Sydney, Australia-based JP Timber Floors has found remarkable business success thanks to viral Instagram Reels showcasing their dramatic wood floor transformations. Three videos about turning dated, orange-toned pine floors into sleek, modern white surfaces have each gathered millions of views and tens of thousands of comments on their Instagram, @jptimberfloors. “People can’t get enough of transforming what they thought was an inevitable color with pine,” says Co-Owner Peter Lubieniecki, who runs the business with Jacob Zammit.
He says the videos have led to a flood of inquiries. “We have 100 percent found much more visibility from the videos and market exposure, which gives people the confidence that we are a reputable business that can deliver results,” Lubieniecki says. Clients now reference the videos during consultations. “We actually use our videos as our main marketing tool for showing clients what we can achieve,” he adds. “No one wants to see a new timber floor sanded; they want to see something magical from something that you would think needs to be ripped up and thrown in the trash.”
