Video: Your Digital House Call

By Seth Gladden

In my college days, I got a summer job selling home security systems door to door. Before they ever let us loose on a neighborhood, they flew us to corporate for a full week of training, where I learned everything about the equipment. Every sensor, every wire, every circuit. And even though I was training as a sales rep, I knew how to install it, troubleshoot it, and explain it in a way that would make an engineer proud. Which, of course, became a problem.

During my first week on the job, I’d knock on a door, get into a home, start the sales walk-through, and a homeowner would point to a motion detector and ask, “So how does that work?”

And I would light up. “Well, it uses a dual infrared sensor that tracks heat signatures across multiple motion zones…” Somewhere in the middle of that sentence, their eyes would glaze over. I could almost see the sale floating away. I had made something simple sound complicated and scary.

When I told my sales manager what was happening, he laughed and gave me something new to try. The next day, another homeowner asked the same question. “How does the motion detector work?” I said, “Really well.”

That was it. That was all they wanted. Not a technical lesson. Not a schematic. Just reassurance that it worked.

So, what does any of this have to do with selling and installing wood floors? Everything.

Because no matter the industry, we all get hit with the curse of knowledge. The more we learn, the harder it becomes to imagine what it’s like not to know the details. When you install or refinish hardwood, you think about substrate prep, moisture, layout, sanding sequences, species behavior, dust containment, repairs, color consistency, and finishing systems. Homeowners do not.

They are deciding between doing it themselves or hiring a professional. Their hardwood-related questions are simple:

  • Will my home be respected?
  • Will this be dusty?
  • Will the color turn out right?
  • Will repairs blend in?
  • Can I trust the crew in my house?
  • Is the investment worth it?

Here’s the challenge: unless you want to knock on random doors and ask people if they want their wood floors replaced or refinished, how do you reach the right customers, earn their trust, and help them say yes? One of the best ways is video.

Get Into Their Home Before You Meet Them

Not in a creepy breaking-and-entering way. Jeff Bezos once said, “Your brand is what other people say about you when you’re not in the room.”

Today, the first “room” you walk into is a homeowner’s phone screen. Before they ever call you, they look you up. They scroll, skim, compare, and decide how they feel.

Video gives you a chance to make a great first impression before you meet them. It shows your professionalism, your personality, your craftsmanship, and the experience of working with you. Done well, video becomes your digital handshake. It builds trust without you lifting a sander.

Three Videos That Turn Strangers into Leads

You don’t need a studio to attract new customers. You just need a few simple, powerful types of videos that answer a homeowner’s real questions.

The “Meet the Crew” Video

Friendly, face-to-camera introductions. This eliminates one of the biggest fears: the unknown person entering their home for a multi-day hardwood project.

The “What It’s Like to Work with Us” Video

Homeowners don’t care about technical terms. They care about the experience.
Show how you protect the home, move furniture, seal off rooms, manage dust, handle stain samples, communicate through the project, and deliver beautiful hardwood results. This justifies hiring a pro instead of choosing DIY.

The “Proof It Was Worth It” Video

A quick before-and-after transformation paired with a short testimonial outperforms most ads. Hardwood transformation videos, especially refinishing, can be dramatic. A homeowner saying “It was worth it” is a closer all by itself.

And yes, most of these videos end up on social media — Instagram, Facebook, TikTok, YouTube Shorts — because that’s where homeowners browse for design inspiration. Short-form platforms reward honest, real content, and simple tools make it easy to post professional-looking clips quickly.

When to DIY, When to Upgrade, and When to Call a Pro

Homeowners can install or refinish their own floors. They can rent tools, watch tutorials, and hope for the best. But the results are rarely as good as hiring someone who lives and breathes the craft. Video works the same way.

When to DIY your videos

Perfect for:
• jobsite walkthroughs
• team introductions
• before-and-after clips
• quick testimonials

DIY only works if you use a few simple tools:
• a wireless mic
• a stabilizer or tripod
• natural light or small LED panels

These make your phone behave more like a real camera and keep your video from looking like a witness protection interview.

When to upgrade your gear

For content you want to reuse often (FAQs, process explanations, or polished transformations) upgraded gear helps you level up without hiring a crew.

When to hire a professional

If you need videos for your website, your brand story, sales presentations, or ad campaigns, a professional makes a massive difference. When it counts, the investment is worth it.

Quick Tips to Make Video Work for You

  • Keep videos short and clear
  • Talk like a human, not a manual
  • Show the experience, not the jargon

Video is not just marketing. It is your new first impression, your digital house call, and one of the most effective ways to win more of the right hardwood customers. Once homeowners see what it’s like to work with you, choosing you becomes even easier. Because the reality is simple: when homeowners feel like they know you, they trust you. When they trust you, they hire you.

Seth Gladden is principal of Gladden Group, a marketing, consulting, and branding agency. For more information, visit thegladdengroup.com or email seth@thegladdengroup.com.

Recommended Gear and Apps

Audio:
• DJI Mic 2 or Mic 3 – https://www.dji.com/mic-2

Stabilization:
• DJI Osmo Mobile 7 or 8, or a tripod – https://www.dji.com/osmo-mobile-7-series

Lighting:
• Lume Cube Studio Panels – https://lumecube.com/products/studio-panel-lighting-kit
• Or indirect window light

Editing Software:
• CapCut
• iMovie