3 min read
You already take the photos. Here's how remodelers turn them into marketing.
The hardest problem in contractor marketing is getting content out of the field. If your crew uploads to JobTread, you have already solved it.
Custom homes · Spec building · Design-build
A year on site, and nothing to show for it online.
You finish four houses a year, each one a genuinely remarkable thing to have built, and the record of it is a folder on somebody's phone. Meanwhile the next client is looking for a builder and finding companies with worse work and better photographs.
From the job
A photo your crew
already uploaded
Instagram
Kitchen, Manalapan
Cabinets in, tile Thursday.
Lic. #13VH00000000
How it works, drawn. Posts from real customer jobs go here once they are cleared for use.
The longest arc there is
One house is a year of posts.
Site clearing, foundation, frame, dry-in, rough-ins, drywall, trim, hand-over. Nothing else in construction gives you that many distinct, interesting moments from a single job, and nothing else reassures a client considering a year-long commitment like watching somebody else's year go smoothly.
Frame week is the best content you have
It is the week the house becomes real, and it photographs like nothing else.
Same lot, same angle
A sequence from one camera position is worth more than a hundred scattered shots.
Hand-over is the payoff
The finished house, at the end of the sequence people have been following.
What a client is actually buying
They are buying the belief that you finish.
Nobody signs a custom build on the strength of a rendering. They sign because they believe this company brings a house in. Months of visible, dated progress on real jobs is the only argument for that which does not depend on you saying it about yourself.
Where the calls come from
Your Google Business Profile is doing the deciding.
Even at this size, the profile is what a client checks between the first meeting and the second. It should show a company that is building right now, not one whose last photograph is a house from two years ago.
Written for Home builders
Read before you decide
2 min read
You're off the tools. So who does the marketing?
Four options, with what each actually costs, for the owner running the business who has nobody running the marketing.
Terms
Worth knowing
- Project story arc
- A sequence of posts that follows one job from demolition to reveal, published over the weeks the work actually takes.
- AI chatbot
- A chat window on your website answering visitors' questions with an AI model, usually with the goal of capturing a name and number.
- AI Overviews
- The AI-written answer Google shows above the ordinary search results, assembled from pages it has crawled and frequently citing a handful of them.
- AI photo tagging
- Software that looks at job site photographs and labels them automatically — by phase, trade, room, condition or damage — so they can be found later without anybody sorting them.
- AI receptionist
- Software that answers your phone in a synthetic voice, works out what the caller wants, and books, qualifies or routes the call without a person on the line.
- AI review response
- Software that drafts replies to customer reviews, usually inside a reputation platform, for a person to approve or send automatically.
Questions
The ones we get asked
Our clients are private.
Then we post the work and not the address, and you approve what goes out. Plenty of builders post frame and trim without ever identifying a lot.
We get everything by referral.
So does most of this industry, and referrals still look you up before they call. This is what they find when they do.
Is a year-long sequence not repetitive?
Only if you post the same photograph. A build has more genuinely different stages than any other job in construction, and that is the whole point.
Not what you do?
The other business types we write for
Two minutes on the phone is enough to know.
Tell us what you build and where. We will tell you what we would post, and what it would cost.
By location
Where we work
What marketing for Home Builders looks like in each area we cover.