Matt Haney, owner of Groovy Hues Painting of Southlake, talks about what it really takes to build a great trade business that’s built on craftsmanship, consistency, and relationships. Matt and his team specialize in premium residential and commercial painting, wallpaper installation, and Roman clay and Venetian plaster finishes throughout Southlake and the greater DFW area. He shares how he’s built a reliable crew, why quality tradespeople are in high demand, and why focusing on quality and connection, not just growth, is key to building a business.

Podcast Transcript 

Matt, thank you for coming on our podcast this morning. We really appreciate you being here.

Matt: Thanks for having me. I’m looking forward to talking about a few things that will be helpful to homeowners—especially when it comes to wall coverings—and also from an entrepreneurial perspective. I think there’s a lot to cover.

Host: April and I actually go back with you quite a ways, especially from our days in Houston. She’s known you for a long time from your career in furniture, but now you’re in the paint business as the owner of Groovy Hughes Southlake. What got you into paint?

Matt: Honestly, it started when I was young. I grew up in a home where my parents bought Henry, Baker, and Century pieces. We had high-end rugs, great wall paneling, and a strong sense of design. That gave me an appreciation for quality and detail, and it’s something I wanted to bring into this business—to make it a little different from your typical paint company.

Host: What did you see in the industry that made you want to do things differently?

Matt: A little bit of both—wanting to run a small business and seeing that service in the trades was lacking. If you look at our website, we’re trying to bring a new level of professionalism to the service industry. Think about it: when you make an appointment with a painter, HVAC technician, or roofer, do they show up on time? Do they communicate when things change? We make sure our crews do. We show up early, stay in communication, and take ownership of every job. That’s the standard we’ve built at Groovy Hughes.

Host: How difficult was it to build a team that shares that same level of commitment?

Matt: Very. For the first eight months, we hired just about every bad crew you could imagine. You don’t really know what a crew is like until they’re on your job site. Will they show up on time? Do they come back for touch-ups? You learn quickly. We found out that the little things—communication, professionalism, and follow-through—matter most. And speaking English is huge. Homeowners need to be able to explain what they want. So, we made it a rule: the lead painter must speak English and must be on-site throughout the job. We learned that the hard way, but now we’ve got it right.

Host: You don’t just do paint either—you also offer wallpaper, Roman clay, and other wall coverings. Tell us about that.

Matt: We started as a paint business, but our clientele—mainly designers—led us to expand. As hard as it is to find a good painter, it’s ten times harder to find a good wallpaper installer or someone who can do Venetian plaster or Roman clay. Those are highly specialized skills. Because of my background in furniture, I already had relationships with designers across North Texas. They started asking for help finding installers, so we began offering those services. It took time to find the right people, but now we have incredible crews. And despite what people think, wallpaper is far from dead—it’s evolved. Modern wallpapers like wood veneer and grasscloth are nothing like the ones from the 1980s.

Host: With those specialized trades, do you see more opportunities for young people to build careers in this field?

Matt: Definitely. There’s a growing realization that trade work—whether it’s wallpaper, paint, or welding—offers great careers. You don’t necessarily have to go to college to make a good living. I know young installers making excellent money because they’re good at what they do. It’s a huge opportunity for those willing to learn a craft.

Host: Have you always wanted to own your own business?

Matt: Absolutely. I went to college for business management with a focus on entrepreneurship. I always wanted to build something of my own. My grandparents had property in South Carolina, and I once pitched turning it into a Starbucks and nail salon. My parents didn’t go for it—they were risk-averse. So I went into furniture sales, which was the closest thing to running my own business. I did well there, but when I retired, I wouldn’t own anything. That’s why I eventually took the leap into starting my own company—so that my efforts would build something lasting.

Host: What lessons from your furniture career have helped you the most in running Groovy Hughes?

Matt: Relationships—without a doubt. In sales, there are all kinds of approaches, but I’ve always believed in building trust. Don’t just sell—connect. When people know you care about them, they keep coming back. Many of the relationships I built in furniture carried over into this business. We don’t rely on third-party networks like Angie’s List. Our business is 100% organic, built through trust and referrals.

Host: Southlake seems to have a strong community focus. Have you noticed that, too?

Matt: Absolutely. My wife and I have lived all over—Florida, North Carolina, South Carolina—and Southlake is different. People genuinely care about their neighbors here. Businesses support one another, and the Chamber of Commerce is very active. It’s a great environment to build relationships.

Host: What’s next for Groovy Hughes?

Matt: We’ll keep evolving with demand, just like we did with wallpaper and Roman clay. Lately, homeowners—not just designers—are asking for specialty wall treatments. If I had to guess, flooring might be our next step. Clients already trust us with their paint and walls, so it’s natural for them to ask, “Do you handle flooring, too?” We’re not there yet, but that might be in the future.

Host: What should homeowners know before hiring someone to paint their walls?

Matt: Painting is a messy business—no way around it. Prep is everything. If a crew doesn’t mention drop cloths, moving furniture, or covering surfaces, that’s a red flag. Even with great prep, paint finds every crack. The key is how you handle it—communicating clearly and following up. We visit every job multiple times, even after completion, to make sure it’s perfect.

Host: What excites you most about what you’re doing now?

Matt: Building a business from scratch. There’s nothing like it. The early months were hard—bad crews, mistakes, stress—but now that we’ve got a strong team and reputation, it’s incredibly rewarding to see how far we’ve come.

Host: For folks who want to work with Groovy Hughes, how can they reach you?

Matt: The easiest way is to call or text my cell—214-548-7851. You can also visit our website at Groovy Hughes Southlake or find us on Facebook. Even if you’re just browsing, check out our work. We’d love to connect.

Host: Awesome, Matt. Thanks for joining us today.

Matt: Thanks for having me.