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The concrete coatings industry has a trust problem. Misleading promotions. Rushed installations. Contractors who disappear after the check clears.
Homeowners have been burned enough to be skeptical. Rightly so.
TORQ Coatings was founded by Crayton to do things differently. Not in a marketing slogan way. In a “here’s what we actually do and why” way.
This article covers Red Flags in Concrete Coating Contractor Bids You Can’t Ignore to help homeowners understand what quality really looks like.
TORQ is a new concrete coating company serving the Chicagoland and Milwaukee markets.
The TORQ Touch: Old school service with new school tools
The TORQ Touch is a simple idea that most companies have abandoned. We actually follow up with you after the install.
That means we answer the phone when you call. We reach out to make sure you’re happy with the work.
If there’s a problem, we solve it. We don’t route you through an automated phone tree or tell you to submit a ticket online and wait.
Technology is a part of how we operate, but it doesn’t replace people. We use it to communicate faster, schedule more efficiently, and keep the process organized.
The technology supports the team. The team takes care of you.
This is what we mean by old school meets new school. The personal attention and accountability of a local company with the tools and systems that make the experience smooth.
Who installs your floor matters
We’re building the TORQ team with a specific standard in mind.
Installers go through the TORQ training program.
We don’t subcontract crews we’ve never met. Every installer on a TORQ job site has been through our training on preparation methods, product application, and quality standards. We verify their credentials and their track record.
Background-checked crews.
We send people into your home. That means every crew member goes through a background check. This isn’t an industry standard. A lot of coating companies don’t do this. We think you should know who’s working in your garage.
In-house teams, not revolving subcontractors.
When the same crews do the work consistently, the quality is consistent. They know the product. They know the process. They know the standards we hold them to.
The products we install
Here’s something most coating companies won’t tell you: no concrete coating installer in America makes their own product. The coating comes from a manufacturer. The installer buys it and applies it.
The honest companies tell you who makes their product. The dishonest ones private-label it.
They buy product at cost, slap their own name on it, and turn it into a marketing pitch about their “proprietary formula.” There’s nothing proprietary about it. They’re just repackaging someone else’s product.
At TORQ Coatings, we use a 94% solids polyurea base coat and a 93% solids polyaspartic top coat.
What the T.O.U.G.H. values actually mean
TORQ was founded on five values. They’re not on the wall just for decoration. They drive how we hire, how we train, and how we handle problems.
Tenacity. We don’t quit. If there’s a problem on a job, we solve it. We don’t make excuses or disappear.
Ownership. Every person on the team owns their piece of the project from start to finish. The installer owns the quality of the floor. The consultant owns the accuracy of the quote. The office owns the scheduling and communication.
Unity. We win together. One person cutting a corner affects the whole team’s reputation. One person going above and beyond raises everyone up.
Growth. We stay coachable. The coatings industry changes. Products improve. Techniques evolve. We train continuously and take feedback seriously.
Heart. We serve customers and team members with care and respect. That sounds soft until you realize it’s the thing most companies in this industry get wrong. They treat the homeowner as a transaction and the crew as replaceable. We don’t.
Our process: what to expect
Transparency starts before the sale. Here’s what working with TORQ looks like.
Free consultation. We come to your home, look at the concrete, check for moisture, assess the condition, and talk through your options. You’ll know the product system, the timeline, and the cost before we leave.
Honest pricing. Our pricing range is $7 to $13 per square foot. We don’t run “60% off labor” promotions that inflate the base price to make the discount look bigger. The price you see is the real price.
Diamond-ground preparation. Every floor gets diamond ground with industrial equipment. We don’t acid etch. We don’t skip steps. The prep is what makes the coating last.
One-day installation. Most garage floor coatings are installed in a single day by our in-house crews. Walk on it in 24 hours. Drive on it in 48 to 72 hours.
Lifetime residential warranty. Covers peeling, chipping, and yellowing. Covers labor and material. Transferable to one additional homeowner.
Follow-up. We check in after the install. We make sure you’re happy. If something comes up, we handle it.
Frequently asked questions
Where does TORQ Coatings operate?
TORQ Coatings serves the Chicagoland and Milwaukee markets. Service areas cover the suburban communities surrounding both cities.
Who founded TORQ Coatings?
TORQ was founded by Crayton Caudill, an industry professional with extensive experience in concrete coatings. The company was built on T.O.U.G.H. values: Tenacity, Ownership, Unity, Growth, and Heart.
What products does TORQ Coatings install?
TORQ installs polyurea (94% solids) as a base coat and polyaspartic (93% solids) as a top coat.
Does TORQ Coatings use subcontractors?
No. TORQ uses in-house, background-checked crews who go through the TORQ training program. Consistent crews mean consistent quality.
How much does a TORQ Coatings project cost?
Pricing ranges from $7 to $13 per square foot depending on concrete condition, space size, and customization. A standard two-car garage typically falls between $3,500 and $6,500. TORQ offers 0% financing for 60 months.
What warranty does TORQ Coatings offer?
TORQ offers a lifetime residential warranty covering peeling, chipping, and yellowing. The warranty covers both labor and material and is transferable to one additional homeowner.
Does TORQ Coatings remove old garage floor coatings?
Yes. Over 60% of TORQ’s projects involve removing a previously failed coating. TORQ offers free coating removal with a trade-in credit toward a new polyaspartic system.