Joni RoccoJoni Rocco and her husband, Joe, are owners at Parker, Colo.-based Artistic Floors by Design. ManagementTrust: Putting It to Work in Your Wood Flooring BusinessWood floor pro Joni Rocco explains why building trust with customers and vendors are both essential to business success.November 21, 2017ContractingHow We Stopped Working Late Nights and WeekendsWood flooring pro Joni Rocco tells the story of how she and her husband, Joe, managed to stop letting their business consume them 24/7.March 20, 2017TechniquesA Resand Reveals a Huge Repair MistakeI recently visited a home worth more than $1 million in Heritage Hills, a gated community in Lone Tree, Colo., just south of Denver. Before they moved in, the out-of-state homeowners hired a general contractor referred by their real estate agent to refinish their existing 2 1/4-inch hickory floors a dark brown color. Once they arrived in Colorado, they noticed that the color and sheen was splotchy and inconsistent. They had another contractor provide them with a quote for refinishing their handrail and some cabinetry and, when they asked him if he knew anyone who could fix their hardwood floors, he referred them to us.August 15, 2016BlogsWhat I Learned About Business While Hunting DucksDuring the NWFA’s 2015 Expo in St. Louis, my husband, Joe, won a prize from the Hardwood Federation drawing to hunt ducks with Tommy and Wil Maxwell in the Southeast Arkansas delta. I have enjoyed Tommy and Beth Maxwell’s company over the years and was delighted to accompany Joe, although I had quite a few reservations about joining the men on the hunt (like the fear of shooting one of them instead of the ducks). I am glad I put my fears aside and made the trip. In addition to a lot of laughter, delicious down-home cooking, and beautiful scenery, it provided an excellent opportunity to observe how the Maxwell family and their milling and outfitting businesses embody three fundamental business principles.February 12, 2016ContractingThe Life of a Contractor’s WifeWood floor pro Joni Rocco takes a humorous look at a typical day working with her husband, Joe, in their wood flooring business.July 20, 2015BlogsLessons from Expo: Raise the Bar for All Industry ProfessionalsWhether you are brand-new to the hardwood flooring industry or have decades of experience, if you install or refinish wood flooring, you’re a contractor. Regardless of how many years on the job, what you do with hardwood flooring makes you a contractor. What you do for yourself, your family, your clients, your job sites, your peers and your industry makes you a business owner.I have had builders tell both Joe and me that they’re honorable enough to shake hands on a business decision. Perfect; if that’s the case, they should be honorable enough to sign a piece of paper.May 18, 2015ContractingTips for Enduring the Cold Winter as a Wood Floor ContractorWhat do you do to stay on track when work slows down and you’re, well, out in the cold? Here are some best practices wood floor pro Joni Rocco discovered.November 25, 2014Social MediaHow One Contractor Uses Houzz.com to Build BusinessThere are three reasons most businesses use social media: brand awareness, lead generation and customer support. For most busy contractors, trying to achieve all three on your own is a losing battle. Instead of waving the white flag of surrender, our company chooses to use a social media platform that has helped us successfully demonstrate our expertise in the marketplace to build our brand and generate leads: Houzz.com.Let me assure you that Houzz is simple to use.If you have been too busy to even build a website, Houzz is the perfect platform for you.September 30, 2014Page 1 of 1Top StoriesDesignIntroducing the Winners of the 2025 WFB Design AwardsEach winner of the 2025 WFB Design Awards exhibits dedication and passion for wood flooring craftsmanship. These award-winning projects showcase the achievements of wood flooring pros and their unique visions that transform flooring into works of art.Machines/ToolsPlanetary and Multi-Disc Sanders 101: A Technical PrimerLegal AdviceWhat To Do When a Customer Backs Out of a ContractNewsEnter the 2025 WFB Outstanding Retailer AwardsExtraordinary FloorsHome's Floors Become Giant Wooden Jigsaw Puzzle
