Concrete Beauty: Builder Finds Niche with Concrete Floor Finishes

advice, guidance, support, results

“I certainly have a lot of people who are interested in decorative concrete. It has a great look and a great feel. And there’s no real maintenance.”

— Sammy Herrell



After experimenting with decorative concrete finishes in his own home, Sammy Herrell decided to try them in one of the new homes in his subdivision, Northpoint Grand. Herrell believes the features of concrete floors–durability, low maintenance, and the absence of allergens that are typically found in carpet–will interest many homebuyers.

“Decorative concrete is a product that a lot of people haven’t seen,” Herrell says. “I wanted to test the ‘sell-ability’ of it, and to discover how the customers would react. This is a new product for homes in this price range. Here was my opportunity to gauge the level of interest.”

As part of an agreement with Bob Harris of the Decorative Concrete Institute, Herrell would complete one home at Northpoint Grand with decorative concrete that Harris installed at cost. In exchange, Harris, who also teaches decorative concrete methods, made a video of the installation process and uses the images in his marketing and educational materials.


Decorative concrete covers the foyer, dining room, living room, kitchen, and bathrooms–and the driveway and sidewalk, which attracted buyers right away.

“So far, people have been very excited. I’ve been getting a lot of nice compliments. They really appreciate the unique look,” Herrell says. “They tend to be most interested in the driveway, since it’s right out in front and really catches the eye. The entire home is drawing interest.”

“Sometimes, we do need to educate homebuyers a little bit. They tend to ask about what sorts of styles are available and what sort of maintenance is required. Those are the types of questions you like, because then you can tell them about how little maintenance is needed and how concrete has greater longevity than carpet and vinyl.”

“Also, sometimes there’s a misperception that concrete floors are cold and uncomfortable. However, in Atlanta, I would say it is actually the opposite. I have experienced this first hand in my house. Once you get the house to its temperature, the floor in that home is going to stay the same temperature. People will be surprised how comfortable it is to walk on.”

Leading the way

Let's build a better world together

Project planning

Design expertise

Great qualifications

Nullam vestibulum finibus sapien, id consequat mauris tempus auctor.


90 Newport St., Natick, MA 01760

83 Taylor Street, Kings Mountain, NC 28086

22 Birch Hill St., Villa Rica, GA 30180

Support requests

Nullam scelerisque leo felis, quis congue mauris tristique in. Suspendisse pulvinar, felis eu facilisis mattis, turpis odio luctus nisi, et ultrices velit enim quis lacus.

Request a quote

[Insert your contact form here]


Vivamus vehicula dictum elit at bibendum. Etiam finibus eros ut urna auctor ullamcorper. Sed at erat eget nisl rutrum ultrices sed eu ex.


Sign up to receive the latest news and trends from our company.

More questions? Get in touch