Home Services

You’re booked solid during peak season, scrambling to keep up with enquiries and managing crews in the field. Then things slow down, and suddenly you’re wondering where the next job is coming from.

Most home services businesses handle marketing the same way: they throw money at Google Ads when they’re slow, post sporadically on Facebook when they remember, and hope word of mouth keeps them busy enough. When the phone rings, it’s usually because someone Googled “emergency plumber near me” at 2 a.m., not because they’ve been following your business for months.

The problem isn’t that social media doesn’t work for home services. It’s that most businesses treat it like an afterthought rather than a genuine lead-generation and trust-building channel. Are the companies growing consistently? They’re using social media to stay top of mind year-round, so when someone needs their services, there’s no question who to call.

Why home services businesses struggle with social media

Your industry faces specific challenges that make consistent social media feel nearly impossible:

Time constraints. You’re running jobs, managing crews, ordering materials, handling estimates and putting out fires all day. By the time you get home, the last thing you want to do is figure out what to post on Instagram.

Seasonal demand swings. Landscaping companies are slammed in summer and dead in winter. HVAC businesses see spikes during extreme weather. Roofing picks up after storms. When you’re busy, marketing falls by the wayside. When you’re slow, you’re scrambling to catch up, but it’s too late.

Local competition saturation. Every town has a dozen plumbers, electricians and contractors. Many homeowners pick whoever shows up first in search results or who their neighbour used. Standing out in a crowded local market feels impossible.

Trust barriers. Homeowners are inviting you into their homes and spending significant money. They’re researching reviews, checking credentials and looking for signs you’re legitimate before they call. If your social media is nonexistent or outdated, they’re moving on to someone who looks more established.

Content uncertainty. You know what content works for your business: before-and-after photos, customer testimonials, project showcases. But getting those photos, collecting testimonials and actually posting them consistently? That’s where things fall apart.

Most home services businesses end up with a Facebook page that hasn’t been updated in six months, a handful of Google reviews and no real strategy for staying visible when people aren’t actively searching for help.

What actually works for home services businesses

The home services businesses that stay consistently booked aren’t spending more on marketing. They’re being smarter about visibility and trust-building. Here’s what that looks like:

Consistent local visibility. When someone’s water heater breaks or they’re planning a renovation, you want to be the first business they think of. Regular social media presence keeps you visible in your community year-round, so when the need arises, they already know who you are.

Trust-building content. Before-and-after transformations show the quality of your work. Behind-the-scenes content introduces your team and humanizes your business. Educational posts answer common questions and position you as the expert. Customer testimonials provide social proof. Together, this content builds the trust homeowners need before they’ll call.

Service area targeting. You don’t need followers across the country—you need customers in your service area. Smart social media for home services focuses on reaching homeowners in the specific neighbourhoods and communities where you work, not chasing vanity metrics that don’t translate to jobs.

Review generation and management. Your social media should be working alongside your Google Business Profile to collect reviews and showcase them. Happy customers who see your follow-up post asking for a review are much more likely to leave one, and those reviews become your most powerful marketing asset.

Seasonal planning that smooths demand. Instead of going dark when you’re busy and scrambling when you’re slow, strategic social media maintains visibility year-round. You’re promoting seasonal services ahead of demand, staying top-of-mind during off-season and building a pipeline that reduces those feast-or-famine cycles.

How SocialXpresso supports home services businesses

We work with home services companies that want to generate consistent leads without spending hours managing social media or thousands on ads that stop working the moment you pause them.

Local-focused strategy. We don’t care about building a massive following. We care about reaching homeowners in your service area who are likely to need your services. Geotargeted content, local community engagement and neighbourhood-specific messaging that brings in qualified leads from people you can actually serve.

Content that showcases your work. We help you capture and share the content that builds trust: project photos, customer stories, team introductions and educational tips. You focus on delivering great service, and we make sure people see it. Regular posting that keeps your business visible without requiring hours of your time.

Review generation system. We build social media workflows that make it easy to ask for reviews and showcase them once you have them. More reviews mean more trust, and more trust means more calls from qualified homeowners ready to hire.

Seasonal campaign management. We plan content around your business calendar, promoting the right services at the right time. HVAC tune-ups before summer hits. Gutter cleaning before fall. Snow removal before winter. You get more bookings and fewer slow periods.

Analytics that matter. We track enquiries, phone calls, estimate requests and booking trends tied to your social media. You’ll know what content drives actual business, not just likes and shares that don’t pay the bills.

Home services businesses we work with

We support a range of home services companies, including:

• Plumbing and drain cleaning
• Electrical services
• HVAC (heating, cooling, ventilation)
• Landscaping and lawn care
• Roofing and exterior services
• House cleaning and janitorial
• Painting (interior and exterior)
• General contracting and renovation
• Pest control services
• Window and door installation
• Pool and spa maintenance
• Carpet and flooring services

Whether you’re a solo operator or managing multiple crews, the fundamentals remain the same: stay visible in your community, build trust with homeowners and make it easy for people to choose you when they need help.

What home services social media success looks like

When home services businesses get social media right, here’s what happens:

More direct enquiries. Homeowners reach out because they’ve been seeing your content and already trust you. They’re not calling three other companies for quotes—they want to work with you specifically because they feel like they already know your business.

Steadier year-round bookings. Instead of extreme busy seasons and dead periods, your schedule fills more consistently. Bookings increase because people see your content, reminding them to schedule seasonal maintenance before they actually need it.

Higher-value jobs. When customers come to you already familiar with your work and expertise, they’re more likely to approve larger projects and additional services. The trust is already established, so price shopping becomes less of a factor.

Better customer retention. Homeowners who follow your social media are reminded of your services when they need them again. Annual maintenance becomes automatic, repeat business increases, and customer lifetime value goes up.

Easier hiring and team building. When your social media showcases your company culture and team, quality employees find you. You attract people who want to work for a professional, established business, not just whoever responds to a job posting.

Common questions from home services businesses

Which social media platforms should I focus on? Start with Facebook and Instagram—they’re where homeowners spend time and where local targeting works best. Google Business Profile isn’t technically social media, but it’s non-negotiable. LinkedIn can work if you’re targeting commercial clients or property managers.

How often do I need to post? Consistency matters more than volume. Three quality posts per week beats seven rushed ones. The goal is to stay visible and top-of-mind, not to overwhelm your audience or burn yourself out.

What if I don’t have time to take photos of every job? Build the habit of taking quick photos at key moments: before you start, during progress and after completion. Even phone photos work fine. Over time, you’ll build a content library that makes posting easier.

Should I respond to negative reviews on social media? Always respond professionally and promptly. Acknowledge the concern, apologize if appropriate and offer to make it right offline. How you handle complaints publicly often matters more than the complaint itself.

Can social media really compete with Google Ads? They serve different purposes. Ads capture people actively searching right now. Social media builds awareness and trust over time, so when people need your services, you’re the obvious choice. The best marketing strategies use both.

What about NextDoor or other hyperlocal platforms? If your community is active on NextDoor, it’s worth being there. But don’t spread yourself too thin. Master Facebook and Instagram first, then expand to other platforms once you have systems in place.

How do I handle seasonal slowdowns? Use slow periods to create content that promotes services for the upcoming busy season. For HVAC companies, winter means promoting spring tune-ups. Fall for landscapers means highlighting snow removal services. Stay visible year-round, and you’ll smooth out those demand swings.

Get started with social media that actually brings in jobs

You got into home services to do great work, not to become a social media manager. Your time is most valuable on job sites and building your business, not figuring out hashtags and posting schedules.

Let us handle your social media so you can focus on delivering excellent service. We’ll build a consistent presence that keeps you visible in your community, generates qualified leads and fills your schedule with homeowners who already trust your expertise.

Ready to stop relying on expensive ads and last-minute searches? Let’s talk about building a social media strategy that brings steady work year-round.