St. Louis -- The National Wood Flooring Association (NWFA) is launching a new effort to help homeowners learn more about the characteristics and benefits of real wood floors. The “Real Wood. Real Life.” campaign provides information on choosing the right wood floor, selecting a professional for the job, and conducting maintenance properly.

“Homeowners love the look of wood floors in their homes. But, the flood of wood-lookalike products such as laminate, tile, plastic composite, and vinyl plank flooring has created a lot of confusion about what is and what is not a real wood floor,” said Michael Martin, President and CEO of NWFA. “We want to increase the understanding of what comprises a wood floor and all the reasons for choosing real wood–it’s durable, beautiful, easy to clean, and increases home value.”

To help homeowners identify the real thing, the NWFA recently developed a formal definition of wood flooring. The definition states wood flooring is any flooring product that contains real wood as the top-most, wearable surface of the floor. This includes solid and engineered wood flooring, as well as composite engineered wood flooring.

The NWFA is sharing this information via the new Homeowner’s Handbook to Real Wood Floors and The handbook walks readers through the various stages of life to show real wood floors can handle all of their big and small moments. Whether a homeowner is trying to decide between solid or engineered wood or looking for ways to protect floors from their pets, the handbook and website are a one-stop shop for wood flooring tips.

“If you want to invest in your home, you will be specific about purchasing 100% genuine hardwood because nothing else looks, sounds, feels, and even smells, quite like hardwood,” said Emily Morrow Finkell, an interior designer, CEO of Emily Morrow Home, and NWFA member. “The ‘Real Wood. Real Life.’ campaign resources will equip homeowners with information on what to look for and the right questions to ask regarding wood flooring.”

According to a survey of U.S. homeowners commissioned by the NWFA, two-thirds of homeowners say they would choose wood floors for their dream home. Nearly 80% of homeowners believe wood floors add the most value to a home. And, the lifespan of a wood floor can exceed 100 years, making it a tremendous value. Wood floors offer endless design options and are easy to transform with sand and refinish processes. Caring for wood floors is as simple as regularly sweeping, dust mopping, or vacuuming on the bare floor setting.

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