Marketing can sometimes feel like a luxury that only big companies can afford. For concrete coatings professionals, however, marketing is quickly becoming one of the most powerful ways to grow revenue, attract the right customers, and build a sustainable business. Plus, it sets you apart from your competition (you know, the ones who aren’t marketing at all).
The reality is that successful installers are no longer solely relying on word of mouth. They are using a combination of paid ads, social media and promotional videos to consistently bring in high-value leads.
Quick Summary
Marketing as a Concrete Coatings Pro
Marketing is no longer optional for coatings professionals. A paid ads case study showed one installer turned $4,162 into $50,646 in revenue.
Marketing builds visibility, trust, and consistent leads. Start small with social media, Google Business Profile, or local ads, and scale as results grow.
Marketing in Action: Turning $4,162 Into $50,646
In a recent Instagram reel by Josh Canales, he shared how his team spent just over $4,000 on ads. The results were impressive:
- 179,803 impressions
- 3,125 clicks
- 64 leads
- 9 jobs closed
This resulted in a 10x return on investment as it generated a whopping $50,646 in revenue. As you can see, like marketing in any industry, it’s a numbers game. More clicks equals more leads, which then equals more jobs booked in your calendar.
Why Marketing Works for Installers
Concrete coatings is a competitive field. Homeowners and businesses searching online for terms like “epoxy garage floor” or “garage floor coating” are not always going to know who you are. Marketing bridges that gap.
- Visibility: Ads and content place your business in front of people at the exact moment they are researching a floor upgrade.
- Trust: A strong online presence through your website, Google Business Profile, and social media makes you look credible before a client even calls.
- Control: Instead of waiting for referrals, you can choose which types of jobs you want to attract.
Marketing Does Not Replace Skill, It Amplifies It
It is important to understand that marketing alone will not make you a successful coatings professional. The craft still comes first. What marketing does is it amplifies your skills by putting them in front of more people. Every before-and-after photo, every metallic epoxy swirl, every testimonial can become an asset when shared online.
Many installers see marketing as an extension of their workmanship. A beautiful floor deserves to be showcased, and marketing ensures it is seen. More importantly, it’s seen by the right people: your future customers who are already actively looking for an epoxy flooring installer or coatings pro.
The Industry Is Growing, Do Not Miss Out
Search interest in epoxy flooring has surged across the United States during the past two years. We covered this trend in detail in The Rise of Epoxy Flooring: What Google Trends Reveals for Installers. This growth means more customers are searching for coatings professionals. It also means more competition. Installers who market effectively are positioning themselves at the top of those searches, while others are missing out.
Start Where You Are
Not every coatings pro needs to begin with a four thousand dollar ad spend. Many start small and scale over time. Any installer at any point in their coatings journey can start by:
- Posting project photos consistently on Instagram, TikTok and/or Facebook
- Claiming and optimizing a Google Business Profile
- Running small local ad campaigns to test what works
- Adding your business to the Coated Installer Directory, where homeowners and businesses search for professionals like yourself
- Building a simple website with clear contact information along with examples of your work
The key is to start, measure the results, and reinvest in what delivers. Even modest efforts can compound over time and lead to a stronger pipeline of jobs and higher ticket sales.
Marketing Should be a Tool, Not a Burden
For some installers, marketing may feel overwhelming or unnecessary. In reality, it is simply another tool like a grinder or a squeegee that helps you do the job better. The coatings professionals who embrace it are not only filling their schedules but also commanding higher-value projects and building brands that last.
As the industry continues to grow, those who combine craftsmanship with smart marketing will be the ones shaping the future of concrete coatings.
Epoxy Marketing FAQs
No. Even small steps like posting on social media or optimizing a Google Business Profile can drive noticeable results.
Visual marketing such as photos, videos, and before-and-after content performs well since coatings are highly visual. Paid ads and local SEO are also effective.
Yes. Marketing expands your reach, reduces downtime between jobs, and helps attract higher-value projects.
Many installers see leads within days of launching a campaign, although results and the quality of the leads improve with testing and consistency.
Many installers begin by handling it themselves. As the business grows, outsourcing or hiring support helps scale faster.
