Most contractors we talk to have the same experience with social media: they post a few project photos when they remember, get a handful of likes from friends and family, and eventually stop because it doesn't seem to do anything. That's totally understandable — and it's not because social media doesn't work. It's because random posting without a plan doesn't work.
The contractors who actually get leads from social media do three things differently: they post consistently, they vary their content types, and they make it easy for people to take the next step. None of this requires more than 2–3 hours per week once you have a system in place.
You don't need to be on every platform. Spread yourself too thin and you'll burn out. Pick one or two and do them well.
Starting Out?
If you can only pick one, go with Facebook for most contractor businesses. If your work is highly visual (kitchens, bathrooms, landscaping), go with Instagram. Do one platform well before adding a second.
The most common mistake is only posting finished project photos. Those are fine, but they all look the same after a while. Mix in these content types to keep things interesting:
Quality beats quantity, but consistency matters. Here's a realistic schedule that takes about 2 hours per week:
Three posts a week is plenty. Batch your content creation — spend 30 minutes on a job site filming clips and photos, then schedule everything out using Meta Business Suite (free) or a tool like Later.
On your best-looking projects, spend an extra 10 minutes capturing content. Take a wide shot before you start, a few progress shots, and a final reveal. That one job can generate 3–5 posts. Assign someone on the crew to grab photos/video — it doesn't need to be you every time.
Likes and followers are great for the ego but they don't pay the bills. Here's how to actually convert social media attention into leads:
“Social media for contractors isn't about going viral. It's about staying visible to your local community so that when someone needs what you offer, your name is already in their head.”
Jared Saucier
Founder & Creative Director at Allora Media. Running paid advertising campaigns and producing professional media content for Connecticut businesses.
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