Back when Kelly and Chris Edwards were renovating properties with a real-estate investment firm, they went through a lot of painters—and a lot of headaches. “There were those who didn’t show up and those we wish didn’t show up,” says Chris.
So when the twin MBAs were thinking about a new project, they decided that beating the painting and restoration competition wouldn’t be too hard. “We like to say we’re the paint company we could never find,” Chris says.
And if you’re wondering where this two-year-old upstart is heading, just look at that name. “Everything is about the brand,” Kelly says. “With a name like Orange Elephant, you better have big plans.”
For these two, that ultimately means franchising. But before they take over the world, the Edwards realize they need to streamline their process. The Edwards want to digitize that experience so they can provide a quote in minutes. They also have leveraged technology to innovate scheduling. Now, when a call comes in, the quote is scheduled immediately and the appointment sent to smartphone calendars.
Thanks to their investment background, the Edwards have a clientele many firms miss: larger hedge funds that buy and renovate homes. “That’s a piece of the market a lot of people don’t have,” Kelly says.
While the extra income from those jobs will be welcome, the goal is to keep the Orange Elephant name top of mind for when those customers are ready to do painting jobs. “We’re trying to figure out ways to stay in front of that customer,” Chris says. “Then we’re going to get the big ticket item when it’s time.”
