January 2024

5 scroll-stopping and connection-building social media content ideas for home services brands

Mastering social media is both an art and a science. Users want more than generic, everyday posts that sell your services and clamor for attention. To stop the scroll and earn real engagement on today’s saturated social media platforms takes high-quality, creative, and compelling content that informs and entertains.

How can you build an engaging social media calendar that builds connections, inspires your audience, and converts local lookers into loyal customers?

Leverage a mix of these five eye-catching content types—and double down on what works best!

Social media standout tip #1: Top-quality visuals

While some social media platforms are built around visuals (like Instagram and TikTok) and others can be more heavily text-based (like Facebook and Twitter), visually interesting content will always capture more attention than overly simple, text-focused, or static content. The internet is inherently visual-first—and home services brands that work hard to look as professional as they act stand the best chance of standing out.

“One creative way to boost your high-quality visual content is to post a series of before-and-after transformations. These compelling posts speak for themselves, allowing your home services business to show off what you do best in a clear, tangible way. ”

One creative way to boost your high-quality visual content is to post a series of before-and-after transformations. These compelling posts speak for themselves, allowing your home services business to show off what you do best in a clear, tangible way. This kind of content works particularly well for siding or roofing companies, HVAC companies that clean air ducts or tune up old equipment, and plumbing companies that repair major leaks.

To share your before-and-after or project showcase content, consider using split images that show both the before and after shot in one slide. You can also use the carousel feature to post several in-progress and final photos, or film a timelapse video of the work being completed.

Social media standout tip #2: Thought leadership content

As social search becomes the go-to for homeowners in need of a local recommendation, positioning your business as the most knowledgeable and well-informed local leader is essential to capturing the lion’s share of your market.

To answer the questions your customers are asking before they pick up the phone, make a list of the most common questions, concerns, and issues your customers face ‌every season. Use that list of questions to create:

• How-to guides. Basic blog posts and videos that teach homeowners how to care for their property—and when it’s time to call in the experts.
• Seasonal checklists. A detailed overview of the most important tune-up and maintenance steps each season, related to the part of the home your company services. One of those steps can be to book their proactive annual maintenance or inspection visit with you.
• Home improvement tips. Your highly trained techs have a vast knowledge of the systems or home features you service. So share it! Without going into exhaustive detail, teach your customers about what you do—and why it matters.

These free resources not only show homeowners you know how to solve their problems, they create familiarity and trust—positioning your brand as the easy first choice for installations, repairs, and maintenance.

Social media standout tip #3: Culture showcases

Your company’s culture is a testament to the values you hold most closely, and customers increasingly want to know what their go-to businesses stand for. For example, if your home services brand prioritizes professionalism, show how your team lives that value out by always wearing shoe covers, showing up on time, and offering up-front pricing. Or, if one of your brand pillars is supporting the community you serve, share about your team’s volunteer work, your donation to the local food drive, or how you’re giving back this holiday season.

Culture can also extend to how you care for and celebrate your internal team. Social media can be a great place to share your team’s wins, like big company milestones, staff anniversaries, and team building activities. Show how your company is a great place to work, full of engaged, involved, and eager team members who genuinely enjoy their job—and do great work.

Social media standout tip #4: Highlighted reviews

Many companies use social media to highlight positive reviews, and this can be an effective way to leverage social proof to show the quality of service you offer.

Another way to turn real customer reviews into 5-star, scroll-stopping content is to celebrate the team member mentioned in the review. Instead of using the post to promote your company—shout out the passionate pro who made your customers’ day! This spin on the standard reviews post builds trust, encourages your team, and shows your audience the top-rated experience they can expect when they call.

Social media standout #5: Timely tips

Is a heat wave a week out, or a storm already rolling through? Use these timely local opportunities to remind your audience you’re just a call away when weather knocks out their A/C, damages their roof, or bursts a basement pipe.

Monitor, adapt, and get ready to grow!

As you build your content calendar, keep a close eye on what’s working. Use engagement and conversion metrics to guide your strategy, and don’t be afraid to adapt when your KPIs fall flat. When it comes to social media, every audience resonates differently, and what works great for your customer base is as unique as the market you serve.

One last tip for creating social media content that’s seen and saved: Hashtags can be a powerful tool for discoverability. But use them sparingly! The most successful home services brands choose hashtags that are relevant and specific to their content to attract the right audience, without coming across as spammy.

Remember, the goal of your social media presence is to create connections that spark conversations that lead to conversions.

By showcasing your work, your knowledge, and your company culture, you invite potential customers into a community they’ll want to be part of. And when they’re ready to boost their home’s comfort, your team is just a message away.

Want to give your social media content calendar a BOOST?

HomeBoost by MediaSpark helps high-potential home services brands cut through the content clutter and connect with best-fit customers. To level up your strategy—and your lead flow – let’s connect!