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 micromarket 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
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.
