New flooring can renew the interior of any home while potentially increasing its value, but deciding which flooring to buy can be a daunting task. National chains and big box stores offer convenience and an abundance of choices but little product expertise and personalized service. On the other hand, walking into a store specializing in flooring can be intimidating: looking for basic information about products and prices, the last thing customers want is to be pounced upon by high-pressure salespeople working for commissions.
Phil Woolard and Kevin Scott of Floors Unlimited in Chesapeake sympathize and offer another option: a laid-back, welcoming space where visitors can get expert guidance without pressure. Everything about Floors Unlimited's showroom is a testament to how much Phil and his wife, Amy, want their customers to be comfortable and informed. A comfy sitting area invites visitors to relax and stay as long as they like, while the artful displays of hundreds of samples make shopping pleasant-even inspiring.
Phil is on hand to share his knowledge and understanding of each product. "I enjoy talking about flooring," he says with a smile, "and I love the new products we have. The latest generation of vinyl planks has truly advanced flooring, but they are not created equal. So, I check all the new arrivals and weed out any product I think is the least bit inferior. I talk to my installers all the time about the products we sell because the last thing I want are product-related problems." A veritable encyclopedia of flooring after so many years in the business, Phil possesses boundless patience and truly wants all customers to be happy with their choices.
Sales and Installation Manager Kevin Scott is also available to offer his expertise, honed not only from 16 years in the flooring trade but also from prior experience in home construction.

"I don't think of myself as a salesperson,” he says. "We're not pushy. We're here to guide our clients, which means we listen twice as much as we talk.

If clients come in knowing exactly what they want, we show them those products. But most people aren't so sure, so I begin by asking them questions about their home and lifestyle. If they have a big dog, I'll recommend scratch-resistant products. If they plan on keeping their home for another 20 years, the floorings I recommend might be different from what I'd recommend if they're thinking of selling their home in two years. Because of my experience as an installer and, before that, in construction, once they tell me about their house, I can generally tell them how it was built and what flooring would work best.”

"We ask our clients the right questions so that we can point them in the right direction,” Phil adds. "I like to take them on what I call ‘The Tour'-going through the products and discussing why one is $3.00 per square foot and another is $6.00 per square foot. We help our clients balance a product's performance and style to fit their budget. The more they know about the products, the better they feel when making a decision.”

Once clients have chosen flooring, the next step is installation-a somewhat invasive procedure kept fluid and trustworthy by Phil and Kevin.

"We maintain close personal relationships with all of our installation experts,” Phil explains. "National chains and big box stores can't tell you who will be in your home; there's a disconnect. But we remain in continual contact with our installers. They are people you can trust.”
Clients can also rest easy knowing the cost. "Everything is always in writing and detailed,” Phil explains. "We call it a line item estimate, where customers can see all the charges clearly. It's a simple way to do business and one that our customers really appreciate.”

Though Floors Unlimited is a family-owned small business, its reputation has earned it referrals for projects large and small. Phil personally consults on every project, including those for office spaces and businesses.

"Choosing the right look for an office is just as important as choosing the right look for your home,” he says. "A great look sets an emotional tone for a space, which is always desirable, but especially if you spend a lot of time there.”

When Connie Thomas, the owner of Marx Golf Cars, learned that Allied Technology in Greenbrier needed new flooring, she remembered the glowing testimonial a friend had given Floors Unlimited years earlier. So she suggested that her husband, Mark, who served as the company's vice president, contact Phil. The results won Floors Unlimited more praise.

"Phil did an amazing job!” Connie says. "I can't say enough about the quality of his work and his integrity. He covered 30,000 square feet of floor space, and it is stunning-and his price was substantially less than others.”

A commitment to personalized service has been the foundation of Floors Unlimited since Phil Woolard's father, Phil Sr., opened the business in 1972.

"A lot of people, once they've shopped with us, don't shop around anymore,” Kevin says, "because we offer more personalized service than big box national chains can.”

"We've never had commissioned salespeople,” Phil concludes. "There are no ‘vultures' here. We've always had the attitude of being a friend and neighbor to our customers. I don't prejudge customers by how much money I can make on one job. We take the big with the small. That little bathroom could one day lead to the rest of the house. Building relationships with our clients has grown our business. They know they will speak directly to the owners whenever they call us. That never happens at big box stores. In addition to the excellent reputation we have earned over the past 50 years, we offer our customers in-depth knowledge about all types of floor coverings, from carpeting to vinyl plank, hardwood, ceramic, or laminate. If it has to do with floor covering in any way, we can professionally guide our customers in the right direction. They will be delighted with the finished product.”