ARTIFICIAL INTELLEGENCE
How the trades are adapting AI for marketing, hiring and customer relations
What’s trending in exterior colors +
Interior coatings pro painters rely on
“A lack of response is a response. It’s a response that says, ‘We don’t care about you very much.’”
—Jay Baer, social media expert, founder of Convince & Convert
e just got two old barns repaired and painted. That may not sound like a big deal to you but given we spent the previous two summers dealing with two separate contractors who happily took our deposits only to ghost us, having someone show up and do the work as promised feels like a miracle.
I won’t bore you with the details of how the other two contractors nearly broke my faith in humanity, but I will share with you what the miracle guy did—beyond the work—that restored it: he communicated.
Like the other two, he couldn’t start when said he would (weather, scope creep on other jobs, etc.). But unlike the other two, he let me know what was going on via text and voicemail. That mattered a lot to me.
Like most people, I can be very patient when I don’t feel ignored, forgotten or like someone’s taking advantage of me. The fact that he reached out—unprompted—eased my mind and bolstered my confidence that the work was going to get done. I didn’t need a long conversation or explanation. I just needed to know that our project was on his radar. He took a minute— if that—each week and updated me.
Because I’m not a coatings pro like you, I can’t tell you the best coatings to use on interiors (see Pro Picks) or how to use AI to boost your marketing. But, as someone who buys your services, I can tell you that how well you do or don’t communicate has a HUGE impact on the customer service experience you deliver.
In other words, if you’re behind on customer or prospect outreach, make the call or send the text. You and your customers will be happier for it.
PUBLISHER Edward McAdams
MANAGING
Amanda Haar DESIGNER Carl Bezuidenhout
CREATIVE SERVICES DIRECTOR Cindy Puskar
CONTRIBUTING WRITER Brian Sodoma
CONTRIBUTING EXPERTS
Jamie Adams Scorpion
Leah Baum Paint Baum
Lee Crowder Taylor Morrison
Ken Elliot ELCO Painting
Chris Lewis Redwood Painting
Nathan Marmor CertaPro Painters of Phoenix
Ashley McCollum PPG Paints
Molly Montgomery Molly Montgomery Painting
Brandon Vaughn Wise Coatings Cheers, Amanda Haar, Managing Editor, inPAINT amanda@inPAINTmag.com
Dino Romero Pacific Systems Interiors
2024 EDITORIAL ADVISORY BOARD
Ryan Adamski
Production Manager, CertaPro Painters
Bryce Benfield
Owner, South-East Paint & Protective Coatings Co.
Melissa Caperton Co-Owner, MJ Painting & Design
Jen Frey Co-Owner, MJ Painting & Design
Jeremy Fyfe Owner, GLS Painters
Larry Marler Owner, The Works Remodeling and Finishing
Rich Purnell Owner, BASE Painters
Steve Spinelli Owner, Uni Pro Painting
amanda@inPAINTmag.com
ADVERTISE 602-296-5391 ed@inPAINTmag.com
SUBSCRIBE inPAINTmag.com/subscribe inPAINTmag.com
Everything we do is designed to help Pros save time and money. From paints formulated to help you get great coverage and hide to free job site delivery, and preferred pricing for Pros, that’s how you get more out of every gallon of BEHR® Paint.
Au 1 LIQUID APPLIED • FLASHING
TOWER® Sealants Unveils Cutting-Edge Product for Superior Moisture Protection
TOWER Sealants, a trailblazer in the construction industry, proudly introduces its latest breakthrough AU-1 Liquid Applied Flashing.
New Standard in Waterproofing Protection
This high-performance elastomeric liquid flashing membrane sets a new standard in waterproofing protection, offering unparalleled performance and ease of application.
The newest addition to TOWER's AU-1 Commercial Construction Products line, AU-I Liquid Applied Flashing redefines waterproofing with its innovative features.This elastomeric membrane can be effortlessly brushed, rolled, sprayed or troweled without the need for a primer, creating a durable, waterproof seal that adheres seamlessly to common building substrates.
Meets
Performance Requirements of AAMA 714-22 and 714-19
AU-1 Liquid Applied Flashing is a high-performance, single component, Styrene Butadiene Resin (SBR) elastic waterproofing membrane. Available in 1 or 5 gallon pails, the product creates a permanent water-resistant seal around exterior wall openings, while allowing vapor
to escape the substrates. These products are often specified in coastal areas where wind-driven rain is a factor, and some additional insurance is needed to keep moisture out of building openings.
Meeting the rigorous performance standards of AAMA 714-22 & 714-19,
AU-1 Liquid Applied Flashing ensures long-lasting protection against moisture intrusion at critical building openings, including windows and doors. Its versatility extends to compatibility with green concrete, stucco, building envelope systems, and more.
Eco-Friendly Formulation
AU-1 Liquid Applied Flashing is a low VOC, eco-friendly formulation, providing a smooth application process and hassle-free cleanup using just soap and water. TOWER Sealants invites construction professionals to elevate their projects with AU-I, where innovation seamlessly merges with construction excellence.
Au 1 LIQUID APPLIED • FLASHING KEEPS MOISTURE OUT
TOWER SEALANTS HAS BEEN A TRUSTED NAME IN THE INDUSTRY SINCE 2006.
Houzz Pro helps pros overcome the financing obstacle
> Through a collaboration with GreenSky, HouzzPro is now giving qualified residential builders and remodelers the means to offer homeowners a wide range of loan options to fund their projects. Free to pros who are approved as a GreenSky merchant, the program gives them the ability to work with a GreenSky account representative to determine the loan options available to their customers, which, if eligible, can borrow up to $100,000. Offering access to fast, reliable financing can help pros differentiate themselves from the competition, potentially expand project scope, and enhance the overall customer experience. GreenSky.com/home-improvement
Location for PCA EXPO 2025 set
> The Painting Contractors Association (PCA) recently announced the dates and location for the 2025 EXPO: February 3–7 in Colorado Springs, CO.
Building on the enthusiasm garnered at last year’s event—and attended by over 1,000 pros—the event will feature educational sessions, panel discussions, peer-to-peer contractor roundtables, networking events, a Paint-It-Forward charity event ... and rumor has it, there may be some socializing and dancing. PCAPaintEd.org/EXPO
Coatings geeks take note
> If you love to geek out about coatings selection and application, then you’re going to love this podcast from resin-based coating manufacturer LUMIFLON. Hosted by Winn Darden, business manager for LUMIFLON Fluoropolymer Resins for North America, each episode features an industry expert discussing what influences their decision-making process when it comes to coatings. New episodes are released every few weeks and run 20–45 minutes.
LUMIFLONUSA.com/in-the-mix
The latest paint additive: recycled glass
> With the aim of tackling serious environmental problems our planet is facing, two young researchers in Hong Kong developed a new form of glass-infused paint they claim can significantly reduce the amount of electricity used by air-conditioning units.
Dubbed E-COATING, the paint uses recycled waste glass to create a reflective surface that can be applied to exterior walls and roofs. By reflecting the sun’s rays, the coating reduces heat absorption by buildings and the need to run air-conditioners, which helps to mitigate associated greenhouse gas emissions. The environment-friendly innovation was the sustainability winner in the 2023 James Dyson Award. The inventors intend to use the prize money to improve E-COATING’s adhesion and ease of application, as well as investigate new formulas for indoor use.
#1 sanding performance
For
when
endurance matters.
This is for those who refuse to quit before the job is finished.
3M™ PRO GRADE PRECISION™ Faster Sanding Sheets resist clogging and sand faster. Fold once and the NO-SLIP GRIP™ durable backing grips together to prevent slipping, so you can sand longer with less hand fatigue.
Superior cut durability — from start to finish. built to perform
Million-dollar colors
Five Star Painting dove into the most-viewed celebrity home tours on Architectural Digest’s YouTube channel over the past year. They then uploaded room images from each celebrity’s home into Adobe’s color palette generator to extract color themes to determine the most common colors in the million- (and multi-million)-dollar celebrity homes.
Percentage of rooms that featured each color
It’s what’s on the outside that counts
According to a recent survey, most Americans don’t want the exterior of their home to be too vibrant; 77% prefer neutral paint colors while 23% favor bolder colors and trends.
Everything’s great (not really)
According to a survey conducted by The Conference Board, nearly 63% of U.S. workers surveyed said they were “satisfied” with their jobs. Which is interesting, as those same people also reported being less satisfied about 15 specifics aspects of their job. Here’s a peek at what’s not working for them.
Percentage of change in U.S. worker satisfaction by subcategory (2023 v 2022)
Overall satisfaction
Potential for future growth
Quality of equipment
Quality of leadership
Work/life balance
Sick leave
Organizational culture
Vacation policy
Recognition/acknowledgment
Pension/retirement plan
Educational/job training programs
Performance review process
The top neutral colors Americans like on the exterior of their homes include whites, grays and creams, while the top bold color choices include blues, greens and accents of black.
SOURCE: Lombardo Homes, Dream Homes: Visualizing America’s Perfect Home, 2024
Well, that’s fast
According to the 2024 Scorpion Pulse Report,
of consumers will decide on a home services provider within 4 hours of researching options.
Beige Green Gray Brown Pink Blue Red Purple Orange Gold Yellow
What’s new in exterior color trends
The latest hues and schemes and what’s behind them
As the color expert for PPG Paints, Ashley McCollum has a front-row seat to shifting consumer preferences, including exterior colors. She says what drives those shifts is a bit of a mixed bag.
“There’s never one thing behind a trend,” she explains. “It’s always a combination of events, moods and feelings about what’s happening in the world.”
Lee Crowder, senior director of national design and model operations for national homebuilder Taylor Morrison, agrees with McCollum’s take, but notes that influencers on Instagram and Pinterest, and influential designers such as Joanna Gaines, also serve to drive trends. “Our ability to see what’s popular across the country is at a peak right now. From the homeowner perspective, nothing’s off-limits and that definitely comes into play as trends take shape.”
The move to monochromatic and more
One trend both McCollum and Crowder see gaining traction is the move to monochromatic exterior palettes.
McCollum notes, “Increasingly, homeowners are opting to use variations of the same hue across the entire facade of their home. Most often, it’s slight shifts of color between the base color or siding, doors and trim but, in some cases, they achieve a two-tone, monochromatic look by using lighter and darker variations of the same hue.”
Crowder is seeing the same but adds that using stain to create dimension and accents in the same color range is becoming an increasingly popular way to add a bit more interest to an exterior.
As for colors, McCollum says creamy neutrals are having their day as they project a feeling of comfort. Crowder concurs and notes that neutrals are always a safe choice for exteriors, as they work with universal organic elements like foliage and the sky. “But personally, I love a punch of color on the door and shutters. Rich blues and greens tend to be popular choices for those surfaces and if you’re going neutral everywhere else, you can really have some fun with bold hues to make a statement.”
Crowder adds the move to lighten exterior brick and stucco is still very much in, but says the use of traditional red brick in new construction is also making a comeback.
That dovetails with McCollum’s observation that color choices are beginning to reflect a yearning for authenticity and a connection to the past.
“I wouldn’t call them trends just yet,” she explains, “but retro and vintage hues are creeping back into the exterior landscape. More and more, small doses of rich oranges, powdery pinks and mint greens are being tapped for accent colors. People are slowly gravitating toward colors that make them unapologetically happy.”
Color caveats and tips
With the lifespan of exterior paint lasting about 10 years, Crowder cautions, “Anyone considering jumping on a trend needs to give that some serious consideration. Are you going to love what you love today a decade from now?”
McCollum stresses the importance of architectural features and the environment to exterior color selection. “You don’t want to choose a trending color only to find it competes with the undertones of existing stone or wood features or surrounding greenery.”
Crowder’s tip for contractors assisting homeowners with exterior color selection is to always direct them to the darkest color on any color card they’re considering.
“Even if they’re leaning toward the lightest color at the top of a fan deck, have them also look at the bottom color,” she says. “Whatever undertone is in the bottom color is also in the top color. You want to be sure they’re happy with that, and also that they look at the color in their yard—not just in the house or in the paint store—so they appreciate how that color will change with shifts in sunlight, shadows, etc. No one wants to love their home in the morning light and hate it at cocktail hour.”
“Increasingly, homeowners are opting to use variations of the same hue across the entire facade of their home.”
–ASHLEY MCCOLLUM, PPG PAINTS
Courtesy of Taylor Morrison
3M™ Aura™ Particulate Respirator 9205+, N95
This N95 features a three-panel design to fit a wide range of face shapes and sizes. The embossed top panel is designed to help reduce eyewear fogging while the curved low-profile design conforms to nose and eye contours allowing room for eyewear.
3M.com/9205+
The Best Paint Jobs Start with Scotch® Painter’s Tape!
The best paint jobs all start the same way, with Scotch® Painter’s Tapes. Scotch® Brand has a full line of painter’s tape to help you conquer whatever surface you’re painting. It’s the #1 most trusted brand by painters*.
The best paint jobs start with Scotch® Painter’s Tape.
*ScotchBlue™ and Scotch® brands are ranked as the most trusted based on Oct 2023 Methodify Global Claims Study.
Learn more at Scotchbrand.com/painterstape
3M 2024. All rights reserved. Scotch is a trademark of 3M.
AllPro ® Quick2Bond™ Instant-Grab Construction Adhesive
AllPro® Quick2Bond™ is a water-based construction adhesive that provides immediate adhesion to most common building materials, minimizing reliance on traditional fastening methods. Quick2Bond™ can be used in a number of adhesive applications, including paneling, trim, foamboard, moulding, drywall, and repairs. This new addition to the AllPro® portfolio offers superior instant adhesion that outperforms the competition, with no sagging.
■ Instant adhesion to most building substrates
■ Water cleanup
■ Meets AFG-01 & ASTM C-557
■ Compatible with porous & non-porous substrates
■ Paintable
■ Low odor
Learn more and find a nearby member at AllProCorp.com
Dunn-Edwards DECOGLO ®: Acrylic Paints for Cabinets, Doors and Trim
DECOGLO, available in Eggshell and Semi-Gloss finishes, is an ultra-premium, ultra-low VOC, urethane modified acrylic paint perfect for cabinets, doors and trim. DECOGLO provides a lacquer-like finish, ideal for properly prepared interior wood substrates, including furniture.
Why choose DECOGLO?
It offers exceptional film hardness, superior scuff and chemical resistance, fast drying and block resistant, and excellent flow and leveling. Unlike competitor products, the advanced technology of DECOGLO ensures surfaces remain smooth, beautiful and durable.
Pair DECOGLO with DECOPRIME®, a water-based wood primer, for the ultimate interior painting solution.
Learn more about Dunn-Edwards DECOGLO: DunnEdwards.com/product/decoglo
Mi-T-M Truck-Mount Pressure Washers
Mi-T-M Corporation announces the new CTM Series of pressure washers. These cold water pressure washers can be mounted to a truck or trailer with a water tank and are ideal for custom cleaning setups.
The new 3000 and 3500-PSI pressure washers feature a powder coated steel frame and mounting plate, powerful Honda OHV engine, belt drive pump with external bypass and enclosed belt guard. Both units require a 200-gallon or larger water tank and deliver five to eight gallons per minute of cleaning power.
Each model is designed with mobile cleaning in mind and is customizable with accessories and options such as an extra fuel tank, 50-foot hose, 48-inch lance, rotary surface cleaner, rotating nozzle and more.
For more information, visit MiTM.com
Mr. LongArm Long-Handled
Tool Storage Rack
Compact tool storage rack is available in black, yellow or blue. Sturdy, lightweight design is 18.5" high and at 17" x 17" square, requires minimal floor space. Holds up to 24 extension poles or other long-handled tools, with handles up to 1.375" in diameter. Easy assembly requires only a rubber mallet, just six total parts. Better than wood, unaffected by water and humidity. Easily cleans up with soap and water. Proudly made in the USA.
Buy direct from Mr. LongArm at: MrLongArm.com/product/tool-storage-rack-0079
Impact X™ 120 18V –
The Ultimate Mobile Spray System
Step up to industry-exclusive portability, flexibility, and comfort with the Impact X 120 18V. Featuring Backpack, Side-Carry, and Stationary operational configurations so you’re ready to go no matter what the job calls for. Optimized for Titan HEA and Fine Finish Spray Tip use with 1600 max psi for peak airless performance, and extended pump life. Powerful AMPShare™ by Bosch® 4Ah batteries delivers up to 1400 square feet of coverage per charge on a single battery system and features intelligent power management when entering low battery mode to prevent poor pattern quality. Titan’s commitment to Smart Design continues with a 1.25 gallon hopper making it easy to pour material without spills, integrated tip holder and hose management systems to keep the jobsite organized, and removable backpack straps for when you’re operating in Side-Carry or Stationary modes.
For more information visit TitanTool.com
Wooster® GripTech™
MORE COMFORT, MORE CONTROL
Designed for enhanced ergonomics and featuring a rubberized grip built into each side of the handle for increased comfort and control, GripTech™ provides reduced slip during use. Its firm polyester filament blend is formulated to deliver excellent cut-in ability and smooth finishes in all paints. Innovative grip technology—available only from Wooster®
WoosterBrush.com/brushes/griptech
The evolution of digital marketing in home services
Staying competitive in a changing landscape
BY JAMIE ADAMS
Website Visit
Neil Patel visited your website.
Incoming Text
We’re interested in having 3 bedrooms and a hallway painted in the next couple of months. Is this something you could do?
Outgoing Text
Hi Neil! Thanks for reaching out. I have sent a link for you to set up an appointment.
Appointment Link Request sent.
Home services businesses are facing many challenges, including growing competition, the rising cost of online advertising, and volatile economic conditions impacting consumer demand. One of the most transformative forces driving change in the home services landscape is the industry’s evolution of digital marketing powered by artificial intelligence (AI). AI is reshaping how consumers discover, perceive and trust local services, offering new opportunities for home services businesses to thrive.
The state of home services marketing Over the past 18 months, there has been a noticeable slowdown in consumer demand for home services, coupled with heightened competition. This increased competition is driving up marketing costs on platforms such as Google. Maximizing return on investment from digital marketing efforts requires understanding which channels are most effective and testing beyond the status quo. Businesses need to look beyond Google for platforms that
are relevant to their strategy while still prioritizing high organic rankings for high-intent searches. This includes advertising opportunities on platforms such as Bing, Facebook, Instagram, HomeAdvisor and Thumbtack.
Regardless of the channels being invested in, the effectiveness of marketing efforts depends on the tools in place to capture leads; the process to convert those leads into customers; and the ability to assess comprehensive tracking, allowing businesses to understand
all aspects of their marketing spend (including by channel) to better determine the ultimate cost of customer acquisition. With the cost of acquiring new customers rising, finding opportunities to improve website conversion rates significantly increases profitable revenue.
The need for speed
In the home services industry, speed is a major marketing challenge. If a business cannot respond to potential customers promptly, competitors will.
According to Scorpion’s The Scorpion Pulse Digital Marketing Insights for Home Services, 54% of consumers decide on a home services provider within four hours. Additionally, 90% expect a response within 24 hours of submitting an inquiry, with 52% expecting a response on the same day. These insights emphasize the importance of prompt responses and evolving customer expectations. And it’s not only about how quickly a business can respond. It’s becoming crucial for businesses to provide multiple ways for customers to contact them as well. In fact, 70% of consumers also prefer companies that provide various contact options, such as phone, texting and online chat.
Since many consumer searches for contractors are done outside of normal business hours, automated and AI-powered tools can be invaluable for fielding questions and booking appointments around the clock. Ultimately, this helps attract customers in the initial stage of their search and guides them to take immediate action on a business’ website, such as scheduling appointments—thereby enhancing customer service and efficiency.
Consumers also seek signals that a company provides superior experiences. Timely communication, such as texts with photos and post-service summaries, sets the gold standard for customer satisfaction by demonstrating attention to detail and a commitment to exceptional service.
Building credibility through online reviews
In this competitive industry, reviews are king. Developing a comprehensive review strategy is necessary to build trust with potential customers and elevate their digital presence.
A recent survey by Scorpion (sample size 700) highlights key consumer behaviors before choosing a service provider:
■ 67% of consumers consult at least 3 different review sources
■ 50% read at least 7 reviews
■ 64% only consider providers with a rating of 4 or 5 stars
Consumers rely on reviews, and value the opinions of fellow consumers who share their real-life experiences.
To tap into the power of reviews, businesses need to build an effective review program. Google reviews can be prioritized by encouraging satisfied customers to share their experiences so, when possible, encourage customers to share their positive experiences on as many platforms as possible. Our research found that Google is considered the most trusted review source (57%), followed by Yelp (31%), and other platforms (12%).
However, reviews also provide room for negative feedback. While negative reviews can be daunting, they do offer some advantages. They lend credibility to a business, as consumers are often skeptical and may question the authenticity or value of a service without any negative feedback. Negative reviews are also valuable because businesses can use them to improve their services or products, and they can even inspire innovation. Additionally, they provide an opportunity for a business to engage with a customer and find ways to address or make up for the unpleasant experience in a public forum.
Simply accumulating reviews is only part of the process. Businesses need to demonstrate that they are actively listening, which is equally crucial. It’s important to consistently respond to all positive and negative feedback to show that you are committed to addressing concerns and improving your services for future projects. Implementing reputation-monitoring tools can help companies stay informed about customer feedback, allowing them to promptly address both positive and negative reviews.
Leveraging technology and AI for competitive growth
Businesses have significant opportunities to enhance digital marketing using technologies such as machine learning and generative AI. As consumer preferences evolve, businesses need to adjust their approaches
One of the most transformative forces driving change in the home services landscape is the industry’s evolution of digital marketing powered by artificial intelligence.
... 67% of consumers consult at least three different review sources before choosing a service provider.
to effectively engage and convert them. This shift will require changes in how businesses reach and appeal to potential customers, creating a ripple effect throughout their marketing strategies.
One strategy to get ahead of these advancements is to give customers conveniences with which they’re already familiar. How many businesses enable a direct-booking experience? Not enough in the trades. Data shows that offering direct booking impacts conversions on a website and delivers a higher-quality lead.
AI advancements like ChatGPT have also made consumers more comfortable interacting with conversational technology, such as AI chat. And now, when dealing with businesses, many consumers expect that same type of experience. What once was looked at as innovative is now expected. With consumer awareness, acceptance and use of AI on the rise, the integration of AI and search technology is reshaping how people perceive, trust and utilize AI-generated results.
Captivating websites increase attraction
A website serves as the digital storefront for any business, and if it doesn’t impress visitors, they won’t stay or return. Consumers value transparent pricing and informative content, and often conduct extensive research before engaging with a service provider. Minor website issues can significantly impact consumer decisions. To keep leads engaged, ensure your website is error-free, loads quickly, looks good on mobile devices, and features clear contact information. A polished website is crucial for converting visitors to customers.
JAMIE ADAMS has more than 15 years of digital marketing and technology experience across a number of different industries, and is now the chief revenue officer at Scorpion. Scorpion helps business owners understand their local market and leverage technology— including AI—to optimize their marketing efforts and reach their goals. Scorpion.co
AI-powered search offers a more natural interaction with search engines, where users engage in 'conversations’ rather than inputting keywords. This process delivers search results from various sources and encourages users to ask follow-up questions. This concept is similar to using ChatGPT, but within search engines like Google. In 2023, according to Activate 2023 Consumer Technology & Media Research Study, approximately 13 million adults in the U.S. selected generative AI as their primary tool for online searches. By 2027, this number is expected to soar to more than 90 million users.
Data shows that 75% of respondents believe AI enhances the experience of searching for and researching local businesses. Additionally, 59% use AI-powered search results, with only 14% fully trusting them, and nearly 30% prefer AI-generated answers at the top of their search results. This indicates a growing acceptance among consumers of AI-generated search results, with cautious optimism regarding their reliability.
Additionally, consumers prefer providers who share knowledge about projects. This underscores the importance of showcasing expertise through helpful content, such as blog posts and how-to videos, which also enhance search engine optimization (SEO). Partnering with a digital marketing company for assistance with SEO, web design and content marketing can help improve overall marketing strategy and allow business owners to focus on running their business, while leaving marketing tasks to experts.
Improving conversions at every stage
With the cost of acquiring a new customer rising, it’s important to look for ways to improve conversion rates on your website. If you can increase website visit-to-lead conversion by 2%–5% with online booking, your overall customer acquisition costs decrease by the same amount. Introducing an AI chat solution can further increase conversions by another few percentage points. Incorporating these conversion tools into a website can decrease the cost per acquisition by up to 10%. That’s meaningful today, especially when leads are getting more and more expensive.
Measuring success along the way
Investing in marketing will not get less expensive, which means businesses need to understand how well leads from each channel are converting. Leveraging insights and data to make the best decisions is crucial so that customers can be acquired in the most cost-effective way.
Adapting to meet consumer expectations
Embracing AI-driven strategies and leveraging digital platforms beyond traditional avenues are essential for staying competitive.
Businesses that prioritize responsive customer service, enhance online credibility through reviews, and optimize user-friendly websites will not only attract, but also convert, leads effectively. As the industry evolves, adapting to these changes ensures home services professionals meet and exceed evolving consumer expectations, driving sustainable growth in a challenging market environment. ■
When performance cannot be compromised, FrogTape® – the brand that reinvented painting with PaintBlock® Technology – delivers professional results you can trust –when it matters most.
PRO PICKS
There is one thing many keep in mind when choosing an interior product: if the paint fails in a home or commercial space, the customer deals with that aesthetic or performance blemish daily. This can wear on the customer’s patience and, subsequently, on a pro’s reputation. That’s why many pros can be stubbornly reluctant to shift away from something that has consistently delivered on interiors. Here, four pros recently shared which interior coatings they confidently endorse, and why.
BY BRIAN SODOMA
Courtesy of CertaPro Painters of Phoenix
1 NATHAN MARMOR
This Arizona-based pro has been in business for more than a decade in the fast-growing Phoenix market. His current project mix is about 35%/65% residential to commercial.
On the residential side, he gives customers three options. They include Sherwin-Williams SuperPaint Interior Acrylic Latex Paint (a good option), Duration Home Interior Acrylic Latex (a better option), and Emerald Interior Acrylic Latex Paint (a best option) in matte or satin.
“We usually ask customers how long they’re planning on staying in the house, if they have kids or pets, and the longevity they’re looking for so we can give those good, better, best options.” Marmor said.
For ceilings, he prefers the brand’s ProMar Interior Latex Ceiling Paint because “it’s dead flat and hides imperfections well.”
Marmor is also fielding a growing number of requests for Dunn-Edwards coatings, so he keeps those options available for customers as well. For drywall, he likes Dunn-Edwards SUPREMA UltraPremium Interior Paint in velvet or eggshell, as a great mid-range product comparable to SuperPaint. He also likes the brand’s EVEREST Ultra-Interior Paint as a premium option, and SPARTAWALL Premium Interior Paint for ceilings.
“We used them about 30% of the time last year. We are finding some people who are very loyal to that brand and we’ve had great luck with their products,” he added.
For trim, doors and wainscotting, Marmor is loyal to Sherwin-Williams ProClassic Waterborne Interior Acrylic Enamel and the brand’s Emerald Urethane Trim Enamel. These coatings do a great job of resisting yellowing, he explained.
On commercial interiors, SuperPaint is one of his most widely used coatings for its overall quality, price point and great touch-up capabilities. However, his teams do work on quite a few community bathrooms in HOAs and medical facilities that use heavy cleaners on surfaces. For those situations, he needs a stronger coating, so he turns to Sherwin-Williams Pro Industrial Pre-Catalyzed Waterbased Epoxy in semi-gloss or eggshell. He likes how the product is already premixed in one container and its cleanability is second to none.
“A lot of the old-school epoxies are two-part. We appreciate that this one comes as one readyto-go product” he said.
For commercial metal, doors, railings and stairs, Marmor uses Sherwin-Williams Pro Industrial Multi-Surface Acrylic Paint . His crews sometimes paint metal acoustic ceilings on commercial projects, too. For those, he likes the brand’s Pro Industrial Waterborne Acrylic Dryfall Paint .
“We used [Dunn-Edwards paints] about 30% of the time last year. We are finding some people who are very loyal to that brand and we’ve had great luck with their products.”
–NATHAN MARMOR, CERTAPRO PAINTERS OF PHOENIX
EDITOR’S NOTE: As with all inPAINT articles, the pros featured in Pro Picks articles are selected based on their areas of expertise, geographic location and reputation. inPAINT has no prior knowledge of their product preferences nor do we filter their responses in any way. The content represents the genuine responses shared with our writer.
SUBSCRIBE
Painting Contractors | Remodelers | General Contractors Property Managers | Architects | Designers
2 LEAH BAUM
This Boulder, CO-based pro has painted for more than two decades. Residential repaints comprise the majority of her work today, and for interior drywall, her workhorse product is Benjamin Moore Ben Interior Paint in matte.
“You get great coverage and performance for the price,” Baum said. “When you compare it to other, more expensive, options it brings that perfect value proposition our customers want.”
For trim and doors, she turns to the brand’s ADVANCE
Interior Paint in semi-gloss, adding that the paint hides brushstrokes well and lays out smoothly and easily. For bathrooms, she likes their Aura Bath & Spa Paint in matte.
“The matte is just as protective as a semi-gloss, and that’s great because we’re finding that no one really wants a shiny bathroom anymore,” she added.
For ceilings, the pro opts for something very specific—the company’s Waterborne Ceiling Paint (Ultra Flat) in the brand’s Chantilly Lace color.
“That color has the highest light-reflective value out there. It’s a brighter white and makes a space look as big as it can possibly be,” Baum noted.
While these surfaces come across her radar less frequently, Baum likes their Ultra Spec HP D.T.M. Acrylic Enamel in semigloss for metal and Minwax Fast-Drying Polyurethane wood finishes for that occasional wood railing.
3 CHRIS LEWIS
This Connecticut-based pro has been working as a painter for much of his professional life, but struck out on his own in 2020. Of late, his project mix is shifting more toward upscale residential work and away from commercial.
When working on high-end homes, Sherwin-Williams
Duration Home Interior Acrylic Latex Paint in matte is his go-to. He sticks with a matte sheen on walls throughout the entire home unless the customer requests something else. For trim, he likes the brand’s Emerald Urethane Trim Enamel in satin or semi-gloss for its “fantastic abrasion resistance, plus it covers very well.”
“With these products, the quality is there and you don’t have to worry. The paint is still very washable with the matte finish,” he added.
Lewis said he doesn’t paint many metal surfaces on his projects. He did, however, recently paint metal doors and frames on a commercial job. Benjamin Moore Scuff-X Interior Latex Paint in satin performed very well for him.
“I’m super happy with it. It laid down beautifully and it’s holding up very well,” he said.
For wood railings, Emerald works well, but sometimes, if the railing requires a cabinet-grade finish, he relies on a Gemini Evo Eclipse coating.
“With the Gemini products, if you spray the railing with an airless or HVLP, the surface is as smooth as glass—and customers love that,” he added.
ABOVE: Chris Lewis used a combination of SherwinWilliams products in this living room: Superpaint, Duration and Emerald Urethane. TOP AND BOTTOM RIGHT: Coverage and the performance-forthe-price factor drove Leah Baum's decision to use Benjamin Moore Ben Interior Paint in matte on both of these living areas.
4
MOLLY MONTGOMERY
Based in Easthampton, MA, Montgomery has been in business for more than 20 years, and today focuses primarily on residential repaints. She has been loyal to Benjamin Moore for quite some time.
Benjamin Moore Regal Select Interior Paint in eggshell is her go-to interior drywall product. She uses Regal Select on trim as well, but boosts the sheen to a semi-gloss for added durability. For bathrooms, she turns to the brand’s Kitchen & Bath Paint in satin, but strays briefly from her Benjamin Moore loyalty on ceilings. For those, she loves Sherwin-Williams ProMar Interior Latex Ceiling Paint
“I have been working with these paints for a long time and I know the coverage is going to be good, they have a good working time, and don’t dry up too fast,” she said. “They dry nice and hold up well, and it helps that I know what to expect from each product.”
Montgomery occasionally works with metal entry doors in homes. For these situations, she uses Benjamin Moore Ultra Spec HP D.T.M. Acrylic Enamel. If the doors are factory-primed, however, she uses Regal Select.
Montgomery also relies on a few different Zinsser primers. For unpainted wood, she opts for Zinsser Cover-Stain OilBase Primer. For customers who are sensitive to oil-based primer fumes, she chooses their Odorless Oil-Base Stain Blocker. For spot priming, their B-I-N Shellac-Base Primer has been a reliable and versatile product. She also uses it on heat registers that may have rust on them. To avoid peeling on problem surfaces, the brand’s Gardz Problem Surface Sealer does the trick.
“It seals things up nicely and can keep a peeling problem from happening,” she added. ■
the ultimate power tool KNOWLEDGE
Whether you are seeking information on the newest technology in sprayer equipment, advice on when to change respirator cartridges, or a how-to video, we’ve got you covered.
inPAINT is proud to partner with manufacturers to provide relevant content on product and technique, presented in videos and articles, and delivered directly to your inbox. (But not too many, we promise.)
PROJECT SNAPSHOTS
HISTORICAL RESTORATION
Location: Newport, RI
Painting contractor:
Ken Elliott, owner
ELCO Painting
ELCOPainting.com
Time frame: 4 months
Crew size: 2–3 people
Tools & equipment used:
■ Scaffolding
■ Ladders
■ Rollers
■ Gold-leaf brushes (gilders mops and gesso stipple)
■ Gilding knives
Challenges:
■ Choosing the right coatings to achieve the desired aged look
■ Gold leaf breaks easily, making this a very slow and careful process.
■ Intricate panels and the carved areas in the ceiling were molded plaster; these areas needed 2–3 extra coats and additional attention to detail.
■ The necessity of finding the perfect balance of the red bole base to create the desired aged gold leaf look
Pro project comment:
“This job was filled with many challenges, mostly relating to selecting the proper coatings so that the colors and gold leafing met expectations. We enjoyed the project immensely and were happy to add our own creative twist to the process and final product. The experience and outcome inspired us to take on more intricate and faux-finishing work.”
Plaster Ceiling & Walls
■ INSL-X STIX Primer
■ Aura Interior Acrylic Paint (eggshell) in: custom color mixed onsite to match a hue found in a tapestry in the tapestry drawing room of the historic home
GOLD LEAF:
■ Manetti 22 karat French Pale, 85mm
■ Satin Impervo (satin) in: HC-93
Raised Plaster Elements
■ Aura Interior Acrylic Paint (eggshell) in:
■ Water-based gold leaf sizing (adhesive)
Pro product comment:
“We chose the Manetti 22 karat gold leaf specifically to mimic the ceiling of the tapestry room in the Goodwood House, a luxury country house in England that the customer admired. Manetti achieved the shine and tone of gold, and the company has a reputation for producing durable products with UV resilience.”
BENJAMIN MOORE COATINGS AND COLORS:
Trim
Benjamin Moore Caliente AF 290
Goodwood House
18-STORY OFFICE BUILDING REPAINT
Location: Glendale, CA
Painting contractor: Dino Romero, Senior VP Painting Division Pacific Systems Interiors (PSI) https://psi.builders
Time frame: 5 months
Crew size: 6–8 people
Tools & equipment used:
■ Pressure washer
■ Spray equipment
■ Hand tools for etching cream application and removal
Challenges:
■ The original paint manufacturer’s specifications failed upon testing when applied to the building’s granite panels, so a new system needed to be developed that would work and could honor the original 10-year materials warranty.
■ Due to COVID-19 and weather issues, it took 5 months to complete the entire project.
Pro product comment:
The building was primarily poured-in-place concrete and smooth stucco; granite panels covered about 20% of it. The original system relied heavily on a quality primer, and the new one would require some form of etching in order for a primer to bond better than the original, which had failed. “When I gave my Dunn-Edwards Rep and his team my ideas and he saw what we were up against, they worked to find a system that would work and which we would have no issue with warranties.” The new system worked so well that PSI was also hired to paint the adjacent 5-story parking garage.
COATINGS:
■ X-I-M Etch-I-M Etching Cream
■ Dunn-Edwards SUPER-LOC Interior/Exterior Masonry/ Bonding Primer
■ Dunn-Edwards EVERSHIELD Ultra-Premium Exterior Paint (semi-gloss)
ADVERTISER INDEX
3M
3M.com
Pages 11 & 15
AllPro
AllPro.com
Page 16
Behr Paint Behr.com
Page 5
Dunn-Edwards
DunnEdwards.com
Page 16
Festool Festoolusa.com Back Cover
Frogtape FrogTape.com Page 23
Graco Graco.com Page 7
Habitat for Humanity Habitat.org Page 3
Mi-T-M MiTM.com Page 17
Mr.Long Arm MrLongArm.com Page 17
National Hardware Show
NationalHardwareShow.com
Page 19
Purdy Purdy.com
Page 2
Titan Tools
TitanTool.com
Page 18
Tower Sealants
TowerSealants.com
Pages 8 & 9
Wooster WoosterBrush.com Page 18
What, Where & When
OCTOBER
14–18: Wallcoverings Installation Academy, West Rutland, VT wallcoveringsacademy.com
18: Women in Construction Conference, Arlington, VA womeninconstructionconference.com
20–23: TPC Connect: Commercial Painting Hosted Buyer Event, Austin, TX tpc-connect.com/cp
24 & 25: PCA Residential Painting Conference, Minneapolis, MN pcapainted.org/event/pca-residential-contractor-conference
Oct 31–Nov 3: 2024 PowerClean Convention, Orlando, FL pwna.org/powerclean-convention
NOVEMBER
4–7: TPC Connect: Industrial Coatings Hosted Buyer Event, Henderson, NV tpc-connect.com/ic
11–15: Wallcoverings Installation Academy, West Rutland, VT wallcoveringsacademy.com
JANUARY
23–25: Painting Profits Summit, Chattanooga, TN paintingprofitssummit.com
FEBRUARY
3–7: PCA EXPO, Colorado Springs, CO pcapainted.org
OCTOBER 24 & 25 Minneapolis, MN
If you are committed to driving excellence, professionalism and success as a residential painting contractor, you won’t want to miss this 2-day conference. In addition to the peer-to-peer networking and industry-best-practice sharing, the event features enlightening speakers who will share their latest strategies for building strong teams, and important habits key to keeping your residential contracting business strong and competitive.
Plus, you’ll have a chance to meet with industry vendors to learn what’s new, and to attend a homecoming bonfire at the Slavik Farm, home to Nick Slavik, PCA board chair and host of Ask a Painter Live
pcapainted.org/event/pca-residential-contractor-conference
How AI can revolutionize hiring for your painting business
Let’s face it: hiring can make or break your painting business. It’s not just about finding people who can hold a brush—it’s about building a team that represents your company’s values, delivers consistent quality, and helps you scale. The hiring process can be daunting, especially when the stakes are so high. But what if there was a way to make it easier, faster and more reliable? Enter AI. Yes, artificial intelligence is your new secret weapon for hiring success.
The challenges of hiring
As someone who has built a business from the ground up—and went from $0 to $100,000 per month in just four months—I know firsthand the challenges of hiring. When I launched Wise Coatings, my goal was to see if I could build a thriving business without ever stepping foot on a jobsite, making a sales call or answering the phone. It worked. In three years, we grew to 37 franchise locations, and now we have a waiting list of more than 230 floor-coating technicians eager to join us.
But the reality is, none of this would have been possible without getting hiring right from the start. Unlike selling a paint job, hiring is about convincing someone to spend more waking hours with you and your business than they do with their own families. It’s a tough sell. That’s why at Wise Coatings, we treat hiring like a marketing challenge—one that requires visibility, high touchpoints, and smart automation.
The AI solution for your hiring needs
Imagine this: instead of spending countless hours sifting through resumes and conducting interviews, you have an AI system that handles it all for you.
At Wise Coatings, we leverage AI to streamline our entire recruiting process for all positions—salespeople, general managers, office managers, technicians and customer service representatives. AI tools can craft and place job ads where they’ll attract the best candidates, analyze applicants using behavioral science, and schedule interviews with top prospects—all while you focus on what you do best: running your business.
The AI tools we rely on
Here are the two key AI-driven tools that have transformed our hiring process:
■ The RightSeat Assessment: This tool, developed by HireBus, uses behavioral science to assess candidates across a range of attributes. It’s designed to predict success in specific roles, helping you not just to fill a position, but to find the right person for the job.
■ The Done-For-You Hiring Funnel: This AI-powered funnel takes job ads to the next level by placing them where the top talent is most likely to see them. But it doesn’t stop there; it nurtures candidates through the process and schedules the top 3% directly onto your calendar, which is a valuable time-saver.
Getting started with AI
If you’re ready to take the plunge into AI-driven hiring, here’s how to get started:
1. Identify your needs: Start by pinpointing where your current hiring process falls short. Is it sourcing candidates? Screening them?
2. Choose the right tools: Look for AI solutions that align with your business goals.
3. Train your team: Proper training is essential to fully leverage AI’s capabilities.
4. Monitor and adjust: Regularly check in on how the tools are performing and make necessary adjustments. Even the best systems need finetuning to deliver optimal results.
The future of AI in the painting industry
The potential for AI in the painting industry is enormous. As the technology continues to evolve, it will offer even more advanced features to help you manage and grow your business. From automating administrative tasks to providing insights into employee performance, AI is set to become an integral part of how successful companies operate. By embracing AI now, you’re setting your business up for long-term success.
VAUGHN is the owner of Wise Coatings, a franchise that specializes in floor coatings. A serial entrepreneur, he is also the founder of HireBus, developer of hiring tools for small businesses in the home service industry. HireBus.com/inpaint
BRANDON
NEW ExoActive EXOSKELETON
• Active support system that works with a combination of 18V battery and compressed air
• Provides up to 11 lbs per arm of support to improve endurance
• Customizable support power via electronic sensors
• Integrated remote control to adjust the power level and support range to match your application
SCAN HERE to learn more
