An Add-On Service for Home Service Companies: Why Owners Add Recoats
Hardwood floor recoats are an add-on service a home service company can sell to the customers it already has. You keep your crew, your trucks and your name, and add a bigger-ticket indoor job that slows down far less in winter. This post covers why owners add it, what the job involves for your crew, what gets added on top of what you already run, how the first jobs usually come from your own list, and how the line can grow without you on the tools.
Who adds a recoat line
FloorIt talks with owners from all kinds of home service trades: cleaning, roofing, flooring, painting and more. They usually come in on one of two paths. Some want to add recoats as one more service. Some want to slowly replace what they do now with something more profitable and easier to grow.
Picture a carpet cleaning company. A lot of the homes it already goes into have hardwood. A recoat is a natural upsell to the same customer, in the same home, from a company they already trust. More money from the same customer is the whole idea.
Size changes the plan a little. A larger company gets help training its crew and placing them on these jobs. A smaller one gets help recruiting, so the owner is not the one on the tools the whole time.
Six reasons owners give
- Marketing has stalled and word of mouth has slowed down. They want a better engine for finding customers, at a lower cost per customer.
- They want something new to sell to the customers they already serve.
- They want a bigger ticket for less time on the job.
- They want help hiring sales reps and technicians.
- They want to get off the tools and run the company instead.
- They want work that does not die in winter. The job is indoors.
Every company is different, but the reasons owners give tend to repeat. Most owners see themselves in at least one.
What the job involves for your crew
A buff and recoat renews the clear coat on top of a wood floor without sanding it down to bare wood. The tech screens the old finish with a floor buffer so the new coat can grip, vacuums and tacks until no dust is left, then lays a fresh coat of two-part, water-based urethane. It goes on with a roller on an extension pole, with a trim pad along the walls.
On an average floor, one person does it in about 3 hours. The homeowner can walk on it in socks after 24 hours, furniture goes back in about 3 days, and the floor is fully cured in about 7. There is no dust cloud from sanding and no tearing anything out.
If your techs already work carefully inside customers' homes, they have the habits that matter most: protecting the space, prepping well and talking to the homeowner. FloorIt trains you and your crew on the process it uses.
What you already have, and what gets added
- Video ads branded to your company, to reach more homeowners in your area.
- A lead follow-up system with instant text backs, follow-ups and booked estimates.
- Branding and a website for the recoat line, in your name.
- Training for you, your techs and your sales reps on how to sell and run the job.
- The equipment and the finish.
You already have a team, trucks, customers who trust you and a name in your area. You know how to run jobs and sell jobs. You do not need new trucks or a new crew. FloorIt trains you and your crew on the recoat process, but it is not there to teach you how to run a company.
What gets added is the customer engine and the tools to work it. The brand is yours, not FloorIt's. The package also includes 12 gallons of finish, the applicator kit, your first 3 buffer rentals and your first 50 leads.
The quick cash play: start with your own list
When an owner starts, the first move is usually what Alex calls the quick cash play. You take your old leads and past customers and send them one simple message: do you have hardwood floors?
The ones who say yes already know you. You offer the recoat as one more service. Ask for photos, check that it is real hardwood and that the floor qualifies, and book the estimate. Those jobs cost almost nothing to win, because you did not pay for an ad to find them. Your cost to win that customer is close to zero.
Your crew can keep the list growing. Have techs note any hardwood they see on their regular jobs, and have your reps mention the recoat when they are already in the home. Every one of those is a warm lead you did not buy.
Filling the slow months
Take a roofer. For a few weeks, the crew is packed. Then October, November and December come, and the sales reps have almost no estimates on the board. Roofing is one of the most seasonal home services there is.
Recoats are indoors, so they are much less seasonal. They give your crew work and your reps estimates to run when your main trade goes quiet. That keeps the whole team busy and the calendar steady, and you keep good people through the winter instead of losing them.
What a new line could add, as an example
- Month 1: 3 jobs, about $7,500
- Month 2: 5 jobs, about $12,500
- Month 3: 7 jobs, about $17,500
- Month 4: 9 jobs, about $22,500
- Month 5: 11 jobs, about $27,500
Alex is clear in the video that he does not promise huge months. He shows an example ramp with the crew you already have, starting from the quick cash play and adding about 2 jobs a month. These figures are revenue in an example, not a promise. Your market, your prices and your follow-up decide the real numbers.
Growing it without you on the tools
As the line grows, FloorIt helps you work out who goes where, so you are not the one on the job the whole time. In a smaller company the owner may do the first jobs. The plan is to recruit quickly, get people on the jobs and move you into the owner role. In a larger company, the work is training the crew you have and placing them on these jobs, with reps who can sell them.
If a floor cannot be recoated, you are not stuck. Deep damage or a finish worn down to bare wood needs a full sand and refinish. You can send that job to a subcontractor and still make money on that homeowner, instead of walking away from the lead.
A new line, not a new company or a franchise
This fits inside the company you already run, and it is completely owned by you. If you would rather start a separate company, FloorIt can build that too: the LLC, the brand and the website. Either way, you own it.
It is not a franchise. There are no franchise fees, no royalties and no revenue share. FloorIt works with one partner per area, inside a 30-mile territory.
Alex is blunt about who it is for. It is for an owner who wants more revenue, a better cost to win customers and something easier to grow, or who wants to build a new company next to the old one. It is not for an owner who is ready to give up on running a business.
Common questions
Do I need a new crew or new trucks? No. Most owners already have a crew, trucks and customers. What gets added is the marketing, the lead follow-up, the branding, the training and the equipment.
Where do the first jobs come from? Your own customer list. You message your old leads and past customers and ask who has hardwood floors. Those jobs cost almost nothing to win.
What if a floor cannot be recoated? You can subcontract the full sand and refinish for that homeowner and still make money on the job.
Is a recoat line seasonal? Much less than outdoor trades like roofing, because the work is indoors. It can fill the months when your main trade goes quiet.
Is this a franchise? No. There are no franchise fees, no royalties and no revenue share, and FloorIt works with one partner per area.