If you run a home service business—whether it’s HVAC, roofing, plumbing, or landscaping—you’re probably a lot more comfortable on a job site than on Instagram. And we get it. Social media can feel like a distraction, especially when your schedule’s packed.
But here’s the thing: most homeowners check out a business online before they ever make a call. If your social media is active, friendly, and shows the kind of work you do, you’re way more likely to earn their trust—and their business.
The good news? You don’t need to post every day or have a professional camera crew. You just need to know what to say, how to say it, and when to hit “post.” This guide will walk you through how to write a social media post that works, even if you don’t think of yourself as a marketer.
Start With What You Know: Your Work
You don’t need to come up with clever marketing ideas to post on social media. The best content is the work you’re already doing every day.
Just wrapped up a repair, install, or cleanup? That’s a post. Fixed a problem that your customer didn’t even realize was dangerous? That’s a story worth sharing. Helping someone stay cool in a heatwave or patch up storm damage before the next rain? You’ve got gold—right there in your daily grind.
Write your post like you’re telling a friend what you worked on today. Keep it simple:
“Customer called us when their AC started blowing warm air. Turned out to be a clogged drain line—we had it cleared and cooling again within the hour.”
That’s all you need. No hashtags yet. No hard sell. Just real work that shows people what you do and how well you do it.
Keep the Caption Short, Real, and Relatable
You don’t need to write a novel—or sound like a salesperson. A great caption sounds like you’re talking to a neighbor, not writing an ad.
Start with what happened, add a quick detail or two, and keep it conversational. If there’s a small tip or takeaway you can include, even better. Just don’t overthink it.
“Knocked out this water heater install in Oak Hill today. The old one was leaking and barely hanging on. Customer’s got hot water again—and peace of mind.”
That’s it. Clear. Friendly. Straight from the field. People aren’t expecting perfection—they just want to see that you’re real, reliable, and know your stuff.
At the end, it’s easy to add a soft nudge like:
“Need help with something like this? Give us a shout—we’re local and quick to respond.”
Include a Photo (Even If It’s Not Perfect)
You don’t need a fancy camera or a perfectly lit shot to grab attention—just a clear photo from the job site can make all the difference. Social media is a visual platform, and people naturally stop scrolling when they see something real and relatable.
Before-and-after shots, your crew in action, or even a quick snapshot of the finished job can help tell the story of your post. And don’t worry if it’s not flawless—honest, in-the-field photos build way more trust than polished stock images ever could.
Try to get in the habit of snapping a photo at the end of a job. Show the equipment you installed, the problem you fixed, or just a clean, completed project. Over time, those photos build up into a solid library of content—and a visual resume of your work.
And remember: customers love seeing your team. A quick photo of your techs with a thumbs-up or a smile goes a long way in building connection and credibility.
Add a Call-to-Action Without Being Pushy
A good social post shows what you do. A great one invites people to take the next step—without making it feel like a hard sell.
The key is to keep your call-to-action (CTA) simple, friendly, and helpful. You’re not trying to pressure anyone—you’re just letting them know you’re available and ready to help.
Here are a few low-key ways to wrap up your post:
- “Need this done at your place? We’re just a call away.”
- “Still have a few spots open this week—message us to grab one.”
- “Thinking about replacing yours? We can take a look and give you some options.”
No big buttons. No countdown timers. Just a genuine offer to help—because when someone needs a service like yours, a clear next step can make all the difference.
Use Hashtags (Just a Few)
Hashtags help people outside your current followers discover your posts—but you don’t need to go overboard. A few smart, relevant hashtags can boost your reach without making your post look cluttered.
Stick to 3–5 per post, and focus on tags that match your service and location. Think of it as helping people in your area find your work when they’re browsing or searching.
For example, if you’re a plumber in Raleigh: #RaleighPlumber #NCPlumbing #HomeRepairs #BeforeAndAfter #FixItRight
You can also use seasonal or project-specific tags when it fits: #StormDamageRepair, #SummerACCheck, or #FallFurnacePrep
Keep it clean, local, and relevant—and you’ll start showing up in the right feeds.
Be Consistent—Not Constant
You don’t need to post every day to stay top of mind—you just need to show up regularly. For most home service businesses, 2–3 posts a week is plenty to stay active, stay visible, and remind your audience that you’re open for business.
Pick a rhythm that fits your schedule. Maybe it’s every Monday and Thursday. Maybe it’s just once a week—but you stick to it. Consistency builds trust and keeps your name fresh in people’s minds.
If you’ve got a few photos from recent jobs, take 10 minutes to write the captions and schedule your posts for the week using tools like Facebook’s built-in planner, Buffer, or Later. That way, you’re not scrambling to come up with something on the fly.
You don’t need to go viral. You just need to stay visible. And consistency is the easiest way to do that.
Wrap Up: Just Hit Post—It’s Easier Than You Think
Social media doesn’t have to be complicated—and it definitely doesn’t have to be perfect. For home service pros, the best posts are the simple ones: a quick job recap, a photo of your work, and a reminder that you’re here to help.
When you show up consistently, speak like a human, and share real moments from the field, you build trust with your community. And that trust turns into calls, messages, and booked jobs.
Need a hand with social media? At BuildPro Media, we help home service businesses create content that connects—without taking time away from the job site. From done-for-you posts to full social strategies, we make it easy to grow your presence (and your leads) online. Contact us and let’s build your social game plan.