Choosing the Right Social Media Platform for Contractors
(Pick one, do it well, book better jobs.)
Most contractors try to be everywhere… then post nowhere. The secret isn’t more platforms—it’s one platform done consistently with the right content. Use this guide to decide where to focus, what to post, and how to know it’s working.
Start Here: What’s Your Primary Goal?
Pick just one for the next 90 days.
Get homeowner leads (residential).
Win referral partners (designers, realtors, PMs).
Recruit great employees.
Build authority for bigger commercial projects.
Your goal determines your platform.
Quick Match: Goal → Best Platform
Homeowner leads (residential): Instagram or Facebook.
Fast visibility for visual work (before/after, transformations): Instagram or TikTok.
Evergreen proof + search traffic: YouTube.
Commercial authority & partners: LinkedIn (with project proof); YouTube helps too.
Neighborhood buzz & word-of-mouth: Facebook Groups, Nextdoor.
Designer-forward, finishes, mood boards: Instagram + Pinterest (secondary).
Hiring & culture: Instagram (Stories/Reels) + Facebook; LinkedIn for management roles.
Don’t overthink it. If you need homeowner leads and you’re not sure where to start: choose Instagram(visual + local reach) or Facebook (groups + local trust).
Platform Cheat Sheet (What it’s best for, what it takes)
Best for: Residential leads, visuals, designer collabs, hiring culture.
Content that wins: Reels (before/after, quick tips), carousels, Stories from jobsites.
Pros: Visual, discovery via hashtags + geotags, easy DM conversations.
Cons: Needs steady photo/video; weak captions = weak results.
Cadence: 3–5 posts/week (1–3 Reels), daily Stories if possible.
KPI to watch: Profile visits → website clicks → DMs → booked estimates.
Best for: Local trust, neighborhood groups, homeowners 30+.
Content that wins: Project albums, short videos, “now booking” updates, customer stories.
Pros: Groups = word-of-mouth at scale; easy to boost posts locally.
Cons: Organic reach can be spotty; comments require moderation.
Cadence: 3 posts/week; 1 group share/week (follow group rules).
KPI: Inbound messages, post saves/shares, group engagement.
TikTok
Best for: Fast reach with satisfying transformations.
Content that wins: 7–20s cuts (demo → finish), oddly satisfying installs, tips.
Pros: Viral potential; great for brand personality and recruiting younger tradespeople.
Cons: Lower buying intent; must post often to maintain momentum.
Cadence: 3–7 short videos/week.
KPI: Watch time %, profile clicks, DMs.
YouTube
Best for: Evergreen authority, SEO, complex projects, commercial credibility.
Content that wins: 3–8 minute walkthroughs, “how we build” process, case studies.
Pros: Searchable forever; great for sending prospects proof.
Cons: Higher production effort; slower to start.
Cadence: 2–4 videos/month.
KPI: Views from your city, average view duration, clicks to website.
Best for: Commercial GC/PM relationships, vendors, hiring management roles.
Content that wins: Safety culture, schedule wins, documentation, case studies with metrics.
Pros: Professional audience; easy partner outreach.
Cons: Less homeowner traffic; needs steady, credible tone.
Cadence: 2–3 posts/week + 5–10 thoughtful comments on partner posts.
KPI: Connection growth with target roles, inbound messages, bid invites.
Nextdoor
Best for: Neighborhood projects, small service jobs, hyperlocal buzz.
Content that wins: Before/after with block names, neighbor recommendations, seasonal offers.
Pros: Local trust; word-of-mouth accelerant.
Cons: Limited content features; comments can get chatty.
Cadence: 1–2 posts/week; reply fast to comments.
KPI: Message inquiries, saved posts, referral mentions.
(Pinterest can be a secondary library for design-led work; treat it as a “portfolio feeder” that sends people to your site.)
Decision Tree (60 Seconds)
Residential & visual? → Instagram.
Your town loves FB Groups? → Facebook.
You want long-term proof & search traffic? → YouTube.
Commercial GC/architect visibility? → LinkedIn (plus YouTube case studies).
You need quick neighborhood buzz? → Facebook + Nextdoor.
You love short, scrappy videos? → TikTok (and repost as IG Reels).
Pick one primary. Add a secondary only after 30 days of consistency.
What to Post (Contractor Content That Converts)
Always include: City/neighborhood, scope, materials, timeline, 1 standout detail (dust control, curbless shower, lift plan), and a clear CTA.
Post types that work:
Before / After Reel – 7–15 seconds with on-screen labels (“North End Kitchen, 8 weeks, white oak + quartz”).
Project Spotlight Carousel – 5–8 slides, each with a caption line.
Process/Safety – Floor protection, negative air, daily cleanup.
Client Story – One photo + two sentences about the problem solved.
Availability – “Now booking for July–August in Eagle/Meridian. Projects start at $15k.”
FAQ – Permits, lead times, pets, change orders.
Crew & Culture – Stand-ups, training, certifications (great for hiring).
CTAs to use:
“Start your estimate” (link in bio)
“DM a photo of your space”
“Tap to see our process”
“Now booking for [Month] in [Cities]”
Residential vs. Commercial: Tailor the Tone
Residential (B2C):
Emotions + outcomes: “quieter jobsite,” “clean install,” “family can cook by week 3.”
Show finishes, lighting, clean lines, and daily protection.
Use neighborhood names and real timelines.
Commercial (B2B):
Capacity + compliance: “night work,” “occupied renovation,” “docs your lender/architect loves.”
Show safety huddles, lifts, phasing plans, close-out docs, and schedule wins.
Tag partners (architects, PMs, vendors) and list scopes.
Posting Cadence (Doable, Not Draining)
If you’re new: 3 posts/week on your primary platform
Mon: Before/after
Wed: Process/Safety or FAQ
Fri: Project spotlight or Availability update
Stories (IG/FB): quick daily clips from jobsites (10–30 seconds total)
YouTube: 2–4 videos/month (edit phone footage into 3–8 min walkthroughs)
Batch content every Thursday for 60 minutes. Done.
How to Turn Views into Jobs
Pin a “Start Your Estimate” post to the top of your profile.
Use a smart intake form on your website (ZIP, budget range, start month, photos).
Reply to DMs fast with a saved reply:
“Thanks for reaching out! Drop your ZIP, target budget, and a photo/video. I’ll point you in the right direction or suggest next steps.”
Push prospects to a relevant project page on your site (proof closes deals).
Light Ads = Big Lift (Optional but Powerful)
Instagram/Facebook: Boost a strong before/after to target ZIP codes you love. Add interest targeting (home improvement, homeowners).
YouTube: Run skippable in-stream ads to people searching remodeling topics in your city; send them to a project page.
Retargeting: Show ads only to recent site visitors or people who watched 50%+ of your videos.
Start $5–$20/day. Watch inbound messages and form fills—not likes.
Metrics That Matter (Keep It Simple)
Leads from social (DMs + form fills from social)
Booked estimates attributed to social
Jobs won from social
Cost per booked estimate (if running ads)
Qualitative: Are the inquiries in your target ZIPs, budget, and scope?
Ignore vanity metrics (followers) unless they correlate with real leads.
30/60/90-Day Plan
Days 1–30 (Pick & Post):
Choose your primary platform.
Publish 3 posts/week using the calendar above.
Add a pinned “Start Your Estimate” post.
Update your website contact page with smart fields + photo upload.
Days 31–60 (Proof & Partners):
Add 6–10 new project photos to your site and Google Business Profile.
Post 1 partner-friendly case study (tag designer/realtor/PM).
Test a $10/day boost in your best two ZIP codes.
Days 61–90 (Optimize & Scale):
Review which posts drove DMs and web clicks—repeat those formats.
Start light retargeting to site visitors.
Consider a secondary platform only if you’ve posted 9 straight weeks without missing.
Quick “Starter Kits” by Platform
Instagram (Residential):
Bio: “Kitchen & bath remodels in [Cities]. Clean jobsites. Now booking [Month].” + link to estimate page
Hashtags: #[city]remodel #kitchenremodel[city] #bathroomremodel[city] #yourbrand
Weekly Reel: 8–12s before→after with labels and city on screen
Story Daily: 10s clip of protection/cleanup or progress
Facebook (Residential + Groups):
Join 2–3 neighborhood groups (read rules).
Weekly project album; monthly “now booking” post with city and price ranges.
Ask past clients (1:1) to share your project post in their neighborhood group.
LinkedIn (Commercial):
Weekly post: safety win, schedule milestone, documentation snapshot (no sensitive info).
Comment on 5 partner posts/week (architects, PMs, vendors).
Month 2: Post a mini case study with photos + metrics (sq ft, schedule, phasing).
YouTube (Both):
3–8 minute project tours: scope, schedule, materials, 1 lesson learned.
Put your phone on a tripod; narrate in plain English.
Title: “Kitchen Remodel Boise | 8 Weeks | White Oak + Quartz | [Neighborhood]”
Common Mistakes (Easy Fixes)
Spreading too thin. → One platform first.
Pretty photos, zero context. → Add city, scope, timeline, standout detail, CTA.
Sending clicks to your homepage. → Link to a relevant project/service page.
No follow-up process. → Saved replies + same-day responses + phone consult offer.
Only posting finished work. → Show process and cleanliness—this builds trust.
Final Word
You don’t need to be an influencer. You need one platform that shows real work, proves your process, and makes it easy to raise a hand. Pick your goal, choose the matching platform, post consistently for 90 days, and measure leads—not likes. Do that, and your social will start doing what it should: fueling better projects, closer to home, with clients who already trust you.
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