Morgul Marketing

    Nashville, TN

    Social media for a Nashville remodeler whose feed serves two different buyers

    A kitchen and bath account in this market is read by two people who want opposite things. One is deciding whether to live through a project in a house they will cook in for a decade. The other is counting nights offline on a unit they rent by the weekend. Both are looking at the same feed, and what satisfies one bores the other. On top of that, Middle Tennessee hands a remodeler a set of facts no national template accounts for. Limestone sits close enough to the surface that moving a drain is rock work. Rental properties sit inside an argument their owners are having with the neighbors. And houses around Music Row hold a room that is somebody's workplace rather than part of your scope.

    The person reading your feed is either living in the house or renting it by the night

    In this market a remodeling account is selling to a household and to an operator at the same time, and the two want different proof.

    A homeowner in Sylvan Park is deciding whether to eat out of a microwave for six weeks. An operator with units near Broadway or in The Gulch is deciding whether you can be in and out between bookings without costing a weekend.

    Content that serves one bores the other. A slow reveal with cabinet doors and a design story means nothing to somebody counting dark nights. A post that leads with turnaround time reads as the cheap fast option to a household spending real money on a kitchen.

    Run them as separate lines in the same feed and label them plainly. Say when a piece is about a short-term rental turnaround. The resident audience scrolls past and thinks better of you for the discipline, which costs nothing.

    Do not let the rental work take the account over. Volume jobs photograph faster and post easier, and a feed full of them quietly reclassifies you in Williamson County, where the buyer is going the other direction.

    A drain relocation here is rock work, and a feed that says otherwise reads as out of town

    Limestone sits close to the surface across much of Middle Tennessee, which changes what a bath job is and what an honest account can claim about one.

    Move a shower drain in a slab house here and somebody is cutting into rock rather than soil. Rock excavation for a short run of pipe is a real day on the schedule, and any remodeler who has worked Davidson County or Wilson County knows it.

    Sustained construction has brought a lot of operators into this market from somewhere else, and homeowners have learned to listen for who has actually worked here. A feed that treats moving a drain as a small change, or promises a finished bath in a week, tells a Middle Tennessee reader you have not opened a slab in Middle Tennessee.

    Name the variable instead of pretending there is not one. What has to be known before a layout can move, why the same bathroom takes longer in one house than in the one next door, why a slab house and a crawl space house are two different jobs with the same photographs.

    It sets a schedule you can keep, too. A start date offered before anybody knows what is under that slab is a date you will be moving later, and moved dates are what customers here describe afterward in detail.

    Naming a rental turnaround can hand your client's neighbors a complaint to file

    The property you just photographed may sit inside an argument the owner never mentioned to you.

    Short-term rental permitting has been fought over in Metro Nashville for years, and the people doing the fighting are usually the neighbors of the unit.

    A cheerful post naming a street and a turnaround date is useful to them. It says what the property is used for, when it sits empty, and roughly who to call about it. None of that is your intention and all of it is your doing.

    Shoot the room and nothing that locates it. No exterior, no unit number, nothing readable in a mirror or through a window, and no schedule that maps neatly onto a booking gap.

    Settle it with the operator on day one rather than on the day you post. Some want the property named because it markets the listing. Others are one complaint away from a problem and will say so plainly if you ask before the crew arrives.

    A house with a writing room is a workplace, and it is not yours to publish

    In a music town the kitchen you just finished may sit twenty feet from something your client is contractually careful about.

    Plenty of houses around Green Hills, Belle Meade, East Nashville and off Music Row hold a working room. A home studio, a writing room, a wall of gear, an instrument that identifies its owner on sight.

    Your scope may not touch that room, but the camera will. A hallway pan, a door left open, a reflection in new tile. What gets published then is not only where somebody lives, it is where they work, and in this town the party with an interest in that footage may be a manager or a label rather than the homeowner in front of you.

    Expect some of your best jobs to stay private forever. The portfolio you are allowed to show in this city is smaller than the portfolio you have, which is a fact to plan around rather than argue with.

    So build the account so that no single house is holding it up. Details, sequence, the same tile setter's hands, a cabinet run going in level, a rock saw on a driveway at first light.

    The parts of this that would read the same for a remodeler anywhere are written up separately on our kitchen and bath social media page at /industries/kitchen-bath-remodeling/social-media. Everything above is what Middle Tennessee adds to the job.

    Questions we actually get

    Can we post a short-term rental job the owner is proud of?
    Post the room and leave out anything that locates it. No exterior, no unit number, nothing readable in a reflection, and no schedule detail that says when the property is empty. Ask the operator first, because some want the listing named and others are managing a neighbor situation you know nothing about. Their answer decides it, and it should be settled before the crew arrives rather than the day you want to publish.
    Our client is a songwriter and there is a studio off the kitchen. Can we shoot the hallway?
    Ask before you point the camera down it, and expect the answer to be no. A working room in a Green Hills or East Nashville house may be governed by more than the homeowner's preference, and a reflection in new tile counts as footage of it. Frame the kitchen tight, keep doors closed while you shoot, and treat anything showing a room you were not hired to touch as unusable until somebody says otherwise in writing.
    Does the limestone actually matter to a homeowner, or is that trade talk?
    It matters to the thing they care about most, which is the schedule. A homeowner who understands that the drain has to come through rock understands why their bath took longer than the one their neighbor had done on a crawl space. Explain it once in public and you stop having the same conversation at every estimate in Davidson County.
    Most of our work is moving toward Williamson County. Should the feed change?
    The work changed, so the feed will follow. A Franklin or Brentwood buyer is usually planning a larger job on a newer house, and a feed that has drifted toward fast turnarounds near Broadway reads to them as a different kind of company entirely. Show the size and kind of work you want next rather than the work that photographs quickest.
    An operator wants us to name their listing so the post markets the property. Should we?
    That is their call rather than yours, and it is worth having in writing, because you are the one who gets asked about it later. Ask specifically about two things: the address and the schedule. Those are the details a neighbor cares about, and neither of them is needed to show a finished bathroom.

    What is different here

    Work that disturbs paint in housing built before 1978 brings federal lead-safe certification and disclosure obligations, which affects a meaningful share of older coastal stock. Permitting and inspection sequencing is municipal, and in condominium buildings an association's own approval process frequently governs timing more than the building department does.

    Kitchen & Bath Remodeling Social Media Strategy & Execution elsewhere

    Written by KC Thompson, Morgul Marketing.

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