Trade Secrets · Playbook
Make Webster Green work for you
The color isn't the opportunity. The attention is. Here's how to borrow the spotlight for your own work.
By Anderson Somerselle · Oct 2026 · 7 min read
Every fall, a paint company crowns a Color of the Year. Editors swoon, homeowners Google, and most designers keep scrolling like it's a group chat they muted. This year Benjamin Moore picked Webster Green HC-130, a deep, classic green from its Historical Color Collection, which turns 50 this year. Fifty and still getting picked first. Goals.
Here's the tea: the color isn't the opportunity. The attention is. For the next few months, people who care about their homes will be typing this exact green into Google, and somebody's portfolio is going to show up. It might as well be yours.
Your homework, in plain English
- Write one blog post for your website about Webster Green. Your take, your photos, your rooms.
- Film one short video of you talking through the same points, about 60 to 90 seconds. That video goes on the blog post.
- Cut that video into three quick clips for Instagram. Same talking points, bite-sized.
That's it. One idea, said once in writing and once on camera, then sliced up for social. You don't need a Webster Green project to play, either. If you've done a green library, kitchen or front door in the last decade, the receipts are already in your camera roll. People aren't really shopping for paint. They're shopping for your taste.
Step 1: Put the story on your own site first
Instagram changes its rules more often than you change your mind in a fabric showroom. Your website is the one thing you actually own, and a good post there keeps working long after everyone's moved on to the next shade of beige. Put the color name and code in the title and first line, use your own photography, and end with one clear next step and a link to book a call.
Step 2: Follow
Chop the walkthrough into clips: the take, the room, and the plot twist. Post clips, never the whole video. The clip is the flirt. The full version on your site is the date. If you have a little budget, put a small Follow campaign behind the best one, aimed at the neighborhoods you actually want to work in.
Step 3: Engage
Followers are cute. Conversations pay the bills. Answer every comment and DM yourself, drop a poll in your stories, and send the post to past clients and the agents you know. If a local editor is covering the color, send them your post too. That's not pitching. That's being helpful with good lighting.
Step 4: Convert
Send people to one place: the post from Step 1, not your homepage. Make the next step feel small, like a color consult or a one-room refresh. Then watch one number: how many inquiries came from that page. Likes are lovely. Views are nice. Inquiries pay rent.
The bigger lesson isn't about paint. Any time the whole industry is buzzing about something, you can borrow that spotlight for your own work. You just need somewhere to send people and a good reason for them to stay.
If someone forwarded this to you, first of all, they like you. Second, you can get THE STRIKE-OFF yourself right here.
Keep reading
All stories
One secret, one source, a few finds.
Get THE STRIKE-OFF by email.