As an architectural photographer, much of my work occurs during the spring, summer, and early fall when projects are surrounded by greenery and the sun is high in the sky. Marketing efforts tend to follow suit during these periods, but during the winter, many clients, such as architects, leasing sales managers, builders, and developers tend to reduce their promotional efforts. However, the “off-season” can be an excellent time to strengthen your brand awareness and messaging, particularly through social media.
Social media provides an excellent opportunity to tell stories about your business in ways that feel more personal and engaging than traditional advertising or website content. Using photos from past shoots, especially those not included in initial marketing campaigns, allows you to craft compelling stories to maintain top-of-mind awareness when competitors’ efforts are dormant. Following is a list of ideas to prime the pump and help you think about stories that may fit your particular situation
Sustainability Efforts
Many projects include sustainable features that often go unnoticed or are not discussed during primary marketing efforts. Social media provides a platform to highlight elements like electric vehicle charging stations, water retention systems, energy-efficient designs, or low-water-use landscaping. Showcasing these features with high-quality images can underscore your commitment to environmental responsibility and will resonate with an audience that values sustainability.
Your Staff
Another effective approach is to spotlight the people who work in your company but may not be visible to your target audience. Social media allows you to humanize your brand by sharing stories about your team. Highlighting their backgrounds, skills, and accomplishments gives potential clients a deeper understanding of the talent and dedication that drives your company. Sharing behind-the-scenes photos of staff at work or showcasing how team members contribute to client success is typically a big hit.
Training
Social media lends itself to showcasing the training and professional development your business provides. Sharing images and stories about staff members participating in workshops, certifications, or on-the-job learning demonstrates your commitment to maintaining a highly skilled workforce. This goes a long way with potential new clients and is also a great way to attract new talent to your company.
Giving Back to the Community
In the push to talk about products, many companies forget to highlight their community involvement. If your team participates in volunteer activities, such as training students in the trades or supporting local charities, these stories can emphasize your company’s values and desire to make a positive impact. Sharing photos and narratives about these efforts helps you connect with audiences who appreciate businesses that give back.
Expand on Details of Signature Projects
The off-season offers the perfect opportunity to revisit completed projects and delve deeper into their unique details. While initial marketing efforts often focus on major exterior or interior features, this time of year is a great time to explore less apparent aspects of a property. Use photos to illustrate how people use and experience the space, as well as highlight overlooked design elements. This provides a solid second effort in promoting your properties and is a great way to add dimension.
Overcoming Hurdles
Every project encounters challenges, whether they arise during design, construction, or in achieving specific goals like energy efficiency, sustainability, or livability. Sharing these stories on social media can provide fascinating insights into your problem-solving process. Detailing how your team overcame issues or achieved ambitious objectives also creates a compelling narrative and highlights the can-do aspect of your business.
Social media is more than just a promotional tool—it’s a way to tell your business’s story, foster connections with your audience, and showcase the values and expertise that set you apart. As a photographer, I always provide my clients with a library of images that includes both primary shots and additional photos. I encourage my clients to develop a photo library for marketing purposes and also to use that library as a resource for creating off-season content. By leveraging your library, you can share stories and visuals on social media that engage your audience and keep your business top of mind all year round.
If you would like to implement any of the ideas I’ve mentioned above but don’t have all the photos you need, please give me a call, and let’s see if we can use the off-season to fill in the gaps and take your social media efforts to the next level.