Help Homeowners Fall in Love with Their Floors and Avoid Future Frustrations

When it comes to hardwood flooring, few products bring as much natural beauty, character, and warmth into a home. But with that beauty comes a few quirks. Many of which can surprise homeowners if they’re not fully informed during the buying process.

As a dealer, one of the best ways to minimize future claims or complaints is to set the right expectations from day one. Here’s an overview you can share with homeowners to help them understand what’s normal, what’s not, and what they should keep in mind when selecting and living with hardwood flooring.

1. Each Board Is Unique

Hardwood flooring is made from real wood, so no two planks are the same. Homeowners should expect a natural mix of grain patterns, knots, mineral streaks, and shading. The amount of variation depends on the species and grade of the wood. For example, Pecan and Hickory have high contrast between boards, while higher grades of Oak have a more uniform look. Stained finishes, especially darker ones, can help tone down some of this variation. It’s important to see these differences as part of the charm, not defects.

2. Factory-Finished Floors May Have Slight Edging Differences

Pre-finished hardwood floors offer advantages like a durable, warranty finished, but unlike site-finished floors, they’re not sanded smooth after installation. That means you may notice small differences in height at the edges where boards meet (also called “overwood”). These should be about the thickness of a business card and are not considered flaws.

3. Wood Changes Color Over Time

Exposure to sunlight and air causes wood to age and shift in color. Most species darken naturally, and exotic woods may change even more noticeably. This change is normal and unavoidable, even with UV-inhibiting finishes, because it’s the wood itself reacting to light. It’s part of what gives hardwood its rich, lived-in beauty over time.

4. Samples vs. the Real Deal

The small sample board shown in a showroom can’t capture the full picture of how hundreds (or thousands) of planks will look in a home. Encourage homeowners to order a full carton and lay it out in their space to better understand the color variation and grade before they commit.

5. Don’t Expect a Furniture Finish

Hardwood floors are not built to look like a polished tabletop. Furniture uses fewer, more select pieces of wood and is often finished differently. Floors, by nature, can show small pores, minor checks (tiny cracks in the grain), or surface texture.

6. Proper Maintenance Is a Must

Remind customers that maintenance is their responsibility. Provide the manufacturer’s care guide and warranty and emphasize the importance of following it. Even the best floor can underperform if it’s cleaned with the wrong products or if environmental conditions aren’t maintained.

7. Seasonal Gaps Are Normal

As seasons change, so does the humidity in a home. Wood expands in summer and contracts in the winter, which can cause gaps between boards. This isn’t a defect. It’s natural. We recommend homeowners keep humidity levels between 35–50% year-round to minimize movement.

8. No Two Floors Are Alike

Customers may compare their new floor to one they’ve seen next door or on social media, but that’s not a fair benchmark. Every installation is unique, influenced by the species, cut, finish, site conditions, and even the date of manufacturing. A floor should always be judged on its own merits and how it compares to industry standards, not another home.

9. Cupping Is a Moisture Issue

If the boards begin to curl upward at the edges (called cupping), it’s usually a sign of moisture coming from below the floor. The key is to find and fix the source of the moisture. Once addressed, the floor often flattens out over time.

10. Putty and Filler Are Standard Practice

Nail holes and seams are common in any hardwood installation. Putty or filler is used to conceal these spots. With site-finished floors, the filler is sealed under the final coat. With prefinished floors, the filler is more visible, but entirely normal.

11. Inspect Floors the Right Way

Educate customers on how to properly inspect their floors. The National Wood Flooring Association (NWFA) recommends viewing from a standing position under normal lighting. Don’t judge based on glare or extreme lighting angles. If something isn’t visible under standard conditions, it’s not considered a defect.

Hardwood flooring is a premium product, and with the right expectations, it brings lasting beauty to a home. Dave Buck, Flooring Sales Manager at Palmer-Donavin, shared, “Most hardwood claims come from those who are not properly educated at point of purchase. Hardwood floors add the most value to a home and are designed to last forever if properly maintained and cared for. Be thorough with the consumer up front and you will have a customer for life.”  By preparing homeowners for what’s normal and guiding them on care and conditions, you can reduce callbacks, avoid misunderstandings, and turn first-time buyers into lifelong fans.