In an industry known for missed deadlines and communication gaps, Mason Jarvis has engineered a technological revolution. The founder of Ironwood Floor Co., who holds a Ph.D. in Industrial and Systems Engineering from Ohio State University, has leveraged his background to create a flooring company that’s scaling rapidly through franchise operations generating up to $2.5 million in annual revenue per location.
How A Digital Nervous System Revolutionized Flooring Installation
The flooring industry has traditionally operated with minimal technological innovation. Customers often find themselves in the dark about project timelines, installation progress, and when workers will arrive at their homes. Jarvis identified this communication gap as the industry’s most significant pain point.
“Most contractors try to handle everything in-house, which means juggling countless subcontractors and trades,” says Jarvis. “We analyzed our operations and financials carefully, identified where we were creating the most value, and made the strategic decision to focus exclusively on flooring solutions.”
At the heart of this tech-forward approach is FloorLogic™, a proprietary software platform that Jarvis developed to manage everything from initial customer contact through final inspection and warranty registration. Unlike many home service operations that cobble together different software solutions, Ironwood’s integrated platform serves as what Jarvis calls “a digital nervous system for the entire operation.”
The system provides real-time project tracking, automated customer communications, and streamlined scheduling. Installers have a mobile app that gives them all project details, photos, and special instructions. When they’re heading to a job site, they tap a button, and the customer automatically receives a notification.
“Our installers have a mobile app with project details and special instructions. When they’re heading to a job site, customers get automatic notifications,” Jarvis explains. “We’ve created a digital nervous system specifically for flooring operations.”
Customer Experience Metrics Driving 98% Satisfaction Rates Across Franchises
The impact of this tech-forward approach is reflected in the company’s impressive metrics. Since launching its franchise program, Ironwood Floor Co. has maintained a 98% customer satisfaction rate across locations, with franchise units reaching profitability an average of 40% faster than comparable home service franchises.
“We track 27 distinct metrics for each franchise location,” Jarvis reveals. “This allows us to identify potential issues before they impact profitability and implement targeted interventions. It’s not about micromanagement—it’s about creating data-informed feedback loops that drive continuous improvement.”
This systematic approach extends to marketing as well. Rather than leaving franchisees to develop their own local marketing strategies, Ironwood has created a comprehensive system that includes digital campaigns, community outreach templates, and outbound lead generation.
Industry analyst Sarah Chen of McKinley Partners notes that this level of specialization and technological integration is increasingly important in the home services sector. “What Jarvis has done is create a scalable model that benefits from both consumer and B2B revenue streams. It’s a sophisticated approach that we’re seeing more frequently in successful home service businesses.”
Perhaps most impressively, the company has transformed potential competitors into valuable customers. Approximately 30% of Ironwood Floor Co.’s business now comes from other contractors and designers who previously might have been considered competitors.
“We’ve positioned ourselves as the specialists—like the orthopedic surgeons of the flooring world,” Jarvis explains. “When other professionals need flooring done right, they come to us.”
For entrepreneurs in traditional service industries, Ironwood Floor Co. offers a compelling case study in how technology can transform customer experience, streamline operations, and create new revenue streams. By focusing intensely on one niche and leveraging technology to perfect it, Jarvis has built a business that’s not just growing—it’s revolutionizing an entire industry.
“The future of home services lies in doing one thing exceptionally well,” concludes Jarvis. “That’s how you build trust, scale operations, and ultimately transform an industry.”