How Wise Coatings Built a $500K-a-Month Epoxy Empire Through Smart Marketing and Systems

Most installers dream of running a company that grows fast, earns trust, and builds a recognizable brand. Wise Coatings proves that it is possible. In just over a year, founder Brandon Vaughn scaled from a single location to eight franchises across the United States, generating over $500,000 in monthly revenue. And, this was back in 2022. He’s grown since then, pulling in $9M per year.

So how did they do it? By focusing on three things that every coatings professional can learn from: strong marketing, unforgettable branding, and world-class customer service.

In the video below, Wise Coatings spends time with UpFlip to discuss their marketing strategies, ad spend, hiring methods, digital tools, and more.

Marketing First, Always

The company’s startup budget of $15,000 was split into a few different areas:

$5,000: Branding including vehicle wraps, brand manuals, website work
$5,000: Marketing Spend using Facebook ads
$2,000: Training through a manufacturer
$3,000: Miscellaneous Expenses

It’s important to note that $10,000 went straight into branding and marketing to set the company off on the right foot. Their first month’s ad budget of $5,000 generated an impressive $50,000 in work. That early investment in visibility allowed them to grow very quickly.

Wise Coatings continued to dedicate roughly 10% of revenue to marketing. For example, if they’re aiming to do $150,000 in monthly sales, they’ll invest around $15,000 digital marketing which includes Facebook ads, Google Ads, and SEO. That commitment keeps their phones ringing and their crews busy.

Brandon often says, “It’s all marketing.” He treats recruiting employees the same way he treats finding customers. Great ads attract great people, and clear messaging makes hiring easier.

Branding That Sells Before You Speak

Wise Coatings’ brand is impossible to ignore. Their trucks are clean, modern, and fully wrapped. Their presentation folders and uniforms all carry consistent visuals. Even their elephant mascot tells a story of wisdom, strength, and memory.

Customers instantly recognize the professionalism. When Wise Coatings shows up at your door in branded vehicles and hands over polished marketing material, their team makes an impression. “We don’t get compared to the company that writes a quote on a napkin,” he says. “We stand out.”

They even go beyond the floor. Every time a customer completes a project, Wise Coatings adopts a baby elephant through the World Wildlife Fund in that customer’s name. It’s a memorable gesture that ties into their brand and reinforces that they care about more than just profit.

Customer Experience That Feels Personal

Wise Coatings is not just coating floors; they are building experiences. Their sales process follows a proven four-step framework: connect, discover, show, and close, inspired by Apple’s retail playbook. Every employee learns this system through video training and quizzes to ensure consistency.

Once a job is booked, automation takes over. Customers receive text reminders and digital estimates. When a project finishes, they even get brownies in the mail along with referral gift cards!

Those referral systems drive additional sales. Every job also triggers postcards that are sent out to nearby neighbors, letting them know Wise Coatings is working in their area. That simple touch keeps their name circulating long after the van drives away.

The company also utilizes lawn signs to spread the word. The signs are put out while the work is being completed and then left behind in the hopes of the customer leaving it up for a few days to help bring in more leads. Door hangers are handed out to all of the surrounding homes as well.

Software & Systems that Create Freedom

Behind the polished brand is a business built on systems and powerful software. Every process, from sales to training to invoicing, is documented and automated where possible. Let’s have a look at some of the software that Wise Coatings uses to run its business:

Housecall Pro

Wise Coatings uses Housecall Pro as its main CRM for scheduling, dispatching, and invoicing. Through the software, you can track technicians – where they are, when they start the job, and so on. Think of it like Uber for your technicians. Customers get notifications when they’re on their way and can view their whereabouts on a map. When the job is finished, technicians can upload photos to the customer’s file.

Dunzo

Dunzo is used for marketing automation. For example, when a job is completed, thank-you cards, Google review requests, and referral offers are sent out.

This level of automation allows Brandon to focus on growing the business instead of managing daily operations. His team handles installs and sales, while he focuses on building systems that scale and support all locations.

Floori

The company uses a floor visualization tool called Floori to help the customer envision their new floor. As you can imagine, this helps close a sale as the customer gets attached to the idea of what their floor could look like. This tool is embedded directly into the Wise Coatings website where customers can test out different flake blends and pigment colours.

Taking the Right Risks

From the beginning, Brandon made a bold choice. He refused to be the one doing the installations or sales himself. Instead, he hired a team right away and focused on building the marketing engine.

That decision was risky, and he nearly went bankrupt in month two. But by focusing on cash flow, renting equipment, and maintaining consistent lead generation, Wise Coatings turned things around, hitting $100,000 within the first four months and growing ever since.

Franchise Growth and Support

In its early days, Wise Coatings grew to eight franchises across the USA pretty quickly and has since expanded to over 20 partners. Each franchise gets full support including bookkeeping, CRM systems, Facebook and Google Ads management, SEO, and backend resources.

Brandon’s model removes the guesswork for franchise partners and allows them to focus on running their business. Training libraries cover everything from technician onboarding to body language during sales. It’s business in a box, designed for success.

Lessons Installers Can Learn

1. Invest in marketing early and consistently.
   Marketing is not an expense; it is a growth tool.
   
2. Build a recognizable brand.
   Every detail matters from vehicles to uniforms to print material.
   
3. Automate your systems.
   Free yourself from the daily grind so you can grow strategically.
   
4. Deliver experiences, not just floors.
   Add small touches like thank-you gifts, photos, and follow-ups.
   
5. Lead with values.
   People remember purpose-driven brands long after the job is done.
   

Brandon summed it up best: “Perceived value is everything. When clients can see the care you put into your brand, they stop comparing you to the cheaper competitor.”

To find out what Wise Coatings is up to these days, along with their now 20+ franchise locations, check out their most recent interview with the folks over at UpFlip.

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