8 PROVEN WAYS TO GET PAINTING LEADS & CONTRACTS

8 PROVEN WAYS TO GET PAINTING LEADS
& CONTRACTS

Bringing in new leads is a popular topic for painters. Here, we turn to the experts—successful business owners—to share their insights on how they make it happen.

A sample lawn sign for a painting business.

Expert Tips on How to Get Painting Jobs

Acquiring leads is a commitment, with important lessons learned through trial and error. Learn from other painters who shared their experiences with the following tips.

Tip 1: Maximize Referrals

If there is a single common theme among painting contractors, it is that there is nothing more powerful for lead generation than positive word of mouth.

“A flawless paint job will speak for itself. It’s not only the best advertising method, it’s also the least expensive,” attests Benoit Gagné, owner of Benoit Gagné Painting of Ottawa, Ontario. A painter in the business for 15 years and owner of his own business for seven years, Gagné stresses that the small details really matter. “The last 15 minutes of a job are the ones that clients remember. Cleaning up and going over the complete job for touch-ups doesn't go unnoticed. That will drive clients to refer you to others and drive your business forward.”

If your customers are happy with your work, they’ll gladly refer you to their friends and neighbours. If referrals don’t happen organically, a friendly nudge will likely be well received.

“You don’t want a lot of leads, you want really good, qualified leads.”

- Tony Severino, owner of Professional Painters

Tip 1: Maximize Referrals

If there is a single common theme among painting contractors, it is that there is nothing more powerful for lead generation than positive word of mouth.

“A flawless paint job will speak for itself. It’s not only the best advertising method, it’s also the least expensive,” attests Benoit Gagné, owner of Benoit Gagné Painting of Ottawa, Ontario. A painter in the business for 15 years and owner of his own business for seven years, Gagné stresses that the small details really matter. “The last 15 minutes of a job are the ones that clients remember. Cleaning up and going over the complete job for touch-ups doesn't go unnoticed. That will drive clients to refer you to others and drive your business forward.”

If your customers are happy with your work, they’ll gladly refer you to their friends and neighbours. If referrals don’t happen organically, a friendly nudge will likely be well received.

“You don’t want a lot of leads, you want really good, qualified leads.”

- Tony Severino, owner of Professional Painters

A painting contractor purchasing Benjamin Moore paint.

Tip 2: Market Strategically

If you’ve invested in printed materials like signs, flyers and business cards, the next step is to take a strategic approach on how and where to use them. While it might be tempting to put your sign on a highly trafficked street corner and pin business cards on the bulletin board of a busy diner, it’s best to take a more targeted approach. Business cards are better for handing to prospects when you meet them or leaving with a retailer to share with customers, while the lawn sign in the front of a recently painted house is the best possible advertisement.

And while properly placed signs and cards are effective, Tony Severino, owner of Professional Painters in La Grange, Illinois, points to yet another obvious method. “Don’t overlook the shirts on your crew—we've heard from customers that they saw our guy buying supplies in the paint store and then called the number on the back of his shirt for an estimate.”

Tip 2: Market Strategically

If you’ve invested in printed materials like signs, flyers and business cards, the next step is to take a strategic approach on how and where to use them. While it might be tempting to put your sign on a highly trafficked street corner and pin business cards on the bulletin board of a busy diner, it’s best to take a more targeted approach. Business cards are better for handing to prospects when you meet them or leaving with a retailer to share with customers, while the lawn sign in the front of a recently painted house is the best possible advertisement.

And while properly placed signs and cards are effective, Tony Severino, owner of Professional Painters in La Grange, Illinois, points to yet another obvious method. “Don’t overlook the shirts on your crew—we've heard from customers that they saw our guy buying supplies in the paint store and then called the number on the back of his shirt for an estimate.”

A painting contractor purchasing Benjamin Moore paint.

Combine Marketing Materials with a Personal Touch

Always have your business cards readily available for your clients’ neighbours. Be prepared to share topline information about the job you're working on in their neighbourhood should they ask, and share how much time the job is going to take. These neighbourly interactions can turn from professional courtesies to future jobs. Keep flyers on hand should these conversations warrant a deeper dive into what you offer. And as always, don't forget to offer a free estimate should the opportunity arise.

“A flawless paint job will speak for itself—it’s not only the best advertising method, it’s also the least expensive.”

- Benoit Gagné, owner, Benoit Gagné Painting

Combine Marketing Materials with a Personal Touch

Always have your business cards readily available for your clients’ neighbours. Be prepared to share topline information about the job you're working on in their neighbourhood should they ask, and share how much time the job is going to take. These neighbourly interactions can turn from professional courtesies to future jobs. Keep flyers on hand should these conversations warrant a deeper dive into what you offer. And as always, don't forget to offer a free estimate should the opportunity arise.

“A flawless paint job will speak for itself—it’s not only the best advertising method, it’s also the least expensive.”

- Benoit Gagné, owner, Benoit Gagné Painting

Tip 3: Tap Existing Customers

People get so busy chasing new leads, they can often miss that their best source of new work is often their old customers, both through repeat work and word-of-mouth referrals.

“Imagine if I'd held on to every customer I've had in 40 years? That's a regret—I haven't done that,” Severino admits. “I've been guilty of putting a repeat client too far back on the schedule or not calling him back, and he went elsewhere.”

Severino has now learned the benefits of nurturing client relationships over time. “Know the lifetime value of a client; treat them like gold and hang on to them,” Severino advises. “I have my top five residential clients with nice homes who tend to do something every year. We'll do anything to cater to them. Together they spend over $300K a year with me. They're almost like a benefactor to an artist—they want you to succeed, and they never complain about price.”

Tip 3: Tap Existing Customers

People get so busy chasing new leads, they can often miss that their best source of new work is often their old customers, both through repeat work and word-of-mouth referrals.

“Imagine if I'd held on to every customer I've had in 40 years? That's a regret—I haven't done that,” Severino admits. “I've been guilty of putting a repeat client too far back on the schedule or not calling him back, and he went elsewhere.”

Severino has now learned the benefits of nurturing client relationships over time. “Know the lifetime value of a client; treat them like gold and hang on to them,” Severino advises. “I have my top five residential clients with nice homes who tend to do something every year. We'll do anything to cater to them. Together they spend over $300K a year with me. They're almost like a benefactor to an artist—they want you to succeed, and they never complain about price.”

Tip 4: Offer Incentives

Many contractors offer customers incentives to give them added value and make them feel appreciated as well.

“We offer our customers a four-year exterior warranty, which isn’t unusual,” explains Severino. “What’s unusual is actually being proactive about it, calling the customer and asking if we can come to see if there's any warranty work that needs to be done. Not only will the customer love that special care, but if you're going back to their home to do quick touch-ups, they often have other new jobs they’ll want to hire you for.”

Incentives Can Help You Get New Painting Jobs

Severino explains, “We’ll sometimes offer a financial incentive like $200 off a new job—call it a ‘gift certificate,’ not a ‘discount,’ because you never want to discount your work and diminish your value. That will usually trigger a job from someone who was looking to do it three months later.”

Tip 4: Offer Incentives

Many contractors offer customers incentives to give them added value and make them feel appreciated as well.

“We offer our customers a four-year exterior warranty, which isn’t unusual,” explains Severino. “What’s unusual is actually being proactive about it, calling the customer and asking if we can come to see if there's any warranty work that needs to be done. Not only will the customer love that special care, but if you're going back to their home to do quick touch-ups, they often have other new jobs they’ll want to hire you for.”

Incentives Can Help You Get New Painting Jobs

Severino explains, “We’ll sometimes offer a financial incentive like $200 off a new job—call it a ‘gift certificate,’ not a ‘discount,’ because you never want to discount your work and diminish your value. That will usually trigger a job from someone who was looking to do it three months later.”

Tip 5: Cast a Wider Web

You can sign up for large, national home-service websites or generic online listings, but there are more differentiating ways to use the web for leads. Having a website and social media presence are important places to showcase your work. The next step is getting your great content in front of the right prospects.

Think Locally, Act Vocally

"We often get leads from Facebook groups, particularly mom and neighbourhood groups,” explain Nam Jee Fortin and Chloé Cyr, co-founders of Peinture NJCC Painting of Ottawa, Ontario. “It’s a great place for past clients to recommend us.”

If you’re a larger operation looking for new or recently vacated commercial or mass residential properties to bid on, many large cities have dedicated websites that post information about the latest projects.

“We often get leads from Facebook groups, particularly mom and neighbourhood groups.”

- Nam Jee Fortin and Chloé Cyr, co-founders, Peinture NJCC Painting

Tip 5: Cast a Wider Web

You can sign up for large, national home-service websites or generic online listings, but there are more differentiating ways to use the web for leads. Having a website and social media presence are important places to showcase your work. The next step is getting your great content in front of the right prospects.

Think Locally, Act Vocally

"We often get leads from Facebook groups, particularly mom and neighbourhood groups,” explain Nam Jee Fortin and Chloé Cyr, co-founders of Peinture NJCC Painting of Ottawa, Ontario. “It’s a great place for past clients to recommend us.”

If you’re a larger operation looking for new or recently vacated commercial or mass residential properties to bid on, many large cities have dedicated websites that post information about the latest projects.

“We often get leads from Facebook groups, particularly mom and neighbourhood groups.”

- Nam Jee Fortin and Chloé Cyr, co-founders, Peinture NJCC Painting

Contractor wearing a branded company shirt.

Tip 6: Build a Network

As the first place many homeowners turn to for contractor recommendations, local realtors are a great resource. “I’ve gotten a lot of work through realtors in our area,” explains Michael McGrath, owner of 1-800-Paint-Job of Queensbury, New York. “They have known me and my company for years, and know we do high-quality work that will also reflect well on them.”

“When we started 10 years ago, we sent emails to all the real estate agents in the area to promote our services, then we contacted contractors, property managers, basically anyone that had their emails online,” explain Nam Jee Fortin and Chloé Cyr. “Every time we would find ourselves not busy, we would send out emails. It worked quite well, actually. We made good connections with people who’ve ended up giving us steady work throughout the years.”

Tip 6: Build a Network

As the first place many homeowners turn to for contractor recommendations, local realtors are a great resource. “I’ve gotten a lot of work through realtors in our area,” explains Michael McGrath, owner of 1-800-Paint-Job of Queensbury, New York. “They have known me and my company for years, and know we do high-quality work that will also reflect well on them.”

“When we started 10 years ago, we sent emails to all the real estate agents in the area to promote our services, then we contacted contractors, property managers, basically anyone that had their emails online,” explain Nam Jee Fortin and Chloé Cyr. “Every time we would find ourselves not busy, we would send out emails. It worked quite well, actually. We made good connections with people who’ve ended up giving us steady work throughout the years.”

Contractor wearing a branded company shirt.

Maybe the most important relationship to develop is with your local Benjamin Moore retailer—ask your Benjamin Moore contractor rep to recommend one near you who would be best suited to helping your business. Not only can they give you relevant advice and connections for your local market, but your local Benjamin Moore retailer can even give your name to customers who come in looking for a painter recommendation—be sure to give your retailer a stack of your business cards to hand out. Remember: Every Benjamin Moore retailer, like you, is an independent business owner. They understand entrepreneurs like themselves are always happy to expand their professional networks.

Connecting with Other Trades and Events Can Help You Get Painting Jobs

Trade groups in your area that include plumbers, electricians, general contractors or woodworkers are another great way to build productive relationships. They can recommend you when they have a customer who also needs a painter—which happens often.

“We rented a booth at the home show in Ottawa and got to meet contractors and new clients and talk with them in person,” Fortin and Cyr add. “That was very effective. Now we get constant work from all these sources: Home builders and contractors sub out their painting to us. We get leads from real estate agents every time they have clients that need painting. And we have a lot of leads from clients we met at the home shows—almost every week.”

“We made good connections with people who’ve ended up giving us steady work throughout the years.”

- Nam Jee Fortin and Chloé Cyr, co-founders, Peinture NJCC Painting

Maybe the most important relationship to develop is with your local Benjamin Moore retailer—ask your Benjamin Moore contractor rep to recommend one near you who would be best suited to helping your business. Not only can they give you relevant advice and connections for your local market, but your local Benjamin Moore retailer can even give your name to customers who come in looking for a painter recommendation—be sure to give your retailer a stack of your business cards to hand out. Remember: Every Benjamin Moore retailer, like you, is an independent business owner. They understand entrepreneurs like themselves are always happy to expand their professional networks.

Connecting with Other Trades and Events Can Help You Get Painting Jobs

Trade groups in your area that include plumbers, electricians, general contractors or woodworkers are another great way to build productive relationships. They can recommend you when they have a customer who also needs a painter—which happens often.

“We rented a booth at the home show in Ottawa and got to meet contractors and new clients and talk with them in person,” Fortin and Cyr add. “That was very effective. Now we get constant work from all these sources: Home builders and contractors sub out their painting to us. We get leads from real estate agents every time they have clients that need painting. And we have a lot of leads from clients we met at the home shows—almost every week.”

“We made good connections with people who’ve ended up giving us steady work throughout the years.”

- Nam Jee Fortin and Chloé Cyr, co-founders, Peinture NJCC Painting

Tip 7: Target Your Marketing and Message

Every market is different, but it's important to look at opportunities beyond local newspapers and radio. Using digital and social to drive awareness can be highly cost-effective.

“The most effective method for me has been local SEO, aka Google My Business (GMB),” explains Eric Ainsworth, owner of Ainsworth Painting in Angleton, Texas. “It’s just as good as a referral. I have a reputation management program on GMB that makes it easy for my clients to leave me a review. It definitely gets a prospect to call when they see that I have more 5-star reviews than my competition, often from people they know. I regularly update my Google listing with new photos, products, and informational updates, and I’m now found at the top of the Google map pack in my local area.”

When placing an ad anywhere, put careful thought into what it says about you. “However you spin your ad is the type of call you'll get,” warns Rodney Pags of Wall-Pro Painting in Woodstock, Illinois. “If your ad says ‘discount’ or ‘we’re the cheapest,’ then those are the kind of painting leads you’ll get. With our ad, we sometimes lose some people because they think we’re too expensive. But I don’t want those leads.”

“It definitely gets a prospect to call when they see that I have more 5-star reviews than my competition, often from people they know.”

- Eric Ainsworth, owner, Ainsworth Painting, on the benefits of managing Google my Business.

Tip 7: Target Your Marketing and Message

Every market is different, but it's important to look at opportunities beyond local newspapers and radio. Using digital and social to drive awareness can be highly cost-effective.

“The most effective method for me has been local SEO, aka Google My Business (GMB),” explains Eric Ainsworth, owner of Ainsworth Painting in Angleton, Texas. “It’s just as good as a referral. I have a reputation management program on GMB that makes it easy for my clients to leave me a review. It definitely gets a prospect to call when they see that I have more 5-star reviews than my competition, often from people they know. I regularly update my Google listing with new photos, products, and informational updates, and I’m now found at the top of the Google map pack in my local area.”

When placing an ad anywhere, put careful thought into what it says about you. “However you spin your ad is the type of call you'll get,” warns Rodney Pags of Wall-Pro Painting in Woodstock, Illinois. “If your ad says ‘discount’ or ‘we’re the cheapest,’ then those are the kind of painting leads you’ll get. With our ad, we sometimes lose some people because they think we’re too expensive. But I don’t want those leads.”

“It definitely gets a prospect to call when they see that I have more 5-star reviews than my competition, often from people they know.”

- Eric Ainsworth, owner, Ainsworth Painting, on the benefits of managing Google my Business.

When placing an ad anywhere, put careful thought into what it says about you. “However you spin your ad is the type of call you'll get,” warns Rodney Pags of Wall-Pro Painting in Woodstock, Illinois. “If your ad says ‘discount’ or ‘we’re the cheapest,’ then those are the kind of painting leads you’ll get. With our ad, we sometimes lose some people because they think we’re too expensive. But I don’t want those leads.”

Tip 8: Don’t Pay for Painting Leads If You Don’t Have To

Only after trying all of the above methods should you even consider paying for painting leads. And even then, beware. “Sometimes a lot of leads can actually be an enormous waste of time,” warns Professional Painters owner Tony Severino. Ask other painters if they use a lead referral company and if so, what they think of the leads they’ve gotten. “You actually don’t want a lot of painting leads, you want really good, qualified leads. Those come from strong referral sources.”

Do your due diligence before you hire a painting lead generation company to avoid wasting time and money.

Track Your Success and Keep Driving Painting Leads

Most importantly, no matter which methods you use, keep careful track of what is actually working and what isn’t, so you can spend money on tactics that have worked and reinvest in your most successful channels.

“Some people will ask what's your closing rate, but that's not a fair question—you shouldn’t have a flat rate for the leads you close,” explains Tony Severino. “A returning customer should be 99%, a customer referral should be around 33%, if they saw your sign it might be 10%, and if they saw your name in the phone book, forget it.”

Regardless of method, word of mouth is the best way to get painting contracts. Remember that positive word of mouth can drive—and boost—everything else that you do.

“I do every job like I’m working on my own home, and make sure the client knows I want them to be fully satisfied,” explains pro painter Kevin Fry. “If they’re satisfied, they’ll spread the work and recommend me.”

88%

of contractors get job leads through word of mouth, according to a 2019 survey by the Home Improvement Research Institute.

Tip 8: Don’t Pay for Painting Leads If You Don’t Have To

Only after trying all of the above methods should you even consider paying for painting leads. And even then, beware. “Sometimes a lot of leads can actually be an enormous waste of time,” warns Professional Painters owner Tony Severino. Ask other painters if they use a lead referral company and if so, what they think of the leads they’ve gotten. “You actually don’t want a lot of painting leads, you want really good, qualified leads. Those come from strong referral sources.”

Do your due diligence before you hire a painting lead generation company to avoid wasting time and money.

Track Your Success and Keep Driving Painting Leads

Most importantly, no matter which methods you use, keep careful track of what is actually working and what isn’t, so you can spend money on tactics that have worked and reinvest in your most successful channels.

“Some people will ask what's your closing rate, but that's not a fair question—you shouldn’t have a flat rate for the leads you close,” explains Tony Severino. “A returning customer should be 99%, a customer referral should be around 33%, if they saw your sign it might be 10%, and if they saw your name in the phone book, forget it.”

Regardless of method, word of mouth is the best way to get painting contracts. Remember that positive word of mouth can drive—and boost—everything else that you do.

“I do every job like I’m working on my own home, and make sure the client knows I want them to be fully satisfied,” explains pro painter Kevin Fry. “If they’re satisfied, they’ll spread the work and recommend me.”

88%

of contractors get job leads through word of mouth, according to a 2019 survey by the Home Improvement Research Institute.

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