Is Painting Brick a Bad Idea in Madison and the Midwest?

Is Painting Brick a Bad Idea in Madison and the Midwest?

Are you about to “modernize” your brick exterior… or are you about to start a lifelong relationship with a paint brush?

Painting brick isn’t automatically “bad,” but in Midwest climates like Madison, WI, it is a bigger commitment and risk than most people realize. Brick is designed to be durable and breathable, and traditional paint can trap moisture, which is especially problematic during freeze-thaw seasons. If you paint for the right reasons, use the right products, and understand the resale implications, it can work. If you paint impulsively, it can become the curb-appeal version of a regrettable haircut.

 

Opening statements: Team Brick Purist vs. Team Paint It

Hi, I’m Cait, and I’m going to be very honest. I love brick homes. Dream-home-level love. Red brick Georgian Colonial love. So yes, emotionally, I understand why painting brick can feel a little criminal.

But you don’t hire a real estate professional for feelings alone, even very valid ones. You hire one for outcomes such as condition, maintenance, marketability, and value. So let’s treat this like a friendly debate, Madison edition.

 

Team Brick Purist: “Brick was built to breathe”

If your home is in Madison or anywhere in the Midwest, you already know winter doesn’t play nice. Here’s the technical concern. Brick and mortar are porous, and many traditional paints create a film that reduces vapor permeability. When moisture gets in but can’t easily get out, freeze-thaw cycles can accelerate deterioration. Think cracking, spalling, and flaking paint that looks rough fast.

That’s why brick industry guidance often discourages traditional exterior paint on brick and emphasizes that once you paint, you are committing to ongoing maintenance and repainting over time.

• What was once low maintenance becomes higher maintenance

• Paint is difficult and expensive to fully remove

• Midwest weather makes moisture management far more critical than in mild climates

 

Team Paint It: “Curb appeal sells, and sometimes brick needs help”

Now the other side. Not all brick is historic, charming, or evenly colored. Some brick is heavily stained, mismatched from additions, or simply dated in a way that turns buyers off before they even get out of the car. In those cases, a thoughtful, professional finish can dramatically improve first impressions.

It is also important to note that not every painted brick look comes from heavy, non-breathable coatings. Depending on the home and its condition, options like limewash, masonry stain, or mineral-based coatings can behave very differently than traditional paint. The key is choosing a product that works with the brick, not against it.

 

So… does painted brick add or detract from value in Madison?

Here’s the honest real estate answer. Painted brick rarely adds value in a guaranteed, dollar-for-dollar way. Instead, it tends to shift your buyer pool rather than expand it.

Painted brick can help value or at least marketability when:

• The original brick is already cosmetically challenged and the finish looks intentional

• Prep and application are professional, so the exterior holds up without peeling or flaking

• The look aligns with neighborhood expectations and the home’s price point

In Madison, painted brick can absolutely work when it looks cohesive and well maintained. It can hurt when buyers worry about moisture, future upkeep, or what might be hiding underneath. Buyer psychology matters. Some buyers see painted brick and think “fresh and updated.” Others see it and think “maintenance project.”

 

My practical “Madison Midwest” checklist before you paint

If you’re considering painting brick, or evaluating a home that already has it, it’s worth slowing down and asking a few key questions:

• Is this a long-term commitment? Painted brick usually comes with ongoing upkeep

• Are you using brick-appropriate, vapor-aware products?

• Is water management handled first, including gutters, grading, flashing, and drainage?

• Are you prepared for touch-ups and repainting over time?

• Does this choice match what buyers expect at your price point and in your neighborhood?

In many Madison neighborhoods, classic brick still signals quality and longevity. In others, lighter exteriors feel more current. Matching the market is the smart move.

 

Bottom line

Painting brick in Madison isn’t automatically a bad idea, but it is rarely a casual one. Midwest moisture and freeze-thaw cycles make prep and product choice especially important, and the resale impact depends on whether your finish broadens buyer appeal or raises concerns about maintenance. If you love the timeless character of brick, same, consider cleaning, repairing, or exploring more breathable finish options before committing to paint. And if you do paint, do it intentionally, professionally, and with a long-term plan.

Written by Cait Berry, Insiders Realty - Your local Madison real estate expert helping you live, work, and play right here in Dane County.

REFERENCES

• Brick Industry Association (BIA) FAQs: Guidance on painting brick and moisture considerations
• BIA Technical Notes (PDF): “Painting Brick Masonry” and repainting/maintenance expectations
• Masonry Advisory Council (PDF): “Brick… Paint or Don’t Paint?” (risks, best practices, and considerations)