Love it or hate it — social media matters.
Whether you’re in HVAC, roofing, or plumbing, if you want more leads and brand recognition, social can’t be an afterthought. But let’s be real: knowing you should be posting is way different from knowing how to actually make it work.
Here’s the deal:
- Posting randomly doesn’t cut it anymore
- Most “best practices” aren’t built for home services
- Wasting time (and money) on the wrong stuff is too easy
If you’re ready to stop guessing and start seeing results, keep reading. We’ll walk through the social media strategies that actually work for home service businesses in 2025.
Social Media for Home Services: Why Your Business Needs It
Right now, your business probably isn’t using social media to its full advantage.
You may not even be using it at all.
Maybe you’re unsure what to post. Perhaps you haven’t got the time to put together a social media campaign. Or, maybe you think social media is a lot of effort for not much reward. We hear you; it’s easy to be skeptical about social media when it hasn’t worked for you up to this point.
There’s no doubt that devising a social media campaign that delivers results can be hard work. But the alternative is letting your competitors enjoy all the benefits of new leads, increased brand awareness, and referrals, while you watch on from the sidelines.
With 63.9% of the global population now using social media, including your potential customers, your business can’t afford to ignore it.
Social Media Tactics That Actually Work in 2025
Social media is no longer a nice to have; it’s an essential. So, don’t get left trailing behind your competitors.
For many home service businesses, their social media efforts can be pretty hit and miss. After all, when you’re on a call out for a plumbing emergency or 20 feet in the air working on a roof repair, your next social media post probably isn’t top of your priority list.
The truth is, a scattergun, as-and-when approach to social media really isn’t going to do much to boost your business. Instead, your social media posts need to be laser-focused on the proven social media tactics that deliver results for businesses just like yours.
With this in mind, here are the social media tactics for home services that actually work in 2025:
Instagram Stories
With 2 billion active monthly users, Instagram is a social media platform to ignore at your peril. The good news is you don’t need to be an influencer with millions of followers or a global brand to enjoy success from using Instagram.
Instagram Stories are big news for businesses of all sizes right now, and your home services company is no exception. Here’s how using Instagram Stories can benefit your company:
- Instagram Stories make your content more prominent. When you post a Story, it will place your account along the top of the Instagram home screen, making it clear to your followers that you’ve posted new content.
- As Instagram Stories only appear for 24 hours they are a great way to post details of limited time offers and promotions while also driving traffic directly to your website.
- Instagram Stories can be used to re-share user-generated content. If you’ve got a glowing testimonial from a customer, re-sharing it to your Stories is a great way to show it to your followers, helping to boost brand awareness and your reputation in one hit.
- You can drive engagement with Instagram Stories. Use the question box for an ‘ask me anything’ session allowing your followers to ask you questions, or create a poll to get feedback from your followers and increase engagement.
Social Search
Aiming for the top spot on Google search and investing in SEO are still crucial for keeping your home services business front and center. When homeowners need help, search is often the first place they turn. But there’s a new player gaining serious traction — and that’s social search.
Platforms like YouTube and TikTok aren’t just for entertainment anymore. More and more people are using them to search for answers to real-world problems — including which HVAC system to install, how to spot roof damage, or what to expect during a plumbing repair.
For home service companies, this means a huge opportunity. If you’re not already posting helpful, search-friendly videos that answer common customer questions, you could be missing out on high-intent leads.
Social search is only going to grow in the coming years, so leaning into this trend now can help your business stay ahead of the competition — and show up where people are already looking for answers.
Video
The advantages of posting video content on social media are no secret. However, many home service businesses still overlook it or don’t make it a central part of their strategy. In 2025, short-form video on platforms like Facebook, Instagram, TikTok, and YouTube Shorts is more powerful than ever.
Here’s why you need to harness the power of video this year:
- Video is the ideal vehicle for brand storytelling. Whether it’s a quick job recap on Instagram Reels or a behind-the-scenes look on Facebook, video helps you showcase your brand and services in a dynamic, relatable way.
- Video content is engaging. Your target audience is far more likely to stop scrolling and watch a video than read a long caption. Especially on TikTok or YouTube Shorts, attention-grabbing content has the potential to go viral.
- Posting video content helps you stand out. With so many static images flooding social feeds, a well-shot video adds movement and personality that sets your business apart.
- Video simplifies complex topics. Need to explain your maintenance plan or the difference between system options? A quick visual walkthrough can make it much easier for homeowners to understand.
LinkedIn Groups
Does your business use LinkedIn? If not, you could be missing out on some valuable opportunities. This often overlooked social media platform provides you with a useful social media tactic to try in 2025. Here’s how:
- Joining LinkedIn Groups enables you to network. You can make your business the number one choice of contractor for home services among others in the LinkedIn Group.
- LinkedIn Groups allow you to establish your business as an expert in your field. This helps to bolster your business’s reputation and drives brand awareness.
- LinkedIn Groups help your business to connect with potential partners. This can be useful if you’re hoping to franchise your business or diversify your services.
Focus on Quality, Engagement, and Service
The more social media-savvy people get, the more they see through overly polished advertisement-heavy social media posts from the businesses they follow.
You know you’re a top contractor, but your social media audience expects you to say that. Instead, show them the high-quality services you offer, and use content that will make them sit up and take notice.
Here’s how:
- Stop striving for social media post perfection. Research shows 63% of social media users would rather view authentic, relatable videos than high production value video content.
- Let the standard of your work do the talking. ‘Show, don’t tell’ is a well-worn marketing phrase; but for good reason. In social media terms, this means posting content featuring recent projects you have worked on, and sharing testimonials from genuine customers. Letting the quality of your work and satisfied customers do the talking is going to create the kind of first impression that no amount of dollars spent on advertising can buy.
- Engage with your social media audience. Showcasing your work and using testimonials as social media content is great for building brand awareness and prompting lead generation. But don’t forget to follow it through. If you encourage engagement from these posts, be sure to respond to the comments, it could be just what’s needed to convert social media followers into paying customers.
Quick Recap: Social Media Tactics for Home Services That Work
The home services sector is highly competitive. So, to get your business noticed, you need to work extra hard to cut through the noise.
Social media provides you with the perfect opportunity to promote your business. Here’s a quick reminder of the social media tactics that your business needs in 2025:
- Use Instagram Stories to boost engagement with your target audience, re-share testimonials, and showcase your recent work.
- Be authentic on social media to build trust with target audience and followers.
- Understand social search and evolve your content to ensure it’s optimized for social search.
- Share video content to bring your business’s brand personality to life and differentiate it from its competitors.
- Build your business’s reputation on LinkedIn to generate leads with B2B clients and establish your company as an expert in its field.
Social Media’s Just One Piece; We Help You Win the Whole Game
Social media’s great for building trust and staying visible, but it’s only part of the picture. If your website, SEO, and Google Ads aren’t pulling their weight, you’re leaving leads on the table.
At Hook, we partner with growth-minded home service businesses to create marketing systems that actually convert. From high-performing websites to dialed-in PPC campaigns and SEO that drives long-term traffic, we focus on what moves the needle.
Want a partner who gets home services and delivers real results? Let’s talk. Schedule your intro call today.
