In my role at the Decorators Forum UK, I speak to hundreds of different tradesmen every month. I’m quite privileged, in that I get to see the whole industry. So, I thought it would be helpful if I sat down and explained how to run a successful decorating business.
Don’t get me wrong, there are a lot of Decorators out there who have a skill set that exceeds my own. I’m often in awe when I look at gold leafing, or even modern HVLP spraying. But I do know how to run a decorating business.
Don’t Put Yourself Under Pressure
My first point is going to sound a little bit odd, but you can’t forget that you’re running a business. It’s easy to get bogged down with the actual decorating, particularly if a job runs behind. Or, if a regular customer phones you and asks you to “just fit them in”.
The issue is that if there’s more work than you scheduled for, then you’re left with a choice between playing ‘catch up’ or letting your next customers down. So, you work longer hours, you work weekends, you’re tired when you’re finished at the end of every day, and the business suffers.
You get behind with the quoting and admin side of things, which means your sales suffer, and so does your profit margin. You start to become unorganised too, so the jobs you’re on don’t run smoothly.
You must not let yourself get bogged down with the decorating too much. You need to stay on top of everything, from marketing, tool maintenance, quoting, and just about everything else. It’s much better if you delay starting the next job, rather than letting your business suffer.
One thing that will alleviate the pressure is if instead of giving customers a start date, you simply put their names on a waiting list and give them an approximate time frame. So, you might say, “I’ll pop you on the list now. It’ll be roughly 8 weeks before I can start. I’ll call you a couple of weeks before it’s your turn and give you a set date”. This allows you some flexibility to move jobs around, and you’re not pinned down to firm dates.
Run Your Decorating Business as a Business
Running a decorating business comes with a huge amount of pressure, so it needs to be worthwhile. Otherwise, you may as well work for someone else. You need to make a good wage for you and your family.
So, make decisions based on that. Keep an eye on your outgoings and work out what your average running costs are every month. Try and keep that cost down if you can.
If you take on a subbie or an apprentice, make sure you work out what you can charge the customer for their work Vs what you pay them, and the extra running costs involved in employing someone.
Make money on materials! You will get a trade discount, so you can add a 10% mark-up, or even more. It’s all about keeping the stress down and profit up.
Get Your Marketing right
Running a successful decorating business means being able to run a successful marketing campaign. We have a full blog on the subject, which you can view by clicking here, but the point is, if you spend £10 a day on marketing and it brings you three times as many leads, then you can charge a lot more for each job because you don’t need to convert as many of the enquiries.
You’ll spend more time on your laptop, going to see jobs, writing quotes etc. so, it’s more work away from the tools. But you will earn a lot more profit on each job. Because your prices are higher, you won’t be under pressure to get through the work as quickly either, so your standards will be higher.
Being able to take a step back and put a proper business plan together like this will make a huge difference to your working life.
Have a Sales Process
If you take anything away from this blog on how to run a successful decorating business, let it be this; having a good sales process is the difference between thriving and scratching around.
You get a phone call from a potential customer, the first thing you should do is vet them; ask them what work they’re thinking of having done and spark a conversation. If they mention budget at all, or that they’re getting multiple quotes, explain to them that you’re not the cheapest, but your standards are high. If that puts them off, you don’t need to go and see them.
I often mention my waiting time too. Some people don’t want to wait for their decorating, so if you know beforehand, you know you don’t need to go and see them. Anything like this just saves you time chasing the leads you’re never going to win.
Then when you do go and see a job, you need to be very polite, and very product focused. You might talk about the low-sheen durable emulsion paints that are available for kitchens now and recommend your favourite product.
Or you spot some mould in their bathroom, and you talk about the causes and how you get rid of it permanently. You might talk about the different anti-mould paints that are on the market now.
If you see a reoccurring crack on a ceiling, you might check for movement in front of them, then explain the plasterboard needs to be pinned back, or that you can use scrim tape and flexible filler.
You also talk about the process you take. If there’s bare wood, you mention the knots, the filler you use, caulk, and the finish coat. If you explain everything, then they know they’re going to get a proper job. That way you’re not competing with other Decorators on price to win work. You will win work because you are seen as a better Decorator. And to be honest, being expensive will help with that persona.
Put Proper Quotes Together
After the initial consultation, you will go away and work out the quote for your client. Click here if you need help on how to price a decorating job.
Once the price is worked out, some Decorators just send the customer a text with numbers on it. What you should do is write a full specification (name the materials you are going to use, the prep on each surface, number of coats etc). Include some terms and conditions too (this covers both you and the client). You can ask for a deposit if you wish.
Pop it all on letterheaded paper and email it over. If you don’t hear back after a week, send the client a text to make sure they received it.
Proper quotes with lots of detail are important when running a successful decorating business. It sets you apart from the have-a-go-heroes, and helps you to win work for more money.
Be a Specialist Decorator
If you are genuinely good at business (marketing and sales), and you really want to be successful as a Decorator, then specialising is the way to go.
A good Decorator running a successful business might earn £1,000 a week working by themselves on domestic homes. A good specialist Decorator might earn double that. That may entail spraying uPVC windows and doors, hanging digital wall murals, gold leafing, installing Lincrusta, making hand painted murals, or something else.
If you’re going to be a specialist Decorator, then you will need to really focus on marketing and you will need to cover a wider area. It would be worth it though!
We’re talking about a website, Google Ads, social media, everything. Possibly even a sales funnel, so you direct potential customers onto your website, and then ultimately to a form they fill in that gives them a rough idea of how much a job would cost.
That may seem a bit far fetched for a decorating business, but say you’re a specialist uPVC sprayer: A potential client could enter the numbers of windows, doors, and meterage of fascia boards they’re thinking of having painted. They receive a rough cost and if they’re still interested, they can request a call from you.
You might focus on generating leads through Google Ads more than the other platforms. Just keep track of how much you spend Vs the number of jobs you win. uPVC spraying is expensive, so offering finance (through a third-party company) might give you an edge over your competitors.
I used uPVC spraying as an example because I’ve seen this system work for someone else, but there’s no reason it can’t be used for other specialist areas.
Look into Commercial Work
This isn’t for the faint of heart, but if you want to scale up, then you need to try and win commercial contracts. This means risk assessments, method statements, PPE, organising employees and subbies, and cashflow complications.
Don’t get me wrong, the profits can be huge. I know several Decorators who are millionaires, and if that isn’t successful, then I don’t know what is. But a lot of the commercial contracts are 60- or 90-day payment terms.
So, you might have multiple jobs on the go with different employees and subbies, paying wages, paying for materials, running around sorting problems and making sure the jobs are running right, and find yourself pumping thousands, or even tens of thousands of pounds into the business before you get paid yourself.
Then if the firm you’re contracting for goes bust, you don’t get paid at all. I know several guys who went from working on domestics, to commercial work, and then back to domestics because it wasn’t worth the stress.
I suppose it depends on whether you’re the type of person who can handle that lifestyle, and just how successful a Decorator you aim to be.
Business Help
We’re 1,400 words in, and I feel like I’ve barely touched the sides. There are a few books I can recommend that have helped me over the years. They’re written by people I know and hold in high regard.
Sales and Marketing for Decorators by Jon Mears – Click here to see online prices.
Social Media for Decorators by Jon Mears – Click here to see online prices.
Fast and Flawless Pricing by Pete Wilkinson – Click here to see online prices.
The Specialist Decorator by Pete Wilkinson – Click here to see online prices.
The other thing you might look at is The Dulux Academy. This is fantastic if you want to specialise, need to learn more about using social media, or take steps into spraying. Click here for more info.
Final Thoughts
Hopefully things are now clearer, and you understand the theory of how to run a successful decorating business. What I can’t really explain is how to be a good Decorator.
Having the ability to complete a job to a high standard is something you can only learn with training and experience. Having a good product knowledge is also important; there are a vast choice of paints nowadays. It isn’t just about Crown, Dulux, and Johnstone’s anymore. You need to know about specialist paints like Coo-Var, or be able to navigate Tikkurila and Teknos. Or know high-end paints like Emperor and Benjamin Moore.
The more you understand, the better. You’ll be able to choose the best product available to carry out a certain task, which is something else that sets you apart from others, and it means the work you do will be better.
Anyway, I’ve rambled enough. Go and be a successful Decorator. I wish you luck.
What Other Decorators Think
Running a successful painting and decorating business is something I’ve always aspired to do, from way back when I started in the decorating in (1988).
It wasn’t until 2003 before I felt confident enough to take the plunge. There where so many “what ifs” to sort out in my head. Young family, finding work, pricing work, tax and insurance, what if I had to take time off for illness. you could fill a page of negatives!!
I was lucky, I got some very good advice from an advertising executive who helped me with flyers and business cards. Who to target and how to make a customer pick me. I leafleted a specific area and got some really good work ( still have the same customers from then).
I handed my notice into my old boss who had been a great guy to work for but I wanted something more, I wanted to be the boss and have my name on the van, I liked the idea of saying to people I work for my self, and feeling maybe even a bit important.
it was a culture shock those first few weeks and months, worrying about the next job and even further ahead. dealing with prospective customers and all that came with that. the pricing of jobs and sending quotes. it wasn’t easy at times, and gave me sleepless nights at times ( no change there then lol). There are certain things in business which you just don’t learn when you’re working for another decorator. How to “spin plates” is the biggie. You need to stay on top of everything as you go along, or everything suffers.
But that feeling of securing a big job and being busy for the next few weeks, months was great and it still is to this day, you feel the pressure is off for a bit and you can relax a little, if you can call it being relaxed as self employment don’t let you do that very often!
I set a few ground rules for myself when I took the plunge. which I will continue to expand on in the next one. Work/life balance is important, but so is grafting and taking a decorating business forward.
Looking back at the uncertainty seems a little serial now. Stepping out on your own and doing everything for the first time takes guts for anyone, but you don’t struggle for long. Running a successful decorating business soon becomes second nature.
You learn to put yourself first, you learn how to deal with situations, and you learn how to make money without sacrificing too much time with your family. I don’t mean to sound pompous, but I’m proud of what I’ve achieved. I’d do it all again in a heartbeat.
I’ve been thinking about how new start-ups (like myself) are not getting much help from the government. I’ve also read on here how people are struggling to get leads/work during this time and haven’t had an enquiry for weeks!! It’s scary times for us all and skilled decorators are looking for any type of work to keep up with bills etc.
I wanted to offer some advice on how I’ve managed to keep work coming in. Some people on here may read this and think, what does he know? He’s only been around 5 minutes.
I started my own decorating business less than 10 months ago and I seem to have a good name for myself already. Luckily for me, I’ve had plenty of work and continue to have enquiries throughout this pandemic. I’m booked up for a few months now and it’s down to hard work, good quality workmanship resulting in word of mouth and good marketing/advertising.
Firstly, I like to say presentation is key. Attending a quote in a branded van with clean(ish) branded workwear will show the potential customer that you mean business. First impressions count 👌 I know everyone isn’t fortunate to buy a van but work for it. It’s made a huge difference to my workload.
During the quote I’ll ask them what they want, explain the work required, what we offer as a business and timeframe. I build a rapport them and make them feel comfortable. I don’t want them to stress over the work. I also try and attend a quote within 1/2 days of the enquiry and fire the estimate over to them the same day. It doesn’t matter if I’m writing the quote up at 9/10pm. For 10 minutes of my time, I feel the customer appreciates it. I’ve been told many times, they like how prompt I was throughout the process and they feel like I give a shit about them. Therefor I win the work.
When I’m at a job I’ll leaflet 20/30 houses in the area and will get a few enquires. Again, for 30 minutes of your time you could win 2/3 more jobs seeing you through the rest of the month. In areas I want to work in all also put up signs.
Any work I do, I’ll take before and after pictures then post them on social media. A lot of the older generation say Facebook is a wasn’t of time. I disagree, social media is a fantastic tool and I’ve won great work off it, leading to more work from that customer.
It all helps with generating leads and I hope this helps someone else on here. Good luck 😁
I’ll go one further, the secret to a successful decorating business is being able to take a step back and look at the industry as a whole. Keep track of your running costs, look at where you can make more money. Know how much profit you make from job to job and put some of it back into your business.
I see decorators saying things like “you can’t charge more than £150 a day in my area”. I really don’t believe them. I just think they target the wrong clients, and they don’t focus enough attention on bringing in the better work.
Nice blog pal
Nice blog Andy
Thank you for sharing your insights and experiences, Dan. Your advice is not only practical but also inspiring for new and established decorators alike. Here are a few thoughts and reflections on your journey and the strategies you’ve employed to achieve a successful start-up.
1. Presentation and Professionalism:
Your emphasis on presentation is spot on. First impressions can significantly impact a potential client’s decision. Arriving in a branded van and wearing clean, branded workwear communicates professionalism and reliability. It’s a clear signal that you take your business seriously and are committed to delivering quality service.
2. Building Client Relationships:
Establishing a rapport with clients and making them feel comfortable is essential. Your approach to quickly responding to enquiries and providing detailed quotes demonstrates dedication and respect for their time. Clients appreciate promptness and thoroughness, which helps build trust and confidence in your services.
3. Proactive Marketing:
Leafleting in the neighborhood and posting signs in targeted areas are great ways to generate leads. This proactive approach not only increases your visibility but also shows that you are actively seeking to grow your business. Taking before and after photos and sharing them on social media is another effective strategy. Social media platforms, especially Facebook, can be powerful tools for reaching a broader audience and showcasing your work.
4. Continuous Improvement:
Your advice to keep track of running costs and understand your profit margins is crucial for sustainable growth. Investing back into your business ensures you can continue to improve and expand your services. It’s also important to target the right clients who appreciate quality workmanship and are willing to pay for it.
5. Challenging Industry Norms:
Your perspective on pricing is particularly insightful. Challenging the notion that you can’t charge more than a certain amount in your area encourages decorators to reassess their market and client base. By focusing on higher-quality work and clients who value your expertise, you can command better rates and ensure a profitable business.
Your journey over the past 10 months is a testament to the power of hard work, quality craftsmanship, and smart marketing. It’s evident that your success is not just about luck but a result of strategic efforts and a genuine commitment to your clients.
Thank you for sharing your experiences and advice. It’s a valuable resource for anyone in the decorating industry looking to navigate these challenging times and build a successful business. Keep up the great work, and best of luck as you continue to grow and thrive!