As a contractor, it can be hard to know where to focus your marketing efforts. Good news: one of the most important things you can do to promote your company is something you are likely already doing! Sharing past projects can help demonstrate your expertise and speaks volumes with new clients.
You may already snap quick pictures of a project’s progress to send to a client, to collaborate with employees, provide details to your vendors, or to keep for you own portfolio. With a smartphone or compact digital camera, it’s easier than ever to capture a beautiful photo — and a great “Before and After” image can be a powerful marketing tool.
The next time you snap a picture on the job site, keep these tips in mind to capture the perfect before/after photo.
Make sure the scene is well-lit and free of shadows. For indoor shots, natural daylight is best. Try to take both “Before” and “After” shots at the same time of day so they have similar lighting. The key is to minimize all differences in the two shots except for the newly installed element.
The most effective comparison images are taken from the exact same place in the room. This makes it easier for the viewer to compare changes, especially in rooms that have been completely overhauled. It may be necessary to mark or measure where your original image was shot to get this just right. If the room has been changed structurally, try to frame the image on an unchanged element, such as a window or doorway to give the viewer a reference point. If your company prides itself on speedy work, be sure to include the time frame in which the changes were made.
Work in Progress
Sometimes an image of a work in progress (or half complete) can be very powerful, providing a natural before/after comparison that a client can’t ignore. This type of image works well for cleaning processes, or new roofing, tile, or flooring.
Element in Context
If only one element in the room has changed, be sure to still take an image of the whole room, letting the viewer see the new element in context. This gives a great impression of how a small single change — like a new countertop — can make a big difference to the look of the whole room.
If your company specializes in detailed work, be sure to include a close-up image so viewers can see all the details of a job well done.
Taking photos on the job site is a great habit to get into. Consider making it part of your marketing strategy! Feel free to share any photos of your past work below!