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Member Spotlight: Rick Holtz

Posted By Christine O'Connell, Thursday, September 7, 2017

H J Holtz & Son, Inc (Richmond, VA)

Rick Holtz, president of H J Holtz & Son, Inc, is a third generation painting contractor.  No one can tell the company’s rich history better than Rick:


“Established in April of 1936 by my grandfather, Herman J. Holtz, our company has been serving the Richmond community for over 80 years. For the first 35 years, he ran a successful company providing residential and commercial painting and wall papering services to Richmond homeowners. Following his retirement in 1971, my father, Richard L. Holtz, Sr., took the baton and focused on building a reputation of high quality work and superior customer service.


Herman passed away in 2003 but his legacy lives on. I now serve as the company’s President after joining the business in 1994. Along with a great team that includes my two sisters and many long-time employees, we have built upon my father’s and grandfather’s work by adding new dimensions such as digital photography, decorative floors, cabinet painting, wall graphics, murals, decorative finishes and advanced equipment for painting and paint removal. We have also extended the company's borders by initiating relationships with designers and contractors in Charlottesville, Fredericksburg, Williamsburg, and Virginia Beach, VA.


We pride ourselves on great customer service and professionalism. Over the years, the company has gained numerous awards for our outstanding work. Among them are the prestigious PDCA PIPP Awards for Residential Interior and Residential Decorative projects, the Best of Houzz Award for service, which we earned three years in a row, and the 2017 Best of Richmond Awards for top painting contractor and top wall paper contractor.”

The company has been a PDCA member since the 1950s when Rick’s grandfather first joined.


They have continued to participate because of the educational value PDCA brings to their company.  Part of PDCA’s education program is the monthly webinars.  In 2011 one of these webinars connected Rick to his business coach.  “That ongoing relationship has helped us achieve the best financial results in my career.”  Education coupled with networking opportunities with other PDCA members are the benefits most valued by Rick and his company.  “Learning from other contractors from the mistakes they have made helps all of us deliver more value to customers while building healthy, profitable businesses. PDCA exposes you to the best contractors and educational programs in our industry.  It is the undergraduate and master’s degree program for painting contractors.  Because of PDCA, our company has grown and become more profitable.  This is profit we are able to share with our employees and their families.”


Rick’s company uses PDCA Industry Standards P-5, P-16, and P-23 in their estimating process to inform potential clients about best practices in surface preparation and finished products. “This enables customers to understand how and why our plan for their home or business stands apart from other proposals they may be receiving.”


When asked what he considered the top concerns of painting contractors today, Rick had this to say:

Some of the top concerns for painting contractors are employees and technology.


Finding employees can be a challenge for many contractors.  We have been fortunate to find great people that we have been able to train and that have stayed with us.  The goal is for us to keep our employees challenged and engaged in the work they do. I have found that treating employees with respect and keeping them informed about the impact they have on the company has been critical in our success.  We keep our employees informed of the company’s goals. This has proven to keep them empowered on a daily basis.  Employees stay with our company because we have a family atmosphere and they know their role.



Technology in marketing, business management, and in the work our employees perform daily is changing at a rapid pace. Technology is expensive, which makes it difficult to know what to invest in, and what is really going to make our work easier. We try to balance our spending on technology.  Spending on tools and equipment that help us do our job quicker and more efficiently is just as important to us as software that helps us keep track of our sales and run the business of painting.”


Rick’s advice to fellow members:  “Identify your two biggest challenges and try to work on them first.  Change takes time and has to be deliberate.  Be patient and consistent. Take advantage of all the PDCA has to offer.  If you have a question - ask.  If you have done something great -share it.  We are all in this together.”  




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