1 October 2026 · 6 min read · Oscar Markham
Photograph the kitchens people actually have
Kitchen marketing is almost entirely photographic and almost entirely aspirational, which sounds right and costs work. The portfolio shows large, bright, open-plan rooms with islands. A great many customers have a galley, a terrace, an apartment or an ordinary semi, and they look at that portfolio and conclude the company is not for them.
Show the constrained rooms
Galley kitchens, narrow terraces, apartments, rooms with a chimney breast in the wrong place and a back door that has to stay where it is.
Solving those is harder than filling a big extension and it is what most customers need. A portfolio that shows it wins people who assumed you only did large projects.
Before and after, same angle
The before is what makes the after mean something. A tired kitchen from 1998 beside the finished room tells the story in one image pair.
Photograph at the survey, from a spot you can return to. Almost nobody does and it is the single most persuasive asset in this trade.
Real houses beat studio sets
A showroom display shows what things look like under perfect lighting with no kettle on the counter. A finished installation in a real Irish house shows what the customer will actually get.
Go back a few weeks after handover, when the family is using it. Ask first, and most will be glad to be asked.
Caption with the thing people search
The room type, the house type, the county. 'Galley kitchen, 1970s semi, Rathfarnham' is more useful to a reader and more useful to a search engine than 'Project 14'.
It also means somebody can find the example that looks like their own house, which is what they are trying to do.
Show the details that get asked about
Drawer interiors, corner solutions, the bin arrangement, how the appliances sit, the handle options up close.
These are the showroom questions. A photograph each answers them before the visit and makes the visit shorter and better.
Written by Oscar Markham, founder of Dublin Growth Digital. We run lead generation for Irish estate agents and trades, reported every Friday in enquiries and booked work.