The Pros & Cons of Starting a Specialty Tub to Shower Bath Remodeling Business

Maybe you’re a general contractor today and your ‘jack of all trades’ business is a pain. You not only feel you’ve got to buy every tool known to man (and woman) to do these ‘soup to nuts’ jobs, but keeping up with the latest products and methods is IM-POSS-IBLE!

Or maybe you’re a design/build remodeler and are sick and tired of customers who take FOR-EVER to make selections. And then during this ‘way-too-long’ job you ‘unfortunately’ get an idea of what’s it’s like to be around them A LOT and think, “There should be a law against having to spend so much time with one customer! If only I could snap my fingers, and this job would be done.”

Or maybe you’re a handyman who would love to make money on materials and stop hearing customer complaints about your hourly rate.

Or finally – maybe you’re working as a subcontractor for a ‘big bath remodeling company’ (like BathFitter, Rebath, or WestShore Home) and don’t understand how they pay you so little to install tub to shower conversions yet they’re able to charge so much. You think, “Shouldn’t I get a bigger piece of this tub to shower conversion market pie?”

Then you get to thinking…..maybe I should start a specialty tub to shower bath remodeling business. But you’re unsure about the pros and cons of this business, and what you need to do to get the ball rolling.

Well in this article I’ll look at the advantages and disadvantages of a specialty ‘quick installation’ bathroom remodeling business so you can determine if it’s right for you. In a subsequent article I’ll look at steps to start a tub to shower conversion business.

I’ll look at the pros first (hey – I’m a ‘glass half full’ guy, so I always like to start with the positives), then we’ll look at the cons (and no, not the type you find in prisons!). And at the end I’d love your input if this business is right for you and questions you have about getting started.

The pros of starting a specialty tub to shower bath remodeling business

Pro #1 – You’d be serving a large – and growing – group of customers (which is not only for tub to shower conversions I might add!)

Let’s face it – the largest part of the bathroom remodeling market IS NOT the $50,000 to $100,000 (or more) big bathrooms done in fancy-schmancy neighborhoods by design/build contractors.

No – most people live in modest homes with modest sized bathrooms. I don’t know the exact number – but there are millions of 60” x 30” or 60” x 32” tubs, or 48” x 36” or 60” x 36” showers installed in bathroom alcoves by production builders years ago which are practically begging to be renovated.

And this doesn’t even include Baby Boomers looking to age in place, or people needing an accessible shower due to a health condition.

This is a big, big, big market which is largely driven by bathrooms in middle income homes which need their alcove tub and shower spaces upgraded in the worst way.

Pro #2 – Selections are far less complicated in tub to shower conversions than they are in expensive design/build jobs.

The good news for customers in the design/build market is they can practically choose ANYTHING.

The bad news for you if you’re a design/build or general contractor in the high-end bathroom remodeling market is your customer can practically choose anything. Then they’ll expect YOU (and your company) to source it and install it, in a reasonable amount of time. And it’ll be your problem if finding their crazy selections proves to be a ‘slippery slope’ which wreaks havoc with your production schedule.

On the other hand, with a ‘wet space alcove remodel’ (including tub to shower conversions, shower to shower conversions, or tub to tub conversions), selections are far less complex. As a matter of fact, the most profitable companies usually have a ‘selection menu’ they’ll show in their sales software to guide customer choices. Or they’ll show a bathroom visualizer (or use a sample sales case) to help a customer make selections without overcomplicating the process.



With these tools you’ll shorten the selections process (it can be done on the first call) can shorten the sales cycle, and minimize delays for products which aren’t in stock, or you don’t have the foggiest idea where to get.

Pro #3 – You can develop a repeatable installation process with technicians who don’t need as high a skill level.

If finding highly skilled field technicians is ‘the impossible dream’ you may have come to the conclusion the best way to ‘get them’ is to train them yourself. You know if you’re doing higher-end design build projects it can be YEARS before you develop a highly skilled trim carpenter or tile setter. And even if you go through the laborious (pun intended) process of bringing someone along, there’s no guarantee they won’t leave you for the ‘highest bidder’ (your pouching competitor) or start their own business.

And this reality is a smart reason to go into the more repeatable (and less complicated) tub to shower (or alcove bath and shower remodeling) market. Most projects are done with grout free wall panels and grout free shower pans and requires less skill, time, and/or project planning.

Pro #4 – You can more tightly define your target market – yet also have markets big enough to create an entire business.

While a lot of people will say they’re in the ‘wet space remodeling business,’ there’s actually several markets as part of this larger category.

For example, you could become a home access contractor and focus on tub to shower conversions– or roll in shower conversions for people with medical or developmental challenges. And what’s nice about this market is it’s ‘needs-based,’ not ‘wants based’ so it’s less impacted by the economy. And another bonus, this market segment has less competition than the general retail bath remodeling market (although prospects have to be acquired in a very different way).

Or you could go after the growing age in place market of consumers 55+ who NEVER want to see the insides of an expensive assisted living facility. 55+ customers have more disposable income than younger homeowners and it’s easy to make the economic case to stay in their homes longer.

Or you could choose to target specific neighborhoods which have large numbers of small bathrooms which are prime targets for ‘wet space’ remodeling projects (i.e., bath to shower conversions or shower to shower conversions).

Pro #5– Better cash flow.

I can still see the figurine on my dad’s desk (my dad owned a commercial union mason contracting business when he was alive, but his life ended way too soon – at the age of 59, but I digress) which said, “Happiness is a positive cash flow.”

And let’s face it progress payments on large bathroom remodeling jobs can be crippling if they don’t happen timely. Unpaid suppliers, unpaid subcontractors, or unpaid employees don’t create winning projects and profitable businesses!

And this is one smart reason to look at the specialty tub to shower conversion market. You can get a 50% deposit (which covers material costs – and then some) and then collect the balance upon completion.

Or if the customer requires financing, most financing programs will pay upon completion. And if you do offer financing (and larger scalable alcove remodelers do) be careful how many jobs as a percentage of your entire business, you finance to keep your cash position positive.

Pro #6– Better margins (or markups) on labor AND materials.

While it can be fun selling big dollar bathroom (or general contracting) jobs you can’t pay bills with sales. You can only pay bills with margins generated from profits on jobs.

And when you look at profit margins with moderate sized tub to shower conversions 35-50% gross margins are the norm, rather than the exception.

And if today, for example, you’re a handyman – it’ll be comforting to know you’ll make money NOT ONLY with your labor but by selling products as well. And that’s a ‘GOGO’ special – i.e., get a margin on labor, then get a margin on materials.

Pro #7– You can offer better warranties.

If you’re doing higher end remodels with tile floors and showers you know the jobs not only take A LONG TIME – but product and installation complaints with tile (how they’re laid, leakage issues, cracked tiles, moldy grout joints etc.) can be a major thorn in your side. And while waterproofing systems like Wedi and Schluter have lessened leakage complaints, you still don’t have simple remedies for a customer who might have tile issues a year or two after their job is done (and your tile sub is nowhere to be found).

On the other hand, in the quick installation bathroom business you’ll sell grout free wall panels which in many cases (with better quality lines) have lifetime warranties. And these warranties can help customer feel comfortable buying what you have and giving you a deposit, so they won’t have to worry about an expensive tile shower which has failed.

Pro #8– It’s easier to enter the ‘bathroom alcove’ (quick installation bath remodeling) business if you’re not a ‘grizzled contractor’ who has ‘been-there, done-that.’

If you don’t have extensive experience as a contractor or handyman – and the idea of complex bathroom remodeling business has you sweating bullets, quick installation alcove projects are far less complex than custom design-build jobs.

And in addition, you won’t be as dependent on highly skilled trades who can be fickle (or even non-existent dependent on the market you’re in).

This is a simpler business to get into than becoming a general contractor or design/build contractor.

And while I’d like you to believe everything will come up ‘roses’ being a specialty tub to shower remodeling business – there are challenges (‘er cons) to be aware of and factor in BEFORE you take the plunge and start one of these businesses. Learn about them below.

The cons of starting a specialty tub to shower bath remodeling business

Con #1– You’ll compete with the ‘big boys’ and girls’ (including franchises, national brands, and well-financed private equity owned businesses like BathFitter, Rebath, Kohler, and WestShore Home)

If only you could get into a highly profitable business with NO COMPETITION with customers begging you to take their money! Well – this would be a dream scenario, but then you’d likely wake up. If it’s too good to be true, it’s too good to be true.

And if you get into the quick installation bathroom business there can be competition from sophisticated (and well bank-rolled) companies.

And if you’re wondering how these large companies charge so much for these tub to shower jobs (which the ‘big boys and girls’ sell from $15,000 to $25,000 installed for alcove only projects) it’s not only because they’re well known, but they’re also effective at marketing to get leads and sales process to close jobs.

So – if you want to compete with them look for suppliers who not only have good value products, but also those which also offer in-home bathroom presentation tools, sales cases, and visualizer tools so you can impress homeowners even if you’re not a big company.

Con #2– If you’re in a small rural town you may need to broaden your scope

While it can be nice – and efficient – to ‘niche down’ and get really good at one type of job (like alcove remodeling projects), if your business is in a small town you may need to broaden the projects you accept to have enough business to make it go.

Con #3– You may lose projects to the ‘one stop bathroom remodeler’ who will do the ‘full Monty.’  

While it can help your focus and profits to not ‘extend beyond’ the tub/shower alcove, this refusal to do other parts of the bathroom (floors, vanities, toilets, freestanding tubs) can become difficult if your customer isn’t willing to coordinate other trades to supply/install the vanity, move a toilet, add lighting etc. if they want a complete redo of their bathroom.

It’s for this reason a number of ‘quick installation’ companies will allow (within reason) some ‘scope creep.’

Con #4– You’ll miss the high-end market which still has money to spend even when the economy turns south

Let’s face it – in the United States, the rich are getting richer. And they’re in a better place to spend on large scale projects even in downturns.

And this is a factor to keep in mind if your middle-income (alcove remodeling) clientele is feeling the pinch of inflation and low wage growth and are clamping down on spending money on larger projects.

Con #5– You’ll find it hard to be ‘just a contractor’ who can put your head down and focus strictly on working with power tools

Many contractors and handymen (or handywomen – don’t want to be sexist here) get into construction because they like working with their hands and power tools yet HATE, HATE, HATE ‘paperwork.’

And while you can focus on – and be intimately involved with building projects as a general contractor, when you go after the quick installation (in/out) alcove shower remodeling business you’ll also need to become good at marketing and sales to stay alive and grow.

Even if you love the smell of sawdust, you’ll also need to learn to love burning up your keyboard and tracking lead conversion costs and sales! And you may even have to become (or manage) a salesperson (or sales team). WOW! Your construction power tools won’t be the only thing you need to succeed.

Con #6– You’ll need to find a way to stand out in a sea of ‘sameness.’

If you’ve been installing acrylic bath systems and now want to branch out on your own, you may be tempted to start a tub to shower conversion business by selling what you’ve been installing in your ‘past life’ (no, I’m NOT going to go all ‘Shirley Maclaine’ on you here – ha! ha!).

And the bigger challenge is how are you going to not only lead generate– but also how can you stand out so it’s not a ‘race to the bottom’ when you quote jobs?

How can you differentiate? And let’s face it, everybody and their brother (and their brother’s brother) are selling and installing acrylic wall panels and bases.

It’s for this reason new contractors need alternative wall panel systems. And one option to check out are 3/8” thick laminate wall panels and stone shower pans below. And yes, that’s a shameless plug for my nationwide bathroom products wholesale biz.

Differentiate products combined with an effective in-home bathroom dealership program (and web site) can make the difference between getting ‘lost’ in the market of sameness and higher job profits where people choose you BECAUSE you have special products and a selling system which gets them excited.

So, does it make sense to become a specialized tub to shower remodeling contractor? Do you want to learn more about products and systems to win in this market?

So, after reading this article are you leaning towards becoming a specialized tub to shower remodeling contractor or against it? I’d love your comments and questions below.

And if you’re leaning towards this opportunity AND looking for differentiated products with professional sales and marketing programs –contact me at 888-467-7488 (or request Free Wall Panel Samples). I’d love to tell you about the Innovate bathroom dealership program and unique lines of laminate wall panels, InnovaStone shower pans, shower replacement kits and bathroom accessories.

Thanks for reading!

Mike