1. Turn every job into a week of content
Capture a wide before photo, a close-up problem area, a short process clip, the finished result and one customer comment. That five-minute routine creates enough material for several posts without slowing the crew.
- Before-and-after carousel with the service and town
- Ten-second process clip showing safe technique
- One practical tip about the cleaned surface
- Customer review paired with the finished result
2. Match the format to each platform
Use Facebook for local groups, recommendations and homeowner audiences. Use Instagram for visual proof and local discovery. Reuse vertical process clips on Reels, TikTok and YouTube Shorts, but keep the original file so one platform's watermark does not appear on another.
- Facebook: project recaps, neighborhood groups and seasonal offers
- Instagram: before-and-after carousels, Reels and location tags
- Short video: fast transformations with service and city in the caption
- Google Business Profile: reuse the best job photos as weekly updates
3. Make every post useful local proof
Name the surface, service and town when accurate. Explain the problem and the result without exaggerated claims. Local project context helps nearby customers recognize their own need and gives your website useful material for city and service pages.
- Ask permission before naming or showing a customer property
- Avoid unverifiable claims such as best, guaranteed or permanent
- Show crew, equipment and safe setup to build trust
- Link to the matching service page rather than always sending people home
5. Connect social inquiries to follow-up
Direct messages and instant forms lose value when they sit unanswered. Route every inquiry into one pipeline, reply quickly, ask the same qualifying questions and continue follow-up by email or text with the customer's permission.
- Use saved replies for service area, timing and photo requests
- Move qualified inquiries into the same pipeline as website leads
- Tag the original platform so sold-job results can be compared
- Ask completed customers for a review and permission to share the result