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EmpireToday Review

Sunday, March 3rd

2024 Flooring Company Reviews

EmpireToday Review 1.5 Star Rating


1.5 Star Rating
  • 1 year installation warranty
  • VR app provided
  • "Service Plan" with cleaning kits and product warranties offered

EmpireToday is a company you are likely familiar with through their common television advertisements, complete with a cheery jingle and a friendly, gray-haired carpenter magically updating the floors of your home. This cheerfulness belies nefarious intent, however, as EmpireToday is known for their aggressive, stressful sales tactics, cheap product, and poor installation. If you want to know the details, read below to see how exactly EmpireToday earned their review.

Extensive options with a VR app

EmpireToday offers almost any flooring type you could think of: vinyl, carpeting, wood, laminate, tile, whatever you need, they will likely have something for your floors. EmpireToday differs from competitors in that they offer a lot more guidance in the choice of installation of your floors, and will come out and install it themselves. To help potential buyers make a decision, EmpireToday offers a VR app that lets you see your home with sample floors, in addition to the option for a "free in-home consultation" with an expert to help you make the right flooring choice. For most (except perhaps the experts) picking between multiple similar products can be an overwhelming experience, and we appreciate that EmpireToday offers the expertise to help customers make the right choice.

No online prices

This seemingly helpful orientation, however, begins to seem a bit suspicious in light of one simple fact: they don't list any of their prices online. Without a good way to gauge what you're getting into, any kind of "customer service" (especially from a salesman sitting in your living room) has the potential to become a high-pressure, upcharge sales pitch. When looking at customer reviews, this (unfortunately) appears to be EmpireToday's modus operandi.

Scathing customer reviews

Customer testimony regarding EmpireToday on discussion forums dedicated to flooring and home renovation is almost universally negative. Customers report being subjected to almost every sales trick in the book to pressure them into high-cost purchases (including "HUGE DISCOUNTS" that don't actually exist, and are simply artificially-raised prices they present before applying their discount). At the same time, customers report that EmpireToday has earned a reputation for cutting corners, as all of their installers tend to be lowest-bidder subcontractors, and not employees of EmpireToday. We found many customers who feel that EmpireToday is in the business of squeezing as much money out of you as possible with manipulative sales tactics, while spending the minimum to actually install the flooring they've overcharged you for.

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Large number of BBB complaints

Many customers also complained that EmpireToday oversold what their warranties actually cover. All of this is reflected in the Better Business Bureau's website. Even though EmpireToday has an "A+" rating (due in large part to being responsive to customer complaints), their overall customer rated score is a 1.85/5 in over 1,500 reviews. In short, a huge number of people seem to have a terrible time with EmpireToday's services..

Policies exaggerated for sales

EmpireToday includes a series of warranties and optional service plans with their products, and while these are often oversold and exaggerated by salespeople according to customer reviews, they still are respectable in their own right. EmpireToday offers a 1 year workmanship warranty that covers faulty installation through EmpireToday contractors. This does not cover any wear from normal everyday use, and taking advantage of this warranty will require that EmpireToday chooses an independent flooring expert to assess potential installation defects. In addition, each product comes with a manufacturer-specific warranty that can be easily viewed on their warranty page. So, while we do not appreciate their business practices, we do appreciate that their mix of warranties and guarantees are at least easily navigable.

Deceptive practices; not recommended

While we appreciated the prospect of a flooring company with robust and helpful customer service, it is disappointing to see that EmpireToday's "customer service" seems to be a mere code-word for manipulative, high-pressure marketing and systemically low-quality installations. In short, you are likely to get a better deal on flooring if you order elsewhere than EmpireToday, and if you are looking to have it installed, you will find much more reliable work with your local flooring experts, as opposed to EmpireToday's lowest-bidder subcontractors.

Where Can You Find the Best Flooring Retailers Online?

Online flooring companies have gained popularity as excellent places to buy flooring due to several compelling reasons. First and foremost, these platforms offer an extensive selection of flooring options, encompassing various materials, styles, colors, and patterns. This vast diversity provides customers with a broad spectrum of choices, allowing them to find the perfect flooring solution to match their specific needs and preferences.

While many flooring companies attest to the quality and care they place in their product, not all are created equal. We've winnowed the wheat from the chaff to find not only the best out there, but to offer a few helpful tips for you as well.

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Flooring Company FAQ

Flooring offers so many options, from traditional wall-to-wall carpeting to newer materials like bamboo. Other popular flooring types are laminate, tile, ceramic, hardwood, engineered hardwood, and vinyl.
That's a great question. Your first consideration is probably location: you wouldn't want carpet in a kitchen or bathroom, for example! Think about the type of use you anticipate having in that room. Next, decide how durable you need your flooring to be; this is especially important in high-traffic areas and if you have pets whose nails might damage easily-scratched flooring types. And, of course, you can't forget aesthetic appeal and budget!
The answer is obvious: you want to have as many options as possible to choose from, and you want the best price. Buying your flooring through an online retailer gives you both - with the added advantage of not dealing with a pushy salesperson in your home or at the store.
Quite often, yes. If you're buying from a retailer that is strictly internet-based, they don't have the overhead of a brick-and-mortar store and so they pass the savings along to you. Even with shipping/delivery costs, you'll likely save a significant amount of money when compared with local flooring stores.
No! That's certainly an option, but you can always hire a professional to install the materials you've purchased.
The best measurements are done by an expert, no surprise there. Believe it or not, some online flooring companies will send out a certified flooring consultant or estimator to take measurements - for free! If you already have an installer lined up, you can also ask if they'll do the measuring before you place the order. Otherwise, most online flooring websites have plenty of how-tos to measure the area on your own and determine how much you'll need in order to cover the space. (Expect that there will be a certain amount of extra product, since you can't usually order the precise quantity of materials to finish the job.)
Absolutely! Most companies have help lines you can call, email or live chat to get answers to all of your flooring-related questions. You can get recommendations for the type of flooring you're considering, find out what tools you'll need to install it yourself, or any other information you need before - and after! - placing your order.
Most of the time, yes, but with certain restrictions. You can usually return and get a refund for any unopened items, like a full box of ceramic tile or hardwood planks. Some retailers will charge a restocking fee, and you could be on the hook for return shipping fees if the flooring store doesn't have a brick-and-mortar location near you.
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Continued from above...

Following the many supply chain issues of the pandemic, lumber (and building materials more generally) can be more expensive than ever. If you're going to be spending the money to renovate your home, or require bulk flooring for your business or a specific project, then you want to be sure as to not only the quality of the product, but the support you'll receive as a customer.

Though vinyl seems to be all the rage these days - many of us are familiar with the "landlord special" of flat white paint and lowest-cost gray vinyl - the best flooring companies today offer multiple potential installations for your home, from glossy laminate to luxurious hardwoods, tile, and even specialty floors such as high-impact gym floors and cork.

While shipping is important for all online retailers, it is especially important for flooring, as costs can often balloon simply due to the weight of materials you order. Many large retailers offer on-site pick-up or store delivery, and that can help you save a significant amount if you have the space to haul your order from the store to your home or renovation site. In short, be sure to check shipping costs for each supplier before you order, and also keep in mind that if shipping is advertised as "free" , they may be more than making up for it in the actual cost of the boards.

Convenience is another standout feature of online flooring companies. You can browse and purchase flooring materials from the comfort of your own home, eliminating the need for time-consuming visits to traditional stores. This convenience is particularly advantageous for individuals with busy schedules or those who may not have easy access to local flooring retailers.

Moreover, online flooring companies often offer competitive pricing. Lower overhead costs compared to traditional brick-and-mortar stores enable them to provide cost-effective options to customers. Additionally, many online retailers frequently feature discounts, promotions, or bundle deals that can result in significant savings for buyers.

One specific thing to watch out for when buying flooring online is this: some less-than-reputable retailers will disguise high-pressure sales pitches as informative "consultations" to get you to order overpriced materials. In short, an ounce of research is worth a pound down the line.

So, what can you use to decide which online flooring retailer is going to be your best bet? There are a lot of them out there, and it can get overwhelming quickly. Here are some criteria that can make the experience a little more worry-free:

  • Variety: The more types of flooring a retailer carries, the more likely you are to find what you've got in mind. Look for a store that has multiple options of the flooring type you're considering, spanning several brands and color choices.
  • Installation: Many major flooring retailers offer installation, but keep in mind this installation can vary in terms of quality. If you aren't installing the flooring yourself, take some time to look into who the retailer contracts to do the work and see if there's any customer feedback there.
  • Educational materials: The best retailers on our list offer how-to guides and educational materials on almost every element of flooring. If you are buying and/or looking to install yourself and don't know where to start, the free buying and care guides provided can be an excellent resource.
  • Returns: It's no surprise that things can go wrong with flooring. It can get left in a warehouse too long and warp/crack, it can come with manufacturing defects in the boards, or maybe they don't even ship you the right materials. Be sure you know your retailer's return policy before you click the "place order" button. If you might need to take advantage of returns and have a large order, inspect your boards on delivery, and be sure to note any defects when signing the proof of delivery form. Doing so will help you take advantage of your return in the long run.

Flooring can be a significant expense for your business or home renovation, so it pays to find a good, reliable supplier who works with you when something goes wrong. Top Consumer Reviews has done the legwork to find the most reputable flooring retailers out there today, and we're confident that this research will be helpful as you decide where to spend your hard-earned cash on new flooring!

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