BUSINESS TIPS AND THE ECONOMICS OF PLASTER WALL FINISHES

Sealers:

For soap, the product cost per square foot is about $0.05 cent per square foot. You can apply soap sealer at a rate of 100 square feet per day or more. It's like gently washing the walls with water. It's very fast and easy.

Acrylic Sealer is about $0.10-0.20 cent per square foot in product cost. It goes on with a roller and brush. It is as fast as paint to apply.

Waxes: 

Waxes are more labor intensive, especially for large scale areas. Wax can be charged at a minimum of $1.00 per square foot. Your material square foot cost is about $0.10-0.20 per foot.

More artistic application:

Obviously there are unlimited possibilities with plaster. You can burnish it perfectly, add different colors, extra layers, metallic finishes...you get the idea. A wall can turn into a laborious work of art instead of just a plastered wall. At some point, the sky's the limit on price. Charge what's fair for your time, artistry and sore shoulder.

Extra Costs:

Remember to include the price of masking materials, ladder rentals, scaffolding, etc. into your price to your customer. 

Basic business guidelines:

You should be licensed in the state you work in. Have bonding and insurance for your business. Insurance is for damage you may incur on the property. Bonding is an assurance to your clients that the job will be completed, either by you or someone else. Different states have different requirements. Some states don't require licensing.

Have the proper contract forms when making bids or writing contracts. Always make a duplicate copy of everything for your records. 

When bidding on a job, make sure you will profit. Measure everything out twice and write a day to day plan of what you need to make the money you want on the job.

Make attractive, professional business cards. Stand-out cards can make the difference. Keep them simple and elegant. Don't overdo it with colors and by-lines.

Always calculate extra material costs in your bid. Masking, primer, sealer, scaffolding, gas, and travel time all need to be considered when making bids. You can charge your clients extra for scaffolds and out of the ordinary things, but it is usually better to just include everything in the bid as a price per square foot cost.

Have a portfolio of pictures of projects and samples. If you haven't done any projects, no problem. We offer portfolio books that show a broad range of applications. Presentation is important considering the cost of the service. A portfolio book with about 10 great physical samples (small samples on primed MDF boards) makes a perfect presentation for clients. If you have a laptop, you can do a digital slideshow for your clients or just show them our Galleries and even the intro video on our homepage.

Make lots of samples. You should be able to make a great sample before doing the real thing. Samples are very important to show any client. For presentations, you should have at least 10 great samples (four Marmorino, three Veneziano, three Lime Paint). If you're just starting out, you should make dozens of samples just to practice. You don't have to order all of our colors to do so. You can purchase a few gallons of untinted products and purchase tints from your local paint store.

Making samples. Sample boards can be made any size, but most typically are  2' x 2', and 1' x 1'. Sometimes, with large scale subtle techniques, a 4' x 4' board may be necessary to show adequate variation. Use 1/4" or 1/8"  MDF particle board or 1/4" drywall. 1/4" drywall and MDF are usually sold in stores that sell a range of drywall products. In general construction stores, drywall is sold as ½" to 5/8" sheets. These are very heavy to carry around. The ¼" sheets of drywall come in sheets measuring 8' x 4'. This is awkward to haul home, so, with a razor knife, measuring tape and a pencil, cut your pieces on the spot where you purchase your sheetrock or better yet have it cut by the store if possible. You can now cut them to smaller pieces of 1' x 1' or 2' x 2'. The 2' x 2' samples are much better for samples as they let the client see the variation of color and texture better. Use smaller samples for color matching samples. Prime your samples using a regular PVA primer. When priming, be sure to get the side edges so that the samples don't leave a trail of drywall dust. Then follow the instructions in the Applications section of this website. If you can do this successfully, be confident that you can do a whole house successfully.

Large hardware stores usually have a saw and will cut your MDF boards to your desired size. MDF is really the best because it's lighter and leaves no gypsum dust like drywall will. 

It takes contacting a potential customer 6-7 times or more before you get the job. This is true in most marketing and it also applies to selling plaster projects. 

Sell your clients. You need to be a convincing salesperson.  Lime plaster is simply the best wall finish. It is the Rolls Royce or Prius (or whatever fits your client) of wall treatments. It is what  faux finishes try to imitate (and it comes out at the same price). It's made of limestone and marble.   Plaster is durable, healthy, keeps the home fresh, easily reparable and timeless in its beauty. It' naturally fights mold and regulates humidity. It keeps the home cooler in the summer and warmer in the winter. Plaster only improves with time. It can be used in contemporary or old world settings. This is not only a Tuscan or old world look. Lime plaster is the same as the wall treatments used throughout Europe and the Middle East for thousands of years, Not only do you want to let your clients know they are getting the absolute best product, but it is important to make them feel educated and part of something intelligent. The Mona Lisa hangs on it in the Louvre, after all. Ultimately, plaster makes a more inviting, vibrant, natural space that your customers will enjoy much more.

Call the professionals and set up an appointment to show them your samples, including Interior Decorators, Custom Home Contractors, Architects, Designers, high-end furniture stores, and high-end art galleries. Don't let them tell you to send a card or a brochure. This doesn't work. If they really don't want to meet with you, ask for their e-mail address so you can send them pictures of samples, prices, and information about how fabulous the product is. Don't rely on paint stores to refer you to clients.  Crunch the numbers for them; Interior Decorators do 20% to 30% markups, so give rates accordingly. In the interim, try to convince these potential 'partners' to allow you to set up your own little display at their place of business as a "value-added" service to their customers. Again, contact them at least 6 or 7 times. Wait at least 10 days before each contact or what you feel is comfortable. Bring some new piece of info or sample each time you see them or contact them.

Homeowners might be your best contacts because they're the ones who want things done ASAP. Designers and alike might have jobs, but they are months if not years away.  Directly dealing with homeowners is often the most efficient way of growing your business. There are more small remodels going on every day than large high end construction projects. It's easier for many homeowners to justify a remodel, compared to building a new custom home. Getting paid is also sometimes a little easier with the homeowner directly.

Check out pricier neighborhoods and look for new construction. All builders and architects have their signs out in front of new buildings or major remodels. Take note and call them. You may even want to walk around inside and ask the workers who is doing what on the site. People often walk around job sites. Dress professionally. If someone asks what you're doing there, hand out a card and tell them what you do.

Talk to developers building speculation homes. The developers may ask why they should spend extra on a spec home. Tell them that their house value and curb appeal will both increase. Suggest that developers offer plaster as an extra option to their home buyers. For instance, a custom plastered powder room or bedroom. The client can then meet with you to pick a color. If this costs the developer $5,000, then he can increase the price of the house by $10,000. Building and selling a house is like selling a car; you can offer leather or vinyl. With your help, developers can give their buyers a greater choice.

Do presentations at local home and garden décor shows. If you get even one job, it will be worth your time.

After a successful large job, call your local newspaper (Lifestyles or Décor section) and design magazines. Find out the name and contact information of the assignment editor and appropriate journalists. Pitch them the story of plaster or your business, offering quotes from yourself and happy customers, and pictures. Customers love to have their homes featured. Media folks are always looking for good stories. Business sections may also be interested in covering plaster as a growing business; papers always want to get the 'scoop' on hot trends. Even if you are turned down initially, it's worth regularly checking in with your media contacts to offer new angles or interesting jobs just completed. PR is the the easy and free. It's definitely one of the best sources of promotions you can have.

Visit other miscellaneous high-end vendors, such as jewelry stores, hair salons, clothing boutiques, wine stores and cigar shops. Imagine where your likely clients shop. You can offer these businesses a deal on referrals, do a wall for them, or both. You want potential clients to see your work and want it for themselves.

Contact contractors who specialize in alternative building methods, such as rastra block, ICF or e-crete. Pitch them the idea of an alternative/traditional finish plaster.

Send brochures or emails to prosperous lawyers, medical offices, and big companies with nice conference rooms. You should include testimonials from happy customers.

Most importantly when contacting people; be persistent but polite. If the decorator does not get back to you, call again in two weeks until they have a meeting with you. Your enthusiasm for the product should be contagious.

Set up a booth at your local farmers market and or arts fair.

When displaying your stuff, make sure both your presentation and you look professional. Dress sharp, groom well. No one wants to buy $50,000 worth of luxurious wall finishes from someone who can't be bothered to iron their own clothes. Sorry, it has to be said.

Advertising is important but needs to be tailored to what works in your region. You can advertise on your car, advertise in local décor magazines, and make sure you are easy to find online. Experiment with newspaper ads; but a story done on your work will go farther than an ad. Word of mouth is great, but it takes time to build and won't get you jobs right away.  Doing free walls for high-end businesses can get you great recognition (as long as your name is next to it). Otherwise, don't be overly generous since it will be your materials and time. In most cases, if you call this free job a month after it's done, and ask who did it, chances are they won't know. That doesn't help.

Creating a print ad - This can make a fortune. The only downside is that it's expensive. It's almost only worth doing if this goes in a nice local magazine if you have one in the area. Newspapers will work or whatever you have. You can even try billboards if you got the guts. Local magazines will ask for about $4,000 for a full page for 1-2 months. They'll ask for a 50% deposit. If you don't have it, ask them to wait at least a month after the ad comes out. They'll usually do this for you. Magazines have nothing to loose. It costs them nickels to put your ad in. Their return on you is a thousand fold, so don't be shy. They're lucky to have any business from you at all.

When doing a print ad, be direct and use bright contrasting colors. Nobody cares what you write. When flipping through a magazine, it's the colors of the ad which will get attention. Try going through a magazine and see for yourself. DO NOT use a dark background with light font. It's the worst mistake you can make in print. It's a small thing, but surprisingly important in reader psychology. This applies to everything you market. Don't have a black background with white or gold font. It's harder to read. You want an ad that grabs attention and is to the point. Contrary to popular belief, you don't need months of repetition, you just need 1 hard marketing hit that stays for at least a month. Here's an almost perfect successful ad that went in a glossy magazine. It took 2 hours to put it together:

Blogs, Craiglist, Constant Contact, and much more - There can be volumes written on internet campaigns, and there are. Research all these tools. They can be your make your business stellar. Most online campaigns are free, if very cheap. There is too much to say on the subject so I leave it up to you to do your homework.  Go to the bookstore. Check out books on online marketing. Most stuff might not pertain to your business, but there are some great ideas that can make your business very successful.

Make sure your contacts understand how your referral fee works. On a $20,000 job, this can be $4,000 in their pockets. It's real money. Surprisingly, most people will never react to this offer, so use it as a last resort.

Drop names. It's a nice marketing tool when beating the pavement. People will be less likely to close the door on you. Research your targets well. Try not to come in blind when selling someone on your services and product. Find out what projects they're doing. If you know something about them, use it in your opening line. Stroke their egos. Use charm and jokes. It's not unlike getting a date; except you are profiting financially from the relationship. That's most any business. Remember most people that come in to try to sell something are usually bland and the same as the last guy. Personality is a welcome change of pace to prospects.

This goes without saying - be confident. Come into a project site knowing that you are the best wall finisher ever and that you will make the walls look amazing. Your customers desperately need you, but they don't know it yet. 

Again, be persistent. It takes at least 6-7 contacts with someone to make them comfortable with you. Make an excuse for each time you see them, or call them. Say you have new samples, or you want to send them a CD with all your/our sample pictures, or you were in the neighborhood, whatever fits your personality; just keep trying until they think of you as The Plaster Wall Finisher to go to. Keep going nice and steady. Successful people appreciate others who are persistent. They will eventually give you a shot.

As a plaster business, your job is to sell plaster, not apply it. Most 2 coats applications are very easy. Selling is the hard part. That's the real creative element of your business. It's should be so easy, that it shouldn't be a problem hiring part time people to apply it for you. Get drywallers or other plasterers. Easy to find off craigslist. All you have to do is supervise. If you think of plaster as an art, you'll start to think that only you or specially trained people can do it. This limits your business potential. If you have to, do the cool colorful stuff that your workers can't do. Show off on the accent areas so that your customer is impressed and leave the basic stuff to your crew. Pay them well , and they'll treat you well. If you're making $1000 per person per day, you have plenty of room to be generous. Consider also that if you're making only $300 per day per person (meaning you're applying at something like $2-$3 per foot, 5 guys constantly working for you is still a small fortune.