Mission Accomplished
Millennials launch successful painting business in North Seattle
The Houghton brothers—Alex (31), Matt (29) and Jordan (26)—have leveraged their military experience and logistics training to create what they affectionately call a team of “passionate painting perfectionists.”
Tera Painting, originally conceived by Alex Houghton, today specializes in mid- to large-scale residential and commercial projects in the greater Seattle metropolitan area. What started simply as a summer job to earn some extra money to pay for school eventually became an entrepreneurial opportunity for Alex and his two younger brothers. While in college, both Alex and Matt spent the off-season honing their expertise and knowledge of the painting industry, learning best business practices and skills from some of the top painters in the Pacific Northwest.
The Competitive Edge
During his two summers with College Pro Painters, Alex earned top awards in the region with more than $275,000 in sales. This accomplishment was not realized without its own set of challenges. He recalls, “It took 43 estimates before I got my first job!” Alex later apprenticed under James Engelbrecht, the German-trained lead painter at Queen Anne Painting Co. in Seattle. It was in this high-end painting world that he learned the foundations of professionalism, craftsmanship, painting techniques, and attention to detail. In retrospect, the eldest Houghton brother speaks fondly of his respect, admiration, and appreciation of his time under Engelbrecht’s training.
At the height of the economic downturn in 2009, which significantly impacted much of the building and construction industry, Alex decided to change pathways temporarily and enlist in the U.S. Army. He was quickly deployed to South Korea after basic training at Fort Knox. During this same time, Matt, the middle brother, continued working at UPS and Reddaway, amassing invaluable real-world experience in logistics, operations, and scheduling. Meanwhile, the youngest, Jordan, was entering college, which would also ultimately lead to a tenure with the military and a post-enlistment doctorate degree in psychology.
In addition to the military pedigree, it is the Houghton brothers’ diverse experience, education, hard work and drive toward perfection that gives Tera Painting a unique advantage over its competitors.
Identify the Target, Execute the Plan
By 2011, the concept for a veteran-owned and operated painting company had crystallized after Alex used his college capstone project as a way to explore and draft a business plan. During the final semester, he spent much of his effort researching and analyzing the potential clientele within the greater Seattle marketplace. Alex sought additional training as a foreman and project manager with Shearer Painting, a premier painting company and one of only a few certified as a “Master Painter” by Fine Paints of Europe.
By 2012, Alex had established a small painting operation; but it wasn’t until 2015 that Matt and eventually Jordan would join the team to combine forces and form what is now Tera Painting.
Recently, in order to execute a complex commercial project, the Houghton brothers’ unique leadership skillset was put to the ultimate test. Combining the intensity and discipline of a soldier in battle with the analytical precision of scheduling, logistics and operational management, Tera Painting was challenged to put its expertise in action for a client that required painting to continue around-the-clock for three days, while the retail sales floor remained open to its customers 24 hours daily. So, the strategic planning began. The 72-hour, non-stop execution plan included crew sleep schedules meal time allotments, transportation schedules, and traffic mitigation sequence plans. In the end, all planning efforts were successful, which ultimately led to additional work with this major national retailer.
The can-do mentality and unrelenting pursuit to please the client has undergirded Tera Painting with the principles needed to succeed for many years to come. Alex shares, “Anybody can complete any task. … Our only limitations are time and lack of personal follow-through.” He attributes this doer spirit to what the military teaches through its “crawl, walk, run” analogy.
Currently, the young business boasts 12 full-time team members, 15 to 20 part-time, job-specific crewmembers and other related subcontractors. The company’s growing revenue is expected to exceed $1.2 million for 2017.
Veterans make up nearly 20 percent of the hired workforce at Tera Painting. Alex says, “We see many people who want to pay back for our service in the military.”
In return, he promises to “give everyone a chance.”
Perhaps, in the same light, this story of how three passionate, hardworking brothers have managed to create a successful business offers another perspective to the often-misconceived view of the millennial generation. The Houghtons are a prime example of the productive possibilities found in the ambitions of their peers.