Most contractors who try social media post a logo graphic on Monday, a holiday message on the Fourth of July, and give up by August. The posts that bring in work look nothing like that. They look like the job.
This is the trade version. For how reach works in general, see more social media reach without paying.
Take two photos on every job
One before you start and one when you finish, from the same spot. That is the whole habit. A before and after is the easiest post there is, and people understand it instantly.
Write a caption that says what, where and why
One or two sentences: what the problem was, what you did, and the town. Here is an example of a caption that works:
Water heater replacement in Mooresville. The old one was 14 years old and leaking under the house. New 50 gallon unit in the same day. If yours is over 10 years old, it is worth having it looked at.
Naming the town matters. It tells people nearby that you work where they live.
Short videos from the job site
Thirty seconds of you explaining what you found and what you fixed, talking to the phone like you would to the homeowner. No studio or music needed. People want to see who is coming to their house. Post the same video as a Reel, a YouTube Short and on Facebook.
Show the people
Your crew, your truck, the shop. A photo of the team at the start of a job does more for trust than the stock photo of a model in a hard hat that everyone recognizes.
Answer "how much?" the right way
Someone will comment asking the price. Reply quickly and kindly, give a range or explain what affects it, and invite them to message you for a real number. Ignoring the question looks like hiding. Arguing about it in public is worse.
Be useful in local groups
Town Facebook groups and Nextdoor are where neighbors ask "anyone know a good electrician?" Answer questions helpfully even when there is no job in it, and thank people who recommend you. Read each group's rules about business posts before you post.
Turn happy comments into reviews
A social post gets seen for a day or two. A Google review keeps working for years. When a customer comments something nice, thank them and send your review link. How to rank on Google Maps explains why reviews matter so much.
What to skip
- Your logo on a colored background.
- Generic "Call us today!" graphics.
- Holiday posts with nothing to do with your work.
- Stock photos of tools or people.
If keeping up is the hard part, a simple setup that posts your job photos for you can help. I build those, as shown on the social media tools page. The roofing and electrical pages show how the website side fits in.
