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Believe it or not, finding an additional source of revenue
for your painting business can be as easy as reading the writing
on the wall. If that writing is cracked or peeling, a venture into
sign painting may be in order.
For years, this micro market has provided a steady stream of
ancillary business for Goens Brothers Painting, one of the five
largest commercial industrial contractors in the Kansas City area.
On average, it paints about four to five signs each year.
Sign of the Times
Outlandish
profits apparently aren't the lure. Shawn Neal, chief estimator
for Goens, reports that the profit potential in sign work is
consistent with other types of projects ? no better, no worse.
However, sign jobs are relatively quick and easy to schedule; and
they provide a welcomed change of pace for the crews.
"In general construction, you often have to wait for a
builder or other trades to finish their work," explains Neal.
"With signs, the substrates are there, so it's an in-and-out job.
And the painters really seem to enjoy the work. The signs we paint
are really a feather in everybody's cap."
The scoreboard at the Kansas City Royals' Stadium is the
biggest, brightest feather the company has added in some time. It
not only attracted the attention of local news media and potential
customers, it also had sentimental value. Painting the sign, which
included a commemorative seal marking the Royals' 25th
anniversary, coincided with Goens' own 25year celebration.
Sign painting is also less competitive than other more
traditional types of painting, reports Neal. "Not as many
companies are willing to venture into this area, so you're
typically not bidding against as many companies," he says.
For
instance, only four other contractors were asked to bid the
Royals' scoreboard job. On a straightforward interior job with
open bidding, Goens can compete with a dozen other contractors.
Sub out the detail work
Sub Out the Detail Work
Intimidation
is probably the biggest factor that keeps the ranks of sign
painters relatively thin. Because signs often include intricate
detail work, many painters assume they're out of their league.
Goens Brothers circumvented this obstacle early on by
cultivating a stable of reliable subcontractors. Basically, the
subcontractors fall into three categories: artists to paint the
ornamental designs and detail work, painters who specialize in
custom lettering and manufacturers who provide adhesive lettering
for Goens' crews to apply in the picture above, for instance, the
company subbed out the 25-year crest on the Royals' scoreboard,
but its own crews painted the 30-foot high background area.
While
some painters turn up their noses at sign work, Goens has learned
to capitalize on its unique advantages and realize reasonable
profits. The very fact that a contractor of its size and notoriety
performs such work could be a sign to other contractors. |
