5 minute read
Top of the Chain
from Fence News June 2022
by fencenewsusa
Caleb Roth, CEO/Founder Stain & Seal Experts
A bold vision, an insatiable desire to learn, and a successful track record combine to give Caleb Roth, CEO and founder of Stain & Seal Experts, a bright future. Caleb and his wife, Ashley, own Nashville’s oldest and most trusted staining and sealing company.
WHAT LED TO THE START OF STAIN & SEAL EXPERTS? My wife, Ashley, and I started the business in 2012. I was working in my family’s fencing business at the time and wanted to earn extra money by staining fences on the side. Our volume of business increased so much, we started Stain & Seal Experts to focus solely on staining fences.
WHAT WAS YOUR CAREER BACKGROUND PRIOR TO THE START OF YOUR COMPANY? My family owns Clean Cut Fence Company in Nashville, Tennessee. Growing up, I saw my parents work day and night, there were always fence materials, work trucks and fence installers at our home. I remember when all the other kids played outside, went on vacation and became couch potatoes during summer break, I got to build fences.
When I turned 18, I wanted to work in the family business, but my dad said I needed to work for someone else first, which I did. The next year, I got the opportunity to work in the family business. I made my first sale and then my dad basically handed the me the business. With the help of my mother, we ran that business together for about 10 years.
After a few years, I added staining to our services and found there was a lot of potential for growth in that division, and that’s when I branched off and began Stain & Seal Experts.
WHAT SERVICES DO YOU OFFER? We work with contractors, fencing companies and residential customers in a variety of ways,
handling the staining and maintenance of fences, decks, and pretty much any kind of outdoor wood structure.
At one point, we became frustrated with the stain products available off the shelf, we decided to make our own stain formula. Without warning, dozens of contractors started calling, wanting to buy the new stain we were making, and our manufacturing business was born.
Today, Stain & Seal Experts offer professional wood care services that include fence staining, deck staining and wood restoration for the Nashville market. We teach a couple hundred contractors each year how to start and operate a staining business just like we do. Our stain brand, EXPERT Professional Wood Care, is available for purchase online and throughout a vast retailer network throughout the US and Canada.
Our company hosts Staining University, an annual convention for wood restoration and staining contractors from all over the country. This gives them an opportunity to train as well as share ideas about the wood restoration industry.
HOW DID THE “EXPERT CLUB” COME ABOUT AND WHAT FEEDBACK DO YOU GET FROM CUSTOMERS? With any type of outdoor wood structure, there’s a rhythm to it. First, they look great, then they begin to age and then they begin to show the damage from exposure to the sun and weather. So, there’s a significant period when the structure doesn’t look great. We decided there must be a better way, that’s when we created the Expert Club.
For a small monthly fee, Stain & Seal Experts will maintain outdoor wood structures with consistent annual care, ensuring fences, decks, gazebo’s, etc. are healthy, protected and look great. Because the wood is properly maintained, you avoid the cost of a complete restoration.
Many of our customers are noticing their decks and fences are lasting longer and looking better than ever, because of this regular maintenance. They enjoy their wooden structures more because they look great all the time.
WHAT LESSONS HAVE YOU LEARNED AS A BUSINESS OWNER? Early in the family fence business, we had many struggles. When I started Stain & Seal Experts, I knew I didn’t want to experience the same struggles. I studied sales, marketing, business, and finance and found I have an insatiable desire to learn. Every time I encounter a problem in my business, I look at it as an opportunity to learn and share.
HOW DO YOU MOTIVATE YOUR TEAM? We hire people who are aligned with our core values and we empower them to grow and lead.
WHAT DO YOU ENVISION FOR THE NEXT 5 – 10 YEARS FOR STAIN & SEAL EXPERTS? We intend on having Stain & Seal Experts locations in every major city in the US, and our EXPERT Professional Wood care brand will be the most successful wood care brand in the world.
