I cannot explain why it worked the first time but not the second. If you're getting a screen like below then there are two possible reasons.
You don't have the driver for your controller
Since you've already got Windows 7 running, boot into that and use Double Driver (it's portable, so no installation required) to backup your existing drivers to a USB stick. You can even use the same USB stick that you're using to install Windows if you want.
When you re-install Windows and it cannot see the hard drive, click on the option that allows you to load a driver and point it at right folder on the USB stick. It'll locate the correct driver, install it and then you'll be able to proceed.
The advantage of doing this way over just downloading the single driver is that any drivers which are still missing after installation can be re-installed by just pointing Device Manager to the folder on the USB stick.
The last thing you want is to re-install Windows and then find you are missing a driver for something rather essential - like WiFi or Ethernet.
Your installation type isn't correct
As Ramhound alluded to, you might be mixing up UEFI and Legacy Mode with MBR and GPT. If this is the case, then you won't be able to install anything to the hard drive and this answer should help you.
(as a side note, if you don't have access to your Windows and Office licence keys then you may want to use Advanced Tokens Manager to backup and then restore them. This won't work for Windows 10 though)