Page 18

business » business profile WILLIFORD FLOORING COMPANY, INC. 4820 Hwy. 98 North, Suite 1 Lakeland, FL 33809 (863) 858-5612 Fax (863) 859-1328 Showroom Open Mon - Fri , 9:00 - 5:00 or Call for special appointment times. types, and installation styles. Choosing the perfect floor for your home or office is simply a matter of having the facts, comparing the types and selecting a wood flooring professional to do the job. With beautiful photographs of finished rooms, it’s easy for customers to narrow their own choices before making a trip to the showroom.

Williford Flooring Company Experts in Wood T Written By: Cheryl Johnston

he experts at Willford Flooring Company, Inc. know all there is to know about wood floors, and rightfully so. That knowledge and expertise has come through years of experience.

Williford Flooring Company is a secondgeneration hardwood flooring company located in central Florida since 1946. Paul Willford grew up in the business, working after school with his father Mark in his Williford Floor Sanding Company. Through the years they transitioned to new installations and changed the name to fit. For the last 20 years, the company has expanded from being a predominately residential service to contracting commercial, industrial and new construction jobs. Williford Flooring now provides services in 17 Florida counties, from Naples to Gainesville and coast to coast. The company can handle any aspect of wood flooring repair, maintenance, and installation. When Paul married Loretta 30 years ago, she became a principal in the company and today manages all office operations. Paul acts as chief estimator and on-site inspector, but credits his wife for “running the show.” The wood flooring work experience of the eight employees combines to equal 150 years. Paul and Loretta are pleased that their


October 2011

craftsmen installers are determined to please the customers. Paul said, “We don’t sub our work out. When the owner’s name is the business name, it’s critical that employees feel like family, and ours do.” Loretta added, “Our employees are accountable to us and to each other. They take great pride in their work, in functioning as a team, and in the company’s reputation for quality.”

That reputation is enhanced because the Willifords model reliability. Loretta said, “What we say, we do. We communicate with our customers to keep them updated on scheduling. We treat them like we would like to be treated. Our workers show up on time and they work. They care about customer satisfaction. Much of our business comes to us from referrals.” The owners also believe in industry training. Each year several employees travel to St. Louis for a week of attend week of National Wood Flooring Association workshops and seminars. Those return to teach the others about the latest developments in adhesives, finishes, and installations. Long-term membership in and service to the NWFA is another source of pride for the owners. The Willifords suggest that customers consider the following when selecting a wood flooring contractor: the longevity of the company, the craftsmanship of the installers, and the caliber of the products

offered. Dustless systems are also something to consider. Hands down, Williford Flooring, Inc. is tops in all categories. This level of expertise is evident on the company’s website as well. For a thorough education on wood flooring, one need only visit where folks can learn about the differences between solid flooring and engineered flooring, wood

Staircases are another company specialty. Williford Flooring uses the patented Crown Heritage System for perfect alignment of balusters with the rake or the rail and the tread. Williford technicians are also experts at sanding, finishing, and restoring. Whether brand new or very old, Williford’s invaluable experience and industry knowledge continues to produce satisfied customers. Additionally, the company offers maintenance supplies such as its Williford’s Hardwood Floor Cleaner for purchase at the showroom. Ultimately, if your questions, problems, or needs involve wood flooring. Williford has your best answers for the best possible prices.

FOCUS Lakeland 07-09  

FOCUS Magazine Lakeland Edition Issue 07-09, October 2011