Turning concrete into opportunity with coatings

OCS Influencer Garrett Harris says contractors are not just selling concrete but also curb appeal. 

When contractors think about growing their business, adding new services or increasing project value often seems like it requires major investments in equipment, labor, or new product lines. However, one of the simplest and most profitable opportunities may already be sitting in front of them: concrete and masonry coatings.

Today's homeowners are investing more than ever in outdoor living spaces. Patios, pool decks, walkways, retaining walls and decorative concrete have become extensions of the home. While a quality concrete installation provides durability and function, coatings such as stains, sealers and decorative paints can transform an ordinary surface into a true backyard showpiece.

This creates a powerful opportunity for contractors. By introducing coatings as an enhancement option, contractors can upsell projects without significantly increasing labor or complexity. A stained patio, color-enhanced pool deck or glossy sealed walkway delivers a customized look that many homeowners are willing to pay extra for because the visual impact is immediate and noticeable.

The "light bulb moment" for many contractors is realizing they are not just selling concrete anymore. They are selling curb appeal, outdoor experiences and homeowner pride. A coating can provide color, contrast, texture and protection while helping customers envision a more finished and premium outdoor space. The result is often greater customer satisfaction and stronger word-of-mouth referrals.

Coatings also create opportunities for recurring revenue. Maintenance packages that include cleaning, resealing or refreshing coated surfaces help contractors stay connected with customers while generating work during slower seasons. This approach can help smooth cash flow fluctuations and reduce the impact of seasonal business cycles.

Partnerships can further expand these opportunities. Working with landscape designers, pool builders, outdoor kitchen installers or hardscape contractors can create a steady stream of referrals where coatings become the finishing touch that ties an entire backyard transformation together.

In a competitive market, contractors who offer coatings are not simply adding another product. They are adding value, differentiation and profit potential. Sometimes business growth is not about finding the next big thing. It's about recognizing that a simple coat of color, protection or sheen can turn a concrete project into a customer's favorite part of their home.