Where are your potential customers spending their time? On social media. But not all platforms are created equal when it comes to home services. Today’s customers expect more than traditional advertising, they want engagement, authenticity, and trust. Picking the right ones can be the difference between a booming business and a quiet phone.
Why Social Media Matters
Homeowners turn to social media not just for entertainment but for recommendations, reviews, and inspiration. Whether they’re searching for a reputable roofer or swooning over backyard makeovers, social platforms play a pivotal role in their decision-making.
- 81% of people use Instagram to research products and services before making a decision (Journal of Business Research).
- 88% of consumers trust online reviews as much as personal recommendations and many reviews are now shared on social media (Bright Local).
This isn’t just an opportunity. It’s a necessity. But which platforms should you focus on?
Key Platforms
1. Facebook: The Jack-of-All-Trades
Facebook remains a powerhouse, especially for local businesses. Its community focus makes it an ideal place to connect with your target audience.
How to maximize Facebook:
- Join and actively participate in local community groups.
- Share posts with project updates, customer testimonials, and special offers.
- Use Facebook Ads to target specific demographics, such as homeowners in your service area.
Example: A landscaping business can use Facebook ads targeting homeowners in upscale neighborhoods, offering free consultations.
2. Instagram: Showcase Your Work
Home services are inherently visual, making Instagram a goldmine for showcasing your skills. From sparkling clean homes to beautifully landscaped yards, this platform lets you highlight your expertise.
Example: A plumbing company can share snippets of customer reviews via Instagram Stories and pin them as highlights.
How to maximize Instagram:
- Post high-quality before-and-after photos of your projects.
- Use relevant hashtags like #HomeImprovement, #LandscapingGoals, or #LocalPainter.
- Engage with your followers through polls, questions, and story updates.
Regularly posting project reels can boost engagement and reach new potential clients.
3. Nextdoor: Your Neighborhood Ally
Unlike most platforms, Nextdoor is hyper-local, connecting neighbors and fostering local recommendations.
How to maximize Nextdoor:
- Set up a business page and encourage satisfied customers to leave reviews.
- Share helpful tips and offer promotions exclusive to the neighborhood.
- Respond promptly to inquiries and messages to build trust and credibility.
4. YouTube: Educate and Impress
Homeowners often turn to YouTube for DIY advice and home improvement tips. Establishing a presence here positions you as an expert in your field.
How to maximize YouTube:
- Create tutorial videos, such as “How to Prep Your Home for Painting” or “Seasonal Lawn Care Tips.”
- Include calls to action directing viewers to your website or contact info.
- Optimize your videos with local keywords to attract nearby customers.
Example: A pest control service can create a series of videos explaining seasonal pest prevention tips.
Optimize Your Platform
Profile Name and Handle
- Use your brand name or a clear variation of it as your username and handle.
- Avoid unnecessary special characters or numbers unless essential.
Profile Picture
- Use a high-quality, recognizable image such as your logo or professional photo.
- Ensure consistency across platforms.
Links
- Add a link to your website, blog, or other relevant pages in your profile.
- Use link-shortening tools to track clicks and optimize your URLs.
Keywords in Profile Fields
- Use keywords strategically in profile sections such as job title, location, or interests.
Use Hashtags
The number of hashtags below is ideal per post on each platform (Hootsuite):
- 1-2 for X
- 3-5 for Instagram
- 2-3 for Facebook
- 3-5 for YouTube
- 1-5 for LinkedIn
- 2-5 for Pintrist
- 3-5 for TikTok
In Conclusion
The right social media platforms can significantly impact your business’s success. The key is to focus on where your audience already spends their time, then provide value through engagement, education, and excellent service. Start with one or two platforms, master them, and expand as you grow.