Electric radiant heat has been on the market for awhile now. We've found it's usually an easy sell to customers who don't like a chilly floor on their feet in the morning. Another great use for it can be in a bathroom remodel, where it might not otherwise be cost effective to get conventional heating in a room. And some super efficient green homes without a central heating system are using electric radiant heat mats to provide supplemental warmth.
Several companies make these mats. We like the products made by NuHeat and here's why: They warranty their products to be free from defects in material and workmanship effective on the date of the purchase by the original purchaser, effective for a period of twenty-five (25) years under tile, stone, laminate, and engineered wood floors. That's hard to beat.