Opening doors to new markets

CCS Influencer Shawn Morgan says diversifying your portfolio can help you connect with a wider client base.

If you’re looking to stand out and expand your business beyond traditional roofing and waterproofing, there are a lot of coating applications to consider. Some tie directly into your existing building envelope work, while others open doors to new markets altogether.

For example, expanding into above- and below-grade waterproofing, air and vapor barriers or traffic coatings can strengthen your role as a full-service building envelope contractor. Adding facade and masonry coatings or balcony deck systems can also round out your services for commercial and multifamily clients who want a single point of contact for all their exterior protection needs. 

On the industrial side, concrete floor coatings — like epoxy, urethane or polyaspartic systems — are a natural fit for warehouses and manufacturing spaces, especially if you already work with owners or property managers.. 

There’s also a demand for specialty coatings such as sports and recreational surfaces — think pickleball courts, tennis courts and playgrounds. These projects not only diversify your portfolio but also help you connect with a different client base. 

Finally, coatings that support energy efficiency and environmental performance are becoming more popular, like fire-resistive, solar-reflective and self-cleaning systems. Pairing these with maintenance and assessment programs, can create long-term value for building owners while locking in repeat business. 

Chances are your labor pool already has the skills to install these systems. Plus, most manufacturers will offer free training for any of their systems.