Scrap the photo gallery

This is a sample of our email newsletter. Join 800+ others in the design-build industry.

When it comes to design and construction, most people just don't know.

They have no idea what it?costs, how long it takes, or what it takes to build their dream space. That makes selling, for you, tough.

I say this in the friendliest way I can muster:

Your portfolio is part of the problem.

Many of you have photo galleries for portfolios. All images, no text.

Photos may tell a thousand words, but they might not tell the right ones. Without context, who knows if you tore down a wall or just added pillows. Did you manage the whole project or just choose furniture?

If I could wave a magic wand, I'd give you a copywriter—someone to tell the story behind your work.

The most forward-thinking firms use their portfolio to tell stories.

• Maytree Studios records videos, interviewing the client about the process and sharing renderings.
• Studio McGee tours every room, explaining design decisions and construction challenges.
• Sansa Interiors creates case studies, sharing the budget, timeline, and before-and-after photos.

Why bother? A portfolio that tells a story?…

• Makes you a better salesperson. Imagine setting expectations (like an investment guide) and sparking excitement before the first sales call. A portfolio can make selling enjoyable.
• Makes submitting RFPs less painful. The better you document your projects now, the easier RFPs will be later, with all the information at your fingertips.
• Makes marketing easier. One project can turn into dozens of blogs and social media posts. The projects of today market the projects of tomorrow.

Is this work? Yes. You'll need to invest in a writer, photographer, and web designer (or hire us!).

Do you need to do this for every project? No. Dan Seljak, the Marketing Director at Brook McIlroy, shared his method with me over coffee. I'll cover it in next week's email.

Until next Thursday,

Daniela

How to Work with Us

We're a digital marketing agency for the design-build industry. Our program helps you increase website traffic and sales inquiries. Interested in working together? Hit reply or book a call.?