ForConstructionPros.com

It may sound like a phrase from a broken record, but one way to ride out this down economy is through diversification. And one area concrete contractors may look to enter into is decorative concrete.

Breaking into the decorative concrete market is a path many concrete companies have taken, including Bontrager Concrete Specialties Inc., Nappanee, Ind., which entered the decorative market five years ago. The family-owned company, run by brothers Kevin and Duane Bontrager, started in 1965 in foundations and "gray" concrete. But when they saw the market heading in the decorative direction they wanted to get on board, says President Kevin Bontrager.

"You do gray concrete for so long and then you might want to take it to the next level," Bontrager says. "With decorative you can use your imagination, and there's a lot more interaction with homeowners."

Bontrager Concrete's decorative division began by offering stamped concrete and then eased into overlays, staining, concrete countertops and spray textures. Even though Bontrager Concrete had been in the concrete business since 1965, they didn't know everything about decorative concrete when they got started. To educate themselves before entering the market, the Bontragers read decorative concrete-related articles and attended training seminars in the different decorative services. Then Bontrager relied on a trial and error process to learn the methods and get used to the decorative products.

"The only way you can learn is experience. The more you do something you learn the things you should and shouldn't do," Bontrager adds. Along with experience, Bontrager suggests contractors looking to enter the decorative market get connected with a supplier who can answer questions and offer support.