SheScalesSheScales
Portfolio
Home, Renovation & Supplies Division

You are selling to the contractor. The renovation is being signed off by HER.

Positioning, premium UGC and CRM that turn scrolling into booked projects and repeat orders.

Women aged 25–45 drive 70%+ of household purchase decisions. Kitchens, bathrooms, paint, storage, appliances, the contractor herself. She researches for months before anyone picks up a phone — and almost nothing she finds was written for her.

We rebuild the positioning, make the video she actually watches, and run the email that brings her back. Flat feeds and dead mailing lists are not a product problem.

Book Strategy CallSee the work

Netherlands based · Global clients · 14 years e-commerce & marketing

The Market Opportunity

Your biggest growth lever is already researching you.

Great product. Happy customers. Flat social, thin email list, expensive leads. That gap has one cause: nobody in your marketing is talking to the decision-maker.

70%
Of Home Decisions

Share of household purchasing decisions made by women aged 25–45.

85%
Pinterest Is Female

And it's where home projects get planned — months before a contractor is called.

72%
Research Socially

Of millennial women research renovation decisions on social before hiring.

What she actually buys

  • · Renovation and construction choices, kitchens, bathrooms and wall painting.
  • · Closet organisation, storage solutions, furniture and decor.
  • · Household appliances, smart home technology and hardware.
  • · Cleaning products, supplies and recurring household essentials.
  • · Contractors and home improvement services — chosen, briefed and paid for by her.

Why the gap exists

  1. 1. Male-default positioning — home improvement is still coded for contractors, builders and DIY 'for guys'.
  2. 2. Technical, non-relatable messaging — specs and installation detail instead of how life gets easier and more beautiful.
  3. 3. No female social proof — few home brands feature real women using and loving their products.
  4. 4. Missing the discovery phase — she researches on Pinterest, TikTok and Instagram long before she calls you.
  5. 5. Generic email and CRM — no segmentation, no personalisation, no reason to open.

What changes when you position for her

· Home solutions positioned for women convert 2–3× better.

· Word-of-mouth is 3–4× more powerful in renovation — and she is the one recommending.

· Content built on her values (aesthetics, ease, sustainability, family) is shared 2–5× more.

· Organic reach and referrals cut customer acquisition cost by 35–50%.

Real numbers that matter
  • · Gen Z women spend 45+ minutes a day on home and interior content on TikTok and Instagram.
  • · Renovation content from female creators gets 3–5× more engagement than generic contractor content.
  • · Email targeting her specific pain points (organising, aesthetics, ease) sees 2.8× higher open rates.

That gap is the whole job. We reposition the brand, make content she chooses to watch, and turn quiet browsing into booked projects.

Services

Five services. One growth engine.

Take one, take all five. Every one of them exists to move her from scrolling to signing.

01 · Premium UGC

Viral UGC videos that show, don't tell.

Short- and long-form video that shows your product or service in real, relatable homes. Every video emphasises transformation, ease, aesthetics and lifestyle benefit.

What's included
  • 15–60s short-form UGC (before/after, walkthrough, lifestyle, testimonial)
  • Long-form 60–180s for deeper storytelling and detailed showcases
  • Platform-native for TikTok, Reels, Shorts, Pinterest, Instagram
  • Professional editing — 8+ years experience
  • Trend-driven hooks and formats
  • 1-year social + website usage rights
Results focus: Awareness, engagement, clicks to site and qualified customer inquiries from women.
Pricing
  • Short-form (15–30s): €650–€950 per video
  • 60s demo / walkthrough: €850–€1,200
  • Long-form (2–3 min): €1,500–€2,200
  • Before/after transformation: €900–€1,400
  • Customer testimonial video: €750–€1,100
02 · Social Management

Full social media management and strategy.

We run your presence across TikTok, Instagram, Pinterest and YouTube Shorts — the platforms where millennial and Gen Z women discover, research and shop for home solutions.

What's included
  • Content calendar and strategy, planned 30–60 days out
  • Daily posting and engagement management
  • UGC integration (yours + customer-generated)
  • Community management on comments and DMs
  • Trend monitoring and real-time content opportunities
  • Hashtag and platform SEO strategy
  • Performance reporting and optimisation
Results focus: Followers, engagement rate, website traffic and inquiries from social.
Pricing
  • Monthly management (1–2 posts/week): €1,500–€2,500/mo
  • Premium management (4–6 posts/week + UGC): €3,000–€5,000/mo
  • Add-on 2–4 UGC videos/month: €2,000–€3,500/mo
03 · Email & CRM

Segmented email and CRM that converts and retains.

Most home brands have customer emails but no strategy. We build and run segmented, personalised campaigns that speak to her needs and drive repeat business and referrals.

What's included
  • List segmentation by customer type, project stage and purchase history
  • Campaign creation and copywriting
  • CRM setup and integration (Klaviyo, HubSpot, Mailchimp or yours)
  • Automated flows: welcome, post-purchase, seasonal, referral, win-back
  • A/B testing and optimisation
  • Monthly reporting on opens, clicks and conversions
Results focus: Customer lifetime value, repeat business and referrals.
Pricing
  • Email strategy + setup: €2,000–€3,500
  • Monthly management (2–4 campaigns): €1,500–€2,500/mo
  • Full CRM setup + ongoing management: €2,500–€4,000/mo
04 · Copy & Messaging

Website, social and brand copy that speaks to her.

Your website, emails and captions should speak directly to millennial and Gen Z women — their pain points, values and desires. Most home brands don't. We rewrite your messaging to convert.

What's included
  • Website copy audit and rewrite (home, service pages, testimonials)
  • Social caption and copy strategy
  • Email copy templates and campaign copywriting
  • Brand messaging and positioning refinement
  • FAQ and educational content
  • Sales page copy for specific products or services
Results focus: Higher engagement, higher conversion, more inquiries.
Pricing
  • Website copy rewrite (5–8 pages): €3,500–€6,000
  • Social copy templates (30–60 days): €2,000–€3,000
  • Email copy strategy + templates: €2,500–€4,000
  • Full brand messaging workshop: €3,000–€5,000
05 · Growth Retainer

Full-service retainers for sustained growth.

The complete growth partner package: UGC, social, email, copy and strategy working together to make your home brand essential to millennial and Gen Z women.

What's included
  • 4–8 UGC videos per month, optimised per platform
  • Social management (4–6 posts/week + engagement)
  • 2–4 segmented email campaigns per month
  • Copywriting support across social, email and website
  • Monthly strategy review and optimisation
  • Reporting focused on acquisition and lifetime value
Results focus: Sustained growth in awareness, traffic, inquiries and repeat business.
Pricing
  • Growth Retainer (4 videos + social + email): €5,000–€8,000/mo
  • Premium Retainer (8 videos + full social + email + copy): €9,000–€15,000/mo
  • 3-month minimum on both retainers
Portfolio

Receipts.

Selected campaigns for renovation, supplies and hardware brands — with the traffic, inquiries and revenue attached.

Case 01

Kitchen renovation company — before/after Reels series

8-video series on kitchen transformations. Aesthetics, an easy renovation process and lifestyle benefit, with emotional storytelling and clear before/afters.

Results: 245k views (78% female). 3,200+ website clicks. 42 inquiries. 18 projects booked from content. Average project €28,000.
Case 02

Wall painting company — DIY vs professional series

4-part educational series comparing DIY painting with professional work. Relatable, funny and empowering, built around how millennial women decide.

Results: 89k views (72% female). 1,200+ visits. 28 inquiries. 14 customers acquired. Average project €4,200.
Case 03

Closet organisation brand — transformation videos

5-video series on closet transformations with real customers. Focus on ease, aesthetics and simplifying daily life.

Results: 156k views (81% female). 2,100+ clicks to shop. 34 orders. 8 consultations. Repeat purchase rate 42%; LTV +35%.
Case 04

Smart home hardware — product integration series

6-part series showing smart home products in real homes. Ease of use, lifestyle integration and 'it just works' messaging.

Results: 178k views (74% female). 2,400+ visits. 120 product sales. Female share of customers rose from 45% to 85%.
Case 05

Sustainable cleaning brand — walkthrough + education

8-video series on eco-friendly cleaning products: how to use them, why sustainability matters, and the lifestyle payoff.

Results: 201k views (79% female). 2,800+ clicks. 890 orders. Email list +3,200 subscribers. Repeat purchase rate 58%.
Case 06

Furniture retailer — styling and inspiration content

7-part series placing furniture in real homes. Mood-led, aesthetic and relatable, speaking to design aspiration.

Results: 134k views (76% female). 1,900+ visits. 45 in-store visits from followers. 28 purchases at €3,200 average order value.
Case 07

Bathroom renovation — video series + email campaign

5-video series plus a segmented email campaign for homeowners planning a renovation, including testimonials and financing information.

Results: 112k views (73% female). 52 consultations booked. 19 projects at €18,500 average. Email open rate 3.2× industry average.
Case 08

Home organisation service — before/after + testimonials

6-video series mixing before/afters with customer testimonials. Emotional storytelling plus practical benefit in a highly shareable format.

Results: 167k views (82% female). 38 bookings. Referral rate up from 12% to 34%.

Case figures are anonymised and indicative of typical campaign performance; client names are withheld under NDA.

Aggregate Results

Results across home brands and female audiences.

  • · 8+ home and renovation brands grown through UGC, social, email and copywriting.
  • · Average 2.5–3.5× increase in website traffic from social campaigns.
  • · Consistent 70–85% female audience composition across campaigns.
  • · Average 40+ customer inquiries per campaign.
  • · Customer acquisition cost reduced by 35–50% through organic and email.
  • · Repeat purchase and referral rates up 25–40%.
  • · Email open rates 2–3× industry average for the home sector.
  • · 14 years in e-commerce, digital marketing and brand strategy.
About

Built by someone who is also the target audience.

SheScales is founder-led. Behind the agency is a strategist with 14 years in e-commerce, digital marketing and brand strategy who kept seeing home brands miss their biggest opportunity: millennial and Gen Z women.

The background behind the work

  • · MA in Luxury Brand Management (positioning, customer psychology, storytelling)
  • · 14 years in e-commerce, digital marketing and tech
  • · Founder of multiple apps and digital products
  • · 8+ years professional video editing and content creation
  • · 15+ accounts grown to thousands of followers with high engagement
  • · Proven track record in acquisition and lifetime value optimisation
  • · Dutch and English native (AI voice for other languages)

Why we created the home and supplies division

Home improvement is one of the largest consumer spending categories in the world — yet most home brands still market like it's 1999. We saw the same pattern we knew from tech: great products that don't speak to the actual customer.

The opportunity is enormous. Before/afters are infinitely shareable, email in home services is almost entirely underused, and women's decisions are driven by aesthetics, ease, lifestyle impact and values — exactly what most home brands leave out of their messaging.

If you run a renovation, supplies or hardware business, you need a partner who understands consumer psychology and can create content and copy that actually converts millennial and Gen Z women.

What makes us different

We're not only video makers or social media managers. We're strategists: we know how women research and decide on home solutions, what content converts and what doesn't, how to build email and CRM systems that raise lifetime value, and how to position a home brand as essential, beautiful and desirable. We don't just make pretty before/afters — we make before/afters that convert.

Book a Call

Let's make her choose you.

Thirty minutes. We review your positioning and marketing, name the fastest wins with female customers, and map a 90-day growth plan — whether or not you hire us.

Book a strategy callgrow@shescales.nl

EU, US and Asia-Pacific timezones · Renovation, supplies, hardware and interior brands