want to wish everyone a Merry Christmas and Happy New Year!
Holiday Closures:
Christmas: Closed December 24 and 25
New Year’s: Closed January 1
Please plan orders accordingly and reach out to your Southwind Representative for any time-sensitive requests.
Your 2025 Dealer Scorecard: Where Do You Stand?
Before the ball drops, take a couple minutes to reflect on how your store performed this year. Give yourself a score from 1–5 (5 = excellent) on each question below.
1. Sales Performance
- Did overall sales grow? (1–5)
- Are hard surface and carpet sales balanced? (1–5)
- Are you maximizing add-ons (like trims, underlayment, and transitions)? (1–5)
👉 Quick win: Run a category report in your system to spot gaps or trends in what you’re selling most.
Sales Performance Total Score (15 maximum)
2. Customer Experience
- Are leads being followed up quickly and consistently? (1–5)
- Are online reviews positive and increasing? (1–5)
- Is your quoting and showroom process consistent across your team? (1–5)
👉 Quick win: Pick one customer touchpoint to tighten up in Q1.
Customer Experience Total Score (15 maximum)
3. Showroom & Merchandising
- Are your Southwind displays current and fully stocked? (1–5)
- Are you highlighting top sellers or trending colors? (1–5)
- Have you refreshed any areas seasonally? (1–5)
👉 Quick win: Swap out samples that haven’t moved in 6+ months and feature something new.
Showroom & Merchandising Total Score (15 maximum)
4. Marketing & Visibility
- Are you posting to social media weekly or more? (1–5)
- Does your website feature updated product imagery?(1–5)
- Are you highlighting your Southwind partnership online? (1–5)
👉 Quick win: Post a Roomvo rendering or customer install photo with a “Happy Holidays” message.
Marketing & Visibility Total Score (15 maximum)
TOTAL DEALER SCORECARD RESULTS:
24–35 = Room to Grow
Every dealer faces seasons where certain areas slip. The good news is you’re already reflecting and taking action. Prioritize one thing per category and reconnect with your Southwind RSA. We’re here to help.
36–47 = Holding Steady
You’ve got a solid foundation. Now is the time to be proactive. Small wins in your lower-scoring categories can compound quickly. Let’s focus on quick upgrades to help you push into the next tier.
48–59 = Great Shape
Your store is performing well across the board. You’re doing the right things. So where do we fine-tune? Look for ways to increase margin, streamline your process, or level up your brand visibility.
60 = Perfect Score
You crushed it. This kind of performance doesn’t happen by accident, so take a moment to celebrate! Then let’s talk about how to leverage your success to drive even more visibility, traffic, and loyalty in 2026.
Want a second opinion? Ask your Southwind RSA to walk through your scorecard results with you for a personalized 2026 game plan.
Where the Flooring Industry is Heading in 2026
The year ahead will reward dealers who stay flexible, visible, and responsive, both online and in-store.
What your customers want:
- Durability and waterproof performance
- Realism in textures and visuals
- Softness and comfort underfoot
- Value that lasts
Market note:
Builder activity is leveling off while remodels are gaining steam. And with interest rates slowly easing, homeowners will be investing more confidently in quality updates.
Dealer takeaway:
Fast responses, installation readiness, and a modern digital presence, especially Google reviews and clear showroom photos, can help give you an edge in 2026.
What Southwind Has in Store for 2026
(Starting at TISE!)
We’ll be kicking off the new year in Las Vegas with a refreshed lineup and a renewed dealer-first mindset.
Launching at TISE:
- A new trend-forward luxury vinyl tile collection
- Our new rigid core technology called IntelliCore™
- Updated carpet collections with fresh patterns and lifetime warranties
Tools you’ll love:
- Refreshed merchandising displays for key collections
- Updated digital assets for your site and social channels
- New marketing materials to simplify product storytelling
Come see us at TISE! (Booth number 2225)
Can’t make it? Reach out to your RSA for a sneak peek.
Team Feature:
Meet Heather Hallman
This month, we’re proud to highlight Heather Hallman, a valued member of our Customer Service team at Southwind Building Products in Dalton.
As a Customer Service Agent, Heather plays a key role in supporting our dealers and partners every day. She places and processes customer orders, ensures shipments go out on time, and always has the information customers need at the ready.
Her commitment to keeping customers happy and loyal makes a real difference across the board. Heather’s teammates appreciate her calm approach and problem-solving mindset. She is known for handling issues before they ever reach another team, making everyone’s day a little smoother.
What people value most about Heather is her patience and kindness. She brings both to every interaction, helping make Southwind’s service experience as dependable and personable as the products we deliver.
We’re grateful for everything Heather does to keep our customers and our team smiling.
Wrapping up 2025 with Gratitude
This season, we’re reminded that it all comes down to people. The ones who show up, solve problems, and serve with heart. The ones who believe in what they do, and who make this industry feel more like a family than a business.
To each of you who played a part in 2025, thank you. Whether you’re selling the floor, stocking the truck, placing the order, or walking a customer through their options, we see you. And we’re proud to stand beside you.
From all of us at Southwind, we wish you a joyful, meaningful holiday season, and a new year filled with fresh energy and strong momentum.
Let’s make 2026 the best one yet. Together.