b'BUSINESS BUSINESSWhy Tile Partner Portalis sponsored by Additional tools are available on the Why Tile Partner Portal. These partners are companies and orga-nizations that support Why Tile to promotethebenefitsofceramic MAPEIs KeraflexSuper polymer- tile. Partner tools include tips and enrichedmortarprovidesoutstand- tools for promotingtile, monthly ing transfer of mortar to tile backs socialpoststhatcanbeusedon while retaining impressive non-sag/ partners own social channels, and non-slumppropertiescreatingaa Why Tile presentation that can be high-bond adhesion strength perfectusedtohelpcompaniespromote for large-and-heavy tiles. the benefits of tile. Propertiesoftheextra-smoothRecently,WhyTileaddedtwo mortar,whichusesHighTransfer Technology, include: newresourcestotheWhyTileIdealforedge-levelingclipPartner Portal. The first is the Why applications Tilepartnerbadge,thatcanbeWater- and frost-resistantplaced on a partners website. TheHighresistancetofreeze/thawsecond resource includes a hand-conditions Easy to trowel, requiring 70% lessout on the phase one plastic-based effortandreducingapplicationmaterial(PBM)flooringresearch times results.Thisresearchdiscusses DesignedforinteriororexteriorPBMspopularitywithproducts useonfloorsandwalls,overply- such as LVT, LVP, WCP, RCB, and wood and a variety of membranes, whenitcomestotile,thisversa- addressesmarketingclaimswith tile mortar has your back covered.regardstowaterproofness,mold www.mapei.com. resistance,DCOF,andscratch resistance.This research is important to help educate professionals and consum-ersaboutplastic-basedmaterial flooring, Meyer said. We feel it is critical that buyers and specifiers understandwhattheyarepoten-tiallychoosingwhentheyselect PBM (vinyl) flooring products.Meyer also noted that Why Tile is currentlydevelopingvideoassets to coincide with the PBM research. The videos will be available on the Partner Portal. 32TileLetter | March 2020'