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Does Social Media Get Your Home Service Business Leads?

contractor holding drill working for client
tim bouchard annapolis maryland

By: Tim Bouchard

Blueworks ProOwner

Paid Advertising Expert; Facebook, Instagram, Youtube, Google

University of Maryland, Smith School of Business; B.S. Marketing and Management

Tim is the founder and owner of Blueworks Pro, where he works with clients to reach their revenue and growth goals through paid advertising channels.

Social media is misused by home services businesses and contractors

The most popular social media apps for home service businesses to use for lead generation are Facebook, Instagram, Youtube, and NextDoor. The assumption that business owners and contractors made was that if they posted their finished jobs, offers, and free estimates to their pages, then they would generate new customer leads.

We will explore the 3 reasons why this is not true and offer a solution: 

  1. Your followers aren’t going to become your customers 
  2. Social media was not meant to be a free billboard for your business
  3. You are using social media totally wrong

Don’t worry, there is a better way!

contractor getting leads for home service business owners

Your Followers aren't going to become your customers

Your Followers are unreliable leads:

  • Less than 25% of your social media followers are qualified to buy or even get a quote from your business in the next 2 years (1,000 followers = 250 qualified buyers)
  • A majority of your followers are friends, family members, past customers, robots, spam pages, explicit pages, out-of-state, unqualified, or other business owners
  • Customers do not shop for a roofer by following multiple roofers over a period of time and choosing the best one

Social media was not meant to be a free billboard for your buisness

  • Nothing in this world is free and that still applies to free services like Facebook and Instagram.
  • These companies make their money through advertising so your business posts are only seen by your most engaging followers. 
  • Social media networks are a place for friends and family to connect and hoping you are going to convert customers by posting with a hashtag is wishful thinking.

You are using social media totally wrong

  • Instead of trying to sell your followers on your latest offer or a free estimate, you should be posting material that is educating, entertaining, and problem-solving.
  • Post pictures and videos with your followers in mind. You have to earn their attention and trying to sell them on a new roof every time you post will get you ignored.
  • Facebook and Instagram are advertising platforms so you have to pay them to promote your offers and free estimate posts to be seen by your customers.

Do This Instead:

  • Post only things that your followers would want to see like a group photo of your crews or an office dog. People love dogs!
  • Do not push the promote or boost button on Facebook and Instagram because there is something much better.
  • Hire a social media advertising expert who can create content for your business to run in a Facebook Ad Account and start seeing the leads pile in

Blueworks Pro is a digital advertising agency that puts your home service company in front of new customers every day and converts more of them into leads than just posting on social media.

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