A Simple Recipe for Contractors Part Three:

Leveraging Your Photos, By: Bobby Parks

Photos are your visual resume that illustrates your capabilities as a builder and shows your style and creativity through a recorded image history. You’re often being accepted or rejected before you even know you’re being checked out when your website is visited as potential customers are making judgements about you based on the photos they see. The old saying that a photo is worth a thousand words is true as images provide a stronger communication than any words can ever accomplish. Confidence in your ability to deliver the kind of project they want or whether your style is right for a particular prospect is at play. Photos can provide a major layer of credibility and are one of the most impactful sales tools at your disposal making them a key ingredient in the recipe.

Although most contractors use photos,  many don’t incorporate the measures that it takes to fully capitalize on them. Many use unedited photos on cell phones in a disorganized and limited way. Some don’t focus on getting good initial shots or don’t take any at all. Just think about the time and effort you put into marketing, selling, designing, planning, permitting, mobilizing, and physically delivering projects. Why would you not take time to circle back and take pictures of the impressive projects you build and leverage them? Why not take a few simple steps and invest in the appropriate tools to maximize the impact multiple uses can provide? 

In the first two segments of this series (Part 1 & Part 2) I discuss my thoughts on the importance of a contractor’s building philosophy, project delivery types, messaging, referrals, website, and social media. In this third segment I’ll share my thoughts on the importance of leveraging your photos.  

Taking the Photos

You don’t need to use a professional to get good shots. Most will use a phone or iPad which simplifies the process. I still like using a camera and I take shots with the settings on “Auto” and the inner menu set on “RAW”. This allows for easy editing later. Just use common sense. Little things like a ladder leaning against the wall, an extension cord laying on the deck, footprints, or even leaves on the deck become magnified clutter when viewing the photo. Get clean shots and take plenty of them. Drone shots are great as you can pick up the overview angles that truly show the design.

How You Display? Pictures Matters

It’s not only important to take and use photos, it’s also important how you display them to potential customers. Many contractors use photos during a sales call but some don’t utilize them to the extent they should. For example: Showing unedited photos on a cell phone is not the way to do it. Flipping around trying to flash photos on a small screen in front of a customer is not likely to impress them. The images are small and don’t make the impressions that an iPad or larger views are going to provide. Larger views illustrate a clearer vision of what you’re about and shows off quality work much better. In my opinion an iPad may be the most crucial tool investment you make. You buy tools when they’re needed for a job. An iPad is no different and it’s a tool that quickly pays for itself. 

Another great way to show job photos is on a large monitor or television screen. This can be done if you have an office where prospects can come to you and you extend your pc screen. You can even do this at a customer’s home by plugging into their tv. Laptops can be used but iPads are lighter and quicker.

Be Organized:  Create Photo Categories

Be organized and create categories on an iPad such as decks, patios, arbors, porches, pavilions, and before & afters. If you’re delivering hardscape jobs, show patios, outdoor kitchens and fire pits. Remodelers and landscapers can show their categorized projects. If you’re discussing a particular type of project this allows you to show specific job types without bouncing around, it saves time and makes you appear more organized. It assists with a customer’s understanding of what you can do therefore helping create comfort levels and confidence in you as a contractor. 

My approach was to take a group of shots and create a customer photo file. For example, I created a “Customer John Smith Job”  which I loaded the original site photos taken on the first sales call. Once the job was completed I loaded the “after shots” in and followed up with a second file titled “Customer John Smith Selects”.  I copied the select shots that I intended to use from the original file to the select files. These were edited and used in the photo files I showed customers. This boils down what you’re showing and helps with appearing organized and being efficient when displaying what you’ve done and what you’re capable of doing.  It’s creating credibility every time you show a photo. Comfort levels grow when a customer’s confidence in you begins. 

Learn Simple Editing Almost all photos need editing to pop and provide the most impact.  Even a great looking project won’t make the best impressions if it’s a dull shot. Although you could spend time learning editing software, it’s not necessary as all you’ll need can be done in 30 seconds on your phone or iPad with factory installed editing tools. I prefer a free app called Photoshop Express. In some cases as few as two edits on an iPad will do the job. For example; On an iPad or iPhone just click on the “wand” and do a color enhance increase and you’re set. In other cases you may need to lighten the shadows. These simple edits alone can make a huge difference with a photo. (See photos below) You can do other edits like merging grass into the scene and remove items if you’re willing to watch tutorials and learn. Use common sense and don’t forget to remove clutter before taking the shots.  Remember, when using a camera use the “Auto” setting with the inner menu on “RAW. These settings will allow you to do four auto edits and two manual using Photoshop Elements on your PC; you will have great results.  

Before & After minor photo edits

Color enhanced and paint-can clutter removed

Photo Galleries on Website

Having good gallery photos on a website is like using artillery to soften up the beachhead before you launch a frontal assault. Galleries soften up resistance and open the door with upfront credibility. It sets the table for the process that follows. These visuals increase the chance for success, making progress easier to obtain. Again, these should be organized into specific categories. You can even have “featured projects” where you have multiple photos of a specific job that provide a virtual tour.

Picture Videos

Picture videos are a great way to show featured projects. There are many options for easy to use software that allows you to create these one to two minute videos with added music that customers can view. For example I created a 12 minute “Before & After” video that I had the customer watch while I was gathering site information on my first appointment. It kept them in the process while I was outside for the 10 minutes it took to get site information. I did short picture videos to provide a tour of featured projects. These can be posted on your website, YouTube, social media, and emailed to prospects.

Before & After Photos

Before and after shots may be the most effective photos you’ll use. They show your ability to be creative and make an existing situation better. They show how dramatic a change can be and allows a prospect to realize how much difference the right investment can make. 

Photos show before and after and how
dramatic a change can be.

 Photos shows before and after and how dramatic a change can be

Send Before & Afters and Gallery Photos to Customers After Job Completions

Sometimes we start late, the job takes longer than expected, or there’s a problem during the job delivery that we have to recover from. Even if a job starts and finishes on time some customers handle the intrusion aspects differently and may be stressed over the process.  Emailing a visual reminder using before and after photos along with the equivalent of featured project gallery photos to a customer is like medicine that helps the pain go away. It is a dramatic reminder of the positive changes that you’ve delivered, and lessens the effect of most issues that occurred.  Ideally your logo should be on each photo. When photos are shared with customers, work associates, family and friends, through social media, it is clear who is responsible for the work. 

Brochures

Brochures are still a useful tool that photos factor into. These can be left behind after a sales call,  emailed, or accessed through a web link on your website. It’s especially useful when you’re meeting with only one of the decision makers and you don’t want to be confused with others the prospect is meeting with. It’s a simple piece that can be shared with anyone else involved in the decision and helps keep you from being mixed up with anyone else they are getting proposals from. 

Photos show a brochure from my former company

Leveraging Your Photos May Allow You to Charge More

Photos should be utilized on websites, during  sales and consulting sessions, marketing pieces,  brochures, and in follow up communications with customers. They not only open the door to new and often unknown prospects, but assist with sales and business stability and even allow many an opportunity for increased profit. For example; If you are currently having success selling jobs by showing unedited photos on a phone and begin to organize edited versions on an iPad, you can likely start charging 5% more right away because the impressions and confidence this generates can make a huge difference in a customers perception. Your iPad investment will be covered by the increased sales price. 

Adding 5% -10% and selling a job that previously priced out $20,000 project for $21,000 to $22,000 is not a big stretch when a contractor stacks the right layers of credibility in their favor. There is the risk factor for a customer anytime they choose a contractor. If you are perceived with confidence and create strong impressions along with a perceived low or no risk factor because of the credibility you’ve displayed through photos and other means, most you will be able to charge more. 

Operating in Difficult Times

In this series I discuss several key recipe ingredients that work together to create the layers of credibility to provide major benefits for any contractor. All are important. My original decisions on my project delivery types and the way I leveraged off of photos were two of the main aspects that allowed me to accomplish what I did during my years as a contractor. These approaches still apply today. Even during the recession from 2007-2009 I was able to operate and survive a prolonged and challenging period because of the recipe I used. The simple formula provided a solid foundation and ability to survive tough times when others didn’t. We are currently experiencing trying and uncertain times due to the Coronavirus. We will eventually get past this period but some changes will occur. Some things will never be the same because we’ve seen first hand how a contagion can impact an economy. Because it’s happened we can’t help but wonder when will it happen again? I hope and believe this next recovery will be  quicker because the previous underlying fundamentals of the economy are different compared to 2007 and outside this COVID -19 most want to resume where we left off. But the recovery will take a while for some segments and we will likely make changes in the ways we operate. Operating from a simple solid foundation founded by simple recipes as I share, provide a way to maximize profit during a good market, and puts you in a position to survive downturns in a healthier way when they do occur. I hope that there’s something in this series that you’ll find useful and that we’ll all get back on track with our personal and work lives soon. 

Bobby Parks / Instagram: @Bobbyparks007

Copyright Bobby Parks – April 8th, 2020