Protecting Your Concrete

CTi’s coatings not only provide a beautiful overlay for a home or business’ concrete, it also provides protection from elements that deteriorate concrete over time. Chemicals, salts, de-icing agents, mold, mildew, etc. all have no effect on the CTi coatings.

This means you keep your existing concrete and don’t have to go through the hassle of replacing your concrete.

CTi Sales Model

Advertising, Marketing and Sales are the lifeblood to any successful business. CTi Dealers have a sales model that has one project being sold for every six inquiries they generate from their advertising. The normal sequence is out of the six inquiries, the Dealer will meet with four homeowners at their property and out of those four meetings, they will normally sell one new project.

As the Dealership grows, two things begin to happen to improve on this sales model:

1) The Dealer uses the advertising tracking tool we provide to better determine which advertising vehicles are working best. This improves how the money is spent and provides better results from their advertising.

2) Referrals start becoming an integral source of new leads. These homeowners know someone who has had the product installed, have seen the product, and are excited enough to contact the Dealer to have him take a look at their project. The model changes significantly with referral leads as Dealers will normally sell a job for every two referrals they sit down with on average.

Different Looks

As a CTi Dealer, one of the advantages is representing a product line where four main components can create a number of different looks. Below are some different looks that are created by using the same four components used in our Hallmark application.

The advantage is simpler inventory requirements and lower inventory costs while still offering your customer a number of options to choose from.

Home Improvements Booming!

2021 is showing signs of being a record breaking year for the home improvement industry in the United States. Homeowners are feeling more positive about the economy; and after having spent more time at home over the last 18 months they’re noticing areas that need a facelift.

CTi Dealers are feeling the impact of this new outlook. Many Dealers across the country are reporting double digit increases in their businesses compared to 2020. Dealers are facing the issue of capacity and figuring out what to do when their backlog of work reaches out into months.

Some Dealers are simply charging more for their work and letting economic law take care of the over demand for their services. This solution leads to better piece of mind by bringing the back log back to a workable amount of time but also leads to geometric increases in profitability since no other fixed or variable costs are associated with the extra $.50 per square foot increase they put on their services (for example).

An extra $.50 per square foot is less than a 10% increase on the average square footage price charged nationally. However, since no other expenses are associated with this increase, the typical job of 1000 square feet has an increase net of $500. A full time Dealer will normally install 2-3 jobs like this each week so you can see where an extra $1000 to $1500 in net income weekly leads to a much better Dealership calculus.

Summer Fun

Summer is right around the corner and customers across the country are looking at their outdoor areas around their pools, patios and walkways. CTi Dealers can transform any concrete area into a look that not only increases the enjoyment the homeowner has of the area but also improves the value of their home. A great example is this stunning before and after transformation done by Concrete Designs of Tampa Bay.

Sealer Dye Packs

Need a Low-Cost Way Solution for your Customer?

Introducing Dye Packs for CTi’s 150 and 155 Sealer.

This Dye pack now offers you the ability to pigment the clear 150 or 155 and provide your customer with a lower cost alternative to the Hallmark or Spraymark application.

Dye Packs are available in 14 standard colors and come in 32 oz bottles:

Antique White, Buff, Black, Brick Red, Charcoal, Cream, Dark Gray, Deep Red, Light Gray, Medium Gray, Rustic Brown, Tan, Taupe, and White.

You can pigment the 150 and 155 for use as a stand-alone sealer or as a clean, one color finish over a sprayed or troweled texture coat.

One 32 oz Dye pack is used per five-gallon bucket of 150 or 155 sealer.

Spring Is In The Air!

It’s time to look at the concrete around the outside of your home. If your pool deck, patio even your walkway or driveway is needing a new look, CTi has the answer for you!


Working With The Weather

We hear it every year around this time:  Oh My Goodness, I’ve got a job started and the rain’s coming down… What do I do?  Quit! Stop what you’re doing. Clean up what you can and go home. Pressure wash an upcoming job or go run an estimate. Those are your choices.

Honestly guys, the best defense is a good offense.  You’re not only a business owner/operator, you have to be a weatherman as well… and a little common sense goes along way, too. For you guys and gals that have done this for a while, you already know what I’m talking about. Other than tropical areas, weather is fairly predictable because rain travels with a frontal system across the US and your local weather stations (or, can show you where it’s at on an hourly basis. Even at the job site, if weather is a consideration, I will ask the customer if I can watch the weather station every now and then. Might sound silly to some of you, but it sure saved my butt a few times.

During the summer months here in Florida, we know we have to contend with a daily rain pattern. It’s going to rain somewhere every day, we just don’t know where. So, we’ve learned to adjust to it.  Florida’s east coast gets rain mostly in the mornings and the west coast gets rain in the afternoon. We adjust to whatever comes our way. You become aware of and more in tune with the weather the more you do this type work, because it’s part of what you do. Believe me, you do get better at dealing with weather. However , every once and awhile you’ll get caught, it’s a given.

We all have jobs to be completed in a specified time frame and there are going to be many variables you will have to contend with, like: Is this going to be a one, two or three day job? Is rain forecasted on the third day? Can I get the job started and the skim coat down and dry in time so it won’t wash away? If the skim coat survives the rain, will I have to skim over again? Etc, etc. There are many decisions to be made, some of which you’re not even conscious of… you just make them as your experience grows.

Several Suggestions:

1.  If you have a job scheduled and you know without a doubt it’s going to rain early that day, don’t start the job. Even if the customer is pressuring you or you’re putting pressure on yourself because of cash flow, scheduling, etc., don’t start the job. No excuses… don’t do it! It will cost you more in the long run if you concede and do it. Talk to your clients and negotiate a new start date. After you’ve convinced them you want the job done right the first time and you care about what you’re doing for them, they will understand.

2.  If you have a two-day job in progress and you get caught in a surprise rain storm: As long as your skim coat is dry, shut down everything until it stops. You can then blow all puddles and standing water off the job so it will dry evenly. (If you do leave standing water in various places, those places could be discolored and would have to be re-skimmed.

3.  If you’re halfway through shooting a job and the rain pushes in and ruins what you’ve just accomplished, your going to see the following: It will look like milk running off your job everywhere. What this is, is the modifier separating from the grout. That is what bonds your hopper-shot mix to the skim coat. Do yourself a favor and don’t try to save anything you’ve shot. Scrape and wash all ruined material off and clean it up, and start over after everything is dry.

Remember; cutting corners to deal with weather may save you today, but it will cost you tomorrow… either time, money or referrals. In general, do not let your customers dictate how or when you should do your job, and watch the weather reports day and night religiously, until it’s second nature. Sometimes you’re just plane going to get caught in the rain, but common sense will handle most of the problems you’ll face because of it. Have a great summer, stay dry and make some money.

Having quality personnel within your Dealership is crucial to its success. To hire quality
individuals, the first place to look is within. What we mean by this is that the
commitment level and stability of your employee base will directly reflect the
commitment you have to your Dealership. When you are interviewing a potential
employee, think about what is going through their mind. Where are you meeting, what
are you telling them about the position, how secure are they about making a living
working for you? All these and more are flowing through their mind during your initial

Running a successful CTI Dealership is a full-time commitment. If you haven’t made
this commitment, don’t expect your employees to, you will constantly fight turnover and
motivation problems if you do CTI as a sideline to your “real” work.

Once you have made this commitment, then it’s time to start figuring out what it will take
in order to keep yourself and your new employee(s) busy. Start with an advertising plan,
this will give you an idea of how much advertising or hustling you’ll have to do in order
to keep your people busy and productive throughout the year. A good tool for this is the
Advertising planner and worksheet located in this manual. This should give you an idea
of how much to spend in advertising, how many jobs you will need to sell, and how to
plan the applications to keep your crew busy year round. The biggest motivator and
loyalty builder you can develop within your staff is their ability to count on you to afford
them ability to make a living for themselves and their families.

Who do you look for?
Some tips for recruiting staff that has been shared with us from our Dealership network is
1) Find someone who has a family to support.
2) Find someone who has a mortgage vs. renting an apartment.
3) Your new employee should have a relatively stable job history (no more than an
average of one job per year for the last five years.)
4) Criminal and credit history checks are becoming more affordable, contact PICA for
criminal background checks (normally $50-$75 per check) and Equifax for credit
history check (normally $40-$60 per check). This will give you a better feel for the
personal habits of your new employee.

What do you offer an employee?
Again, our Dealers have shared with us what their biggest selling points are when
interviewing potential employees about their positions.
1) A stable, 40 hour per week job throughout the year.
2) In a majority of the cases, the ability to work during the daytime only.
3) Health care (check into associations such as the Chamber of Commerce or use of a
staffing service to help keep these costs down. Also, figure these numbers into your
overhead before you decide what to pay per hour for your employees. This should be
considered part of their compensation.)
4) Bonuses for weeks where the crew installs above average square footages, for
keeping call backs below a certain minimum, or if the company does over a certain
amount in revenues for the month. These bonuses could be cash, dinner out, or
something as simple as a case of beer.
What should I pay an employee and how?
Although it is difficult to provide a generic number that works throughout the U.S.
regarding hourly labor rates, below is an example that will at least give you a starting

Three person crew operation
Lead man: $15-$20 per hour plus health benefits
Second man: $12-$17 per hour plus health benefits.
Third man (part-time in many cases): $8-$10 per hour no benefits.
Considering that you are paying your lead and second man throughout the year and your
third man is working 20 hours per week on average, your labor cost for the year would
range from $64,480 to $87,360 for their hourly rate annually plus the FICA, and other
taxes associated with having employees along with their medical insurance. This three
man crew, once semi-accomplished, should be able to install a minimum of 2500 square
feet per week. Considering an average year having 45 weeks of installations, your annual
production should be in the range of 100,000 to 125,000 square feet annually which
means your labor cost per square foot with all items included would run 75 – 90 cents per
square foot.

CTI Dealers are split on how to pay their employees. Some pay their employees an
hourly rate while others will pay be the square foot installed. The argument regarding the
square footage rate is that this will create an incentive to boost productivity since a crew
is paid a flat amount regardless of how long it takes them to install a certain job. It also
creates a “flat” overhead expense for the job vs. having the labor become a variable.