The Situation
Construction and renovation businesses are among the most natural fits for visual social media, yet most don't invest in documentation. Every completed project was a content asset that was being discarded. The before/after format — one of Instagram's highest-performing content types — was sitting unused in every job.
The Turning Point
A single before/after Reel from a Malasaña apartment renovation, shot on an iPhone with natural light and a trending audio track, reached 380,000 views organically in 72 hours. The DMs came in faster than Carlos could respond. That single video generated 8 qualified project enquiries.
What We Did — And Why
Every project got a documentary treatment: before conditions captured with consistent framing, a weekly progress sequence showing the craft in process, and a final reveal Reel with the homeowners' reaction. The 'Madrid Pisos' series put the human story at the centre — why the family needed the renovation, what they'd tried to live with, what they were hoping for. Comments and saves drove algorithmic reach; Stories drove direct response.
Our Approach
- 1.Established a shoot protocol: before photos on day one, weekly progress shots, and a final reveal Reel for every project.
- 2.Built a content series: 'Madrid Pisos' — apartment transformation stories told from the owner's perspective, focusing on the emotional journey not just the aesthetic.
- 3.Instagram Stories used for real-time project updates, poll-based engagement ('tile A or tile B?'), and direct response prompts driving DM enquiries.
The Results
22k Instagram followers in 7 months without a single euro in paid promotion. 34 DM enquiries per month. Four transformation Reels exceeded 500k views each. Carlos hired two additional project managers to handle capacity.
In Their Own Words
“Every finished room is a showroom. We just stopped hiding them.”