The second quarter of 2025 saw several different product lines provide exceptional growth for WarmlyYours. However, the clear standout has been our TempZone Floor Heating Ruler Cable.

Along with growth in other product lines, the TempZone Ruler Cable has helped drive consolidated sales growth for WarmlyYours, despite a continued stifling of the housing market due to limited inventory.

The success of the TempZone Ruler Cable in a relatively crowded electric floor heating market speaks to the importance of innovation in the field. This momentum may signal a broader market trend toward installer-focused heating systems that offer tangible benefits that allow them to increase their margins and decrease their time spent on the job.

In this report, we’ll take a closer look at the performance of radiant heating product sales, with a specific focus on the TempZone Floor Heating Ruler Cable, and analyze the impact that the national housing and remodeling markets are expected to have on future sales.

TempZone Floor Heating Ruler Cable Performance in Q2 2025


Floor heating sales saw several different products demonstrating a significant amount of growth such as TempZone Shower Mat (up 69.9%), Slab Heat Cable (up 14.6%), and the TempZone Easy Mat (up 8.6%). Floor heating as a whole saw a 1.8% uptick compared to last year.

The largest volume driver (and the largest rate of increase) for floor heating product sales came from the TempZone Floor Heating Ruler Cable, which was up 188.1%. This pro-exclusive heating cable, which was launched a little over a year ago, was the first to feature easy-to-read hashmarks to make sure installers know exactly how much cable they’ve used at every stage of the installation.

This heating cable has proven to be popular with a diverse array of different professional customers and made up nearly 20% (or 1 in 5) of all WarmlyYours floor heating sales to professional customers during Q2 2025.

The most popular customer profile was general contractor, which made up 37.7% of all TempZone Floor Heating Ruler Cable sales. This was followed by relatively equitable splits between kitchen and bath dealer (11%), electrician (10.4%), flooring retailer (9.3%), and remodeling contractor (8.4%).

It is interesting to note that general contractors and remodeling contractors make up nearly 50% of the purchases of the TempZone Ruler Cable while making up a smaller percentage than that of our active professional customers. This implies that the product has a strong draw for generalist professionals who might only engage with electric floor heating systems on a semi-regular basis.

Julia Billen, owner and president of WarmlyYours, said the cable’s integral measurement markings, when paired with the free install plans offered by WarmlyYours, can greatly decrease the likelihood of mistakes in spacing or heating coverage during installation.

“For these customers, time is money. Our products and our services are very intentionally catered to saving our customers both,” said Billen. “When my product development team meets, we’re not thinking about what new products to onboard. We’re thinking about how we can bridge the gap between what we offer and what our customers need on the job.”

When you break down the projects involving the TempZone Ruler Cable, it’s interesting to note how they compare to general electric floor heating trends. For example, projects involving tile, marble, or stone floors made up 75.4% of all electric floor heating sales for WarmlyYours in Q2 2025 and they made up 77.8% of all TempZone Ruler Cable sales in the same time period. However, bathrooms made up only 54.8% of general floor heating projects in Q2 2025 while they made up 66% of projects for TempZone Ruler Cable sales.

Billen said that this data reinforces the idea that the TempZone Ruler Cable is rapidly becoming the go-to heating solution for the most popular project type (generally bathrooms with tile flooring).

“A bathroom project can require a lot of precision and the Ruler Cable is a huge help as the installer can quickly confirm that they’ve used the proper amount of heating cable at any stage of the installation,” said Billen.

She also said that she expects this popularity to continue as more and more floor heating professionals work with the TempZone Ruler Cable.

“Word of mouth has been hugely positive with many professionals telling us that the Ruler Cable has made them feel not only more efficient but more confident while installing radiant heating,” said Billen.

Regionally, we’ve seen major growth in TempZone Ruler Cable sales for some of America’s most significant urban markets with Los Angeles leading the pack with a 600% uptick in Q2 2025, compared to the same period last year. Philadelphia (up 487%), Chicago (up 303%), and New York (up 140%) also posted positive growth. We expect these markets to continue to grow but at slower rates of change while we see significant growth in other regional markets as word continues to spread.

WarmlyYours Product Sales During Q2 2025

In addition to the TempZone Floor Heating Ruler Cable, WarmlyYours saw a diverse array of different product lines grow significantly during the second quarter. Leading the charge was our pipe freeze protection systems, also called heat trace or pipe tracing. These systems are available in either self-regulating cables that can be cut-to-length or as constant wattage kits that come in predetermined lengths. While self-regulating cables still make up the bulk of sales, the constant wattage kits have grown in recent quarters to make up nearly a third of all sales. As a combined total, pipe freeze protection system consolidated sales were up 89.5%.

Towel warmers are a perennial favorite with both installers and professionals as they represent an easy-to-install and relatively affordable option for adding a “wow factor” to almost any bathroom. We offer a wide range of different models but the primary changes we’ve made recently has been to launch a polished gold finish for two of our most popular models, the Infinity and Riviera. This change has helped to drive towel warmers as a product line to 46.3% growth in consolidated sales last quarter.

Similarly, radiant panels are a popular option for adding both an interesting design element and supplemental heat to a space without having to replace the floor. The Ember Flex radiant panel line has proven to be attractive to consumers because of the number of different installation options, which include wall mounting, ceiling suspension, and free standing. The radiant panel product line saw a 26.3% increase in consolidated sales during Q2 2025.

Finally, LED mirrors have seen a resurgence in Q2 2025 with an increase of 11.2%. A big factor in the growth of this product line has been a concerted effort by WarmlyYours to showcase these products in a range of different marketing materials (including blogs and webinars).

The National Housing and Remodeling Markets in Q2  2025

In Q2 2025, the housing market cooled alongside more cautious remodeling sentiment—though underlying demand remains resilient.

According to the Harvard Joint Center for Housing Studies, home improvement spending is still expected to grow modestly, with the Leading Indicator of Remodeling Activity (LIRA) projecting only a 1.2% increase through 2026.

“Weakness in the current housing market is expected to have a dampening effect on home improvement spending,” said Rachel Bogardus Drew, Director of the Remodeling Futures Program at the Center. “Slowing construction starts and remodeling permitting activity, which are key factors in predicting future remodeling expenditures, are also putting downward pressure on home improvement growth.”

Meanwhile, the housing sales pipeline shows signs of sluggishness. Pending home sales slipped 0.8% month-over-month in June and are down 2.8% year-over-year; declines were widespread in the South, Midwest, and West, though the Northeast bucked the trend with a slight monthly gain.

"The data shows a continuation of small declines in contract signings despite inventory in the market increasing. Pending sales in the Northeast increased incrementally even though home price growth in the region has been the strongest in the country," said NAR Chief Economist Lawrence Yun. “The REALTORS® Confidence Index shows early indications of potential contract signings increasing moving forward. REALTORS® are optimistic that homebuying and selling activity will increase. That confidence is supported by the fact that mortgage applications have been rising."

Completed sales of existing homes also declined 2.7% in June to a 3.93 million annualized pace, the lowest since late 2024, even as the median sale price hit a record high of $435,300—highlighting persistent affordability challenges.

"Multiple years of undersupply are driving the record high home price. Home construction continues to lag population growth. This is holding back first-time home buyers from entering the market. More supply is needed to increase the share of first-time homebuyers in the coming years even though some markets appear to have a temporary oversupply at the moment,” said Yun.

Together, these signals suggest a market in transition: remodeling demand remains supported by equity gains and homeowner stability, while the broader housing market grapples with affordability pressures and caution among buyers. For radiant heating products like electric floor heating and towel warmers, this may reinforce steady interest in retrofit and comfort-focused upgrades even as new construction slows.

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