Fractional CMO for concrete and epoxy coating contractors
Fractional CMO for concrete and epoxy coating contractors
Direction for concrete and epoxy contractors: explain prep and testing, and keep product claims honest.
- Advisor $4,999 a month
- Embedded $9,999 a month
- 3 clients at a time
- ASTM F1869 / F2170Common slab moisture tests before coating
In short
- Make prep the selling point
- Explain moisture testing before coating
- Label vendor claims as vendor claims
- Be honest about clay-soil cracking
The full answer
A coated floor is chosen once, and buyers cannot tell good prep from bad until it fails. Howard Kan acts as a fractional CMO for concrete and epoxy coating contractors in DFW, building trust by explaining the work honestly.
What is the marketing problem in concrete and epoxy coating?
The homeowner compares colors in a small sample and quotes with very different scopes, and cannot judge prep quality. The contractor who explains prep plainly and shows the result on the buyer's own floor stands apart.
North Texas adds a local wrinkle: much of the region sits on expansive clay, which can crack and move slabs. Honest explanation of that builds credibility.
What would a fractional CMO look at first in concrete and epoxy coating?
- Prep as the selling point. Explain surface prep, the tool used, and why it matters.
- Moisture testing. Common practice is to test a slab for moisture vapor before coating, using calcium chloride tests (ASTM F1869) or in-situ relative humidity probes (ASTM F2170), and to check the product's data sheet. Buyers should ask about it.
- Honest product claims. Statements about epoxy and polyaspartic often come from companies selling the coatings, so treat them as vendor claims, not independent test results.
- The clay conversation. Explain cracking and movement honestly.
- Visualizing the floor. Show the finish on the buyer's own floor.
What do concrete and epoxy coating buyers ask before they call?
Buyers ask how long a coating lasts, how epoxy and polyaspartic differ, how the slab is prepped and tested, what to do about cracks, and what the warranty covers.
See the detail on the trade page: concrete and epoxy contractor marketing.
What would the first 90 days focus on for concrete and epoxy coating contractors?
Month one reviews how prep and testing are currently explained, and which product claims are vendor claims. Month two writes the roadmap around prep, moisture testing, and the North Texas clay conversation. Month three ships them, with the first report.
How does the engagement work for a concrete and epoxy coating business?
The engagement is the same everywhere: a free 20-minute strategy call, a written 90-day plan, then weekly execution and monthly reporting. Advisor ($4,999 a month) is senior direction for the team you already have; Embedded ($9,999 a month) adds live working sessions four times a week, continuous hands-on improvements, and the Ascend program run for you. Both have a 90-day initial term, you keep everything we build, and Howard Kan takes three clients at a time. Details are on the fractional CMO page.
We do not promise rankings or lead counts for concrete and epoxy coating or anywhere else. We commit to documented work each month and an honest report.
Mistakes to avoid in concrete and epoxy coating marketing
- Repeating vendor marketing claims as if they were test results.
- Selling color and finish while saying nothing about prep and moisture.
- Promising crack-free results on a clay-soil slab.
Common questions
Is a fractional CMO a fit for a concrete and epoxy coating business?
It fits established concrete and epoxy coating businesses that already sell, have a team or a few vendors, and need someone to set direction. A business that has not made its first sales is better off focusing on sales first.
How is WRD Media priced?
WRD Media works as a fractional CMO. Advisor is $4,999 a month and Embedded is $9,999 a month, with a 90-day initial term and month to month after that. Ascend, Envision, and Architect are included in the engagement and are not sold separately.
What should a coating contractor say about epoxy versus polyaspartic?
Say what is generally claimed, say where those claims come from, and focus on prep and testing, which matter either way.
Do you guarantee rankings or leads?
No. Rankings and AI recommendations change often and build over time. We commit to documented work each month and an honest report.
Where do the 3D tools fit?
Envision, our 3D sales tool, is built inside the Embedded level when your 90-day roadmap calls for it. It is not sold separately.
Run a concrete and epoxy coating business?
Book a 20-minute strategy call. We will look at your biggest marketing opportunity and what Howard would do about it, even if we never work together.