How diversifying with coatings opens new avenues for contractors

CCS Influencer John Kenney explains how coatings give contractors an edge in the industry.

Expanding into coatings is one of the most innovative ways for roofing and building envelope contractors to grow without overhauling their business model. Your skills, tools and crew knowledge fit naturally into this space. The key is knowing which coating markets complement what you already do and how to position those services to set your company apart. 

Over the past year, more contractors have pushed beyond traditional roofing and succeeded in waterproofing, spray foam and protective coatings for concrete, parking garages and sports surfaces. These markets reward companies willing to learn new materials and system requirements, and the payoff can be substantial. 

Waterproofing is usually the first step for roofers expanding their service mix. You already have most of the foundation if you understand membranes, flashings and drainage. Below-grade waterproofing, plaza decks and foundation coatings rely on the same principles: solid prep, careful detailing and watertight continuity. It’s a smooth transition that allows contractors to leverage their team’s strengths and offer more value to clients who prefer one trusted partner for roofing and waterproofing work. 

Spray foam insulation and coatings continue to gain traction, too. SPF systems have evolved well beyond their early days. Modern closed-cell foams provide exceptional thermal resistance and wind uplift performance and when paired with elastomeric coatings, they create seamless protection for both new construction and retrofits. Beyond roofs, spray foam has moved into wall assemblies, mechanical rooms and cold storage applications, and its efficiency and durability make it a substantial investment for owners. 

Concrete coatings are another area where experienced contractors find steady, profitable work. Parking decks, walkways and industrial floors need protection from moisture, salt and heavy wear. Installing high-performance systems, epoxies, urethanes or polyureas takes good prep work and timing, but the results speak for themselves. Facility and property managers are always looking for contractors who can deliver quick turnarounds and long-lasting results, and this niche provides precisely that. 

Sports and recreation surfaces are also becoming an attractive niche, especially in areas investing in parks and community upgrades. Coatings for running tracks, tennis courts and playgrounds demand precision and consistency, but the fundamentals are familiar: clean surfaces, proper primers and even application. Once you’ve built credibility in this space, municipalities and schools can become repeat clients for years. 

What ties these opportunities together is simple: coatings are all about protection and performance. Those are core values roofers already understand. The difference-maker is training and certification. Many manufacturers now offer hands-on programs that give contractors the technical knowledge and credentials to build client confidence. A few certifications under your belt can open doors to projects that competitors can’t touch. 

As you expand, your marketing message should evolve as well. Don’t just call yourself a roofer; position your company as a building envelope specialist. Show it through your work. Before-and-after photos of waterproofing or deck restorations tell a powerful story. Many building owners don’t realize that the same contractor who installed their roof can also restore their parking deck or apply energy-saving coatings. Once they do, they’ll call you first. 

Diversifying into coatings also helps smooth out the seasonal ups and downs of roofing. When weather limits roof work, interior coating projects keep crews working and cash flowing. That stability makes it easier to retain skilled workers and maintain consistent operations year-round. 

This isn’t about moving away from roofing; it’s about expanding on what you’ve already built. Each new coating system adds another layer of expertise and opportunity. Start small, focus on quality and grow with intention. 

In today’s competitive market, versatility backed by technical skill is what keeps contractors thriving. Coatings offer a way to build that edge. You’re not just adding services you’re building resilience, earning trust and future-proofing your business for whatever comes next.