Topic: There’s no sugar-coating here, but we’ve got the master of stone and rock coating! Peter Daich is the guest we can’t get enough of because he just has so many things to cover. Like floors, walls, porches, garages, counter tops and more!
Guest: Peter Daich, President and CEO of Daich Coatings
Phone: (866) 463-2424
4 Points for Success – Peter Daich:
- Treat the customer’s property with respect
- Prepare, prepare, prepare your surfaces! Everything works better, lasts longer, and applies easier, if the surface is prepared properly.
- Show the neighbors that the floor is real rock and real stone coatings.
- BONUS: Do the home shows in your area! They’re great for advertising your business locally.
James [00:00:00] Hey, it’s good to have you with us for this, another episode of CareyBrosPros. I’m James.
Morris [00:00:05] And I’m Morris. You know, as professionals were always looking for ways to give our pro listener’s great information that will help you work smarter instead of harder. On this edition, we’re going to talk about high performance floor and wall coating solutions that professionals can bring to their customers that’ll help them. And your bottom line.
James [00:00:25] And who better to speak with than a guy that knows about high performance coatings? Then the president of Daich Coatings, our good friend, Peter Daich. Peter, welcome to CareyBrosPros.
Peter [00:00:39] Good day, guys.
James [00:00:41] You know, we recently had a private conversation about a solution that you have for a project that we’re getting ready to build. And that is an addition to a home where we’re expanding the family room and above the family room instead of putting a roof. We’re going to put a balcony which will be accessed through what is currently a window off the master bedroom, but will become a pair of French doors.
Morris [00:01:10] Now, wait a second. Wait just a second.
James [00:01:13] Okay. Okay, okay.
Morris [00:01:14] It was my idea. I said we can use Daich coatings up there. You said, oh, yeah, yeah.
James [00:01:20] Yeah. So. So the client didn’t like the idea of tile. The client did not like the idea of the cost associated with tile. And the client wanted a more cost effective and durable finish. And Morris said we have just the solution. It’s Daich Coatings.
Morris [00:01:41] Finally, Peter. Finally, after 35 years, I finally get credit for one thing. Now.
Peter [00:01:48] You get a lot of credit, I’m sure.
James [00:01:50] Well, so. So we know that we didn’t just jump out of the chute talking about a decorative floor finish that we’ve used like example roller rock or spread rock or spread stone. We wanted an underlayment. And you turned us on to a product called ElastiLock. So for our pros listening, who may have a porch, a would, by the way, way back and.
Morris [00:02:19] Wait. Wait a minute. Wait a minute. Yeah. I just I just came up with the sig an advertising thing. ElastiLock: It lasts a lot. Don’t you love it? Tell me you don’t love it.
Peter [00:02:33] It just rolls off my tongue!
Morris [00:02:33] ElastiLock. It lasts a lot.
James [00:02:38] Yes. Nicely done.
Morris [00:02:40] Say that 40 times in a row real fast.
James [00:02:42] So the elastic lock is a moisture barrier. And if you’d kindly discuss its uses, how it’s applied and the value proposition associated for our pros, that would be awesome.
Peter [00:02:57] Sure. Basically, the idea behind the ElastiLock is, as you say, it is a vapor barrier and a water barrier. So there are differing thicknesses at which you can put this on. But basically this can completely waterproof an existing surface that you apply to. You can use it on that balcony that you were talking about. And it performs two very good functions. Number one, it’s an excellent adhesion promoter. It grabs onto the surface very well. It will grab on to cement, cement board, hardi-board, drywall, you name it. But basically, the idea is that once you put it on, it’s a waterproof barrier that can be put on a basement wall where you may have a little bit of sweating. You can use it outdoors on a foundation wall. It’s great as an underlayment prior to putting down since that pile pile, it really is something where you say, I have this surface, I need to protect it from any water or floods or know major leaks. And in so doing, I have a nice watertight, you know, vapor freeze surface that will stop any moisture from transmitting. But it also grabs very well and it creates an optimal surface for a product like you mentioned, which would be Roller Rock. And we’re very much into providing contractors with things that, you know, that they can put down that isn’t terribly complicated. That looks really great. That lasts a long time and really helps them to build the number of clients that are out there that beat these solutions.
James [00:04:33] You know, I think that for a lot of guys and girls, they’d end up doing a project exterior modelling, siding windows, roofing, a garage door, a new entry door system. And then the homeowner has this porch that looks like it was a part of the defense at Normandy [laughs] or her or Lily forgot he had built for that or the front wall.
Peter [00:04:59] I’m. I’m referring to the porch, not Normandy.
James [00:05:02] Yeah, exactly.
Peter [00:05:04] That porch is just sitting there neglected.
James [00:05:05] Right. Or the front walk or even the driveway or carport. And I think from my perspective, one of the things that I want to do is show my work off. We photograph our work after it’s complete and how wonderful it is to have all the elements pulled together. The garden look nice, the path, the patio, the porch, whatever. So this is something value added that you can offer your customers that will complete the curb appeal of their home, not bust their budget. And at the same time put a few extra dollars in your pocket. Everybody walks away a winner.
Peter [00:05:46] Everybody does. And you know, really, the whole idea is that, you know, when you apply this onto the surface, you’re getting a few quick benefits. You have something that will grab and will hold over a period of years that will go through the seasonal extremes. The other thing is that, you know, one thing that’s nice to achieve, roller rock, for instance, Roller Rock has excellent anti slip properties. So if you are providing something to a commercial customer like, let’s say a hotel and this product is extremely popular with hotels,.
James [00:06:24] Really?
Peter [00:06:24] They all have a lot of concrete. Very much so. Main reason being that it is an immediate visual upgrade to the property. It protects that concrete from the degradation that happens over time with all of the elements in the assault and the rain and the snow and the sun. And, you know, it also provides some anti slip protection so that, you know, the guests that go to these properties have a safer walking experience. And I think that’s good for everyone, too. So it it really works. You know, in in several great ways.
Peter [00:07:00] And it’s something where the contractor can probably come in and offer something that perhaps is a little bit of a savings for a customer is an easier decision for a customer and is an easy application for the pro that either is doing it on his or her own. Or if you have employees who work for you, they don’t need to be rocket scientists to do this. A little bit of straightforward training makes them fully functional and they can provide any of their customers an excellent product, be it commercial or residential.
James [00:07:36] Speaking of training. I met your web site. It is Daich Coatings dot com. Do you have a virtual plethora of installation information? Would deck preparation, surface condition repairs, smooth surfaces, washing the surface, a blast, a lock for pressure, treated decks, elastic lock, reinforcing fabric, plywood decks, roller rock deck and dock application. You have videos.
Peter [00:08:07] You’re making me tired, James.
James [00:08:09] I mean, you really have all of the information here. It’s unbelievable.
Peter [00:08:14] Yeah. And that’s actually going to be growing. You know, obviously good information, you know, prior to doing the job is key. Knowing what are the you know, the important factors that need to be weighed. Also very key. We want to make sure that the professionals who use our products are, you know, perhaps, you know, freshening their own existing knowledge that they have or maybe even learning a few, you know, new things with some of these products.
Peter [00:08:43] And we want their experience to be very successful and very profitable. And the whole idea here is, you know, for the work that’s done to be something that creates more opportunity down the road in the best way to do that is to ensure that our professional installation partners out there, you know, really feel confident and are doing the work right and having lasting results.
James [00:09:06] Here’s the thing that we’re concerned about as pros, and I’m sure for pros listening and that is making sure that whatever it is we do, it makes the customer happy and adds value to their home. But at the same time, the last thing we want to do is go back for a callback, what we call a leak and a squeak. We don’t want something that will leak. We don’t want something that will squeak. We don’t want something that the laminates we don’t want something that’ll oxidize quickly because that makes it difficult to get future business from the client and can also be a profit destroyer. So I want to speak to the the product itself and the fact that this is actual stone.
Peter [00:09:52] Yes. Yes.
James [00:09:53] Talk a little about that.
Peter [00:09:54] We’re big believers in stone. It’s obviously been around for a long, long time. I mean, it’s it’s it’s very fair to say that what you’ve got in that can was I guess produced millions of years ago, wasn’t it? So, I mean, we know that it has longevity. We know that it’s got strengths and that it will go through the elements. And what we’ve done is we’ve taken it and engineered it into a into a material that can be applied in various easy ways by professionals. And, you know, at the end of the day, you need something that’s going to stand up to, you know, the hot car tires, you know, the continual foot traffic, all of the elements, water around the pool, you know, all of these things. And, you know, we just know that that stone is a very dependable thing. And we really, you know, lean on that very much. And we’ve been doing it for almost 30 years. And I guess you could say that we’re experts as far as coatings based on and around stone and, you know, stones, pretty pretty good looking stuff, too. If you put this down and you know, you have one happy customer, you’re guaranteed to have many others because the look is great. And you can you can really take some pride in that.
James [00:11:06] You’re anything but a one trick pony. So we talked about ElastiLock. We talked about roller rock and the fact that hospitality, hotels and motels are eating this product up. But you also have spread rock and spread stone. Talk a little bit about those.
Morris [00:11:28] What’s the difference between rock and stone?
Peter [00:11:30] That’s a really great question. At the end of the day, all of those products are different flavors of decorative visual stone that can be applied to surface. So it really comes down to look at your customer prefers your look may prefer the look of a speckled granite stone surface that you get with spread rock.
Peter [00:11:53] So they may choose that spread stone, on the other hand, is a role or application that can look like a national stone or like a very high end stone tile, whereas spread rock is is applied by trowel or with a squeegee trowel from a standing position. But you know, at the end of the day, they’re all just you know, they’re different looks based on the same kind of technology. And the difference in terms of the name, we’ve always thought of rock as being something that is much coarser, you know, where where the stone is more granular, whereas we think of stone as being something finer. And that sort of is an example of what you’re getting, what these products spread. Rock is a granular speckled stone coating that you apply, whereas spread stone has a finer stone in it that really packs together and creates a very water resistant, very traffic resistant surface. So I guess that’s the best way of explaining it. But we think we’ve got all the bases covered in terms of, you know, differing looks that you can get that are, you know, maybe more suited to one room or exterior concrete surface, then another spread stone or spread rock. Actually, both look great in a basement, on a basement floor. So that’s another great opportunity for our professional friends out there, which is I have to say, there are probably millions of basement floors that are cold and dusty and dull concrete that you know, where that basement is really a glorified storage space because, you know, there’s the work of trying to decorate that. Well, no, a contractor can come in and change that whole basement floor surface, get rid of the coldness and the dust in a weekend. It’s a quick, simple application, but one that their customers will really appreciate.
Morris [00:13:55] What about hydraulic pressure from beneath the basement slab?
James [00:13:59] Peter, hydrostatic pressure?
Peter [00:14:01] We have experienced extremely little of. One of the reasons is that our products have some permeability, which means that moisture that is actually trapped down in the slab has a way to escape. So that is one of the keys here. So that’s something that’s decorous, that immediately looks like a high end tile that was put in that you the contractor actually applied, let’s say, with a robot. Very quickly, I might add, without all of the other steps involved, like putting down she says and Tim said and all this other stuff, and it’s that permeability. So the moisture that’s down there is a little bit will actually evaporate soon and dissipate.
James [00:14:44] Wow. Wow. Well, here’s the big question. The big question is, how does a pro go about acquiring the product? Do they how do they get the product so that they can begin to install it and make it a part of their business?
Peter [00:14:59] Well, there are two ways. Basically, you can call it one of three ways, I guess you could call us directly and we’ll work with you and we’ll look at what your project is and we’ll set you up directly and you would get that directly from Daich Coatings dot com. So this would be a factory direct order that you would do at daichcoatings dot com or you can call us at our toll free number at 8 6 6 4 6 3 2 4 2 4 .
Peter [00:15:30] 8 6 6 4 6, 3, 2, 4, 2, 4. Another great source for our products, many of the products is the Home Depot. So just go onto Home Depot dot com and you will find those products listed there as well. But you know, we have a full customer service staff there were there to help you. We know about either both commercial or residential jobs. We know the things that you may need to know to do your job successfully. And we’re there for you were there to help you, to provide you with information. Any tips that we can offer? We’re there to help you and we’re there to help grow a relationship where it’s a positive impact that we make together on behalf of your customer.
James [00:16:17] Well, said, Peter. And by the way, I just went to Home Depot dot com and typed in Daich, and you have lots and lots of product there. Lots of product. Roller Rock, spread stone countertop, Daich Primer Roller Rockpaint. You’ve got concrete porch countertop. Boy, it’s you’ve got a lot of product there.
Peter [00:16:39] Yeah, we have a percent solids, epoxy floor coatings as well. A lot of new things that are coming to that you will be that everyone will be learning about soon. But you know, at the end of the day, we really, really value the relationships that we have with professionals. And we love nothing more than working with you and helping to make sure that together your project is is one that’s great and one that your customers will appreciate and want to tell everyone else about and grow the business.
James [00:17:10] Now it’s time for some sage business advice. Yeah.
Morris [00:17:14] You know, Peter, here on CareyBrosPros, we like to ask our guests to share three points for success with our pro listeners. Could you share yours?
Peter [00:17:24] Well, first point for success is to treat the customers property with the respect that you would. So make sure that when you leave that job site, everything is clean and well-kept. You know, because there’s no better way to highlight the work you’ve done than to have the surroundings be better than they were when you arrived. The other would be to make sure that you do your surface prep correctly. I can’t say that enough. I may sound like a broken record on that point, but at the end of the day, that is the insurance that’s going to buy anything that you do. The long term performance that you want to provide because what was that you. You said James squeaks and.
James [00:18:07] Leaks and squeak.
Peter [00:18:08] Leaks and squeaks.
James [00:18:10] A contractors nemeses.
Peter [00:18:11] Yes. Well, we want to avoid that. So absolutely. Surface preparation. I guess the last thing I would say is make sure that when you do any of these applications, any of these jobs, let people know that these are real stone coatings. Maybe let folks in the neighborhood know if you’re doing it residential. B, you know what’s been installed up the street because we think that, you know, as the word spreads and people see what you’ve done, advertising is going to take you a long way.
Morris [00:18:40] And it’s true, if you show the neighbors, OK. That means more business for you. And every job is a showcase.
James [00:18:48] And everyone is interested in innovation and something that is affordable, that is attractive, that is durable.
Morris [00:18:57] When I did my garage, I had 10 of my neighbors saunter over who I didn’t even know at the time because I just moved in. Yeah. And, you know, they just they’re looky loos. You know, it’s a different technology. What is that? I said, how are you doing?
James [00:19:13] I said, come take a look at this. I was so proud of what I did to my garage. I was pulling him in. I was charging admission.
Peter [00:19:20] I’ve got one another bit of advice that I would provide is take a serious look at doing home shows in your town. If you are providing these services to residential customers, it really, really is a great idea to get yourself a little boost. Go to one of these home shows that will be out in the spring and have some boards that are done with the material that show the great work that you do and show this to customers. Let them see what you’re able to provide to them. This is a great mode of advertising. It really gets the word out. And there’s another interesting thing. Some of our are pro partners that are out there. Some of our pro contractors out there that are using the materials even go to the lengths of applying the product onto little pieces of Mason, eight little squares that are four inches square. They have a sticker on the back. This is what one gentleman does, which I think is fantastic. And when he does a job in an area, he drops this little thing and all the mailboxes and it looks like a little coaster and it’s got a sticker on the back and it’s just beautiful little stone square. And he’s actually quite well-known in the area where he works. He hands out these little squares. And I tell you, when people see this, they don’t want to throw it away because it’s too pretty. And it’s kind of intriguing.
Morris [00:20:49] And it’s said it’s a free coaster.
Peter [00:20:51] Free coaster and people love them.
James [00:20:54] It’s a great calling card.
Peter [00:20:56] Get the word out and let them see what you can do. It truly is. And home shows are great. What you’re going to find is that when you show this kind of thing, they’re going to be a lot of folks out there who don’t want to do it themselves. Yes, some of these things are available on Home Depot. But, you know, I think the truth is that there’s a huge chunk of the population that doesn’t want to do that on their own. So this is right up your alley. And promoting and showing this and getting busy with this is actually a lot simpler and easier than you think.
James [00:21:26] Nicely done. Nicely done. Our thanks to Peter Daich, the president of Daich Coatings. You may learn more about Peter and all of the solutions that he offers to the American consumer and business opportunities for you by going to Peter’s Web site. It is Daich coatings dot com.
Morris [00:21:49] And remember, you’ll find our guests information as well as additional podcasts, videos and articles on our Web site at CareyBrosPros dot com.