3 Proven Strategies For Avoiding Callbacks

By Diane Walsh, VP of Market Development & Channel Management for Shurtape Technologies, LLC

“I’m not happy with the work.” They are the words no contractor ever wants to hear. They mean less attention to other jobs, a smaller profit margin and the potential loss of future business.

Callbacks can hurt a business’ reputation in several ways. First, referrals are adversely affected when homeowners talk with one another and share their unpleasant experiences. And when those same homeowners take their displeasure online and leave negative reviews online and on social media, the impact can be much more permanent. Finally, callbacks can also hurt a company’s productivity by inhibiting the ability of the team to move on to other projects.

The good news? Many callbacks are preventable. Here’s a rundown of three key strategies for avoiding them.

Education should start as early as the initial onsite visit. Managing a customer’s expectations is essential, especially when it comes to color variations, service parameters and ongoing maintenance.

And consumer education doesn’t stop after the last coat is applied. Phillips makes sure his clients understand their responsibilities for continued care after the job is completed.

“On an exterior project, we’ll let a client know that the paint needs to be maintained by making sure sprinklers are properly adjusted, with gutters and downspouts in good operation so that water is adequately removed from painted surfaces,” he says. “We also inform them to keep vegetation pruned back away from the substrate."

This kind of dialog does more than help prevent callbacks. It can also instill a trust factor with your customers that tells them you care about the lasting quality of your work, even after the job is complete. And that can have the fringe benefit of turning first-time customers into repeat clients.

Maintain Clear Communication - Inside The Office And Out

Rarely is poor work the reason painters get called back to a job site. The most common reason is poor communication. Communication breakdowns between estimators and painters or between painters and customers can result in mistakes. Like applying an accent color to the wrong wall or painting trim the customer had wanted untouched. That can often mean lost productivity and bad customer reviews.

At Two Dudes Painting, a leading commercial and residential painting company in Lancaster, PA, painters receive a copy of the client’s paperwork to ensure everyone understands what the client has signed off on.

Samantha Seifried, who holds the role of Client Advocate at Two Dudes, says for longer projects, the company encourages clients to communicate with painting crews.

“When a project lasts more than a couple of days, we strongly encourage homeowners to review the work daily and let us know if they see errors or details they’re not happy with,” says Seifried. Regular dialog with the customer makes the company more efficient—and clients are more satisfied—because if errors crop up, painting crews can make corrections while they’re still on site, rather than having to come back after they’ve committed to another job.

For companies that offer a variety of service lines, it makes sense for crew members to request assistance from others who specialize in that line of work when needed. Trusting your field staff and giving them the authority to call and ask for help if they feel uncomfortable taking on certain aspects of a project can reduce callbacks significantly, since certain contractors have more experience in certain areas than others.

For smaller companies or one-to two-person crews, it makes sense in such cases to simply recommend an outside contractor to tackle repairs that fall outside the scope of the painting job. This is especially true with exterior paint projects, where it’s not uncommon to run into damage like rotted wood. It may be the last thing small painting companies (or homeowners, for that matter) want to hear, but in the end, the customer will appreciate your honesty and have a better overall experience because of it.

In the end, callbacks can cost a painting company dearly, both in reputation and production. It’s essential to take proactive steps to prevent them if you want to build a more profitable business.

“We don’t want callbacks,” Seifried says. “But, more than that, we want great reviews and ratings. That’s why we work so hard to deliver a whole project experience.”

About the Author
Diane Walsh is Vice President, Market Development for Shurtape Technologies, LLC, maker of FrogTape^® brand Painter’s Tape.  She directed the Shurtape Professional Paint Advisory Board, working with leading contractors across the country to explore industry trends and share insights for the benefit of the entire trade.  She also served on the PCA Residential Forum Board of Directors for seven years and was named the PCA Associate Member of the Year in 2018.