If I had a dollar for every time I’ve asked my contractor clients if they’re routinely taking pictures of their work, well, I’d be typing this from a Ferrari.
So, why are pictures such a big focus in marketing strategies and consultations?
As the old cliche tells us, a photo is worth a thousand words. And in today’s fast-paced world of social media and news feeds, a good picture can be worth a whole lot more than that. Photos are the name of the game! They set you apart from the competition and instill confidence in your prospects, before they even reach out for an estimate.
Photos are the new “first touch,” and they’re a crucial opportunity.
That’s why I love CompanyCam and everything they offer — they make it simple for busy contractors to capture, organize, and share project pictures. I recommend it to all of my clients in the painting, roofing, and remodeling industries.
Ready to take your photos to the next level?
#1: Just Take the Pic
Simplistic? Maybe. True? Definitely. You can easily get hung up on perfection, missing out on valuable opportunities along the way. I recommend just taking the picture! You can review it later, or let your marketing team figure out the best way to use it. You miss 100% of the shots you don’t take, right?
#2: Remember Your Orientation
The general rule of thumb is to hold your phone in a landscape position, on its side. This way you have a nice horizontal picture that will fill your Facebook and Instagram feed well. It will also be more conducive to your print and digital marketing media. Nobody likes a photo with black bars on the side!
At the same time, however, I do recommend taking some pictures and videos in the vertical, portrait orientation. Instagram and Facebook Stories are valuable, and the vertical photos/video orientation fits the format perfectly. These can be more informal snapshots or video clips of the team at work (I’m thrilled to see that CompanyCam has rolled out video capability).
#3: Be Proud of Your Team!
I always tell my clients to showcase their team with pride. It lets your social media fans and followers see behind the scenes a bit; getting to know your craftspeople and authenticity in every photo.
#4: Share Photos That Reinforce Your Value Proposition
Is your team working on a potentially dangerous job site (say, lead remediation, for example)? Take pictures that demonstrate your safety measures and expertise. Can your team handle huge projects? Show pics of your team on swing stages and scaffolding, or using heavy equipment. Do you provide high-end, meticulous work? Then show the focus and details involved in your planning and prep.
In other words, each photo is a message.
#5: Take the Pic, But Focus on Quality
Like I mentioned above, take lots of photos and don’t overthink it. At the same time, it is important to keep a few basic pointers in mind:
- Watch your light! Bright light directly behind or above the subject can ruin the photo and obscure faces. Early morning and later in the day offers the best natural lighting.
- Use a tripod, if needed. You can pick up a basic tripod designed specifically for smartphones that will greatly improve the focus and quality of your photos.
- Taking a shot of a building? Step back as far as you can so that the perspective isn’t skewed.
- Don’t forget before/after photos! I recommend marking where you stood for your before photos, just so you can capture a finished image from the exact same perspective.
Stay consistent and have fun with it! As your confidence and creativity grow, your images will only improve (along with your following).
David was literally raised in the painting industry. In 1982 his father and uncle founded Chism Brothers Painting in San Diego, and David had the opportunity to work in numerous capacities as he grew up. He’s brushed, rolled, estimated… You name it. But his greatest love has always been marketing, leading him to eventually start his own agency, A David Creation, for the trades in 2009. Today David works with clients across the country as a “marketing quarterback,” helping them develop and implement successful marketing strategies.
