Let’s talk about your social media.
You know you’re supposed to be on Instagram and Facebook because “that’s where people are.” So you post:
Finished project photo
Caption: “Another beautiful custom home! #construction #customhomes #builder”
Job site progress photo
Caption: “Progress on the Smith project! #remodel #renovation #progress”
Team photo
Caption: “Our amazing crew! #team #construction #contractors”
Then you wonder why:
- You get 12 likes (8 from family members)
- Zero calls from social media
- Your competitors with worse work are getting all the attention
Here’s the problem: You’re posting like it’s 2015. And it doesn’t work anymore.
What Doesn’t Work (And Why You’re Still Doing It)
Posting Finished Projects With No Context
Beautiful kitchen. Zero caption. Hashtag spam.
Why it doesn’t work: Nobody cares about your pretty kitchen unless they understand:
- What problem it solved
- What made it challenging
- What the client wanted
- Why you’re proud of it
A photo without a story is just… a photo. And your potential clients scroll right past it.
Generic “Motivation Monday” Posts
“Happy Monday! Let’s build something great this week!”
Why it doesn’t work: This has nothing to do with construction. It could be posted by a yoga studio, a coffee shop, or a life coach.
Your social media should only have content someone in YOUR industry could post. If anyone could post it, delete it.
Hashtag Vomit
#construction #builder #customhomes #renovation #remodel #contractor #homebuilder #custombuilder #dreamhome #luxuryhomes #architecture #design #interiordesign #construction #building
Why it doesn’t work: Instagram’s algorithm doesn’t reward hashtag spam anymore. And it looks desperate.
Use 3-5 relevant hashtags. That’s it.
Job Site Photos With Zero Explanation
Photo of framing. No caption. Or worse: “Framing day!”
Why it doesn’t work: Your potential clients don’t know what they’re looking at. They don’t know framing from finishing.
If you’re going to post job site content, TEACH them something.
Posting Inconsistently
You post 3 times in one week. Then nothing for a month. Then 5 posts in two days because you remembered social media exists.
Why it doesn’t work: The algorithm rewards consistency. So does your audience. If you disappear for a month, they forget you exist.
What Actually Works for Construction Social Media
Here’s what we’ve seen work for builders, remodelers, and contractors:
Behind-the-Scenes Problem-Solving
Show the problems you encounter and how you solve them.
Example posts:
- “Here’s what we found when we opened up this wall… and how we fixed it without blowing the budget”
- “Client wanted to move a load-bearing wall. Here’s how we made it happen”
- “This is what happens when the previous contractor cut corners… and how we’re fixing it”
Why it works: It shows your expertise. It educates your audience. It builds trust.
Before/During/After Series
Don’t just post the finished project. Show the journey.
Example:
- Before: “Here’s the 1970s kitchen we’re gutting this week”
- During: “Demo day. Here’s what we found behind those cabinets”
- During: “Rough-in complete. Here’s why we moved the plumbing”
- After: “From avocado green to modern perfection. 8 weeks, on budget”
Why it works: People love transformations. And it shows you can actually execute, not just take pretty photos.
Client Stories (Not Just Testimonials)
Stop posting: “Great working with the Johnsons! They love their new kitchen!”
Start posting: “The Johnsons called us because three other contractors ghosted them after the initial quote. Here’s how we rebuilt their trust… and their kitchen.”
Why it works: It positions you as the solution to a real problem. It shows you understand client pain points.
Educational Content Your Clients Actually Need
What your clients Google before hiring you:
- “How long does a kitchen remodel take”
- “Why do construction projects go over budget”
- “How to choose a contractor”
- “What to expect during a home renovation”
- “Custom home building process”
Turn these into posts.
Example: “Why Construction Projects Actually Go Over Budget (And How We Handle It)”
Then break it down:
- Change orders (and why they happen)
- Material delays (thanks, supply chain)
- Hidden issues (you never know until you open walls)
- How we communicate throughout
Why it works: You’re answering their questions before they even ask. You’re positioning as the expert. You’re building trust.
Time-Lapse Videos
Nobody wants to watch a 3-minute video of you framing a wall.
But everyone will watch a 15-second time-lapse of a kitchen going from demo to done.
Why it works: It’s visually satisfying. It shows progress. It’s shareable.
Your Process, Documented
Most contractors hide their process because they think it’ll scare clients away.
Wrong.
Your process is your differentiator. Document it:
- “Here’s what happens in our initial consultation”
- “This is how we manage change orders”
- “Here’s our quality control checklist before we call a project done”
- “This is what you can expect during week 1, week 4, and week 8”
Why it works: It reduces client anxiety. It shows you’re organized. It makes them trust you before they even call.
The Social Media Content That Actually Gets You Clients
Here’s what we’ve learned from working with construction clients:
Posts that get likes but no business:
- Generic finished project photos
- “Motivation Monday” fluff
- “We’re hiring!” (unless you’re actually trying to recruit)
Posts that get clients:
- Problem-solving content (“Here’s how we handled this challenge”)
- Educational content (“Here’s what you need to know about…”)
- Client story content (“Here’s why the Smiths chose us…”)
- Process content (“Here’s how we do X differently”)
- Transparency content (“Here’s what actually goes into a $500K build”)
The difference? One is about YOU. One is about THEM.
How Often Should You Actually Post?
Instagram: 3-5 times per week
Facebook: 3-5 times per week
LinkedIn (if you’re commercial): 2-3 times per week
YouTube: 1-2 times per month (if you have video capability)
But here’s the thing: Consistency beats frequency.
Better to post 2x per week EVERY week than to post 5x one week and then disappear for a month.
What About Ads?
“Should I boost my posts?”
No.
Boosting posts is lazy. It’s what people do when they don’t understand Facebook ads.
If you’re going to spend money on ads, do it right:
- Target specific demographics (age, income, location)
- Target specific interests (home improvement, architecture, interior design)
- Use video content (it performs better)
- Have a clear call-to-action
- Track conversions (not just clicks)
Or hire someone who knows what they’re doing. Because wasting $500/month on boosted posts is just… wasting $500/month.
The Biggest Mistake Construction Companies Make
They treat social media like a chore.
“Ugh, I should probably post something…”
Then they post a generic project photo with no context, wonder why it doesn’t work, and conclude “social media doesn’t work for construction.”
Wrong.
Social media works for construction. But it works when you:
- Post consistently
- Tell stories (not just show photos)
- Educate your audience
- Show your process
- Build trust over time
It doesn’t work when you post sporadically, use generic content, and expect instant results.
What You Should Actually Do
Stop doing this:
- Posting whenever you remember
- Generic project photos with hashtag spam
- “Motivation Monday” garbage
- Expecting instant ROI
Start doing this:
- Pick 3 days a week to post (Monday, Wednesday, Friday)
- Tell the story behind every project
- Educate your audience on what they need to know
- Show your process (it’s your differentiator)
- Track what content gets engagement and do more of that
Or hire someone to do it for you. Because the ROI on social media isn’t in the first 30 days. It’s in months 6-12 when your content has been building trust and your name keeps popping up in feeds.
How We Do Social Media for Construction Clients
At Paisley Marketing Group, here’s how we handle social media for builders and contractors:
We don’t just “manage your social.” We create the actual content.
- We come to your job sites
- We interview your clients
- We capture video and photos
- We turn it into posts, stories, and reels
- We write captions that actually tell stories
- We post consistently (not just when you remember)
Because “managing social media” doesn’t work if there’s no content to manage.
Most agencies say: “Just send us photos and we’ll post them!”
Translation: You’re doing all the work.
We take raw, daily project photos directly from your project managers or from Buildertrend daily updates and turn them into edited, engaging videos, photos, and posts that drive traffic.
Want to see how we do it?
Start with The Marketing Investigation ($1,000) and we’ll show you what’s broken in your current social media.
Or skip straight to The Growth Partnership ($6,000/month) where we handle everything – social media, content creation, email, ads, SEO, all of it.
