It’s easy to write off social media as a vanity, a time-waster, or a lark—but for plumbing, electrical, and HVAC companies, social networks can actually be powerful tools. They create valuable touch points with your customer base and can be especially effective for generating business from your maintenance agreements. And, with the right social media content, you can make your home service business seem more trustworthy and authoritative—helping customers feel more confident giving you their business.
But what is the right kind of social media content for your home service business? There are a couple of different categories to consider, and each potentially useful.
Content That Humanizes Your Business
Customers will feel more comfortable inviting you into their homes and entrusting you with maintenance and repair needs if they have some sense of who you are—and if they see your technicians as human beings, not a nameless/faceless company. Some ways to accomplish this include:
- Share candid, behind-the-scenes photos of your team, highlighting some of the people who work for you.
- Use social media to announce new hires and “introduce” new employees to your follower base.
- Post photos of jobs/projects that you are especially proud of or that are unique in some way. Make sure you have approval from the homeowner!
- Share photos of any in-service training that your technicians do, which highlights your commitment to continuous education.
Content That Builds Trust and Authority
Ideally, this humanizing/personal-interest content will be interspersed with some content that establishes your knowledge and expertise; customers should see that you know what you’re doing and can provide valuable assistance with whatever their home maintenance needs are. Some ideas here include:
- Share company blog posts, especially “tips and tricks” posts that show off your knowledge.
- Curate content from external sources—for example, articles from real estate or DIY sites that focus on plumbing/electrical/HVAC issues (not your competitors’ websites).
- Periodically use social media to promote your maintenance agreement, and to simply remind your customers of the benefits it provides. For HVAC companies, it’s especially useful to promote your maintenance agreement at the start of each season.
- Share tips and tricks through YouTube videos, walking customers through some very basic repairs they can do themselves—while reminding them to call you with more serious needs.
With the right balance of content—and with consistent posting—you can actually use social media to drive business and bring in some new revenues, turning that Facebook account into an actual asset for your home service company.
We’d love to talk with you more about strategic ways to build your business. Reach out to Contractor in Charge today, and let’s have a conversation about your goals.