Ray’s Flooring Specialists, Inc.: A Family-Business Built on Relationships and Excellence

The construction industry isn’t easy, but it’s incredibly rewarding. From manufacturers and designers to installers and operations personnel, the industry provides opportunities and livelihoods to millions of people. The Lucero family knows this better than most. Their family-owned business, Ray’s Flooring Specialists, Inc., is proof of the success you can achieve with experience, hard work, and strong relationships.

Ray’s Flooring provides homeowners, residential and commercial contractors, and other business professionals with all types of flooring, including carpet, wood, tile, laminate, vinyl, and stone. The company also offers countertops and cabinets, providing customers with a single source for kitchen and bathroom designs and renovations. With more than 40 years of experience, the award-winning contractor has grown significantly over the decades, while its commitment to professional excellence and superior customer service remains unchanged. 

From Humble Beginnings to a Thriving Regional Operation

In 1972, Ray Lucero, Sr., took his knowledge as a carpet installer and founded Ray’s Flooring out of his home garage in Albuquerque, NM. His passion for helping others combined with his commitment to going above and beyond formed his customer service philosophy. He believed in doing whatever it took to satisfy every client. Over the years, the business grew organically as Ray Sr. focused on building relationships and providing clients with the best experience and installation possible. With each successful installation, his network grew, and referrals spread. 

“We pursued excellence and let success pursue us,” said Martin Lucero, Chief Financial Officer. “We’ve always had a singular focus on relationships and excellence, and as a result, everything grew from that.”

Ray’s Flooring now operates out of a 100,000-square-foot facility on Albuquerque’s Westside. It employs 150 people, and offers services in New Mexico, Southern Colorado, Western Texas, Arizona, and other regions where existing customers need flooring, countertops, and cabinet solutions.

Keeping it in the Family

By the 1980s, the second generation of Luceros was ready to join the family business. Three of the five Lucero children decided to come on board. Today, Gerald Lucero serves as President and leads the Commercial Division; Raymond Lucero, Jr., serves as Vice President and holds responsibility for the Retail Division, and Martin Lucero, as Chief Financial Officer, manages accounting and financial functions.

Growing up, they watched their father build the company on principles of honesty, integrity, and experience. That service model continues today. As a family-owned business, they treat everyone like family, and in turn, employees treat customers the same way.

“It doesn’t matter if the project is a $1,000 bedroom remodel or a $5M commercial project,” said Martin. “Every project is important because the work we do touches people’s lives and makes them feel happier and more fulfilled. We take that very seriously.”

In 2004, the family brought in flooring industry veteran Ventura Ruybal as a consultant to help unify their three distinct businesses to increase efficiency and profitability. What Ventura assumed would be a short-term consulting engagement turned into a full-time position. He joined Ray’s Flooring as Chief Executive Officer to implement the strategic plan and oversee day-to-day operations. 

Commitment to Family Values

Ventura helped take the family business to the next level, unifying its business model to create a cohesive organization that serves customers across all service lines. These changes reflected the company’s commitment to family values and its customers, making it easier for employees and customers to understand the full breadth of Ray’s Flooring’s services. 

“It starts with treating people like family. We treat our employees how we would like to be treated,” says Ventura. “We concentrate on giving them the tools to do the job properly, provide clear direction on what’s expected, and then reward them and promote from within.”

One area where this is specifically important is training. Each year, Ray’s Flooring invests in thousands of hours of employee training. With new design trends, computer technology, and products always coming to market, the team works hard to stay ahead of the changes.

“I think most people would be shocked at the technology and training needed to keep up in the construction industry,” says Ventura. “Our granite shop relies heavily on computer technology. Our team is out on a job, completing templates and sending that information back to the fabrication facility, where machines start the process. There are also new products and methods, which we invest in. For example, when the industry started the shift to large-format porcelain panels, we invested in the tech and training and as a result we were one of the first to become certified in New Mexico. We invested in it, and now you can see our work around the state.”

This focus on employee satisfaction and training has resulted in long tenures and stability within the company’s team, a rarity in the construction industry. Ray’s Flooring also employs its own installers, ensuring consistency and quality. Clients know that their installers will get the job done right, on time, and on budget.

Funding Growth

The company's dedication to quality and service has allowed it to thrive, even during tough economic times. After weathering the 2008 recession, which hit the construction industry especially hard, the team at Ray’s Flooring was shocked when their current bank cut their line of credit in 2013. They found hope with the Commercial Banking team at First National 1870, a division of Sunflower Bank.

“Thanks to the relationships we had in place, we were able to call on First National 1870 and within a week, everything was up and running,” says Martin. “First National 1870 was there for us at a time when we really needed a banking partner.”

The Bank provided the company with treasury management services and a line of credit that helps them fund growth. Without its line of credit, Ray’s Flooring wouldn’t be able to take on some of its larger commercial projects.

“When you work on larger commercial projects, the rules of the game are different,” says Ventura. “As a contractor, you pay for materials and labor before payments come in. To grow, we needed a banking partner who could sustain this larger work.”

First National 1870 also helped Ray’s Flooring purchase its warehouse in 2015 by securing a Small Business Administration loan to finance the organization’s real estate purchase.

“Having a single point of contact for our banking is very beneficial,” says Martin. “The Bank has a full view of the business, where we are, and where we’re going. That sets up a more intimate relationship. We have a personal relationship with the Bank. The support they give us is great.”

Scott Czarniak, Regional President at First National 1870, echoes Martin’s feelings on their business relationship.

“The most important aspect in any relationship is communication,” states Scott. “Martin and the team at Ray’s Flooring continually communicate with us about their business, and that drives our relationship. That’s what allows us to serve as an advisor and help them plan not only for the short term, but the long term.”

Looking Ahead

As Ray’s Flooring prepares for the future, it continues to focus on building relationships and exemplifying professional excellence, while preparing to transition to the next generation of owners.

From its humble beginnings in a garage to its current status as a thriving regional leader, the company exemplifies how passion and hard work can transform lives and spaces alike. As the business adapts to industry advancements and embrace technologies, it continues to provide high-quality flooring, countertops, and cabinet solutions while treating everyone like family.

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