New Lifetime Exterior Paint Products at Home Shows & Coupon Books
When you visit a home show, you’ll often see many new “Lifetime Paint Companies” pop up with catchy names like Gorilla Coat, Turtle Coat, Armadillo Coat, Dog Coat, Shark Coat, or any other “random animal” Coat. These companies usually don’t last long—often surviving only a year or two, if they’re lucky. They introduce mysterious products that leave customers wondering what they’ll actually get. Despite their promises of lifetime transferable warranties, their lack of experience and short business history make it hard for them to back up these claims or to be taken seriously.
The Reality of Bargain Lifetime Exterior Paint Companies
Most discount coating companies at home shows or in local coupon books are selling standard acrylic paint. Modern paints typically last 3 to 5 years manufacturers design them that way to encourage repeat business. Just because you call paint a coating, it doesn’t mean it will last longer. You can call your Prius a Porsche, but it won’t go any faster.
Are Lifetime Paints Worth the Money?
The value of permanent coatings or lifetime paints depends on the contractor and the product they use. Important factors include:
- Preparation: Proper preparation is key.
- Proven Experience: Choose companies with a proven track record.
- Product History: Make sure the product has a successful history.
Be careful about being one of the first projects the new local “Armadillo Coating” dealer does.
What to Look for When Hiring a Lifetime Exterior Paint Company?
- Physical Business Location: Make sure they have an office you can visit.
- BBB Membership: Check if they’re members of the Better Business Bureau.
- Local Business License: Verify they have a local business license.
- Insurance: Confirm they have insurance.
- Warranty: Read warranty carefully find out for how long LABOR is covered.
- Product Data Sheet: Ask for the product data sheet.
- Product Verification: Ensure the product you’re purchasing is on-site by checking the labels.
- Research: Google the company name followed by “reviews” or “lawsuits” and look beyond the first page of results.
- Honest Pricing: Avoid high pressure “time share” sales tactics offering 20 to 50% discounts if you buy today.
- Honest Expectations: Avoid companies claiming R-Values and 20 to 40% Reduction in Energy Bills. According to the Federal Trade Commission these claims are both false and illegal.
Avoid companies operating out of an apartment or home. A legitimate coating business should have a warehouse for storing, tinting, and preparing coatings before sending them to job sites. If a company relies on local big box stores or paint shops, they’re not using a specialized coating system for your property.
Home Shield Coating® vs Rhino Shield vs Tex Cote Warranties Compared.
What’s the Difference Between Home Shield Coating®, Tex Cote and Rhino Shield?
Everything! different products and different warranties. Let’s compare our warranty to Tex-Cote Paint and Rhino Shield Paint. We have nothing to hide and are happy to explain our warranty and our competitors’ warranties as well. We’re so confident in our experience, product, application methods, and warranty. That we encourage you to schedule an estimate with both Tex-Cote and Rhino Shield as well.
Home Shield Coating’s Best-in-Class Warranty
Since 1999, Home Shield Coating® has been the trusted name in permanent wall coatings. We got our start in Chicago, IL, where our product proved itself against some of the toughest weather in the country.
Our coating isn’t just talk it’s backed by real third-party ASTM testing. You can find these results proudly listed at the bottom of our product data sheet. While lab tests are important, nothing beats the real-world test of time, weather, and experience. That’s why atHome Shield Coating® we have spent over 25 years fine-tuning our product and application methods to make sure our customers get the very best.
Our coating is a two-part, three-coat permanent coating system that includes:
- Part A: Bonding Agent Primer (Pink Primer)
- Part B: HSC Topcoat, available in any color of your choice
Home Shield Coating® offers a 30-Year Combined Warranty:
- First 10 Years: Covers Labor and Material
- After 10 Years: 20-Year Material Warranty
Home Shield Coating® is the only company in the industry offering a 10-Year Labor Guarantee, showing our commitment to customer satisfaction and confidence in our products. We’re the company you hire when you want it done right the first time.
Protect Your Home for Decades with Home Shield Coating®
Home Shield Coating® is a two-part, commercial-grade permanent exterior wall coating system designed to be a long-lasting, cost-effective alternative to traditional exterior house paint.
The application process involves 11 detailed steps, including three coats. The first is a waterproof, surface-penetrating Bonding Agent Pink Primer, followed by two coats of the Home Shield Coating® Topcoat, available in any color. Home Shield Coating® is 17 times thicker than standard paint and lasts 6 times longer.
Home Shield Coating® is engineered to be durable, flexible, and breathable, and comes with the assurance of a 30-Year Transferable Warranty.
Why Choose Home Shield Coating®?
✅ Topcoat Available in Any Color!
✅ Mold and Mildew Resistant.
✅ Stay Clean Technology.
✅ 30 Year Transferrable Warranty!
✅ ASTM Lab Test! Backed by Over 25Yrs Of Real World Extreme Weather Testing!
✅ Ideal for Residential, Commercial, and Industrial!
✅ Ceramic Infused!
✅ Color Stable Technology!
✅ Surface Penetrating Bonding Agent! (Pink Primer)
✅ Three Coat System.
✅ Protects Walls 17x Times Better Than Paint!
✅ Last 6x Longer than Paint!
✅ Proprietary Coating Not Sold in Stores!
✅ Breathable, Flexible & Durable.
Home Shield Coating® is ideal for Stucco, Hardie Board, Cedar Siding, Aluminum Siding, Dryvit and Brick.
Looks Like Paint Protects Like Armor!
Tex Cote Paint Warranty Explained
Tex-Cote’s Lifetime Warranty What It Really Means
Tex-Cote manufactures and sells a product called Cool Wall through their dealer network. They offer a lifetime warranty on the product but exclude labor. Tex-Cote is upfront about this labor exclusion. The fact that they exclude labor doesn’t mean their coating doesn’t work or is inferior. Tex-Cote has been around for a long time and has contributed a lot to the coating industry. With Tex-Cote, it’s all about the dealer’s expertise. If you have a local dealer who knows what they’re doing, you can expect a long-lasting exterior finish that will look great for decades. Avoid dealers with less than five years’ experience. Google Tex-Cote Paint Reviews to get an idea of the quality of work your local dealer does.
Awa Coatings LLC New Tex-Cote Dealer in Orlando, FL
The new local Tex-Cote dealer in Orlando, FL—AWA Coatings LLC was so impressed with our before and after photos that he not only used one of them on his own website but also copied our entire website design. We have a copy of the cease-and-desist letter our attorney sent him, along with screenshots of his cloned website shown below, which displays a big, beautiful cedar home that was coated by Home Shield Coating in Milwaukee, WI. He misleadingly presented this picture as his own work done in Orlando, FL. 🚩
He claims to be a veteran and advertises he’s been in business since 1961. The reality is that AWA Coatings LLC has only been in business for a couple of years now. Its owner, Mr. Gene Pierson, previously operated a company called Master Shield Ceramic Coatings LLC, which he shut down after encountering problems and developing a negative reputation in Central Florida. Several former Master Shield Coatings Customers have contacted our office for help with issues caused by Mr. Gene Pierson. Let’s just say they aren’t very happy with Mr. Gene Pierson or his new business venture Awa Coatings LLC.
Unfortunately, not all veterans conduct themselves honorably. This New Tex Cote Dealer is off to a troubling start. What he did is deceptive and shows poor judgment. We would never claim someone else’s work as our own.
They say imitation is the sincerest form of flattery—and while we appreciate the compliment, AWA Coatings LLC took it too far. It’s unfortunate that Mr. Gene Pierson had to meet one of our attorneys during his very first year in business as Awa Coatings LLC.
Rhino Shield Paint Warranty Explained
Rhino Shield’s 25-Year Warranty: What It Really Means
Rhino Shield started in Indiana and was incorporated in Florida in December 2001. They sell and distribute Rhino Shield, a product private-labeled for them by Nationwide Coatings, through their dealer network. Rhino Shield offers a 25-year warranty but only covers labor for one year.
Many customers have expressed frustration upon discovering the 1-Year Labor Warranty, especially since all of Rhino Shield’s marketing highlights a 25-Year Warranty. One of those unhappy customers contacted the local news in Orlando, FL, after the local Rhino Shield dealer went out of business.
Rhino Shield’s One-Year Labor Warranty
According to the investigative report linked above, responsibility for warranty claims falls on the local dealers, not corporate. These local dealers may no longer be in business. New dealers are not responsible for warranty claims made by previous dealers and are allowed to “start fresh,” often turning past issues into new revenue opportunities.
Unfortunately, this has happened in multiple markets across the country. For example, the Rhino Shield office in Milwaukee, WI, has had three different owners. Due to this turnover, it’s wise to avoid new Rhino Shield dealers until they’ve proven themselves over time.
Rhino Shield’s New Dealers Offer “Special Warranties”
New dealers often offer potential customers whatever they need to hear to secure a sale—but previous customers are still stuck with the 1-year labor warranty. They typically blame issues and negative online reviews on former owners (dealers) and promise to make things right.
They may highlight third-party testing and share ASTM test results, which most homeowners don’t understand or find useful. These new dealers often spend heavily on marketing, only to be overwhelmed by service calls from unhappy customers—leading many to go out of business. This exact scenario has happened three times in Milwaukee, Wisconsin.
Rhino Shield’s Unhappy Customers
Rhino Shield Problems: Customers in Wisconsin, Minnesota, Louisiana, California, Florida, and several other states have voiced serious complaints some even calling for a class action lawsuit. A quick Google search using the phrase “Rhino Shield Class Action Lawsuit” reveals some eye-opening stories.
At Home Shield Coating®, we’ve made it crystal clear that we have absolutely nothing to do with Rhino Shield. Our products, processes, and business models are completely different. The only similarity is the word “Shield” in our names.
Every business will have some unhappy customers—it’s inevitable. But what really matters is how a company handles those issues. If you’re considering Rhino Shield, we strongly recommend Googling “Rhino Shield Reviews” to see how your local dealer stacks up.
Lifetime Paint Common Questions & Answers
How Much Should a Lifetime Paint (Permanent Wall Coating System) Cost?
A good-quality lifetime paint—also known as a permanent wall coating system—should cost between $5.50 and $8.50 per square foot, depending on the material being coated and the complexity of the job. If you’re being quoted more than this range, you may be experiencing price gouging and should consider getting additional bids. In some markets, we’ve seen extreme overpricing from certain contractors.
How Much Does Tex-Cote Paint Cost?
We’ve seen Tex-Cote paint priced between $6.50 and $11.50 per square foot.
How Much Does Rhino Shield Paint Cost?
We’ve seen Rhino Shield paint priced between $6.50 and $12.50 per square foot.
If a Coating Contractor Is Part of a Dealer Network and Goes Out of Business, Who Backs the Warranty?
Short answer: Not corporate. If the dealer closes or changes ownership, there’s a real possibility that your warranty could become void.
Is Fading Covered by an Exterior Wall Coating Warranty?
No. Most coatings are fade-resistant, not fade-proof.
How Much Should Rhino Shield Paint or Tex-Cote Paint Cost Per Square Foot?
A high-quality professional exterior paint job from a reputable local franchise should cost between $3.50 and $4.75 per square foot.
By comparison, a permanent wall coating system like Rhino Shield or Tex-Cote typically ranges from $6.50 to $12.50 per square foot.
If you’re being quoted more than $7.50 per square foot, you’re likely overpaying. Some coating companies are known to inflate pricing—sometimes adding 30%, to 40% then offer a 30% to 40% “discount” if you commit to buying the same day. This tactic traces back to old 1950’s Sears Siding Sales Techniques.
Pro Tip:
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Get multiple quotes
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Read the warranty carefully
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Know your property’s square footage
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Ask directly how much you’re paying per square foot
Do I Have to Keep the Same Color Forever?
No. Changing colors later is simple and affordable.
Do Ceramic Wall Coatings Provide Any Type of R-Value?
No. While ceramic particles in coatings can help reduce exterior wall temperatures, they do not provide a measurable R-Value. The actual R-Value of your walls depends on factors such as insulation type, wall structure, and the year your property was built.
The Federal Trade Commission (FTC) has taken action against several wall coating companies for falsely claiming R-Values and promoting 20% to 40% utility bill reductions. These claims are misleading and have been deemed false and illegal by the FTC.
Ceramic wall coatings may help deflect heat, which can contribute to lower utility bills especially when lighter colors are used but they should not be relied upon for insulation value.
Disclaimer: This blog is intended for warranty comparison purposes only. All product and company names mentioned are registered® trademarks of their respective holders. Their use does not imply any affiliation with or endorsement by these entities. TEX•COTE® is a registered trademark of Textured Coatings of America, Inc. RHINO SHIELD® is a registered trademark of AmCoat Industrials LLC. We recommend that consumers obtain at least three estimates before making a decision. Exploring exterior permanent wall coatings can be a valuable investment if you ask the right questions and select a reputable company. If you plan to own a property for more than three years, investing in a high-quality coating system installed by a trusted company is a smart choice and can provide a strong return on investment. To learn more about exterior wall coatings, schedule an estimate today!
