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BEFORE & AFTER MARKETING

May 26, 2021

Written by Zach Hansen

Whether you are an experienced contractor or a novice house flipper, you may have wondered about the best ways to market your work. Undoubtedly, the most important aspect of marketing is being able to showcase the actual house flip before and after you did your magic. If you haven’t yet, it’s time to become familiar with the basics of photography and social media marketing! So, let’s take a quick dive into the basics of before and after marketing and get you on your way to making your business more profitable. 

Why should you Utilize Before & After Marketing?

  1. A Pictures is Worth a Thousand Words 

There are countless ads for homes out there, how can you make sure that your renovation stands out from the rest? Writing a bulleted list of the work that you have done on a bathroom or kitchen may be informative, but it lacks the necessary attention-grabbing quality that pictures carry.  For some who are reading the list, they may think “talk is cheap”, in which case, you are leaving it up to them to decide whether your work is meaningful or not. Instead of simply telling them about your previous work, try showing your buyers what you do. Pictures can give you a lot more control over the specific narrative you are trying to present and control of how your work is perceived. Importantly, photos can foster a lot more trust than a random list of facts can. 

  1. It Can Improve Your Social Media Presence

If you want to drastically increase the number of followers on your Instagram, then focus on creating posts that truly capture the quality of your work. A quick Instagram search shows that contractors who show before and after photos get up to ten times more followers than those who only show finished products. Here is another tip: if you want to quickly grab buyers’ attention, try using simple captions like “house renovation before and after.”

  1. Create a Connection 

When a viewer comes across a picture of a swanky looking home, they may immediately feel discouraged instead of being motivated to splurge. Why is this? Well, some people may think: “This is lovely, but I just don’t have the resources to afford something like this.” This is not the effect that you want to have on a buyer. Instead, if you show them a before picture of a plain or boring space that was effortlessly transformed into something much more appealing and inviting, they will feel a sense of connection with the image. Ultimately, they will think “Maybe, that could be my space as well.”

How to Take the Best Before & After Shots

  1. Learn the Basics of Photography

It goes without saying; if you want to have effective “before and after house remodel” pictures you must get comfortable with the basics of photography. Here are some important points to remember:

  • Lighting is your best friend. 
  • De-clutter your space.
  • Invest in a good quality camera and if possible, a wide-angle lens.
  • Use props, for example, adding fresh flowers or fruit can add a personal touch to just about any photograph.
  1. Show the Transformation

Something else to consider is the effect that the image should have on the viewer. The best way that people can understand the true impact of the after image, is by showing them a before photo that has a decisively stark contract. For instance, showing the effect that a window installation wonderfully brightened up and enlarged a previously small, dark, and cluttered room, can have an enormous impact. So, the more that you can show the contrasting effect of the before and after image the more you will gain the interest of your prospective buyer. 

  1. Write Informative Photo Descriptions

So far, we have focused primarily on setting the right visual for building your brand. However, we should not neglect the importance of a proper photo description. Interested buyers will immediately wonder about the background of the amazing transformation images you have provided. Adding in details such as an approximate cost and the time that it took to complete the project. If the homeowner agrees, you can add some descriptive details about the previous client. Such as: “Mindy and her family absolutely loved cooking in their new kitchen.” Simple phrases like this can help the viewer identify with the property and further build a connection with your work. 

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