When Lorna Kerr launched 360° Painting of DC in 2021, she knew she was stepping into an industry that’s not only highly competitive but also predominantly male-dominated. As a franchise owner in the painting and light construction sector, her vision was to create a business that not only met the high standards of clients but also reflected her passion for transformation and community impact. This is the story of Lorna’s journey into the world of painting.

Starting from Scratch

Lorna’s entry into the painting industry was not a spontaneous decision. She had juggled being a wife and mom to two daughters, putting herself through school, and building a career in the corporate world. For years, she and her husband had been renovating homes in the Washington, D.C. area. Whether embarking on full renovation rehabs or cosmetically transforming spaces they lived in, Lorna found joy in the renovation process—starting with the transformational power of a fresh coat of paint.

“With repainting a room, you can transform the feel and look of a space,” Lorna explains. “I like aesthetically pleasing spaces, and I also love helping clients select colors and finishes that speak to them. Painting allows me to help clients create that transformation in a way that’s immediate and impactful.”

In late 2019, she purchased the 360° Painting of DC franchise with plans to launch in 2020. However, health challenges and the pandemic delayed her plans, forcing her to wait until 2021 to officially open for business. Despite these setbacks, 360° Painting of DC has seen consistent growth over the past four years.

What Sets 360° Painting Apart

360° Painting of DC specializes in residential and commercial painting, including interior and exterior painting, wallpaper installation, accent wall paneling, light construction, and wood and metal refinishing. While the company primarily caters to residential clients, Lorna’s ultimate goal is to strike a balance between residential and commercial projects, aiming for a 60/40 split.

“Residential is the heart of our business,” she says. “I enjoy the consultative process of working with homeowners. People are different in their own homes—more relaxed and open. But I also enjoy working in the B2B commercial environment, given my 20-plus years in the corporate world. Finding a good balance between the two feels ideal.”

However, finding this balance hasn’t been without its challenges. The commercial side of the business, which includes projects like apartment buildings and retail spaces, often requires careful consideration. Reflecting on a year-long project painting a 144-unit apartment building in Northern Virginia, Lorna learned that “all money is not good money.” She reflected on that experience and decided she would be very intentional and selective about the projects she bids on. 

Lessons from the First Four Years

The early years in business have been a learning curve for Lorna. From navigating cash flow challenges to building relationships with established painters, she’s had to face the realities of running a small business head-on. One of the most significant hurdles has been profitability, especially in an industry where labor costs are high and material prices have steadily increased.

“In 2021, I was giving away too much of the job proceeds to the painters because the market was so competitive,” Lorna recalls. “I believe in relationships and longevity, so I really wanted to keep the painters whose standards align with mine. But that can impact margins.”

Despite these challenges, Lorna has stayed focused on learning how to sustain profitability and still retain top talent. She’s also pursuing certifications like the Minority Business Enterprise (MBE) designation and working to get on the GSA schedule for federal contracts, which could open up new opportunities in government and commercial sectors.

A Vision for 2025 and Beyond

In this coming year, Lorna’s primary goal is relationship-building. She is looking to connect with real estate agents, property managers, and interior designers, recognizing the synergy between painting services and the needs of home buyers, home sellers, and commercial complexes.

“Real estate agents regularly need painters to help clients prepare their homes for sale or personalize new spaces after the purchase,” she explains. “I want us to be their go-to recommendation.”

“Residential painting is seasonal work,” she notes. “In the winter, homeowners don’t want you in their living spaces, and you can’t paint exteriors when temperatures dip below 40 degrees. Commercial work could help keep my crews busy year-round.”

In addition to expanding the client base, Lorna is also focused on strengthening her ties within the business community. She has joined the Bethesda Chamber of Commerce, the Maryland Black Chamber, and the Greater Washington DC Black Chamber of Commerce, organizations she knows offer valuable networking opportunities and resources.

And, for Lorna, running a business is about more than profits. Through the franchise’s “Kids Lift” initiative, 360° Painting of DC works together with other franchisees to support children in underserved communities, their families, and their schools. She’s currently exploring ways to partner with the National Center for Children and Families in Bethesda, with ideas ranging from coat drives to school supplies initiatives, or even painting their spaces for free.

“Bethesda is a town that cares about social issues, and I want to leverage my business to give back,” she says. 

Advice for Aspiring Entrepreneurs

As a woman navigating a male-dominated industry, Lorna’s journey offers valuable lessons for other entrepreneurs. Her advice? Build relationships, stay resilient, and be selective about the opportunities you pursue. What impact do you want to have in your community? For Lorna, she recognizes that she and her team have an ethos when interacting with their clients that cannot be denied. When hiring, she looks for alignment between her brand’s ethos and the prospective new hire. 

Lorna has also learned from past experiences, “You can’t put all your eggs in one basket,” she warns. “I learned that the hard way when a major commercial partnership I relied on was sold to another company. Diversifying your income streams and client base is critical to long-term success.”

She also emphasizes the importance of networking and seeking support. “Entrepreneurship can feel lonely. Connect with others who understand your struggles. Whether it’s through chambers of commerce or small business programs like Goldman Sachs’s 10,000 Small Businesses, take advantage of resources that can help you grow and navigate challenges.”

The Road Ahead

As 360° Painting of DC enters its fifth year, Lorna’s vision is to build a business that’s not only profitable but also meaningful. Whether it is for transforming living and working spaces, supporting families through community initiatives, or creating stable jobs for a top-notch crew, Lorna wants 360° Painting of DC to be known as a premier provider and an outstanding corporate citizen.

With plans to expand her network, refine her project portfolio, and deepen her community engagement, Lorna is poised to make 360° Painting of DC a standout in both the local painting industry and the broader business community.