We recently connected with George Hoffman and have shared our conversation below.
Alright, George thanks for taking the time to share your stories and insights with us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.
Doing business with family is a significant risk in and of itself. When your choices for the company affect not only your customers but also your familial ties, we have found that each action requires the utmost care and empathy. Our current management team is comprised of father, daughter, and son, with mother serving as an enthusiastic executive assistant. Working with family can make or break some of the most critical relationships in your life. Over the course of four generations, we have definitely experienced that at Hoffman Painting & Finishing.
Risk-taking results in higher extremes – either a lower low or a higher high than a choice that “plays it safe.” Thankfully, taking the risk to enter into business as a family has resulted, for us, in a higher high, strengthening relationships between parents and children in ways we could not have anticipated. When we encountered difficulties in the business, it forced our family to approach the issues introspectively and examine underlying relationship issues and clashes in working styles. Typically, one might see a family business struggle with conflicting communication styles, work ethic, and prioritization. At Hoffman, we had to evaluate all the different communication styles represented on our team and decide how to best relay information to each other based on them. If the risk of working as a family is Goliath, we’ve had to sling many stones of compromise and empathy at it to maintain strong relationships. Along those same lines, we have been forced to name and understand the differences in each other’s working styles. Thankfully, work ethic has never been an issue for our family. Still, how we approach tasks, and especially how individuals have uniquely chosen to prioritize tasks that impact the bottom line, has been a tension we have had to address.
All in all, empathy and humility have been the primary tools we have used to keep our family fortified amidst the highs and lows of the business. Taking time to identify why someone made the choice they did and approach any tension as us vs. the problem rather than a divided house has helped our family not only weather the storms of business but also grow deeper roots that will impact future generations. We are acutely aware that being in business together could have had the opposite effect, and we could not be more thankful for where we are today. It is a blessing and a miracle.
George, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Hoffman Painting & Finishing is a family-owned business with deep roots in Baltimore, Maryland. Founded in 1922 by George Hoffman Sr., shortly after his return from WWI, our company has grown from a Baltimore-based local painting service into a respected Mid-Atlantic provider of comprehensive painting and finishing solutions. My grandfather passed down not just a business but a legacy of quality, which has resulted in a referral base of client satisfaction, a legacy that my father, George Hoffman II, expanded upon during his leadership of the company from 1962 to 1988, whereafter the reins were handed to me, George Hoffman III. My team and I have continued building on this family legacy through the evolving landscape of customer needs and industry standards.
At Hoffman Painting & Finishing, we specialize in both interior and exterior renovations, offering services that include but are not limited to painting, drywall, wallcovering installation, finish carpentry, staining, and rot repair. We pride ourselves on using high-quality products and processes that ensure durability and satisfaction—traits that have earned us a reputation for excellence reflected in our 5-star review status.
One of the unique aspects of our business is our focus on the details that matter. From meticulous preparation to the final touches, our team causes the 102-year Hoffman legacy to continue – delivering outstanding results that not only meet but exceed our clients’ expectations. We solve problems ranging from everyday wear and tear to complex restoration needs, ensuring that every project is completed with the highest standards in mind.
What sets us apart is not just our longevity in the industry or our ability to adapt to its changes, but our commitment to treating each project as if it were for our own home. This approach has nurtured strong client relationships and a reliable word-of-mouth reputation that continues to bring us new opportunities to serve our community.
I am most proud of the fact that Hoffman Painting & Finishing has become a multi-generational business, with the fourth generation now joining the ranks. This continuity not only underscores our family’s dedication to the craft but also ensures that the foundational values of our company—quality, reliability, and client satisfaction—continue to guide our future.
For potential clients, followers, and fans, I want you to know that when you choose Hoffman Painting & Finishing, you’re not just hiring a contractor; you’re partnering with a team that values your trust and aims to transform your space into something you’ll love and enjoy. Every stroke of our brushes carries the weight of a century-long legacy, and every project is a new opportunity to demonstrate why, for over 102 years, we’ve been hard to beat.
Visit our website at Hoffmanpaintingandfinishing.com to discover more about our services and how we can assist you in bringing your vision to life.
What do you think helped you build your reputation within your market?
Trust is slowly won and quickly lost. Building a strong reputation in the painting industry, particularly within the competitive Mid-Atlantic market, has been a 37-year journey for this 3rd and now 4th generation of Hoffman Painting & Finishing. Here are the factors we think have played the most crucial roles in helping us secure the reputation we have:
Commitment to Quality: From the very beginning, our founder, George Hoffman Sr., instilled a commitment to exceptional craftsmanship. This commitment has been the cornerstone of our reputation. We never cut corners, using only the best materials and meticulous techniques that ensure each project not only meets but exceeds our clients’ expectations.
Customer-Centric Approach: Understanding and responding to the needs of our clients has always been paramount. We listen carefully, offer personalized solutions, and make sure that every interaction is positive and fulfilling. This approach has helped us build lasting relationships and a strong referral network which speaks to our reliability and the trust our clients place in us.
Adaptability and Innovation: As the industry has evolved, so have we. Staying abreast of the latest technologies, trends, and best practices has allowed us to offer innovative solutions that address the changing needs of our clients.
Integrity and Transparency: We operate with complete transparency, providing clear and honest communication about project timelines, costs, and expectations. This integrity has been fundamental in building trust and a strong reputation.
Community Involvement: Participating in local networking events and engaging with respected organizations like the National Capital Region Society of Healthcare Engineers, Associated Medical Facility Professionals, and Hope Builders has helped us connect more deeply with like-minded professionals in our area and given us a strong support network to help serve our clients well.
Generational Continuity: As a family-run business now into its fourth generation, the continuity of family values and the deep-rooted passion for the craft have enriched our relationships within the industry and the community. This generational handover has brought fresh perspectives while maintaining the tradition of quality and service that defines us.
Our reputation is not just built on what we do, but how we do it. At Hoffman Painting & Finishing, we believe in going the extra mile, and it is this philosophy that has helped us maintain a trustworthy position in our market for over a century.
We’d love to hear the story of how you built up your social media audience?
At Hoffman Painting & Finishing, we believe that the heart of social media is storytelling. As a family-owned business deeply embedded in the painting industry, we recognize that every project—whether it’s a family home, a hospital, or a restaurant—carries a multitude of stories. These stories aren’t just about places; they’re about the people associated with them, from families to patients to patrons.
Our strategy for building an audience on social media has been to invite our followers into these rich narratives. We strive to meet our audience where they are in their own stories, creating content that is deeply human-centric. This includes sharing valuable industry information, sparking inspiration through showcasing our projects, spotlighting our dedicated team members to familiarize potential clients to who would be working on their project, and posting testimonials that address common concerns about undertaking significant home or commercial projects.
We’ve noticed that content featuring projects we have had a personal connection with or content about our team’s participation in community events tends to resonate more and receive higher engagement. This reaffirms our belief that on social media, people connect with people, not just faceless businesses.
Our Advice for Businesses Building Their Social Media Presence:
Focus on Human-Centric Content: Remember, people follow people. Your content should reflect the human element of your business—showcase the faces behind your services and the stories behind your projects.
Value Over Volume: It’s easy to get caught up in metrics like follower count and engagement rates. While these are important, the primary focus should be on delivering content that adds value. Answer your customers’ questions, provide inspiring and informative posts, and create content that people want to save and share. At the end of the day, your job is to serve them.
Engage Genuinely: Treat every interaction on your platforms as a privilege. Engage with your followers sincerely and consider their feedback as a guide to refining your content and services.
Leverage the Algorithm Ethically: While it’s crucial to understand and utilize social media algorithms to increase visibility, prioritize creating content that is inherently worthy of attention. Quality content naturally performs better. What kind of content do you want to see in your feed? What can you share that will bring someone else delight?
Don’t Get Bogged Down About “Likes”: We were attending a networking event, and someone at the event recognized us from social media and told us how much they liked our posts. This person had not clicked “like” on our posts yet took the time to commend us in person. If you are posting valuable content, chances are that you could be serving someone and have no idea. So, don’t be discouraged if your likes are lackluster – especially as a business! It is much harder for a business to get likes than an individual person.
In sum, our journey on social media has been about more than just broadcasting our services—it’s about building genuine connections and enriching our community through shared stories and valuable interactions. For those just starting, remember that authenticity and a focus on adding real value are some of your most powerful tools.
Contact Info:
- Website: https://hoffmanpaintingandfinishing.com/
- Facebook: https://www.facebook.com/hoffmanpaintingandfinishing
- Linkedin: https://www.linkedin.com/company/hoffmanpaintingandfinishing/
