Helping homeowners choose paint colors is good for business, says California contractor Don Eaton.

Color can be a tricky subject for some professional painting contractors. But not Don Easton. Helping customers pick paint colors is one of the favorite parts of his job.

“There’s no wrong answer, and do not listen to your neighbors. That’s what I tell them,” says the owner of Easton Painting in Woodland, California. “I listen and watch their body language when they’re looking at the color samples. I look at their clothing and accessories, their artwork and decorations, and the style of their home. I notice colors in their garden and the color of their car. These are all clues to the right color for them.”

In the end, he says, it’s all about building trust - and trusting your gut. “Customers are open and honest with us, relaxed and trusting, and we are empathic to them and understanding of their needs,” he says. “I study the customer to discover what they want in terms of the color and the psychology behind the decisions they’re making.”

Color, craftsmanship and community

Easton’s story is a reminder of the importance of flexibility and customer and community relationship building in the residential repaint business.

He lives and works in Woodland, the county seat of Yolo County in California. Located just west of Sacramento, the county is an important agricultural area and the center of the state’s tomato industry.

Working by himself or with a small crew, Easton has built a reputation in Woodland and the nearby college town of Davis for detailed work and helping customers select the kind of thoughtful, complementary color schemes that make their homes really stand out in their neighborhoods.

Catering to the market

Woodland is home to many beautiful turn-of-the-century Victorian houses, and over the years these have become some of Easton’s favorite projects.

“A major turning point in the success of my company was painting my first Victorian,” he says. “It was a Queen Anne style house built in 1901. I learned a lot on that job, everything from the use of wood epoxies to just the general history of the craftsmanship of that era - the color schemes and the gingerbread accents that were added onto the homes.”

In 2010, the Environmental Protection Agency instituted its Renovation, Repair and Painting Rule. Easton had already been certified as a lead-related construction supervisor in the state of California, and moved quickly to get the training to become federally certified in lead-safe practices.

“But it still affected our business here,” he says. “At our peak, we were painting an average of seven Victorian homes a year. After the RRP went into effect, that has diminished to one or two a year.”

To compensate for this market change, Easton began focusing on other types of residential and custom home projects.

“We always specialized in craftsman-like work, not just on the historic homes, so when the market changed we adapted easily,” he says. “Our reputation was built on quality craftsmanship.”

Learning to win

A drive through the cities of Davis and Woodland shows just how successful he’s been at changing gears. Easton credits his willingness to keep learning as part of his winning formula.

“Education is ongoing,” he says. “It’s a huge part of my painting business. I have a thirst for it. My brother gave me a book on wood finishing when I first started and I referred to it often. I’m always learning about my craft, whether it’s from books, my employees, customers, or on-the-job experience.”

One of his best recent business decisions, he says, was joining the PDCA craftsmanship forum and becoming involved in the newsletter and craftsmanship committees. In 2014, he received the PDCA Humanitarian of the Year award for participation in an annual foster youth project in which he and his family put together duffle bags full of essential items for home and classroom.

He’s a member of his local Rotary, and he and his wife donate Christmas presents every year for foster youth. He and his sons and fellow Rotary members also donated more than 300 hours of painting services at a local domestic violence center.

“Giving seems natural to me,” Easton says. “It’s gratifying helping others and working with other volunteers. My kids get this sense too, and they grow as people.”

Quality paint for long-lasting projects

A good paint supplier is a vital component of his business, Easton says.

“They must have a great deal of knowledge about their products and be able to match colors perfectly for my customers,” he says. For these reasons, he has selected Sherwin-Williams as his main supplier.

His preferred exterior paints are

Emerald Exterior Paint

and

Duration Exterior Acrylic Coating;

on interiors he likes

Emerald Interior

and

ProClassic Alkyd Acrylic.

His go-to primer is

Sherwin-Williams Exterior Oil-Based Wood Primer.

He likes its mildew resistant qualities and how it penetrates and seals wood for a long-lasting topcoat finish.

“I’m not a penny-saving painter,” Easton says. “I’m focused first on quality, and I try to do my job at the very highest level. My focus is on how to make it last forever.”

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