Dan Portu

Dan Portu is owner at Aberdeen, N.C.-based Heritage Hardwood Floors.

How I’ve Improved Estimating to Save Time and Make More Money

Wood flooring pro Dan Portu explains how he improved profitability and saves time by modifying his estimating process.

March 17, 2021

Most people don't understand why you are more expensive, so you have to teach them what paying more will mean for them. These are 'before' photos from a job we recently refinished—it looks fine in the room scene, but when I walked the floor, I saw the sanding was horrific.

How I Started: $37, No Car and No Connections

'I moved down here when I was 21 with my friend, my bed, my clothes and, literally, 37 dollars in my pocket,' says wood flooring pro Dan Portu, who now runs a successful wood flooring business.

May 20, 2019

When we were kids, my dad always told us: 'When ya look good, ya feel good, when ya feel good, ya do good.'' I've put this into play in my business. Everyone having matching work wear is not only great for the guys but looks professional to the clients. In this pic are Mike Lawson, Dave Tencate, me and my brother Ken Portu. Missing from this pic is the fifth member of our sanding team, Jason Davis.

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Wood flooring contractor kneeling while installing hardwood flooring with power tools on a residential floor

2026 Wood Floor Business Contractor Survey

Here are the results from our exclusive survey of wood flooring contractors.

How Online Quoting Saved My Sanity and My Business

Diamond pattern mixed media floor installation in a Texas castle interior with stone walls and castle exterior visible in inset photo

How We Did This Floor: A Mixed Media Floor Fit for a Texas Castle

Diverse multigenerational family smiling outdoors with text about legal risks of working for friends and family

Wood Floor Pros: Legal Risks of Working for Friends and Family

Craftsperson sketching wood design samples for 2027 WFB Design Awards competition, deadline February 5

Enter the 2027 Wood Floor Business Design Awards