LIAN Construction · Meta creative concepts

Ten distinct persuasion angles for LIAN Construction Group, anchored on authentic before / after kitchen work. Every creative shares one locked brand skeleton — logo, yellow CTA pill, phone and licence bar — so the set reads as one campaign while each angle attacks a different reason a homeowner has not booked yet. Built in both Meta ratios.

01 Before / After — transformation hero

ONE ROOM. FIVE WEEKS.

SAME KITCHEN · SAME WINDOW

The pure proof shot. Same room, same angle, five weeks apart. Highest-intent scroll-stopper for a remodeler and the single most-tested angle in home services.

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02 Before / After — native UI mimic (drag slider)

SLIDE TWENTY YEARS OFF YOUR KITCHEN.

DRAG TO COMPARE

Borrows the drag-to-compare interaction people already know from real estate and reno apps. Reads as a tool, not an ad, so ad-resistance drops.

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03 Objection killer — price certainty (cost-over-time chart)

THE QUOTE YOU SIGN IS THE INVOICE YOU PAY.

THE REAL REASON PEOPLE DELAY

The #1 reason homeowners stall on a remodel is fear of the number moving. This is the Register-A signature device: draw the competitor’s climbing cost against a flat locked line.

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04 Authority / credentials NYC

YOUR CO-OP BOARD IS NOT OUR FIRST RODEO.

CO-OP BOARDS · DOB PERMITS · LEAD-SAFE

Sells the paperwork nobody else wants to own. Licences and EPA Lead-Safe are real, verifiable proof — the strongest trust asset LIAN actually has.

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04 Authority / credentials Florida

PERMITS, INSPECTIONS, HOA. ALL HANDLED.

PERMITS · INSPECTIONS · HOA

Sells the paperwork nobody else wants to own. Licences and EPA Lead-Safe are real, verifiable proof — the strongest trust asset LIAN actually has.

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05 Process / mechanism — week by week

YOU WILL KNOW WHICH WEEK YOU GET YOUR KITCHEN BACK.

WHAT FIVE WEEKS LOOKS LIKE

Answers the fear every homeowner actually has: “how long am I without a kitchen?” Making the schedule concrete converts fence-sitters better than any beauty shot.

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06 Us vs them — comparison table

ASK THE OTHER GUY THESE FIVE THINGS.

BEFORE YOU HAND OVER A DEPOSIT

Names the real competitor in this trade: the cheap unlicensed referral. A checkmark grid lets the prospect disqualify them without LIAN having to trash anyone.

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07 Audience-specific problem — the space itself NYC

NINE FEET WIDE IS NOT A PROBLEM. IT IS A DESIGN BRIEF.

PRE-WAR GALLEY KITCHENS

Speaks to the exact kitchen the prospect is standing in. NYC gets the galley, Florida gets the dated open plan — same concept, re-pointed at a different room.

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07 Audience-specific problem — the space itself Florida

THE LAYOUT IS FINE. THE NINETIES ARE THE PROBLEM.

DATED OPEN-PLAN KITCHENS

Speaks to the exact kitchen the prospect is standing in. NYC gets the galley, Florida gets the dated open plan — same concept, re-pointed at a different room.

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08 Editorial / craft — desire, not proof

ANYONE CAN INSTALL A KITCHEN.

DETAIL

Deliberate density break. Everything else in the set argues; this one just looks expensive. Gives the set a top-of-funnel brand asset and a different creative to test against the dense ones.

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09 Problem / agitation — emotional hook

STILL APOLOGISING FOR YOUR KITCHEN?

BE HONEST

Names the feeling, not the feature. Emotional problem hooks reliably out-hook product beauty shots on cold traffic, and it sets up the after shot as relief.

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10 Offer creative — bottom funnel / retargeting

FIND OUT WHAT YOUR KITCHEN ACTUALLY COSTS.

NO COST · NO OBLIGATION

The closer. Everyone who engaged with the other nine sees exactly what the free consultation is and what they walk away with, so booking stops feeling like a sales trap.

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Ten Meta creative
concepts, one skeleton.

Before you spend a dollar

ONE ROOM. FIVE WEEKS.

SLIDE TWENTY YEARS OFF YOUR KITCHEN.

THE QUOTE YOU SIGN IS THE INVOICE YOU PAY.

YOUR CO-OP BOARD IS NOT OUR FIRST RODEO.

PERMITS, INSPECTIONS, HOA. ALL HANDLED.

YOU WILL KNOW WHICH WEEK YOU GET YOUR KITCHEN BACK.

ASK THE OTHER GUY THESE FIVE THINGS.

NINE FEET WIDE IS NOT A PROBLEM. IT IS A DESIGN BRIEF.

THE LAYOUT IS FINE. THE NINETIES ARE THE PROBLEM.

ANYONE CAN INSTALL A KITCHEN.

STILL APOLOGISING FOR YOUR KITCHEN?

FIND OUT WHAT YOUR KITCHEN ACTUALLY COSTS.

Ten Meta creativeconcepts, one skeleton.

Before you spend a dollar

ONE ROOM. FIVE WEEKS.

SLIDE TWENTY YEARS OFF YOUR KITCHEN.

THE QUOTE YOU SIGN IS THE INVOICE YOU PAY.

YOUR CO-OP BOARD IS NOT OUR FIRST RODEO.

PERMITS, INSPECTIONS, HOA. ALL HANDLED.

YOU WILL KNOW WHICH WEEK YOU GET YOUR KITCHEN BACK.

ASK THE OTHER GUY THESE FIVE THINGS.

NINE FEET WIDE IS NOT A PROBLEM. IT IS A DESIGN BRIEF.

THE LAYOUT IS FINE. THE NINETIES ARE THE PROBLEM.

ANYONE CAN INSTALL A KITCHEN.

STILL APOLOGISING FOR YOUR KITCHEN?

FIND OUT WHAT YOUR KITCHEN ACTUALLY COSTS.

Ten Meta creative
concepts, one skeleton.