Marketing Mindset for Contractors
You don’t need to be a “marketing person.” You need a plan that fits how you already work: show the work, tell the truth, repeat. Below are the biggest fears contractors have—and a better way to think about each one. Then you’ll get quick steps, templates, and a photo checklist so marketing takes minutes, not hours.
Fear → Fix #1
“I don’t know what to say.”
Rewrite: Show, don’t sell.
Post before/after photos and write two lines:
City + scope (“North End kitchen—layout change, white oak, quartz”)
Outcome or detail (“8 weeks, dust control daily”)
Your photos do 80% of the selling. The caption just adds context.
Fear → Fix #2
“I don’t have time.”
Rewrite: Batch it once a week.
Thursday: snap site photos (2 minutes per job).
Friday: pick 5–8 shots, write two-line captions (10–15 minutes).
Schedule to your website/Google/social (10 minutes).
Total: ~25 minutes/week.
Fear → Fix #3
“I need fancy gear.”
Rewrite: Your phone is enough. But seriously it might even be better than a professional camera that you don’t know how to use…
Good light + clean room + steady hands beat pricey cameras. (Checklist below.)
Fear → Fix #4
“I’m not good online.”
Rewrite: Your jobsite standards are your marketing.
Show protection, cleanup, labels, safety. That’s professionalism in one picture.
Fear → Fix #5
“People only care about price.”
Rewrite: People care about risk.
Photos of clean work, straight lines, organized sites, and happy clients reduce risk—and support your pricing.
Fear → Fix #6
“We’re new. We have no portfolio.”
Rewrite: Start small, stack proof fast.
Document every small win. Two good projects → four posts (before/after + a spotlight each). Ask for honest reviews at closeout.
Fear → Fix #7
“We’re busy. Why market at all?”
Rewrite: Market to upgrade your pipeline.
Better photos + clean process = better-fit jobs in better ZIP codes at better margins next quarter.
The Truth That Pays the Bills: Your Best Marketing = Your Photos
Photos prove quality faster than any paragraph. One strong image can:
Win trust in seconds
Lift your price tolerance
Get shared by clients, designers, and partners
Feed your website, Google Business Profile, social, and proposals
The Simple Photo Checklist (Save this)
Before you shoot
Turn on lights, open blinds
Clear floors/counters, coil cords, remove buckets
Wipe dust from surfaces
Check vertical lines (stand square to the room)
What to shoot
1 exterior (or doorway reveal)
2 wide room shots (straight, level)
2–4 close-ups (tile lines, miters, trim, hardware)
1 “process proof”: floor protection, air scrubber, labeled valve, daily cleanup
After
Rename with city + room: “North-End-Boise_Kitchen_01.jpg”
Pick 5–8 best; don’t overthink
Good > perfect. Today’s decent photos beat tomorrow’s “someday.”
What to Post (Copy These Formulas)
Project Spotlight (website/Google/social)
[City] [Room] — [weeks]. [materials]. [standout detail].
Now booking [months] in [areas]. Start your estimate → [link]
Before/After Reel (7–15 sec)
On-screen text: “[City] Kitchen—8 Weeks—Dust Control Daily”
End card: “Start your estimate → [URL]”
Process Post
Floor protection, negative air, daily cleanup.
Less dust = less stress.
[City/areas]. Start your estimate → [link]
Where to Post (highest ROI first)
Google Business Profile (Maps) – post weekly + add photos (free, local, high-intent)
Website – Project pages (2–3 sentences + photos)
Instagram/Facebook – 3× per week: before/after, process, spotlight
Proposals – include 1–2 matching project photos in the PDF
Minimum Weekly Marketing Routine (25–30 minutes)
Add 5–8 photos to your current project page (or create one)
Post 1 GBP update with a project photo and your “Now booking [months]” line
Share the same photo + two-line caption to your social
Ask for 1 review from a current or recent client
Reply to all new reviews (kind + specific)
Short Templates (Steal These)
Website hero line:
“Kitchen & bath remodels in [cities]. Clean jobsites. Clear timelines. Now booking [months].”
Review ask (text):
“Thanks again, [First Name]! If we earned it, a short Google review helps neighbors know what to expect—clean jobsite, clear updates: [link]”
Missed-call text back:
“Thanks for calling! What’s your ZIP, budget range, and target start month? You can text photos here.”
Common Misconceptions (and the fix)
“Long blogs beat photos.”
Nope. Photos + two honest lines convert faster. Blog later if you want.
“Pretty stock photos are fine.”
They hurt trust. Your photos win jobs.
“I need to post daily.”
No. Weekly on Google + 3×/week on one social platform is plenty.
“We have to go viral.”
You don’t. You need 5–15 right people in your ZIPs each week.
Quick 30/60/90 Plan
Days 1–30
Shoot every job (follow checklist)
Publish 2 project spotlights (website + Google + social)
Ask for 4 reviews; reply to all
Days 31–60
Add 2 more spotlights
Create a Process page with photos of protection/cleanup
Pin a “Start your estimate” post on social
Days 61–90
Build a Service Area page with city names
Start a light retargeting ad (before/after photo to recent site visitors)
Refresh your top 6 project pages with your newest photos
Mindset to Keep
Simple beats fancy.
Consistency beats intensity.
Proof beats promises.
Your photos beat their prices.
Show the work. Tell the truth. Repeat.
Do that every week and your marketing will feel less like “marketing” and more like what you already do best—building something solid and letting the results speak for themselves.
Tired of losing jobs to competitors who “just look more legit” online?
We’ve got you. Our website templates are made to help you stand out, look professional, and start booking the clients you actually want.
You don’t need to be tech-savvy or super creative, just pick a template, plug in your content, and launch with confidence.
