Vehicle wraps: take your brand to the next level + pros like for new decks and challenging repaints
Year-end strategies to reduce your tax burden
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.
“Ch-ch-ch-ch-changes
Like many businesses, the end of year is a time when we at inPAINT reflect on where we’ve come from and where we’re going.
When we published our first issue in 2013, our aim was to provide information and insights in a format that would help and inspire paint contractors across the country. In the decade-plus that followed, we honed our approach and content, introducing new topics and features, and taking content online—all to better serve you, our readers.
Heading into 2025, we’ll be embarking on our biggest change yet: going fully digital.
While we won’t be appearing in your physical mailbox, we’ll still be present in your email inbox. We’ll continue to produce our most popular articles, including Pro Picks, and we’ll keep you up to date on the latest trends, news, products and practices. We’ll just be doing it in a format that’s easier to access and share, and one that keeps you connected to all the content we’ve ever created. Want to take a deep dive into tax tips, direct-to-metal products, color trends, or best practices for hiring? We’ve got you covered. As always, we’re grateful to everyone who has contributed to and stood by us as we’ve transformed over the years. We’re eager to keep changing for the better right along with you for another decade and beyond.
PUBLISHER Edward McAdams
MANAGING EDITOR Amanda Haar
DESIGNER Carl Bezuidenhout
CREATIVE SERVICES DIRECTOR Cindy Puskar
CONTRIBUTING WRITER Brian Sodoma
CONTRIBUTING EXPERTS
Dan Antonelli KickCharge Creative
David Delgado Cendales DC Professional Painting
Lauren Fink Apex Painting
Alex Garvall Rock & Rollers Painting
Mike Gidich Honey Dudes Handyman
Jacob Singrey Singrey Painting Cheers, Amanda Haar, Managing Editor, inPAINT amanda@inPAINTmag.com
Daniel Honan Bookkeeping for Painters
Jason Nance B & M Painting
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
EDITORIAL amanda@inPAINTmag.com
ADVERTISE
602-296-5391 ed@inPAINTmag.com
SUBSCRIBE inPAINTmag.com/subscribe inPAINTmag.com
To get the job done right the first time, go with the products that work as hard as you do. Painter´s tapes that seal strong. Abrasives that refuse to quit.
Safety gear that keeps you on the job, day after day. 3MTM pro paint products are built for the way you work. They're built to perform.
Every job is unique, but they all start with the right preparation. Prepping with a painter’s tape from Scotch® Brand means you have a family of tapes specifically designed for your surfaces. By choosing to use the right tape, you’re choosing to create a better result.
Whatever the surface, Scotch® Painter Tape has got you covered on the job.
n ScotchBlue™ Original Painter’s Tape
Designed for use on multiple surfaces such as smooth or lightly textured walls, trim, baseboards, tile and glass.
n ScotchBlue™ Sharp Lines Painter’s Tape
Multiple surface tape with Edge-Lock™ Technology to seal out paint to deliver sharp paint lines.
n Scotch® Rough Surface Painter’s Tape
Designed for use on concrete, brick, stucco, and rough wood.
SBLU-20-1286 production R1-1 10-08-20
n Scotch® Delicate Surface Painter’s Tape
Designed for use on delicate surfaces such as painted drywall, freshly painted walls (at least 24 hours old), wood floors, wallpaper, veneers and cabinets. Features Edge-Lock™ Technology to seal out paint and deliver sharp paint lines.
Find the right tape for your project at ScotchBrand.com/painterstape
No two surfaces are alike — that’s why starting with the right prep can make all the difference. With a family of tapes designed specifically for your surface, Scotch® Painter’s Tape helps you prep right for professional-looking results.
> In the wake of the closing of Kelly-Moore Paints in 2024, Dunn-Edwards announced the opening of 17 retail stores in Northern California (listed below). The expansion supports Dunn-Edwards focus on strategic growth in key markets to provide services for area customers.
Bay Area
Albany Alum Rock Cupertino Fremont Milbrae
North Bay Brentwood Fairfield Livermore San Ramon
Oakland Redwood City San Francisco Bayshore
South Bay Gilroy
Santa Cruz Seaside
Sacramento Chico
El Dorado Hills
> Sustainable materials company Glasst Innovation Company recently launched what it is calling the world’s first peelable architectural paint, UNPAINT, which is built on Glasstommer technology, forming a durable, peelable film that’s carbon-negative and biodegradable.
Designed to be a solution for renters who want to personalize their space without risking their security deposit, UNPAINT can be easily applied by brush, roller or sprayer to wood, drywall, metal, concrete and glass. When dry, it forms a durable film that can be peeled off by hand without leaving residue or damaging surfaces. It also has applications for quick and easy refreshes of interior retail environments, exhibition spaces and any space where a temporary transformation is desired.
The coating is available in 800 colors and in satin and matte finishes, and can be color-matched to most major brands. Available at select retailers in the U.S. and online. Glasst.co/en/unpaint_eng
> According to FranchiseClues.com, the following companies offered the lowest investment cost to launch a paint franchise business in 2024.
Five Star Painting
Initial investment range: $61,600 – $136,150
Initial franchise fee: $40,000
Royalty: 6%
Fresh Coat Painters
Initial investment range: $54,045 – $76,945
Initial franchise fee: $45,095
Royalty: 6%
Color World Housepainting
Initial investment range: $72,260 – $143,200
Initial franchise fee: $49,500
Royalty: 6%
> The only annual national convention dedicated to the painting industry, the PCA EXPO is now just weeks away. With attendance expected to peak at 1,000+, the 2025 EXPO agenda features ample opportunities to learn how to grow your business and connect with others who are looking to do the same or have successfully walked the path you’re on. Whether your focus is commercial, residential or industrial coatings—or all of the above—you and your team will walk away with new ideas and information thanks to educational intensives, panel discussions, peer-to-peer contractor round tables, and nightly networking events.
PCAPaintEd.org/EXPO
Eliminate the guesswork and reduce the chance of errors. 3M™ High Strength Color
Changing Hole Repair goes on blue and dries white, helping identify when a repaired surface is dry and ready to be sanded and painted. Its ready-to-use formula dries quickly and provides professional-looking repairs.
3M.com/wallrepair
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
Once again, paint manufacturers have unveiled their color picks for the coming year. Here’s what customers may be asking for in the months and year ahead.
While most manufacturers typically choose 1 color, Sherwin-Williams opted for a 9-color collection they’re calling the 2025 Color Capsule of the Year. Click here to view it.
Sure the pay is low, but the stress is high
According to the career website Zippia, here’s how being a painting contractor compares to careers in 22 other industries in the U.S.
And for those who like to think way ahead, Coloro, one of the world’s top trend forecasting agencies, revealed its COTY prediction for 2026:
A recent bathroom trends study from Houzz found that the majority (33%) of homeowners renovating bathrooms are choosing to go with a natural wood color for vanities. This preference displaces white (29%), the previous top color choice.
SOURCE: 2023 U.S. Houzz Bathroom Trends Study
According to ServiceTitan’s report Seeking Profitable Growth: A Roadmap for Commercial Contractors in 2024, here’s how service contractors report the timeline for invoicing and collections.
60% send invoices the same day work is completed
20% send invoices 1+ week after work was completed
67% collect payments on time and on the terms set
According to the latest report from the Remodeling Futures Program at the Joint Center for Housing Studies of Harvard University, national home improvement and repair spending to owner-occupied homes will reach $466 billion through the second quarter of 2025 after a slowdown in the 4th quarter of 2024 ($450 billion).
According to a recent Houzz Subcontractor Backlog Index, residential painters are experiencing more than a month delay (4.2 weeks) before they can begin a new project. Houzz cites labor shortages as a leading driver of delays.
BY DAN ANTONELLI
Painting is a craft that thrives on aesthetics and precision. This makes it all the more ironic to acknowledge one simple truth: Many painting companies have horrible (or nonexistent) branding. Their work might be phenomenal, but you’d never know it by looking at their bland, white work vehicle.
But here’s the good news: Companies that choose to brand with intention will do more than just stand out. They’ll dominate in the one area that often drives purchasing decisions: emotion.
The foundation for rock star recognition Most painting companies fit the same mold— unwrapped vans, a business named after the owner, an outdated website (or no website at all). Rock & Rollers Painting, in Orange County, CA, decided to go a different route.
Previously named Orange County Painting Company, this business was limiting its growth and potential with a geographic name. A full-fledged rebrand started with a new name, Rock & Rollers, that creatively merged painting with rock and roll. The goal of the new name was to make painting feel fun, which is the signature of an effective and memorable brand. This type of strategy is what separates hollow brands from emotion-based brands—the ones that stick in people’s minds and get the phones ringing.
The new name paved the way to the company’s iconic Buddy Holly-inspired logo. Owner Alex Garvall reflects on how the new name and look became an instant crowd-pleaser: “It’s awesome to see our brand have an emotional impact on the customer when they see it for the first time. And, while smiling, they bring up a positive memory from Buddy Holly’s era. That’s when you know your brand is much more than a name.” Who is Mrs. Jones more likely to call when she needs painting services—the company named after the owner’s initials or the company whose name and image conjure happy memories and feelings? The answer is clear.
A company that once struggled with recruitment and visibility has reached rock star status since rebranding. Garvall did not mince words when it comes to the impact the new brand has had on his company:
Rock & Rollers Painting experienced a 40% increase in revenue within a year of rebranding.
“The rebrand was the best thing we ever did. It was the foundation for our plan to grow and change. We really redesigned the entire company, from our culture to our operating procedures and processes. But without that branding component [the graphics], we never could have built the company to what we did. That was the missing piece. Before, we couldn’t find people to work with us and now the phone won’t stop ringing from people who want to work with us.”
A brand directly impacts how the company is perceived and, therefore, how much money people are willing to spend. When the perceived value is higher—which is exactly what strong branding is designed to achieve—painting companies can expect higher average job tickets.
This has certainly been the case for Honey Dudes Handyman in Lorain County, OH. Formerly MDG Maintenance, the company was renamed to Honey Dudes with a lovable bear and bee duo. Since rebranding, the company has also seen a tremendous shift in sales, as explained by owner Mike Gidich:
“Our average job tickets are skyrocketing … this really set the team down a path that I couldn’t have imagined. We have buy-in from the start now. We’re attracting stronger candidates because our brand reflects a team with a vision. People now see their future in the company, and they see stability … [the rebrand] has helped our closing rates, it’s helped our average job tickets, and it’s helped put people at ease when we arrive at their homes.”
DAN ANTONELLI is the president and creative director of KickCharge Creative, an award-winning branding and marketing agency that specializes in “Legendary Home Service Branding.” He is the best-selling author of Branded Not Blanded: KickCharge Your Home Service Brand, and has also written Building a Big Small Business Brand. KickCharge.com
The perception of the company has changed so drastically that Honey Dudes employees have become more invested and involved than ever before: “My employees are now trying to live up to the brand,” says Gidich. “They see more value in the team, and they feel more value within themselves. I’ve seen what it’s done to build their confidence. And to top it all off, we are more engaged with the community than we’ve ever been.”
To reiterate, most painting companies do not have wrapped vehicles, let alone any indication of effective branding. So the companies that do invest in professional branding and vehicle wrapping will really stand out. For these companies, their vehicles become so much more than a means of transportation. They become rolling billboards. Branded, professionally wrapped work vehicles can be so distinct and memorable that they can make companies appear larger than they actually are. Garvall has witnessed this firsthand: “We have five wrapped trucks on the road right now, but people still say to us all the time, ‘I see you guys everywhere!’ The vehicles make our brand look even more professional and, at the end of the day,
they allow us to immediately gain the customer’s trust because our vans are so widely recognized throughout the neighborhood.” Gidich has made the same observation with his newly wrapped Honey Dudes vehicles: “We have nine total vehicles right now and people think we have 50!”
Creating a purposeful, memorable brand is about more than increasing a company’s visibility, strengthening its internal culture, and nurturing customer loyalty. It’s also about lowering the company’s long-term marketing spend. The stronger the brand, the more likely it is to produce organic branded searches. So instead of searching for ‘handyman services in Ohio,’ which comes with a higher cost-per-click, people will search for ‘Honey Dudes Handyman.’ Over time, this results in lower cost-per-leads because the branded vehicles, billboards, door hangers, etc., are putting the company at the top of people’s minds. Rather than pouring money into the search engines (that profit and thrive on weak brands, by the way), companies can lower their marketing spends and allocate that money elsewhere.
Professionally crafted branding is an upfront investment. But it’s also an investment that, when leveraged, will pay for itself quickly. Perception drives action. So, when painting companies choose to break free from the mold and build a brand that reflects their actual value, it’s like taking something that was once black and white and seeing it in color for the first time. The entire perception changes and, therefore, so does the response. n
When performance cannot be compromised, FrogTape® – the brand that reinvented painting with PaintBlock® Technology – delivers professional results you can trust –when it matters most.
To many homeowners, decks are the ultimate outdoor living space. They’re great for gatherings or simply lounging around; but to paint pros, they are challenging structures that see a lot of wear and tear from weather, outdoor furniture and foot traffic. Whether it’s a recoat or new deck project, many paint pros also take on the role of educator on deck projects with clients, sharing insights about maintenance and how to get the most out of the coating used to protect and enhance the aesthetics of the deck. With decks, choosing the right coating or stain starts the customer relationship off on the right foot. Here, four pros share which deck coatings and stains they’ve come to rely on and why, and also a little about how they navigate customer expectations with these sometimes-tricky projects.
BY BRIAN SODOMA
B & M Painting operates in northern Arizona, a four-season climate, unlike the dry desert in the southern part of the state. Here, decks see their share of moisture and, with higher elevations, very strong UV rays.
“You have to be cautious with what you put down out here,” Nance says. “Horizontal surfaces are going to get weathered very quickly.”
For new decks, he likes Sherwin-Williams SuperDeck Exterior Waterborne SemiTransparent Stain. He also uses its Solid Color version, but mostly on recoating projects.
“I like it because the application process is pretty simple. You can do multiple coats and get different types of colors and looks—and it’s durable,” Nance notes, adding that the solid stain product is self-priming and he likes how it “bites into just about any surface.”
Nance tells his customers a recoat will likely be needed every three or four years for a semitransparent coating and up to five years for a solid stain, but they should be monitoring the surfaces closely depending on the structure’s sun exposure.
For older weathered decks, he also uses PPG FLOOD PRO CWF-UV Penetrating Oil Wood Finish. The product can cover up graying or sunbleached surfaces, he adds.
“More than anything, the key to any job, I say, is getting the customer to understand maintenance. Out here, you even get people buying log homes and the builder doesn’t tell them anything about maintaining those surfaces. It’s something we really try to emphasize with our customers.”
Singrey’s company has been in business for over 15 years. When it comes to decks, the Oklahoma pro likes semi-transparent oil-based stains for their ability to bring out the natural wood grain and to penetrate deep into the wood for lasting coverage.
“With a semi-transparent, it soaks in really well and protects from the UV rays and from graying. I’m not a big fan of film forming on wood with solids. Even though they call solid stains a stain, they’re kind of like paints, and I’ve seen so many fail so I end up sanding them off,” he says.
His go-to product is Benjamin Moore Woodluxe Oil-Based Waterproofing Exterior Stain + Sealer (semi-transparent). He likes how well it holds up to UV rays and moisture. After applying Woodluxe on a new deck, Singrey recommends a recoat every three to four years. He also likes the product because it recoats very easily. While he prefers the oil-based option, he respects customers’ requests for a water-based coating, and for that he will opt for the coating’s water-based version.
Woodluxe does have a solid stain option that Singrey will use on very weathered surfaces or if a customer requests it, although he does try to persuade them to stick with a semi-transparent, if possible. With aged and poorly maintained decks, he has also tried PPG FLOOD PRO CWF-UV Penetrating Oil Wood Finish
“I’ve done a couple decks with FLOOD and it seems to really be holding up well. I used it when I was dealing with shortages during COVID, and I really liked it,” he adds. “I
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.
This southern Michigan-based pro started her company in 2021 and focuses primarily on residential work. Her teams also tackle their share of restoration projects, and this work brings them into contact with plenty of challenging wood surfaces; but Fink says decks are still by far some of the most challenging surfaces out there.
“Decks are kind of a battle, and they are not set up for longevity with our weather,” she explains. “I think the biggest challenge is keeping customer expectations really honest and helping them understand what they should expect to get out of a coating, and how to handle deck care.”
For new decks, Fink turns to Cabot Australian Timber Oil
The transparent oil-based product comes in four natural wood tones and does a great job of highlighting the natural wood grains on a deck, plus it touches up well, the pro says.
“I also like it because it’s a 1-coat system, and for customers, that’s great for doing touch-ups through the years,” she adds.
On new decks, Fink will sometimes even recommend customers use a composite on the horizontal surfaces, and wood for vertical structures. In these situations, she’ll use the Timber Oil on the vertical surfaces and get plenty of years out of it.
“Vertical surfaces don’t see nearly as much wear, and that stain will hold up really well,” she says.
For neglected or older decks, she likes a solid stain to “mask a lot of the wear and discoloration.” In these situations, she prefers BEHR Premium Solid Color Waterproofing Stain & Sealer
“It’s just a matter of performance. I get no call backs with it; the price is good, and it’s highly rated on Consumer Reports. My customers have been really happy with it,” the pro adds.
David Delgado Cendales is confident with giving his customers a five-year warranty on his deck projects in large part due to his approach to surface prep and how he applies the SuperDeck products.
Delgado has been painting for more than two decades and is currently entering his seventh year in business. The Lancaster, PA-based pro’s go-to deck coating is Sherwin-Williams SuperDeck Exterior Waterborne Semi-Transparent Stain or its solid-color version. For older, unmaintained wood and concrete decks, he turns to the brand’s SuperDeck Exterior Deck & Dock Coating
“SuperDeck is the number one choice for us. I’ve used it for over a decade. I really like how Deck & Dock works on cement, too. I recently had a customer whose deck was made of mahogany; a harder wood prone to mildew. Deck & Dock worked great on that one too,” the pro says.
Delgado is confident with giving his customers a five-year warranty on his deck projects in large part due to his approach to surface prep and how he applies the SuperDeck products.
His process involves pressure washing to remove mildew, algae, stains and old peelings. After the surface dries, he inspects it before sanding. It’s not uncommon for him to pressure wash a second time. After that, he scuffs the surface with a sander, sprays the first coat, then back rolls it before spraying a second coat.
“We can spray the second coat because we know the surface is already penetrated with the stain from when we back rolled the first coat. With this process, we’re able to make sure the stain really gets into all the wood fibers,” he explains. n
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.)
3M 3M.com
Pages 6, 7, 8 & 11
Behr Behr.com
Page 2
FrogTape FrogTape.com
Page 17
Graco Graco.com
Page 13
Habitat for Humanity Habitat.org
Page 3
National Hardware Show
NationalHardwareShow.com Back Cover
Mr. LongArm MrLongArm.com
Page 11
23–25: Painting Profits Summit, Chattanooga, TN paintingprofitssummit.com
25 & 26: 2025 Build & Remodel Expo, Madison, WI buildremodelexpo.com
3–7: PCA EXPO, Colorado Springs, CO pcapainted.org/expo
25–27: Associated Builders and Contractors Convention, Las Vegas, NV abcconvention.abc.org
9–11: Construction Management Association of America Focus25, Las Vegas, NV cmaanet.org/conferences
18–20: National Hardware Show, Las Vegas, NV nationalhardwareshow.com
8–10: AGC 2025 Annual Convention, Columbus OH convention.agc.org
As the year ends, painting business owners should consider strategies to reduce their tax burden. With success comes larger taxes, so taking proactive steps before December 31st can save you significantly. Here are several strategies to consider:
For cash-basis taxpayers, one way to reduce taxable income is to accelerate expenses. If you’re planning to purchase supplies in January or February, consider buying them now. You can use a business credit card to take the deduction this year while paying it off next year. Just be mindful to only buy what you truly need to avoid unnecessary spending.
Deferring income can be an effective strategy to manage your tax liability as a cash-basis taxpayer. This involves postponing the receipt of payments for work completed this year until the next year. For example, you could offer special deals to trusted, repeat customers for work done in November or December, but delay collecting payment until January. This shifts revenue to the next tax year, giving you more control over taxes. You can defer income as often as needed. You might choose not to defer in a year when your revenue is lower, allowing you to take advantage of a lower tax bracket.
For S-Corp owners, reviewing your officer compensation is crucial. Your salary needs to be high enough to meet the IRS’s definition of ‘reasonable’ compensation, but not so high that you end up overpaying on payroll taxes. If your role has shifted— perhaps from active operations to more of an advisory or leadership position—consider adjusting your salary accordingly. Keeping compensation reasonable ensures IRS compliance and avoids excess payroll taxes. Additionally, consider adding fringe benefits like health care to maximize deductions without further increasing payroll tax obligations.
Purchasing a business vehicle before year-end can yield significant tax savings, but it’s important to understand the nuances. Only the business portion of the vehicle can be deducted, and luxury vehicle limits apply. For vehicles over 6,000 pounds, the deduction is more flexible, but be aware of depreciation limits and potential pitfalls like depreciation recapture. Depreciation recapture happens when you sell an asset for more than its depreciated value. If you claimed depreciation to reduce taxes, the IRS will ‘recapture’ that deduction upon the sale. You’ll need to report the amount of depreciation you claimed as taxable income when you sell the vehicle, so it’s important to understand that you can’t take the deduction and avoid taxes altogether if the asset is sold shortly after.
HSAs provide an opportunity to ‘double dip’ on tax savings. Contributions are tax-deductible, and withdrawals used for qualified medical expenses are tax-free, allowing you to benefit on both ends. To qualify for an HSA, you need a high-deductible health plan, which suits those with minimal ongoing medical costs. Be sure to make your contribution before filing your tax return to maximize this tax benefit. Additionally, once you reach retirement age, your HSA can be converted into a retirement account, allowing you to use it for non-medical expenses without penalty.
Finally, don’t forget about retirement savings. Traditional IRAs offer immediate tax deductions, while Roth IRAs provide tax-free growth. The contribution window closes when you file your return, so act now if you haven’t maxed out.
Being intentional about your tax planning is key. These strategies can help you manage your tax liabilities and keep more money in your pocket. Speak with your tax professional to find out which moves make the most sense for your specific situation.
DANIEL HONAN is a CPA who specializes in the painting industry. He has helped more than 300 painting business owners with revenues from $0 to $10 million over the last 8+ years understand their numbers and save big at tax time. BookkeepingForPainters.com
