Social media for general contractors

People hiring a general contractor are about to hand over a large sum of money and let a crew take apart their house for weeks. Before they call, they look you up. Your social media is often the first place they see whether you finish what you start, keep a clean site, and do work they'd want in their own home.

You don't need to be clever online. You need a steady record of real projects, start to finish, with your trucks, your crew and your town in the background. That record does the selling a yard sign can't, and it keeps your name in front of past clients who will need you again or know someone who does.

Homeowners hire the contractor they already trust

Most people pick a general contractor through a referral, then check that contractor out online before they ever pick up the phone. They're looking for proof: finished kitchens and additions, tidy job sites, and signs that you're still in business and busy. Regular posts give them that proof and answer their worries about mess, timelines and surprises before the first meeting. When a neighbor mentions your name, your page should confirm it was a good tip.

Six ideas that work for general contractors

1. 1. Before, during and after

   Show one project in three posts: the dated 1980s bathroom, the gutted studs and new plumbing, then the finished tile shower. People love the middle stage because it shows the work they'll never see behind the walls.

2. 2. Explain what's behind the wall

   Post a photo of a rotted subfloor or an undersized header you found during demo and explain in two sentences why you fixed it. It shows homeowners why budgets change and that you don't cover problems up.

3. 3. Meet the crew and subs

   Introduce your lead carpenter or the tile setter you've worked with for years, shot from behind or at work. Homeowners want to know who will be in their house every day.

4. 4. A clean job site walkthrough

   Share a short video of the end-of-day cleanup on an occupied remodel: floor protection down, dust walls up, tools put away. It answers the biggest fear people have about living through a renovation.

5. 5. Answer one cost question

   Take a question you hear at every estimate, like why a kitchen remodel costs more than the cabinets alone, and answer it plainly. These posts get saved and shared by people starting to plan.

6. 6. Project milestone updates

   Mark moments like the day the addition gets its roof or the final inspection passes. Short updates show steady progress and keep your current client proud to share the post.

A rhythm you can keep

Two posts a week is enough for most general contractors, and one solid post beats three rushed ones. Take ten seconds of photos on every site visit so you always have material, then set aside one evening a week to write captions. Mix it up: roughly half finished work and before-and-afters, a quarter in-progress shots and behind-the-wall explanations, and the rest crew introductions, cost answers and milestones. Short phone videos of walkthroughs work well on both Instagram and Facebook. In slower months, dig back into older project photos instead of going quiet.

Mistakes to skip

• Only posting the glamour shots

  A feed of nothing but finished kitchens looks like any contractor's. The in-progress and problem-solving photos are what prove you know construction.

• Going silent when busy

  Contractors stop posting when work is heavy, then scramble when it slows. A page untouched for months makes people wonder if you're still operating.

• Showing clients' homes carelessly

  Posting house numbers, street views, family photos or valuables without permission can upset clients and put them at risk. Ask first, and crop out anything that identifies the address.