Capitalize on the growing demand for garage floor coatings. FloorTek dealers get exclusive territories, proven systems, and proprietary technology in a $500+ billion home improvement market.
The opportunity in the coating industry has never been greater. Homeowners no longer want bare concrete; they want finished, durable garage floors that look sharp and last. This shift has created steady demand for contractors who specialize in residential coatings.
For entrepreneurs, it presents an opportunity to build a scalable and profitable concrete coating business. With FloorTek Coatings’ established systems, sales tools, and training, operators can step into this growing industry with confidence.
This guide covers what a coating dealership does, where demand is heading, and how the model makes money. Plus, there’s information on what it really takes to launch, paired with specifics on why FloorTek Coatings is the right fit.
How Coating Dealerships Work
At its core, a residential coating business prepares concrete and installs multi-layer systems that protect, beautify, and extend the life of slabs.
Core work includes:
- Diamond grinding and surface prep, plus crack and spall repair
- Moisture testing and mitigation as needed
- Multi-layer systems using polyurea and polyaspartic coatings for garages, patios, basements, and pool decks
- One-day installs that cure fast, resist UV yellowing, and hold up to daily use
Think of these coatings as a shield for concrete, tougher than paint, more attractive than DIY kits, and built for years of performance.
Coating Market Size and Growth Projections
The concrete coating industry is a growth sector within home improvement:
- The North American coating market is valued in the hundreds of millions and is experiencing steady growth.
- Harvard’s Remodeling Futures Program projects that homeowner spending will exceed $500 billion annually, providing a strong foundation for residential upgrades.
- Polyaspartic systems are now the professional standard, prized for fast installs and durable performance.
Why it matters: Even modest growth on a massive remodeling base leaves plenty of room for specialized coating companies to thrive.
Business Model Fundamentals
The FloorTek Coating’s dealership model is residential-first and project-based, designed for steady cash flow.
- Revenue sources: Residential-first. Garages, patios, driveways, basements, pool decks, and light commercial projects are the foundation of the business.
- Cycle time: Most jobs are sold and installed in one to two days.
- Seasonality: Polyaspartic chemistry widens working windows so crews stay productive year-round.
- Profit drivers: High demand, steady lead flow, fast in-home closes, efficient production, and consistent quality standards.
Takeaway: Speed plus quality control protects margins and creates scale.
Startup Investment: What it takes to launch
FloorTek Coatings publishes clear numbers so operators know the startup investment:
- Base investment: ~$200,000
- Total startup requirement: ~$400,000 (including reserve capital)
This covers warehouse, trailers, equipment, training, software, sales tools, inventory, and a marketing runway, enough to launch with two installation crews and a professional sales operation.
Territories and Brand Structure
- Co-branded model: Dealers operate as local businesses co-branded under FloorTek Coatings.
- Exclusive territories: Assigned by zip codes, built from household and market data, and typically larger than franchise competitors.
- Operator control: Dealers run their own offices, manage their P&L, and scale with FloorTek Coatings’ systems and support.
Technology That Sells Itself: FloorTek’s Competitive Edge
FloorTek Coatings equips dealers with proprietary technology that no other dealer program offers:
- Innovative In-Home Custom Color Design Software: Our proprietary software enables dealers to create the perfect floor color and design in real-time during in-home appointments, ensuring a seamless match for customers’ style and space. This technology dramatically improves close rates at the kitchen table.
- Lab-Tested Coatings: Developed in our state-of-the-art facility with rigorous testing for UV resistance, adhesion, and durability. Our advanced formulation and testing lab ensures coatings that are “10X Better Than Epoxy.”
- Exclusive ‘Life of Home Warranty’: The industry’s strongest warranty backing, giving dealers a powerful competitive advantage that franchise programs simply cannot match.
How FloorTek’s Consumer Marketing Drives Your Success
FloorTek Coatings doesn’t just train dealers – we actively generate consumer demand that drives business to your territory:
- Proven Consumer Value Proposition: Our corporate marketing emphasizes manufacturer-direct pricing, one-day installations, and superior chemistry. This creates pre-educated customers who understand the value before you walk in the door.
- Digital Lead Generation: FloorTek.com generates qualified homeowner inquiries that are directed to local dealers, providing a steady lead flow beyond your local marketing efforts.
- Brand Recognition: Our professional website, customer testimonials, and established reputation make local sales conversations easier from day one.
As customer Teresa C. shared: “We had both of our garages done and an outdoor concrete platform. The crew was courteous and professional. Everyone from Nancy our salesperson to Patrick, the manager, Logan, and his crew were outstanding. Our floors look fantastic and we were very happy we chose this company.”
This level of customer satisfaction drives referrals and repeat business that keeps dealer pipelines full.
Marketing That Powers the Business
FloorTek Coatings equips dealers with marketing strategies and partners that work in the coating industry:
- Paid search and paid social campaigns
- Direct mail and magazines
- Local TV and community events
- Home shows and neighborhood presence
The goal is to generate consistent homeowner inquiries and move them into appointments quickly.
Sales, Operations, and Installation Process
FloorTek Coatings dealerships follow an established rhythm that keeps the pipeline full and projects on track:
- Marketing – consistent campaigns generate homeowner demand.
- Appointment setting – each dealer operates their own call center, powered by a tested scheduling platform, to connect with leads quickly and set qualified appointments.
- Sales process – a structured 10-step in-home process, refined from 30+ years in home improvement. Patented design kits and exclusive quoting software help close jobs at the kitchen table.
- Scheduling & handoff – clear timelines keep jobs moving into production.
- Installation – FloorTek Coatings’ proprietary system:
- Prep – grinding, repair, dust control, moisture testing, edge detailing
- Base coat – polyurea base for strong adhesion
- Flake broadcast – full-coverage decorative flake for design consistency and slip resistance
- Mid-coat (for exterior projects) – proprietary polyaspartic mid-coat for added UV stability and durability
- Topcoat & cure – polyaspartic topcoat encapsulates the system; homeowners get an easy-to-clean, fast return-to-service floor coating
Why it works: Fast cycle times, smooth handoffs, and one-day installations keep crews efficient and customers satisfied.
Team Structure and Launch Plan
Most FloorTek Coatings dealers launch with:
- Two trailers and installation crews
- One call-center representative
- Two to three sales reps to close jobs
From there, growth comes from adding crews and equipment as volume increases.
Growth Potential in Residential Coatings
Dealers scale their business in two ways:
- Add crews and trailers to expand capacity within their territory
- Expand into new territories once the first is established
Because demand is residential-first, the model provides a clear and repeatable growth path.
FloorTek vs Franchise Comparison: Which is More Profitable?
When you’re opening a coating dealership, it’s natural to compare options: franchises, manufacturer-led dealer programs, or FloorTek Coatings. The differences are significant.
Franchises (Garage Experts, Wise Coatings, Granite Garage Floors, etc.):
- Lock operators into rigid contracts with little local flexibility
- Assign smaller territories that cap growth
- Collect ongoing royalties and fees that drain profitability
- Force you to spend precious marketing dollars on their national campaigns, not your local growth
Manufacturer dealer programs (Penntek Industrial Coatings, Floor Shield, etc.):
- Built by manufacturers, not real operators
- Offer short 2–3 day training courses, then leave you on your own
- Market themselves as “low-cost entry,” but without real established systems, marketing know-how, or working capital guidance, leaving operators unprepared and exposed
- Their priority is selling overpriced products and materials, not helping you build a profitable business
The FloorTek Coatings difference:
- Built by operators, not just manufacturers — decades of hands-on experience in coatings and home improvement guide every system and decision.
- Proprietary technology advantage — exclusive in-home design software, lab-tested coatings, and “Life of Home Warranty” that no competitor offers.
- Immersive training and ongoing support — in-person training backed by weekly sales calls, bi-weekly marketing sessions, and monthly owner meetings.
- Co-branded platform — leverage the national credibility of FloorTek Coatings while running your own local business.
- Larger, exclusive territories — assigned based on household data, giving dealers more room to grow than the scraps of zip-code territories typical in franchises.
- Complete business systems — patented in-home sales kits, exclusive quoting and design software, and structured training that covers marketing, sales, operations, and production.
- Smart startup plan — ~$200K investment and ~$400K total capital ensures dealers launch with the right equipment, marketing power, and working capital to succeed.
Bottom line: Franchises restrict. Manufacturer’s dealer network programs underserve. FloorTek Coatings empowers operators to build businesses that last.
Steps to Ownership
Take the Next Steps to Launch Your FloorTek Coatings Dealership!
Step 1 – Submit Your Inquiry
Fill out the form or call us. A FloorTek Coatings advisor will schedule your introductory call.
Step 2 – Intro Call & Qualification
We’ll discuss your background, goals, and market. If there’s alignment, you’ll move forward.
Step 3 – Discovery Process
Complete your candidate profile and join an exploratory call to review your territory, business plan, and expectations.
Step 4 – Discovery Day
Tour operations, meet the team, and see how FloorTek Coatings helps dealers succeed.
Step 5 – Finalize Your Agreement
Once approved, you’ll sign your dealer agreement and secure your exclusive territory.
Step 6 – Launch with the FloorTek Coatings System
Train in person on marketing, sales, software, operations, coatings, equipment, and jobsite execution, so you’re ready to market, sell, install, and scale from day one.
Getting Started with Your Coating Dealership
Starting a floor coating business is a big move, but it doesn’t have to be overwhelming. If you’re serious about opening a residential coating business or growing a concrete coating company, the path forward is clear: validate demand in your territory, finalize your capital plan — covering equipment, trailers, warehouse space, marketing dollars, and working capital — schedule training, and recruit your first crews. From there, it’s a matter of deciding whether to go it alone or launch with FloorTek Coatings’ co-branded system.
FloorTek was built to take the uncertainty out of that decision, giving you the confidence of immersive training, ongoing support, and a proven model for growth. If you’re ready to discover what sets us apart, connect with us today and take the first step toward building a business with lasting impact.
Frequently Asked Questions
How much does it cost to start a FloorTek Coatings dealership?
FloorTek Coatings dealers require approximately $400,000 in total startup capital, comprising a $200,000 base investment plus reserves for equipment, proprietary software, training, and marketing.
What makes FloorTek different from other floor coating franchises?
FloorTek offers exclusive proprietary in-home design software, manufacturer-direct coatings, larger exclusive territories, and a “Life of Home Warranty” that no other dealer program provides.
Do FloorTek dealers get leads from the corporate website?
Yes, FloorTek.com generates consumer inquiries that are directed to local dealers, providing a steady stream of pre-qualified leads beyond your local marketing efforts.
What kind of training and support do FloorTek dealers receive?
FloorTek offers comprehensive in-person training that covers our proprietary installation system, in-home design software, sales process, and ongoing support through weekly calls and monthly meetings.
How large are FloorTek territories compared to franchises?
FloorTek territories are assigned based on household data and market potential, typically larger than those of franchise competitors, providing dealers with more room for growth and expansion.
Is the coating business profitable year-round?
Yes, polyaspartic chemistry allows installations in a wider range of temperatures and conditions, enabling dealers to stay productive even during traditionally slow seasons.
Disclosure
All figures, policies, and recommendations here are for general information only. The exact investment, staffing, and territory terms are governed by FloorTek’s official Dealer Agreement and related documents. Review those materials and consult your advisors before making business decisions. (Investment amounts cited above are drawn from FloorTek’s “Estimated Initial Investment” document.)
