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Committed To YOUR Success

Meet the Founder of Home Experts Alliance

Jim Augustus Armstrong is the Founder and President of Home Experts Alliance International.

For nearly two decades, he has dedicated himself to helping home service professionals—primarily in the flooring industry—build thriving businesses, regardless of market conditions.

Helping Home Service Pros Achieve Their Ideal Business and Ideal Lifestyle

Since 2007, Jim has worked closely with hundreds of flooring retailers and contractors, guiding them in attracting better customers, closing more sales, and growing their profits without wasting money on ineffective advertising.

He also helps business owners remodel their operations so that their businesses work for them instead of the other way around, enabling them to achieve their ideal business model—one that not only generates profits but also provides the freedom and lifestyle they’ve always dreamed of.

Proven Success Strategies

Home Experts Alliance represents the culmination of Jim’s extensive experience in helping flooring retailers and contractors succeed in any market.

Today, he is extending his proven strategies to a broader audience of home service professionals, including Realtors, designers, remodelers, contractors, and more.

HEA provides access to the same powerful strategies and tools that have enabled flooring dealers to dominate their markets for years.

Jim created Home Experts Alliance to empower ambitious home service professionals to grow their businesses, lead their communities, and live the lives they’ve always dreamed of.

A Wealth Of Experience In YOUR Corner

Jim Armstrong is a powerhouse in the home services industry, bringing nearly two decades of expertise in coaching and consulting for flooring retailers and contractors. As the President of Home Experts Alliance International and the founder of Flooring Success Systems, Jim has dedicated his career to empowering business owners to thrive in competitive markets.

A prolific voice in the flooring industry, he serves as the Marketing Mastery Columnist for Floor Covering News, the largest trade magazine in flooring, and is the producer and co-host of the FCNews Marketing Mastery Webinar series. Jim’s influence extends to stages and classrooms as a sought-after speaker and trainer, where he shares insights that have transformed countless businesses.

He’s also the author of three must-read books for business owners, including How Floor Dealers Can Beat The Boxes and Escape The Cheap Price Rat-Race of Doom Forever, cementing his reputation as a leading expert in building profitable and sustainable businesses.

Other Stuff

When he isn't helping home service pros skyrocket their success, you can find Jim on the stream fly fishing, in his studio playing guitar, or skydiving.

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