Anchoring your work in your customers’ dreams and desires can be a powerful marketing tool. Here is a practical example of how to apply this approach. You don’t need to do this on every project. Just the ones you know will be big and life-changing.

Take many before photos and a video of the job site. Don’t forget to record a video in both orientations (portrait and landscape) so you can use it in different formats across platforms.
Send a short questionnaire to the client before the project starts.
1. You can use something as simple as Google Forms.
2. Email or text the link to the questionnaire.
3. Examples of questions to include (but limit to 3-5 questions):
  1. What’s prompting you to take on this project right now? (Gets at the catalyst: whether it’s a life change, frustration with the current setup, or preparation for something new)
  2. When you imagine this space completed, what’s the first thing you picture yourself doing there? (Reveals the dream/vision and helps them articulate the emotional payoff)
  3. How is your current [kitchen/bathroom] holding you back or making daily life harder? (Uncovers pain points and the urgency behind the project)
  4. Is this project connected to any bigger life plans or milestones? (Could be aging in place, growing family, empty nesting, selling the home, etc.)
  5. On a scale of 1-10, how important is completing this project to you, and what makes it that number? (Direct importance question, but the “why” behind the number is the real gold)
  6. What would it mean to you personally to have this project finished? (Opens the door for them to express relief, pride, excitement, or other emotional outcomes)
  7. Who else in your household is most excited about this change, and why? (Brings in family dynamics and shared dreams, which can be powerful motivators)
  8. If you could only achieve one thing with this renovation, what would be the most important outcome? (Forces prioritization and reveals core values—functionality vs. beauty vs. entertaining vs. resale)
  9. What are you hoping to feel every time you walk into this new space? (Pure emotional outcome—pride, peace, joy, convenience)
  10. Is there anything about your current space that makes you avoid using it or feel embarrassed when guests are over? (Gets at both functional problems and social/emotional factors driving the decision)
4. Send a follow-up questionnaire to the client after the project is over.
  1. Here are some example questions:
    1. Now that the project is complete, what’s been the biggest surprise or unexpected benefit? (Uncovers value they didn’t anticipate, which can be powerful for testimonials and marketing)
    2. How has this new space changed your daily routine or habits? (Gets at practical lifestyle improvements that resulted from the work)
    3. What do you find yourself doing now that you couldn’t or wouldn’t do before? (Highlights new behaviors enabled by the renovation: entertaining more, cooking at home, longer morning routines, etc.)
    4. How do you feel when you walk into this space now compared to before? (Direct emotional before/after comparison)
    5. Has anyone commented on the renovation? What have they said, and how did that make you feel? (Social validation and pride: strong emotional drivers that affirm their investment decision)
    6. Looking back, how important was completing this project compared to what you expected? (Lets them reflect on whether it met, exceeded, or fell short of their anticipated importance)
    7. What’s your favorite moment or memory in the new space so far? (Creates a concrete, shareable story that connects the physical space to lived experience)
    8. Did this project accomplish what you were hoping for when you started? What did it deliver that mattered most? (Direct goal assessment: helps you understand if you hit their core objectives)
    9. If you were telling a friend why this project was worth it, what would you say? (Frames them as advocates and gets them to articulate value in their own words: perfect testimonial material)
    10. Now that it’s done, is there anything else you’re dreaming about improving in your home? (Opens the door for future work while they’re in a positive, satisfied mindset)
5. It might feel like overkill, but most people have the opportunity to give feedback on the work.
Take A LOT of after photos and video.
Use a platform like Mixbook, Shutterfly, or Printique to create a small photo book and select responses from their questionnaires to send to the client.
Hand-deliver the book or mail it to the client with a handwritten thank-you note. You can also use this opportunity to schedule post-project walkthroughs or follow up to ensure they’re satisfied.
Repurpose this content, with permission, for other marketing in several ways:
1. Create carousels for Instagram and TikTok, or Galleries for Facebook, that combine before-and-after photos with selected quotes that speak directly to the dreams and desires brought to life.
2. Add them to your website.
3. Include them in marketing emails and newsletters.

Again, you can’t do this for every project. But you’ll know when it makes sense to do. When used regularly, this marketing tactic will help you secure many jobs over the years to come.

Document the Dream, Not Just the Work: A Marketing Strategy That Pays Off

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