In construction and home renovation the Argentine buyer saves for months to buy in one go. When they finally decide, they are not looking for inspiration, they are looking to avoid getting wrong a purchase they cannot repeat.

You sell durability, not looks

Photos of finished rooms are for dreaming, not deciding. What decides is how the material behaves after two years: whether it stains, scratches, fades or swells with damp. That content barely exists and it is exactly what the buyer searches for.

Dollar pricing shapes the script

Many materials track the dollar, so the video should not state the price. It can state coverage per square metre, how much a room needs and how long it lasts. That lets people compare without going out of date in two weeks.

Who actually buys

Sometimes the owner, sometimes the site foreman or the installer. They are two audiences with different criteria: one looks at the result, the other at whether it is easy to apply and whether it will cause problems. One video for each performs better than a mixed one.

Installation is the most valuable content

A video showing how it goes on, with the hands of someone who does it every day, serves the installer, reassures the owner and cuts complaints about bad application. It is long life content that lives on the product page and in support for years.

Seasonality and buying window

Buying spikes when the aguinaldo lands and in spring, before the heat. Producing in April and September lets you hit both windows with your own material instead of recycling the manufacturer's catalogue.

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Frequently asked questions

Which argument decides the purchase?

Durability after two years.

Should the price be in the video?

No, use coverage and lifespan instead.

Who am I talking to?

The owner and the installer, separately.

When should we produce?

In April and September.