The "Credible Business Series"
Growing Coughlin Painting 383% in Four Years
In this episode of the The Credible Business Series, we sit down with Peter Coughlin, owner of Coughlin Painting. Celebrating 18 years in business, Pete has achieved what many contractors only dream of: a 383% growth rate in just four years.
Here is an inside look at how Pete transformed from a solo craftsman into a business owner by focusing on faith, systems, and the right mindset.
The Foundation: Faith and Integrity
When asked about his company's longevity, Pete’s first answer is faith. Beyond that, he credits integrity—the simple but rare act of "doing what you say you’re going to do."
- The Customer First: Pete admits his own OCD drives the business; he paints every house as if it were his own.
- Owning the Mistakes: Integrity means absorbing costs if a job goes over budget. Pete believes in standing behind the work, ensuring the customer is satisfied even when things don't go perfectly.
Early Challenges and Seasonality
The early years weren't easy. Operating in New Hampshire meant battling the extreme seasonality of the painting industry. Pete found himself trapped in the "hustle," working six or seven days a week. As word of mouth spread, the demand became a double-edged sword that started to interfere with his health and personal life.
Mindset Shift:
From Craftsman to Business Owner
Pete realized that painting is a labor-intensive industry. To survive, he had to stop being the best painter in the company and start being a skilled business owner. The biggest hurdle? Letting go of control. Pete had to dismantle the limiting belief that "if it has to be done right, I have to do it myself." He learned that scaling requires delegation and trust in others.
Exponential Growth: 383% in Four Years
What changed four years ago? Pete stopped blaming the "labor shortage" and started looking in the mirror. He realized that the reason he couldn't find help wasn't that "nobody wants to work," but because he had zero systems for finding them. By investing time and money into a recruitment engine, the business exploded.
The Systems for Success
Coughlin Painting’s growth is sustained by rigorous systems that ensure quality doesn't slip as the team grows:
- Recruitment: A multi-layered process including multiple interviews, skills tests, background checks, and personality assessments.
- Quality Control: Crew leaders utilize check-off sheets to ensure every detail is met before a job is considered "closed."
- Communication: From the first call with Jane in the office to the final walkthrough, professionalism is documented and consistent.
Avoiding the Biggest Mistake:
Attention to Detail
For Pete, the biggest mistake a painter can make is rushing the prep or skimping on material. His "OCD" approach ensures that if a contract says two coats, the client gets two (or even three) to ensure a perfect finish. He uses premium products like Benjamin Moore Aura to ensure the work lasts.
Specialty, Credibility, and Market Focus
Coughlin Painting has been voted "Best of the Best" in the Upper Valley for two years running. Their "bread and butter" is interior residential repaints. Working in occupied homes requires a specific level of care. By employing W2 employees rather than sub-contractors, Pete maintains total control over the dynamic. Interestingly, 25% of his workforce are women, which Pete notes creates a comfortable, professional atmosphere for homeowners.
Market Focus & Client Landscape
Pete Coughlin explains the strategy behind his company’s target market and why interior residential repainting is their bread and butter. From the "dream" projects of empty move-ins to the delicate art of working in occupied homes, Pete breaks down how his team prioritizes client comfort and trust above all else. Learn how they coordinate complex schedules to stay out of your way while delivering a high-end finish.
What to Ask a Painter: Pete’s Advice for Hiring
Before you sign a proposal, Pete recommends checking for these "Credible" markers:
- W2 vs. Subs: Does the company employ their crew, or do they sub it out?
- Lead Certification: If your home was built before 1978, this is non-negotiable.
- The Paint Red Flag: If a painter asks you to buy the paint, run. A professional handles their own materials.
- Scope of Work: Ensure you have a written document detailing exactly what will be done.
- Payment: Never pay 100% upfront.
Ready to move from "Operator" to "Owner" like Pete?
Book a discovery call with VirtuallyinCredible and see how the right systems and support can help you scale your business.
Learn more about Coughlin Painting.