Stop 6 of 8 · Weekly
The feed
Three posts out of one finished job, the Houzz project story, the Canva resize, and the short list of things that never get posted.
Three posts out of one job
When a job wraps, Lina has one set of good photos and about twenty minutes of attention for marketing. That is enough for three things, and they are not the same thing reworded.
The before and after post is for the feed, and it is about the problem the room had. The reel is thirty seconds of the same job in sequence, and it is about the process, because process is what people watch. The Houzz project story is long, dull and the best lead source of the three, because it is written for someone searching six months from now.
[upload the before photos, the after photos and the selections sheet] This kitchen is finished. Give me three things. One, an Instagram caption under sixty words that names the problem the room had, the change we made and two products by name from the selections sheet, ending with a question. Two, a thirty second reel script as a shot list with a line of on screen text per shot, in the order demo, rough, install, reveal. Three, a Houzz project description of about two hundred words: the problem, the design decisions and why, the products, the result. No street name, no neighbourhood, no dollar figures anywhere.
[upload this month's progress photos] Pick the six strongest photos for stories and tell me which job each is from. For each, write a one line caption that names the stage of the work without naming the homeowner or the location, and suggest whether it belongs in a story or the grid. Skip any photo where the room is not clean enough to post.
Never in the feed
| What | Why |
|---|---|
| Street, neighbourhood, anything identifying the house | The client's address is not marketing |
| Budgets, allowances, the contract total | It sets a price for every future lead |
| Work the client has not seen finished | They should see the reveal before the internet does |
| Supplier discount tiers or cost columns | Your rep will notice, and so will your competitors |
Run that list as a rule, not as a memory. Put it in the Project instructions in stop 7 and it applies to every caption after that.
Create a square Instagram post in Canva from my brand template: two photo frames side by side labelled Before and After, our logo bottom right, and the headline [Ortiz primary bath, six weeks, same footprint]. Then resize the same design for a story and for the website banner. Give me the links so I can drop the photos in.