The home improvement industry has always relied on word-of-mouth, referrals, and visual impact to win new clients. Today, social media fills that same role, except it reaches thousands of people at once.
This shift has created new opportunities for businesses to grow through social media marketing for home improvement companies. It’s no longer just about having a website or a few project photos.
Customers expect real-time updates, helpful tips, and proof of results delivered through content they can interact with.
In this guide, we’ll walk through everything you need to know to build a solid digital marketing campaign centered on boosting social media presence, from choosing the right platforms to creating content that converts.
Why Social Media Marketing for Home Improvement Companies Works
Home improvement is a visual industry. Most homeowners want to see the transformation before making a decision. That’s why social media is such a powerful tool for businesses in this space.
Platforms like Instagram, Pinterest, and TikTok are built for visual storytelling, which is exactly what home improvement companies need to showcase their work. Potential clients need to feel confident in who they hire, and social media helps build that trust.
A steady stream of completed projects, behind-the-scenes videos, and client feedback creates a clear picture of your credibility. It shows potential customers that you’re active, reliable, and capable of delivering high-quality work.
Another advantage is reach. Local advertising has its limits, but social media allows your best work to be seen by thousands, including people who didn’t know they needed a contractor until your content caught their eye. That kind of exposure can lead to more inquiries, better-qualified leads, and stronger brand awareness.
If done right, social media marketing for home improvement companies isn’t just a nice-to-have; it becomes part of your overall growth strategy.
Getting Started with the Right Platforms
Not every social media platform will suit your business equally. Some are better for visuals, while others are built for community engagement or reaching niche audiences. The key is to choose platforms that align with how your customers discover and research home improvement services.
Instagram is a strong choice for most contractors and interior specialists. Its focus on photos and short videos makes it ideal for sharing before-and-after transformations, client testimonials, and quick how-to tips. Using stories and reels can also help increase visibility with new audiences.
Facebook is still one of the most effective tools for local reach. You can build a following, run targeted ads, and connect with local homeowners through community groups. It also works well for promoting home improvement advertising campaigns with lead forms or click-to-call buttons.
Pinterest is often overlooked, but it’s a go-to platform for users planning renovations. Creating boards with your past projects, color schemes, and design inspiration can help bring in long-term traffic and position you as an expert in your niche.
Tiktok
TikTok is gaining popularity in the home improvement space, especially among DIYers and younger homeowners. Short, engaging videos showing project progress, tips, or tool recommendations can generate surprising traction when done consistently.
For those in commercial or high-end residential work, LinkedIn can support relationship building with architects, designers, or property managers. It’s not as visually focused, but it’s valuable for building authority and making B2B connections.
Start with one or two platforms that match your audience and your content strengths. Posting everywhere with no clear focus tends to dilute your efforts. A focused strategy delivers better results and makes it easier to maintain consistency.
Creating Effective Home Improvement Advertising on Social Media
Running ads on social media can help you get your business in front of the right people faster. But success doesn’t come from boosting random posts. It starts with understanding what type of content performs well and how to target the right audience.
What Kind of Ads Work Best for Home Improvement?
Short videos tend to perform better than static images. Think time-lapse clips of a bathroom remodel, quick before-and-after shots, or short testimonials from satisfied clients. These ads are eye-catching and easy to understand without much explanation.
Slideshows and carousel ads also work well when showcasing multiple projects or steps in a process. Focus on clear visuals and minimal text. Let your work speak for itself.
Setting Clear Goals for Each Campaign
Not all ads need to generate leads immediately. Some should focus on building awareness or driving traffic to your website. Others might promote a seasonal special or limited-time offer.
When running home improvement advertising campaigns, make sure you set a clear goal. Are you trying to increase website visits, gain phone calls, or encourage people to message your page? Once your goal is set, you can design your creative and select your audience accordingly.
Targeting the Right Audience
Social platforms offer powerful tools to narrow your audience. You can target by:
- Zip code or city (great for local contractors)
- Age range and homeownership status
- Interests like home design, DIY, or renovation
- Recent activity, such as viewing renovation content
These tools help your ads reach people who are more likely to need your services.
Budgeting and Tracking Results
You don’t need a huge budget to get started. Even $10–$15 per day can generate leads when ads are targeted properly. As your results come in, watch for key performance indicators like cost per click, click-through rate, and message conversions.
Monitor your progress using Facebook Ads Manager, Instagram Insights, or TikTok Business tools. Based on performance, adjust as needed.
When planned carefully, home improvement advertising becomes a valuable part of your overall digital strategy. It brings in new leads and supports your organic efforts across your social media platforms.
Content Ideas That Drive Engagement and Trust
Content is the foundation of any successful social media marketing for home improvement companies. While flashy graphics and sponsored ads can draw attention, it’s consistent, helpful, and well-thought-out content that builds long-term trust.
The right mix of posts can highlight your expertise, make your brand relatable, and keep your audience engaged across platforms.
Here are proven content ideas that work well for home improvement brands looking to strengthen their online presence:
1. Before-and-After Transformations
These visuals are always popular and for good reason. They offer instant proof of your capabilities and highlight the real-world impact of your services. A well-shot before-and-after photo set tells a complete story in seconds, especially when paired with a short caption that explains the challenge and outcome.
These posts fit naturally into home improvement advertising campaigns, too. They’re ideal for boosting locally, especially when you’re targeting homeowners looking to remodel or renovate.
2. Project Spotlights and Progress Updates
Choose one recent project and break it down into bite-sized content. Share images from each phase of the job, from planning and construction to the final reveal. Include short updates explaining what you did, the materials used, and how the final result met the client’s expectations.
These kinds of posts can also serve as content for partnering with home improvement influencers who may want to share behind-the-scenes footage or walkthroughs. With the right targeting, they work well for both organic posting and home improvement advertising.
3. Tips and DIY Advice for Homeowners
Educate your followers with useful tips related to maintenance, seasonal prep, or simple home fixes. These posts help position your brand as a resource, rather than just a service provider. People are more likely to trust a company that shares knowledge openly.
Over time, this content strengthens your social media marketing for home improvement companies by encouraging shares and repeat engagement, especially from homeowners who are still in the research phase.
4. Client Testimonials and Reviews
When a satisfied client shares their experience, it carries weight. You can capture this in a video or photo with a quote, or a screen grab of a positive review. Testimonials reassure potential clients and add credibility to your profile.
These posts work well when paired with short clips from the finished project or a brief note on what was delivered. They can also complement your home improvement advertising, especially when running retargeting campaigns focused on building trust.
5. Behind-the-Scenes Moments
Don’t underestimate the value of showing your process. Photos of your crew prepping a job site, clips of material selection, or short reels explaining how your team solves common problems can help humanize your brand.
This type of content also aligns well with influencer collaborations. Home improvement influencers often seek authentic content, and behind-the-scenes footage gives them something real to share with their audience while helping promote your services.
6. Seasonal Content and Time-Sensitive Offers
Homeowners tend to plan improvements around the seasons, like doing spring yard updates, summer deck builds, or pre-holiday interior upgrades. Use this to your advantage. Announce seasonal promos, booking deadlines, or highlight relevant services in advance.
These posts drive urgency and work particularly well in your home improvement advertising campaigns. A timely offer with clear next steps (such as a “Book Now” or “Message Us” button) can turn a casual viewer into a lead.
7. User-Generated Content (UGC) and Tags
Encourage satisfied clients to post photos of your completed work and tag your business. You can reshare this content (with permission), giving you authentic posts without extra production work. This also builds social proof, an important element in trust-based industries like home improvement.
UGC strengthens your social media marketing for home improvement companies by adding variety to your feed and giving prospects real-world views of your completed work in actual living spaces.
Using Social Proof and UGC to Attract New Clients
Trust is one of the biggest factors in the decision-making process for home improvement services. Social proof—what others say and share about your business—can often be more persuasive than any ad. That’s where user-generated content (UGC), reviews, and shared project posts come in.
When combined with a strong content calendar and targeted home improvement advertising, these assets add credibility to your brand and help potential customers feel more confident in reaching out.
Here are quick ways to make UGCs work to your advantage:
1. Ask Clients to Share Their Experience
After a successful project, encourage your clients to post photos or videos of the finished work and tag your business page. Even a quick story on Instagram or a review with a picture on Facebook can go a long way.
People trust real feedback, especially when it comes from someone who lives in their area or has similar needs.
This content also gives you fresh material to repost. In the context of social media marketing for home improvement companies, repurposing UGC is an efficient way to keep your feed active without having to generate everything yourself.
2. Use Reviews and Testimonials in Your Feed
Don’t let great reviews go to waste. Turn them into shareable graphics or pair them with photos from the corresponding project. Seeing a happy client’s words alongside visual proof of your work adds depth to your credibility.
These posts can also be used in your home improvement advertising efforts. Review-based ads that highlight client satisfaction often perform well with cold audiences, especially when targeting homeowners considering a remodel or upgrade.
3. Feature Collaborations with Home Improvement Influencers
If you’ve partnered with any home improvement influencers, make sure to cross-share their content. Whether it’s a walkthrough of a joint project or a tagged story praising your work, their endorsement brings an extra layer of trust, especially if their followers are already familiar with home improvement topics.
Their content is also highly effective in paid ads. When users see real people using or praising your services, it creates an authentic connection that’s hard to replicate with stock footage or scripted content.
4. Repost UGC With Proper Credit
Always ask for permission before reposting client content, and credit them in your caption or tag. Doing so builds goodwill and shows potential clients that you care about community and professionalism. Over time, this kind of engagement becomes part of your brand identity.
Consistently including social proof and UGC in your posts helps balance promotion with authenticity. It’s a low-cost, high-impact way to support your social media marketing for home improvement companies strategy while keeping your content relatable and trustworthy.
How to Build a Social Media Strategy that Aligns with Your Business Goals
A consistent posting schedule is useful, but it’s only part of the picture. To get real results from social media marketing for home improvement companies, your efforts should align with clear business goals.
Every post, story, or campaign should move your company closer to something measurable, whether that’s more leads, better brand awareness, or repeat business from past clients.
A solid strategy turns social media from a time-consuming task into a business growth tool.
1. Define Your Primary Objectives
Start by identifying what you want your social media presence to achieve. Common goals for home improvement businesses include:
- Generating qualified leads
- Increasing website traffic
- Building trust and brand visibility
- Filling your calendar for seasonal services
Having one or two clear goals helps you prioritize content and stay focused. For example, if you want more direct leads, it makes sense to invest in home improvement advertising with click-to-call buttons or message-based ads.
2. Match Content to Services You Offer
Each platform should highlight what you actually do. If you specialize in kitchen renovations, showcase transformations, client feedback, and materials you commonly use. If you’re more focused on roofing or landscaping, make sure your posts reflect those specialties.
This also applies when working with home improvement influencers. Ask them to highlight services you’re actively offering rather than creating generic home content. It keeps your marketing grounded in your current offerings and improves conversion rates.
3. Plan Content Around Campaigns and Seasons
Set up a monthly or quarterly content plan. Break it into themes like “Spring Yard Projects” or “Fall Maintenance Must-Dos.” Align posts with services you expect to promote during that period. This helps prevent last-minute scrambling and ensures your home improvement advertising campaigns are consistent across all platforms.
Use content pillars, such as tips, testimonials, progress shots, and team highlights, to create balance in your feed. Revisit your goals every few weeks to make sure your content still supports them.
4. Schedule, Review, and Adjust
Use scheduling tools like Meta Business Suite, Buffer, or Later to batch your posts in advance. Monitor which posts get the most engagement and which ads deliver the best results. Adjust your plan based on what’s working.
A data-backed approach ensures your social media marketing for home improvement companies remains efficient. It also frees up more time for actual project work while keeping your online presence strong.
Turning Social Media Into a Business Asset
Social media can be a powerful marketing tool when it’s aligned with your goals and backed by a consistent strategy. For home improvement businesses, it’s not just about showcasing your finished projects—it’s about building trust, sparking conversations, and staying top of mind when someone needs your services.
Working with home improvement influencers can help your brand reach new audiences in an authentic way. Pair that with smart, goal-oriented home improvement advertising, and you have a system that works together to bring in real leads, not just likes.
Success with social media marketing for home improvement companies takes time, but with the right mix of content, partnerships, and tracking, your brand can stand out online just as much as it does on the job site.
At Reach Digital, we help home improvement businesses create tailored social media strategies that generate results. From influencer partnerships to ad campaign management, we offer services built to grow your presence and get you more of the right clients.
Let’s talk about how we can support your business. Reach out to our team today.
