Hiring the wrong floor coating installer is an expensive mistake. A failed coating means paying twice — once for the bad job and again to have it removed and redone. These five questions will tell you whether you're talking to a professional or someone who's going to leave you with a peeling floor and a warranty that doesn't cover it.
What Type of Coating Do You Use and Why?
This is the most revealing question. A professional should name a specific product from a specific manufacturer and explain why it's the right choice for your climate and use case.
Red flags: If they say "epoxy" and can't explain why they chose it over polyurea or polyaspartic, they're using the cheapest option or don't know the difference. Some franchise operations use epoxy because the margin is better, then market it as "commercial-grade" or "industrial" to sound premium. Epoxy is epoxy — the chemistry doesn't change because you put a fancy label on it.
What you want to hear: A specific product name, a specific manufacturer, and a clear explanation of the coating layers — basecoat, flake, topcoat — and what each one does. We use the Valence Covalent Flake System: 100% solids polyurea basecoat (674 PSI bond strength, 311% elongation), full flake broadcast from 15 stock colors, and an 85% solids polyaspartic topcoat that's 4x more abrasion resistant than epoxy per ASTM D4060.
How Do You Prepare the Concrete Surface?
This question separates professionals from amateurs. About 80% of all coating failures stem from improper surface preparation. There are only two real answers:
- Diamond grinding (correct): Creates a CSP 2-3 surface profile, removes the weak laitance layer, opens concrete pores, and eliminates contaminants. This is the industry standard for polyurea adhesion.
- Acid etching (wrong): Inconsistent results, doesn't remove contaminants reliably, and leaves chemical residue that interferes with adhesion. DIY kits use acid etching because homeowners can't operate a diamond grinder. A professional installer has no excuse.
If they say "acid etch," thank them for their time and call someone else.
Do You Test for Concrete Moisture Before Coating?
Concrete moisture is the hidden killer. The moisture vapor emission rate (MVER) must be under 3 lbs per 1,000 sqft over 24 hours per ASTM F1869. In Wisconsin, moisture levels swing dramatically by season — spring snowmelt and high water tables can push moisture through your slab and destroy adhesion from underneath.
A professional tests MVER during the quote visit, not on installation day when they've already loaded materials. If they don't mention moisture at all, they're going to coat over a problem and blame you when it fails. This is especially critical if you're booking in spring — read our seasonal timing guide for more on Wisconsin moisture patterns.
What Exactly Does Your Warranty Cover?
Every coating company offers a "warranty." The question is what it actually covers. Ask for the warranty document in writing before you commit.
What to look for:
- Does it cover delamination and peeling, or just "defects in materials"?
- Is it prorated (pays less over time) or full coverage for the warranty period?
- Who honors the warranty — the installer, or a manufacturer who's never seen your floor?
- What voids it? Some warranties have exclusions so broad that any failure can be blamed on the homeowner.
Our warranty: 15-year residential covering chipping, cracking, and peeling. 5-year commercial. It's straightforward because the product is straightforward.
What Equipment Do You Bring to the Job?
This reveals whether you're hiring a professional or someone with a bucket and a roller:
- Commercial diamond grinding equipment with proper dust collection (not a rented floor buffer with a diamond pad)
- Professional mixing and application tools for two-component coatings
- Moisture testing equipment (calcium chloride test kits or electronic meters)
- Dedicated materials from a known coating manufacturer — not relabeled generic product
If they show up in a pickup truck with a rented grinder from the hardware store, you're paying professional prices for DIY equipment.
Who Actually Does the Work on My Floor?
At franchise operations, the person who sells you the job is rarely the person who installs it. A salesperson quotes one thing, and a subcontracted crew shows up to do the work. When something goes wrong, nobody takes responsibility.
When you call All American, you get Dave. Dave quotes it, Dave installs it, and Dave stands behind it. One person, one point of accountability. That's how this should work.
Get a free quote or call Dave at (715) 307-8302. Ask him anything — he'll give you a straight answer.