Construction Services

How Custom-Painted Equipment Can Boost Your Marketing

Construction equipment gets its fair share of head turns while operating or parked on the side of the road. But custom-painted equipment? Those are real neck breakers.

Not only do custom-painted machines look slick, owners say there are numerous marketing benefits too.

Having a professionally branded fleet with a unique color scheme is like having a billboard at every job site. The use of the right color can boost your brand recognition by 80 percent, according to a 2019 survey released by Reboot.

We talked to several contractors with custom-painted fleets to see how the unique paint job has given them an edge.

Here areareas where they’ve seen results, and a few drawbacks to consider:


Marty Lenum’s bright red equipment is hard to miss.Dirt Monkey Excavating

Increased Brand Awareness

Painting your fleet a custom color can create some serious buzz in your community and attract potential customers. With word of mouth still considered a top marketing tactic, a flashy fleet can help increase the frequency of organic conversations about your company.

“Everyone knows it’s us at the job sites,” says Marty Lenum, owner of Dirt Monkey Excavating based in Cashton, Wisconsin. “Branding is a top priority when it comes to building our business, and our fleet is a critical part of that.”

Lenum’s dealer Fabick CAT coordinates the painting of his signature red equipment. 

Truth Excavation
“Why be like everybody else,” says Kimo Clark. “Make people curious about your brand.”Truth Excavation

Stretch Your Marketing Dollar 

Is your brand the opening act or the headliner? Making your brand the star of the show helps your marketing dollars go further. Billboards and digital ads have a shelf life, but painted equipment is permanent.

“When I was in a band, I learned that gaining a following is all about self-promotion. I took that experience into the heavy equipment world because nobody was really doing branding or creative videos around 2012,” says Kimo Clark, owner of Maui, Hawaii-based Truth Excavation. 

“As soon as I get new equipment, I take the decals off, paint it green and put our name on it. I consider it a marketing expense. A memorable company name paired with painted machines and great photo and video content makes a super-brand.”

In addition to painting your fleet, Clark says, look at the content being created in other industries, like surfing and skateboarding, for inspiration. Marketing for your construction business doesn’t have to be stuffy and boring. Make it fun and memorable. 

Custom-Painted Construction Equipment
Stop them in their feed. Custom-painted equipment can help catch the attention of your future workforce on Instagram or TikTok, says Dane Cotten.DC Excavation

ttract New Employees

Custom-painted equipment may also garner the attention of your future workforce. A millennial himself, Dane Cotten, owner of Bozeman, Montana-based DC Excavation, knows that branding, storytelling and a solid digital presence are critical factors in attracting the tech-savvy younger generation. Case in point, a video showing off his newly painted D6 received tens of thousands of views and likes on Instagram alone.  

“Our black equipment with the old school CAT decals is a differentiator,” says Cotten. “It has helped us attract employees. Operators want to run the latest equipment, and the unique look doesn’t hurt either. Anybody can have equipment, but custom-painted equipment gets recognized and remembered.”

Cotten thinks more OEMs should offer factory-direct custom paint options due to the increasing importance of branding in the industry.

The Downsides to Painting Your Equipment 

While none of the contractors we spoke to listed any drawbacks, here are a few you may want to consider.

Additional Expense

A custom paint job will set you back several thousand dollars. Owners should weigh if the cost is worth the potential benefits.

Issues When Selling

When selling or trading in equipment, some buyers may ask you to repaint the machine to factory colors. Just like that, more money has walked out the door.

Quality Control

Not all paint jobs are created equal. The technology and materials used to paint the machine by a third party may not be to the same quality standards as the factory. Premature peeling and chipping may occur.

Construction Management

“We All Just Worked Our Guts Out”: Contractor Pulls in $1.7M in First Year

Bill Panunzio was employed by a construction firm and looking for his chance.


“I was running their jobs and thought, ‘If these guys can do it, why can’t I?’” Panunzio says. “So at 49 years old, I started all over again.”

Industry veterans Curtis Collard and Ryan Greenwood were also looking for new opportunities. Collard had been running FP Asphalt & Crack Sealing and Greenwood was running his sealcoating division. The three got together and formed Preferred Paving in 1997.

Wes Turner, project manager and estimator for the company, had joined Collard’s business before Preferred was formed. “At that time, we did primarily crack sealing and small patching,” Turner says. “When Bill came, we bought the paver and got after it.”

Combined they have more than 100 years of construction experience, and that showed in their results. The first year, the company had $1.7 million in revenues doing a combination of commercial and residential asphalt work.

“We all just worked our guts out,” Panunzio says bluntly.

Ryan, Bill, and Curtis standing in front of Preferred Paving's sign
Between them, Ryan Greenwood, Bill Panunzio and Curtis Collard (l. to r.) offer more than 100 years of construction experience.Preferred PavingPreferred Paving now has revenues between $10 million and $13 million, around 40 employees and specializes in commercial grading, site excavation, asphalt paving and maintenance.

“We have the luxury to choose to do the jobs we want to do and do them right,” Panunzio says. In fact, the company motto is “don’t just do it – do it the best.”

Roller smoothing asphalt
Preferred Paving at the High West Distillery.Equipment WorldAll three take a hands-on approach to the business. They have served various roles throughout their time together – basically whatever needs to be done.

Collard now serves as an estimator, project manager and oversees safety. Safety is an integral part of the tight weave that makes Preferred Paving’s jobs run smoothly.

Click here to enter this year’s Contractor of the Year contest. Hurry! The deadline for nominations is Nov. 19th.

Suzanna Allen, who has been with Preferred for more than 20 years, runs the company’s sealcoating division, which provides a variety of repair services. “She’s awesome,” Oredson says. “And at their core, the whole team is about doing things right. They’ve got a good transition team to perpetuate the company going forward.”

In the early days, the company created an accounting system that serves them today. After a general contractor required them to go through complicated invoicing hoops that delayed payment, Preferred Paving developed a work order system that included the job and invoice numbers that the GC signed on the spot.

“The way we do business is really simple,” Collard says. “Our work order is also our invoice number. We have a low percentage of uncollected invoices.”

Core and a spare

Preferred has a fleet of pavers, graders, excavators and rollers.

“The Cat 555-size pavers work out perfect for us because you do both big and small custom jobs,” Greenwood says. The company has four pavers, which usually translates to three out on jobs and one spare. “That spare has really helped us,” Panunzio says.

The Cat 120 grader is also a good fit. “It’s just versatile,” Greenwood says. “You can do both a subdivision with it and a custom driveway.” Same with utility rollers that can be pulled with a pickup and transported anywhere. 

“Very rarely is our equipment in our yard,” Panunzio says.

Heated driveways

Residential and commercial customers are now starting to request heated driveways. “They get so much snow up in areas like Park City, and they don’t want to shovel their driveways,” Turner says. “We’re paving asphalt over heat tubeing, and we’re one of the few companies in Utah that will do that.”

This work requires digging down around 10 inches and putting down the road base. Preferred then hires a firm to place the heat tubing that runs a mixture of heated water and antifreeze in a closed-loop system. The sub then connects it to a boiler located in a house or building and pressurizes the system.

Preferred Paving then comes back in, places sand around and above the piping, a job that requires hand placement. “You rake it out by hand, then you can water it and roll it,” Turner says. “At that point, you can put a paver and truck on it, but you can’t turn. You really have to pick your angle and then go straight out and pick another angle.”

Utah homeowners like that, even in a snowstorm, they’ll have a wet driveway with no accumulation.

dvice for those getting into construction
Dump truck pouring asphalt material onto a road
Equipment World

Collard warns contractors not to get too excited about their first big profit on a job. “Don’t make $10,000 and then buy a boat, jet skis and four wheelers,” he says. “If the next two jobs are losers, you’re trying to figure out how to pay for materials. Wait to buy the toys and make sure you have a good accounting system.”

“And don’t do it unless you have access to good people because people are everything,” Collard emphasizes. “You can buy all the equipment in the world, but if you don’t have good people, you won’t go far. If you don’t have experience, you must have people who have experience.”

“They are outstanding professionals,” says client Andrew Carlino with CR England. “They treat people like people and not like numbers, and they’re quick to get a job done. Everybody works hard and everyone works together as a team. In fact, I wish I could load them up and take them with me to the other states I cover.”

“We have plenty of options in the valley with paving contractors, and the fact that we use them almost exclusively speaks volumes,” says Tony Treasure with Noland & Son. “They do excellent work. They know it’s about more than being a contractor; it’s about being a craftsman and truly being bought in to the quality of work you’re putting out.”

Construction Management

Industry Roundup: Hydrogen-Fueled Equipment to Come in 2022

Hydrogen-fueled equipment to come in 2022

JCB is investing $138 million on a project to produce carbon-free hydrogen engines, the company announced last month. The first hydrogen-fueled machines will be ready for customers by the end of 2022.

According to JCB Chairman Lord Bamford, the company is investing in hydrogen because electric power has limits and is not an all-around solution, especially when it comes to larger machines. “We will carry on making engines, but they will be super-efficient, affordable, high-tech hydrogen motors with zero CO2 emissions, which can be brought to market quickly using our existing supply base,” says Bamford.

The company has already shown a prototype hydrogen-powered JCB backhoe loader. A second JCB machine – a Loadall telescopic handler – was unveiled October 19 at an event in London attended by Prime Minister Boris Johnson.        


Firmatek acquired Kespry’s drone-based aerial intelligence platform.BuildwittDrone maker Kespry bought by Firmatek

Two leaders in the world of drone applications for the construction, mining and aggregate industries have joined forces. The combination of Firmatek’s drone-data processing and engineering services with Kespry’s drone-based mapping intelligence platforms will create new opportunities to deliver a vertical SaaS platform for drone-based analytics.

The acquisition will accelerate the use of artificial intelligence technologies and deep-learning frameworks to analyze and process topographic analysis of mining and aggregate worksites, increase data accuracy, improve site safety and eliminate potential risks.

“By combining Firmatek’s resources with Kespry’s expertise and leadership in AI-driven, SaaS software, we can provide better outcomes for our customers,” says Lauren Elmore, Firmatek’s chief executive officer.

Equipment World has reported on Kespry’s offerings several times in the last few years. To learn more about its technology, check out the links below.

With three big updates, Kespry gives construction customers little reason to take their drone data elsewhere

John Deere dealers to offer Kespry’s automated construction drone service in exclusive deal

Kespry Drone 2s brings centimeter-level survey accuracy, single base station setup to automated drone platform

Trackunit’s new Kin Asset Utilization
Tag tools and attachments with the Kin asset tracking system and you’ll always know where they are.TrackunitIf you can’t find a tool, try checking your Kin

Everybody knows that workers waste significant amounts of time searching for lost equipment. And according to Trackunit, only one out of five lost tools are ever found. One solution, announced at the ARA show in Las Vegas, is Trackunit’s new Kin Asset Utilization, which collects movement data from tagged assets and shows you in real time if the equipment is being used.

The Kin ecosystem resides within a platform to greatly increase the scope of data available to users and organizations and continues to enhance solutions in an ever more data-led construction market.  

The Kin tags leverage the company’s mesh network and connect to the company’s Raw (TU600) installed network of devices via the Trackunit Manager and the Trackunit Go app. Each connected tag links to the TU600 network installed on machines around the globe, connecting the user and expanding the data available for business insights.

Volvo has joined the Open-S Alliance.
Couplers and work tools bearing this logo can work with any excavator from OEMs that are members of the Open-S Alliance.Open-S AllianceVolvo joins Open-S Alliance

Recently Volvo announced it has joined the Open-S Alliance. The alliance is a group of manufacturers that have agreed to design hydraulic attachments in such a way that their quick couplers and adaptors will work with any excavator regardless of the brand of the machine. This makes it easier for contractors to use different couplers, tiltrotators and work tool brands without being locked into a proprietary solution from one manufacturer.

The Open-S Alliance is a manufacturer-independent organization. There are three levels of membership: full, associate and supporting, depending on if Open-S products are developed, produced in-house or sourced. Since early 2021, Volvo CE has delivered quick couplers and adaptors directly from the factory and is now joining the Open-S Alliance as a supporting member.

Survey says data driving AEC transformation

More bricks than bytes, construction has been slow to adopt digital technology. But that is changing, according to a new report from Dodge Data & Analytics and Autodesk. The study finds the most frequently used BIM (building information modeling) technologies by architecture, engineering and construction firms are cloud computing (42%), model-based simulation (33%), virtual/augmented/mixed reality (28%), 3D printing (25%) and reality capture (25%).

The technologies best poised for growth, with a relatively high percentage of respondents who expect to adopt them in the next two to three years, include generative/outcome-based design (20%), 3D printing (19%), model-driven prefabrication (18%), model-driven simulation (18%), robotics/automated equipment (18%), reality capture (17%) and AI/machine learning (17%).

More details the free report can be accessed at www.construction.com

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Construction Blogs

Court Extends Halt of Vaccine Mandate for Businesses of 100 or More Workers

A U.S. appeals court has extended the temporary stay of the Biden administration’s vaccine mandate until the case makes its way through the court system.

The 5th Circuit U.S. Court of Appeals based in New Orleans ordered November 12 that the vaccine requirements for businesses of 100 or more workers remain stayed and that the U.S. Occupational Safety and Health Administration take no further action to enforce its emergency temporary standard while a legal challenge makes its way through the court system.

The court ruled that OSHA overstepped its authority in requiring that employees of larger businesses be vaccinated against Covid-19 by January 4 or that they undergo weekly testing and wear a mask. The mask requirement for unvaccinated workers was to take effect December 5.

The court said “the stay is firmly in the public interest” and “the mandate has contributed to untold economic upheaval in recent months.”

“The public interest is also served by maintaining our constitutional structure and maintaining the liberty of individuals to make intensely personal decisions according to their own convictions – even, or perhaps particularly, when those decisions frustrate government officials,” the ruling said.

The order comes a week after the court issued a temporary stay on the mandate. It stems from a petition for review from a multitude of plaintiffs from several states, including the Trosclair family-owned supermarkets and businesses in Louisiana; the states of Louisiana, Texas, Mississippi, South Carolina and Utah; and various other businesses and groups.

They argue that the mandate adversely affects businesses that are already facing a worker shortage, and it would make it more difficult to hire and keep employees.

OSHA’s response to the petition says the emergency standard “is necessary to address a grave danger” and that the “legal objections lack merit.”

OSHA has also argued that the emergency standard is not a mandate because employees have a choice on whether to get vaccinated or get tested.

The standard does not require employers to pay for weekly Covid testing, and Covid vaccines are free. However, employers would be required to pay for time off for workers to get tested and vaccinated, as well as time off for any side effects from the vaccine.

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