"So, Ya Wanna be in Faux Business?"

This is an excerpt from an actual press release of a newly formed faux painting company:

"(Jane Doe) began her work with a residence which had an old early American wallpaper. She tried to remove it but found this damaged the wall, so she painted over the wallpaper using a faux technique."

My question: What owner of a $500,000 plus home is going to hire someone to finish their walls that PUBLICLY announces that they:

1. Can't remove wallpaper without damaging a wall? 2. Can't repair a damaged wall? 3. Would apply an expensive, artistic treatment to an unsound surface?

Doing a faux treatment as a cover-up on a botched wallpaper removal is strictly DIY stuff. No professional would advertise, or admit to this for several reasons. For one thing, it degrades your public image. Are your clients the Beverly Hillbillies, who can't afford proper wall preparation and have no taste?

Probably not.

Decorative painting is a luxury item. No one "needs" to have a faux marble bath, or gold leafed dining rooms. Who will be hired to provide this luxury service?

"Contractor A," who states on business cards and in yellow pages that he offers sponge painting, shows up in an old pickup, wearing jeans and an "Eat at Joe's" tshirt.

-OR-

"Contractor B" aka "Primadonna Faux Queen" in her shiny minivan, wearing khaki's and a white oxford, fully armed with sample boards, professional portfolio, bouncy hair and white teeth?

You better believe the Primadonna will get it every time. It's all about image. These clients are special people, they need to trust someone to be alone in their homes, around their valued possessions. They want someone who obviously takes care of themselves, because that person will take care of their property as well. Smoking on the job site is out. Showing up smelling like alcohol with bloodshot eyes isn't such a good idea either.

The real money in faux these days is from a very discriminating clientele. They are seeking something special, unique and exceptionally beautiful. They want a backdrop for their fine art and furnishings. They want something that the neighbors don't have. They want something that reflects their style, tastes, and experiences. The contractor or artist must appeal to their senses, and present good value. Do you think that is a sponge painted, or rag rolled surface?

Not anymore it isn't!

The DIY market these days is overwhelmed with kits, rollers, and brushes so anyone can "bag it, rag it, crunch it, or munch it." Hundreds of "Sally Jo Housewives" have gone into faux business with little or no knowledge of good design, color theory, period styles, or historical education of decorative painting. They go to a school, make forty samples, and are "Professionals." Some are even "Certified." Last time I checked there was no regulating, or "certifying" of the faux finishing or decorative painting in America. Anyone can print a certificate, and give themselves a title. There is no law against it, and no regulation or testing whatsoever. The "Faux" market has their own breed of "Station Wagon Bandits."

Are you a contractor that wants to offer faux painting to your clients? A lot of paint contractors want to get into faux for the added income, but don't want to spend two thousand dollars going away to school for a week. The simple truth is, that most homeowners are doing the faux finishing these days, with the exception of wealthy people who demand the more complicated finishes. It is a safer investment for a Paint Contractor to work WITH an established artist, selling jobs, doing the base coating, and getting a referral fee. If you can find a reputable artist in your area, ask them to give you a presentation of their work. Talk to them about a referral fee, and ask them how you can sell their services to your clients.

If you are a painting contractor, and have 10 or more employees, I would consider sending two of them to a school for faux finishing. There are many reputable schools around the country, several have special courses tailored to the needs of painting contractors. Your company will be perceived as special if you offer faux among your services when bidding jobs.

It disturbs me when I hear painting contractors say that all faux finishing is, "pushing around some wet glaze." That would be like me saying, all that base coating is, "holding up a guard and spraying on some paint." A ridiculous statement, at best. You need design knowledge, as well as being able to do the techniques. Have you ever seen a whole wall made out a single slab of marble? I haven't, but I have seen painted renditions of such. To command the high prices that everyone associates with the faux painting market, you must know how to:

1. Consult with these discriminating clients.

2. Know what techniques are appropriate in different applications.

3. Be able to sell the value of this luxury item.

4. Prepare the surface, (which might include removing wallpaper and replastering)!

5. Execute the technique.

6. Run a profitable business: charge appropriate amounts of money for your time and talents, advertising, consulting, office expenses and invest in continuing education.

And most importantly: MARKET, MARKET, MARKET! There are hundreds of people who can do this, the one who gets the jobs is the one who proves to everyone they are the best and creates demand for their services!

It is my opinion, that every faux finisher who considers themselves to be professionals, should be a contributing member of the PDCA. This is the one organization that can truly provide the support to keep the industry standard high, and fair.

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