How to Grow a Painting Business and Get Off the Ladder for Good

“How do you grow a painting business?” is a question that has dogged owner-operators and mid-sized owners in the industry for years. While there are are certainly several ways to get there, Torlando, one of our APPC members, shares his story of growth through marketing and personal growth.

When you talk with Torlando, you know you have a bright and thoughtful fellow on the other end of the line. We caught up recently and I think what he has to share can help any painter on his path to success.

“This year has been the biggest year of growth for us. We’re double where we were last year,” Torlando sets the stage for 2015 and the challenging journey that led him to his banner year.

“It didn’t start out that way. This time last year, I was spread too thin, overwhelmed, and my customers weren’t happy,” he said.

Torlando continued, “About the same time, I fell from a 15-foot ladder and was knocked unconscious. I decided during the recovery process that I had to focus exclusively on marketing and sales because I was so busy getting the jobs done I didn’t have time to find the next one.”

Then, another big change happened in Torlando’s life that caused him to focus even further on making his business successful. “When I got married to Katie and we had our daughter Judy,

I was motivated to kick it into high-gear for my family. I told myself, ‘You’re going to have to study, learn some new skills, and change some things to grow.’”

“I realized the real money in this business is in the marketing of the services – not the doing of the services,” said Torlando.

“I started using the pre-positioning and post-positioning in the PowerPaint Presentation Process. I used to take bids home, but I started doing them on the spot and people started saying ‘yes’ much more often. Other painters don’t do that. By the time I arrive on the job, customers are educated and impressed,” he said excitedly.

“All of these changes started when I began taking my education seriously. I’ve read more than 30 books in the past year about business. Every change I’ve made has been because of some failure, but I’ve learned from them and changed accordingly,” Torlando commented.

When asked what he and his family do for fun he said, “We are very active in our church. We love to go to local festivals. My wife, Katie, likes to knit and weave and I spend much of my free time reading.”

I asked Torlando what he would tell himself if he could travel back in time to when he first started his painting business…

“Don’t sell yourself short. You need to read, learn, and do as much as it takes. At the end of the day, you have to get it together and change some things.”

Well said Torlando.

If you’re struggling to grow your painting business so you can “get of the ladder” and need a proven system for generating leads, closing sales, and maintaining momentum, request your free educational resources before leaving this page or contact the APPC for a no obligation marketing evaluation by clicking here and reaching out.

Brandon Lewis, B.S., M.B.A.
Director of the Marketing Department
The Academy for Professional Painting Contractors
Department: 423-800-0520