Social Media Marketing for Home Services: Strategy, Tips & More

Why Is Social Media Important for Home Services?

Social media is crucial for home service businesses because it enables them to reach a wider audience. There’s so much potential there that leaving it out of your home services marketing strategy means you’re missing opportunities. 

With over five billion social media users, your next customer could be just one post away.

For perspective, more than half of 16- to 54-year-olds surveyed by eMarketer said they discovered a product or service through an organic (unpaid) social media video. So, reach is still possible even if you don’t have a considerable budget (a perk especially for smaller businesses). 

Key benefits of social media for home services include:

• Increased visibility: Get discovered by new customers in your area.

• Stronger trust: Showcase honest work and reviews that support your business.

• Faster engagement: Respond quickly to questions and leads. 

• Better brand recall: Stay top of mind by posting regularly.

• Lead generation: Turn interested viewers into booked appointments. 

What Does Social Media Marketing for Home Services Involve?

Social media helps home service businesses stay relevant in the digital world. Building a strong online presence is a major trend in the home services industry, and staying active online keeps your brand visible, easy to engage with, and future-proofed for sustainability.

Here’s what social media marketing for home services involves. 

Let’s dive deeper into both areas and how they can support your business goals.

Social media management

Organic posting on social media (meaning regular, unpaid posting) is just the beginning. What also matters is how you engage, respond, and stay consistent. That’s what social media management entails.

As an essential part of establishing your business online, this includes:

• Regular posting: Keeps your business active and allows a new audience to get to know your business. 

• Community engagement: Replying to messages and comments to show you’re responsive. 

• Content planning: Scheduling in advance and organizing posts to save time. 

Social media management may take time to yield results, but it’s one of the most effective ways to build lasting trust and recognition.

Social media advertising

While organic content earns trust, paid social media advertising can quickly amplify your business. It’s a more direct approach to getting quality home services leads. These paid campaigns require you to set a budget. 

Advertising typically includes:

• Targeted campaigns: Displaying relevant ads to the right users.

• Lead generation ads: Collecting names, emails, or service requests via ads.

• Retargeting: Reminding people who’ve visited your site to come back. 

However, posting even the most attractive ads on the wrong platform limits your reach. 

Let’s explore which platforms work best for your business.

Which Social Media Platforms Do Home Service Businesses Use?

When using social media marketing for home services, you can't settle on just any platform. Each one offers a unique way to approach potential customers, and utilizing multiple platforms can increase your presence. 

Here are some of the top social media platforms for home service businesses:

• Facebook: Good for direct messaging and joining or forming groups. 

• Instagram: Great for photos and Reels.

• X (formerly Twitter): Useful for quick updates and local chatter.

• TikTok: Best for short-form videos and content with personality. 

• YouTube: Ideal for sharing how-tos and project walkthroughs.

• LinkedIn: Works well for B2B and showcasing your successes.

Every platform has its strengths, benefitting your business in distinct ways.

1. Facebook

With over three billion active monthly users, Facebook is considered a must-have for a reason. Its massive reach makes it a top choice for all types of businesses, as it's where most customers are. The platform also boasts business pages, where clients can leave reviews and interact with your company.

Facebook ads for home services come with powerful tools to target specific users based on their interests and location, as well as lookalike audiences (targeting new people based on the behaviors of your existing customers). You can also use the built-in chat tool Messenger to answer questions in real time or set up automated replies. 

2. Instagram

Instagram should be your go-to if you’re going for visuals. For home service companies, it’s the perfect place to show off your completed projects. Use Reels for fast demo clips. Stories are great for sharing daily updates or time-sensitive offers. 

Tag locations and use industry-specific hashtags to help people discover you more easily. You can also link Instagram to your Facebook ads for a broader reach.

3. X (formerly Twitter)

Using hashtags on X helps your business get noticed. They’re a great way to jump onto trends and stay relevant. It’s the best platform for engaging with customers in real time, where you can answer queries, post website links, and reshare customer shoutouts. 

Businesses often adopt a more casual approach on X, using relaxed language and focusing on fostering conversation and direct interaction.

4. TikTok

TikTok isn’t just for dance trend videos. It’s a social media platform where trends fuel visibility. The content that catches on here is scroll-stopping and creative.

As a home service pro, you can let loose and jump on a viral sound, for instance, but with your business-minded twist. The more relatable your content is, the more likely it is to land on someone’s ‘For You’ page.

5. YouTube

YouTube is the most popular streaming app and the second most visited website in the world. Because it focuses more on long-form video content, service businesses can provide a more in-depth look at their offerings.

YouTube is an excellent platform for posting project walkthroughs, how-to videos, or tool comparisons. These build trust and keep you at the top of popular YouTube searches like ‘what to expect during a roofing job.’ 

6. LinkedIn

If your business wants to connect with other pros in the field, LinkedIn is the place to do so. It helps establish your position as a professional and enables you to attract commercial clients, such as real estate agents and developers.

Hiring? LinkedIn is also a great place to find local tradespeople or office staff for your business. 

Now that you know where to start posting, create a strategy and know what you’re going to post to give your account some traction. 

How to Create a Social Media Marketing Strategy for a Home Services Business

One trendy post won’t sustain your growth. You need a strategy with clear goals, so every post serves a purpose.

A social media marketing strategy is the framework that brings everything together. It allows you to track your progress, stay consistent, and achieve your goals.

Here’s a quick look at the steps involved. 

Let’s unpack each step and see how you can apply it to your business.

1. Define your audience

The first step is knowing who you want to reach. Home service businesses often target homeowners, landlords, property managers, or even realtors. This depends on what you offer. 

Understanding your audience provides better direction and insight into how to approach your marketing.

You can try these methods:

• Focus on the neighborhoods or service areas where you want to grow. 

• Consider your customers' needs, such as whether they’re seeking regular maintenance or a more specialized service.

• Don’t hesitate to ask your current customers about the platforms they use, because chances are your future customers are also using them.

2. Choose the right social media platforms

Not every platform is worth your time. Knowing which platforms to use prevents your resources from being wasted. 

Each platform has a different vibe and user base. For example, Facebook is great for local visibility, while TikTok helps showcase your skills in a more creative way.

To help you narrow it down:

• Match the content type to the platform (for example, visual-heavy content is best suited for Instagram or TikTok). 

• Consider your target audience’s age range and habits. 

• See where your competitors are active and getting real engagement.

3. Set your goals and KPIs

Every strategy needs a goal. Key performance indicators (KPIs) are specific and measurable goals that help keep you on track. KPIs can be used to measure your growth in likes and follows, increased bookings, or social media page traffic. 

To get started:

• Monitor a few simple KPIs first, such as the number of impressions or likes on each post. Some social media platforms already offer built-in analytics for these. 

• Set time-bound and realistic goals (e.g., three new leads per week). 

• Adjust campaigns based on what’s working or falling flat.

4. Analyze your competitors

Analyzing what your competitors do on social media allows you to identify which posts are effective and what you may be missing, for example. This will enable you to stand out with a fresh approach. 

Here are some ways to study competitors:

• Note the types of posts that receive high engagement and how frequently they post.

• See how they handle customer interactions.

• Look for content gaps you can fill.

5. Define your social media marketing budget

While posting on social media is free, running an advertising campaign won’t be. Most small businesses typically invest between $100 and $450 per month in social media marketing.

Setting a social media marketing budget allows you to prioritize your campaigns effectively and avoid wasting money on posts with less impact. It’s an investment, and it pays to plan smart. 

A few things to keep in mind: 

• Decide on how much you’re comfortable spending on ads each month. 

• Factor in the home services marketing tools you’ll need. 

• Keep tabs on what generates the best ROI and shift your budget accordingly.

6. Create a content calendar

Planning your content in advance helps you stay consistent, even during your busiest seasons. With a content calendar, you won’t have to scramble for ideas on what to post for the week. It also helps you plan timely, relevant campaigns without a last-minute rush.

To build an effective content calendar:

• Plan more content around both your busiest and slowest seasons. 

• Include a mix of post types: tips, testimonials, how-tos, and promos. 

• Schedule content on a weekly or monthly basis, and stick to it.

7. Measure results

Measuring results helps you learn what content drives engagement, leads, and sales, and what doesn’t. Without the KPIs, for instance, you won’t have a way to tell if a specific post performed well. 

Some best practices include:

• Reviewing social media platform insights at least once a month. 

• Comparing your results against your original KPIs. 

• Tweaking your future posts or campaigns based on performance.

What Type of Social Media Content Can Home Service Businesses Post?

To kick things off, focus on content that answers common questions, highlights the results of working with your business, and shows the people behind the service.

Here are the types of social media content that work best for home service businesses:

1. Tutorials and informational content

Educational content explains a process or offers helpful advice to the target audience. It builds authority and earns trust without sounding overly promotional. You can approach this by presenting a problem that the customer might have and presenting yourself as the solution. 

Examples:

• A step-by-step video on how to unclog a drain. 

• A short video showing what to expect during an HVAC service visit. 

• A carousel post breaking down the signs you need a roof repair and how you can help.

2. Customer reviews

Customer reviews are one of the first things people check before booking a home service. Make them as visible as possible, and new leads will feel confident choosing your business. 

Tools like ServiceTitan’s Marketing Pro make it easier to grow your online reputation with an all-in-one marketing automation platform built specifically for the trades.

You can boost engagement by sending automated review requests. Messages are sent right after a completed job to encourage customers to leave feedback. 

This allows you to collect more reviews without having to lift a finger.

Marketing Pro’s reputation tools go even further. You can stay on top of your reputation with one consolidated feed of all your reviews in ServiceTitan, no matter the social media platform.

You’ll receive alerts so you can respond quickly to feedback, whether it's praise or a complaint, and demonstrate to customers that you care. You can also match reviews to specific techs, jobs, or customers to gain real insight into what’s working (and what’s not) with specific techs, jobs, or customers.

With a tool like this, reputation management is one less thing to juggle.

3. Behind-the-scenes content

Offering backstage passes to your business gives customers a closer look at how you operate. This makes your brand more human and shows transparency. It’s a genuine approach to connecting with your customers in a way that traditional marketing can’t pull off. 

For example, the ServiceTitan Masterminds Group is a private social group where members and service professionals ask questions, post wins, and share expert advice on how to maximize the benefits of the brand. It works so well because it turns customers into an engaged community.

Other ways you could show behind-the-scenes content: 

• A day in the life of your techs, be it on the road or prepping for jobs. 

• Celebrating milestones for new hires, anniversaries, and completed projects. 

• Unboxing new tools, gear, or equipment that your team uses.

4. Case studies

Beyond sharing reviews, it’s important to show real-world success stories. These provide a more in-depth look by walking the social media user through the challenge, how it was solved, and the final results. 

This approach builds credibility quickly, as potential clients can relate to authentic customer experiences, especially those similar to their own challenges. 

When showcasing case studies:

• Focus on a simple problem, solution, and result structure. 

• Include direct quotes or testimonials. 

• Use real data and measurable outcomes. 

• Add before-and-after visuals.

Social Media Tips for Home Services Contractors

Here are some practical tips for managing social media: 

• Show your work: Showing off progress and results goes a long way in proving your expertise. 

• Respond quickly: Whether it’s comments, DMs, or reviews, replying as soon as possible reflects your professionalism. 

• Post regularly: If your latest post was months ago, it gives off the impression that you’re not an active business.  

• Keep it local: Use location tags and mention the areas you can realistically serve. 

• Be informative: Even if a customer isn’t ready to book now, they’ll remember a company that gave them real value when the time comes.

Knowing what to post is half the battle. The other half is execution. Fortunately, there are tools designed to streamline your social media workflow.

What Social Media Marketing Tools Can Home Service Businesses Use?

A home services business can use various tools for social media marketing, such as content planners, design tools, reputation managers, and analytics platforms.

Consider adding these tools to your marketing toolkit: 

• ServiceTitan Marketing Pro: An all-in-one marketing automation tool that streamlines your outreach, drives repeat business, and delivers a standout customer experience. 

• Canva: An easy-to-use design platform that lets you create scroll-stopping visuals for posts, ads, or stories, with little to no graphic design experience needed.

• Buffer or Hootsuite: Social media management platforms that let you schedule, post, and reply across multiple platforms. 

• Google Analytics and UTM links: Show you where your website traffic comes from, helping you target your social content. 

While each tool serves a different purpose, they work together to make your social media strategy more efficient and results-driven.

If you want social media to work harder for your business, it pays to invest smartly.

Tailored for service businesses, ServiceTitan helps you turn data into action. Its marketing tools are designed to attract more calls, book more jobs, and keep customers coming back. Track what drives results, automate what you can, and grow with confidence. Let ServiceTitan help you level up your marketing.