In today’s digital landscape, a strong social media presence isn’t just nice to have—it’s essential, especially for home service businesses like HVAC, plumbing, roofing, and electrical. When homeowners need help, they’re not flipping through the phone book—often they’re turning to Facebook, Instagram, and Google to find someone they can trust.
But building that trust online? That’s where many contractors hit a wall.
Here’s what we hear all the time from home service pros:
- “We post… but it doesn’t seem to get any traction.”
- “Our feed doesn’t really reflect the quality of our work.”
- “We’re so busy in the field, we don’t have time to keep up with it.”
- “We’re not even sure what’s working and what’s not.”
🤔 Sound familiar?
That’s exactly why specialized social media management services for the trades are gaining traction—and producing serious results. These aren’t generic marketers. These are people who understand how to translate dirty boots and hard work into scroll-stopping content that actually drives calls and clicks.
Let’s dive into why social media matters for your business—and how these experts are helping contractors show up, stand out, and scale up.
Why Social Media Management is Crucial in the Home Services Industry
Before a homeowner ever picks up the phone to call a plumber, HVAC tech, or roofer—they’re already doing their homework. Whether it’s checking reviews, browsing your latest projects, or just seeing how legit your business feels online, your social media is often their first impression of your company.
The reality is:
Your next customer is watching—before they’re buying. 👀
This shift in consumer behavior means visibility and trust are more important than ever. And in a crowded local market, being “top of mind” when someone has an emergency or upcoming project can make or break your lead flow.
A strong social media presence builds:
✅ Trust – You show up consistently, proving you’re not a fly-by-night company.
👋 Familiarity – Homeowners feel like they know you before they even reach out.
📸 Credibility – Photos of real projects and happy customers speak louder than any ad.
But let’s be honest—doing all of this well is no small feat when you’re running a business.
Most home service business owners struggle with:
- Lack of time: You’re managing crews, quoting jobs, and putting out fires—social media often falls to the bottom of the list.
- Lack of strategy: Posting randomly without a plan doesn’t move the needle.
- Inability to track ROI: It’s hard to know what’s working without analytics, call tracking, or content goals in place.
That’s where the right social media partner can make all the difference—especially one who gets the home services world. And that’s exactly what the pros in the next section bring to the table.
What to Look for in a Social Media Manager (Especially for Home Services)
Not all social media managers are created equal—especially when it comes to the unique demands of home service businesses. You don’t need viral dances or overly polished lifestyle content. You need a partner who understands how to connect with real homeowners, showcase your work, and drive actual results.
So, what should you look for when hiring a social media manager for your contracting or home services company?
🔧 Industry Knowledge
A great social media manager for home services doesn’t just know how to make things look good—they understand the trades.
Look for someone who:
- Understands your busy seasons
- Can speak directly to homeowner pain points
📅 Strategy-Driven Content
Posting just to “check the box” won’t cut it. The right manager will build a content calendar around your goals, your ideal customer, and what’s happening in your business.
They should:
- Create a mix of educational, promotional, and community content
- Plan content in advance (but stay flexible for last-minute wins)
- Align posts with the services you want to push
💬 Community Engagement
Social media is a two-way street. Look for someone who’s not just posting but also responding to comments, answering questions, and helping you build relationships with your audience.
This means:
- Replying to homeowner comments and DMs quickly
- Engaging with other local businesses and pages
- Monitoring brand mentions and reviews
🎯 Conversion-Focused Tactics
Likes are nice, but calls, messages, and bookings are better. A solid social media manager knows how to move the needle. Expect them to:
- Use strong CTAs like “Call Now,” “Get a Free Estimate,” or “Book Online”
- Create lead-gen campaigns using forms, promotions, or giveaways
- Track engagement to optimize future content
📊 Analytics + Transparency
You deserve to know what’s working. The right person will provide clear reports that show growth, engagement, and what’s leading to real-world results. They should be sharing:
- Monthly performance recaps (followers, engagement, reach)
- Insights into top-performing content
- Recommendations for next steps based on the data
Standout Social Media Experts in the Home Services Space
When it comes to social media for home service businesses, these three professionals are leading the charge. They blend strategy, creativity, and a deep understanding of the trades to help contractors grow their businesses and stand out online.
Kim Zek Fancher – Score More Leads
Kim Zek Fancher is all about results—and she knows exactly how to get them. Through Score More Leads, she helps home service companies build lead-focused social strategies that prioritize booked jobs over vanity metrics. With her roots in local service industries, Kim knows how to craft content that resonates with real homeowners and gets the phone ringing.
- Focus on lead generation and performance-based content
- Deep experience with HVAC, plumbing, roofing, and more
- Clear strategy behind every post—no random fluff
- Ideal for contractors who want calls, not just clicks
“Kim has done a fantastic job helping us generate more leads and streamline customer engagement. Highly recommend Score More Leads to any contractor, small business owner or anyone needing marketing assistance.” — Joey Tedder, Google Review
Jen McKee – Kee Hart Marketing
Jen McKee brings a storytelling-first mindset to social media. At Kee Hart Marketing, she helps contractors show the human side of their brand—building connection through real stories, values, and community-focused content. If your brand feels flat or impersonal, Jen knows how to bring it to life.
Kee Hart Marketing is known for their vibrant, high-energy content style that’s built for today’s fast-scrolling platforms. Jen helps small and local businesses turn their everyday work into compelling short-form content that connects—and converts.
- Specializes in video, reels, and modern storytelling
- Keeps your brand culturally relevant and visually fresh
- Great for trades looking to build awareness and personality
- Especially strong at highlighting process, people, and progress
Krystal Hobbs – Reflective Marketing
If you’re ready to move from “random posts” to a repeatable growth engine, Krystal Hobbs is your person. Through Reflective Marketing, Krystal helps service businesses build scalable marketing systems that align with their long-term growth goals. Her strength lies in pairing organic content with paid strategies for maximum reach and ROI.
- Brings structure, systems, and strategy to your marketing
- Expert at blending organic + paid for full-funnel success
- Transparent reporting and data-driven decision-making
- Perfect for businesses ready to scale with confidence
These three leaders are redefining what it means to market a home service business online—and they’re doing it with intention, creativity, and serious results. Up next, we’ll show you what kind of transformation is possible when these strategies are put into action.
Tips for Hiring the Right Social Media Partner
Once you’ve decided to invest in professional social media management, the next big step is choosing the right person or team to handle it. This isn’t just about finding someone who can make nice graphics or schedule a few posts—it’s about partnering with someone who understands your industry, gets your brand, and has a clear plan to help you grow.
There are a lot of talented marketers out there. But for home service businesses, you need more than just talent—you need relevance, reliability, and results.
Here’s what to keep in mind when interviewing potential social media partners:
🔍 Ask About Industry Experience
Industry experience matters—a lot. The trades are unique, and your audience needs specific messaging that’s clear, confident, and educational.
Look for someone who:
- Understands how seasonality affects your business (like peak HVAC months or roofing slow seasons)
- Knows what drives a homeowner to finally make that service call
- Can simplify complex services (repiping, insulation, duct cleaning) into clear, customer-friendly content
⭐️ Pro tip: Ask them to walk you through how they’ve helped a contractor or home service business grow online.
📁 Review Real-Life Portfolio Examples
Before you commit, take a close look at their actual work. Do their past posts look professional? Do they tell a story, showcase real work, and reflect the kind of quality you provide on the job?
You’ll want to see:
- A mix of project photos, videos, team highlights, and customer testimonials
- Captions that feel purposeful—not just “another day on the job!”
- Visual consistency and brand voice that matches the business they’re promoting
Don’t hesitate to ask for links to their clients’ live Instagram or Facebook feeds so you can see the results in action.
🗣️ Make Sure Their Style Fits Your Voice and Values
A social media manager isn’t just speaking for your brand—they’re speaking as your brand. That means their tone, style, and content approach need to reflect who you are as a business owner, how your team works, and what kind of customers you want to attract.
You’ll want to know:
- Can they be flexible with tone? (Friendly, straightforward, bold, educational?)
- How do they get to know your business values before creating content?
- Are they comfortable with collaboration—or do they take a “just trust me” approach?
The best partnerships are rooted in shared values and open communication.
📊 Understand Reporting and Communication Expectations
If you’re going to invest in a marketing service, you deserve visibility into how it’s performing. A strong social media partner will not only create great content but also track what’s working and clearly communicate how it’s impacting your business.
Ask about:
- Monthly or biweekly reports on reach, engagement, and lead generation
- How they track conversions or ROI (i.e. form submissions, calls, bookings)
- Their feedback process—can you approve posts? Make revisions? Get content early?
You want to feel like you have a true partner—not just someone posting in the background without your input.
Bottom line:
Hiring a social media manager is like bringing on a new team member. Take the time to vet them properly, look beyond flashy design skills, and choose someone who understands the trade—and respects your time, your brand, and your goals.
Make Social Media Work for You 🚀
Let’s face it—social media isn’t optional anymore.
Whether you’re running an HVAC company, roofing crew, or plumbing business, your customers are online every day. And they’re making decisions based on what they see.
If your business isn’t showing up, telling its story, and building trust in those digital spaces, you’re leaving opportunities on the table.
But the good news? You don’t have to figure it all out alone.
The right social media partner can:
- Take the guesswork and grind off your plate
- Build a strategy that works for your services and your customers
- Help you go from “just posting” to actually building a recognizable, respected local brand
Whether you need someone to boost engagement, generate more leads, or simply make your business look as professional online as it is in person—Kim, Jen, and Krystal are some of the best in the business.
So if you’re ready to show up where your customers are scrolling, any of these experts can help you get there—with less stress and better results.
