How to Use a Portfolio to Boost Painting Sales

It's Okay to Show Off

How to Use a Portfolio to Boost Painting Sales

If you're like most painting contractors, you're lucky to get the chance to snap a quick photo of recent jobs as you're packing up... on your way to the next job. But putting a little more time into developing a portfolio of recent work can go a long way toward getting more jobs and commanding a higher rate. Here are four tips you can use to build and market your painting portfolio.

1. Picture it.

Seeing really is believing. Build time into every job for taking photos of your work. This usually happens at the end of a job, so just schedule an extra 30 minutes to your clean-up time on every job. By putting it into your schedule, you're more likely to remember to do it, and give yourself enough time to get quality photos that don't look rushed or blurry. Daylight photos show the best; make sure to photograph areas that get plenty of natural light whenever possible. Try to get a mix of close and wide shots. For example, you might get a picture that shows an entire room, and then a few that show areas of interest, such as trim work or other details.

2. Show the difference.

Showing before and after pictures to potential clients can help them understand the value and professionalism you bring to the job. Get into the habit of taking a picture of every job before you start, in addition to the finished product. Pay attention to problem areas. Is there a patch of crumbling drywall? Was there a place where you had to match existing paint, or sand trim to remove old drips? Take detailed photos of problems, and then be sure to take "after" photos of the result (ideally from the same angle). Taking photos of your process—particularly for challenging jobs—can also be a helpful way to show potential clients that you have a professional team that values quality and safety. Was there a tricky angle or building that required extra scaffolding? Grab a photo of it to show how your team's capabilities.

3. Trust is key.

While photos are one of the most important aspects of your portfolio, you can build up trust and help close a sale by showing prospective clients that others have had a good experience with your business. At the end of each job, ask happy clients to provide you with a quote that you can add to your portfolio. Most people will be glad to help out for free; but if you need to, you can offer a very small discount in return for a testimonial.

4. Show like a pro.

Once you've compiled all of your portfolio materials, it's time to showcase it. It probably doesn't need to be said, but making clients stand around and wait while you scroll through photos on your phone isn't the ideal way to present your work. There are several choices available, and you might find that a combination of a few of them is the way to go. Take a look at these options and choose the ones that fit best with the way your business works.

• Website

While it may seem obvious, some painters still rely on social media and word of mouth in lieu of having their own website. The most successful painting businesses do all three. Having your own website allows you to get a listing on Google maps—which can significantly boost your ability to reach potential clients in your geographic area. Also, consider that not everyone has access to a social media account (especially potential commercial clients while they are at work), so it is always best to have your own website as well. Sites like Squarespace, Weebly, Wix, and Godaddy offer free, easy-to-make portfolio websites that don't require you to hire a programmer or developer. While you're making your free website, go ahead and pay the extra fee to reserve your own domain. Sending potential clients to an address like DanThePainter.com is going to be much more memorable and get more clicks than a free, long URL such as wix.com/8746203 (which can look suspicious to wary web users).

• Social Media

Most social media sites offer business pages, but that is really just the start. Once you set up your business page, consider posting photos of recent work, uploading your portfolio, and taking advantage of promotional tools such as boosted posts and targeted ads. To really get an edge over competitors, make sure to reach beyond Facebook. Sites such as Yelp, Angi, and even Pinterest can be excellent tools for promoting your painting business.

• Digital Brochure

If your sales style is more about closing the deal in person, a digital brochure that you can show on a tablet could be the way to go. Similar to pulling up pictures on your phone (but much more professional), an iPad (or other tablets) digital brochure allows you to guide potential clients through your portfolio in an organized way while discussing your work. If they need more time to think about it, you can easily email them a pdf of the digital brochure. In addition to being easier and cheaper than printing brochures, sending a digital brochure allows you to capture potential clients' email addresses so you can send them periodic seasonal reminders and keep them in your sales funnel. There are several sites that give you the ability to create a digital brochure for free, but Canva is a great place to start. Alternatively, you can use the software that comes with your tablet—Keynote is a presentation application that comes free with an iPad and can be used to make digital brochures.

For some painting contractors, it can feel like a daunting shift to go from painting and in-person sales to working more on the marketing aspects of a business. But taking the time to build and promote your professional portfolio will always lead to more jobs and better clients. In this case, it literally pays to show off.