If you're a remodeling company or custom home builder, you already know the power of word-of-mouth and referrals. But today’s homeowners are spending more time scrolling than strolling, and if you want to stay top of mind (and win more jobs), having an optimized, engaging social media presence is no longer optional.
That’s where this checklist comes in.
Whether you’re just starting or looking to fine-tune your digital presence, this guide will walk you through how to professionally set up and maintain each major social media platform to get your business in front of the right audience.
Why Social Media Matters in Home Remodeling
Before diving into the platform-by-platform breakdown, let’s quickly cover why this matters.
- It builds trust and credibility.
- It keeps your past projects working for you.
- It helps new customers find you through search and social.
- It gives you a platform to tell your story, show your process, and stand out.
Social Media Platforms You Should Be On
Your audience isn’t just hanging out on one platform. Depending on the project and demographic, homeowners are discovering remodelers on:
- Houzz
- Google Business Profile
- TikTok
- YouTube
Let’s break down how to optimize your presence on each of these.
Facebook For Home Remodelers: Build Local Trust
Facebook is still the #1 spot for neighborhood word-of-mouth online. Contractors can share project photos, ask for reviews, and join local community groups where homeowners actively look for remodelers.
Facebook Page Setup Essentials
- Add your business name and phone number
- Customize your page URL
- Use your logo as a profile photo
- Feature a project photo as your cover
- Include address and website
- Enable reviews
- Choose an appropriate call-to-action (CTA) button
“About Us” Section
Use all 255 characters wisely, include keywords, working hours, services, and links to your other social profiles.
Pro Tip: Utilize the “Story” section to talk about your brand’s mission, values, or founder story. This helps with SEO and connection.
Instagram For Home Remodelers: Visual Portfolio
Homeowners love scrolling through visuals. Posting before-and-after shots, time-lapse videos, and design inspiration helps contractors attract clients who want proof of quality work.
Instagram Profile Setup
- Switch to a business account
- Include business name and keyword-rich username
- Use your logo as the profile picture
- Write a bio that explains what you do and includes a CTA
- Link to your website or Linktree
- Add contact buttons
Showcase Your Work
- Use branded highlight covers for stories like:
- Project Spotlights
- FAQs
- Meet the Team
- Awards
- Testimonials
- Behind the Scenes
Houzz: The Home Remodeler’s Resume
Tailored for the industry. Homeowners browse Houzz specifically to find remodelers, check reviews, and look at project portfolios. Having a polished profile keeps you in the running.
Optimize Your Houzz Profile
- Logo profile photo and project-based cover
- Include all service areas
- Upload at least 5 high-quality project photos
- Request 3+ reviews
- Add a Houzz badge to your website
Create Houzz Projects
Include titles, detailed descriptions, project locations, tagged products, and links to blog posts or spotlights.
LinkedIn: Build Professional Credibility
Not just for corporate jobs. Contractors can build credibility, network with real estate agents and vendors, and show they’re professionals running a trustworthy business.
LinkedIn Profile Optimization
- Company name, logo, and cover photo
- Custom URL
- Summary that tells your brand story
- Add services and website link
- Request client or partner recommendations
LinkedIn isn’t just for job hunters, it’s for positioning your company as a local leader.
Google Business Profile: SEO Powerhouse
The most important local search tool. When people Google “kitchen remodeler near me,” your profile with photos, reviews, and contact info is what gets you chosen over the competition.
Optimize Your Google Business Profile: The Basics
- Add your full business name, phone number, website, and hours
- Choose the right business category
- Write a keyword-rich business description
- Ask clients to leave reviews
Here’s a step by step guide on how contractors should set up and optimize their Google Business Profile
Google Posts
You can publish regular updates with categories like:
- “What’s New”
- “Events”
- “Offers”
- “Products”
Use these to promote seasonal sales, new services, or content.
Pinterest: Drive Long-Term Traffic For Your Custom Home Building Business
Many remodel projects start here. When contractors pin project ideas or galleries, they get discovered by homeowners planning kitchen, bath, or outdoor upgrades, long before they request bids.
Account Setup
- Use business name with keywords
- Create a clean username (this becomes your URL)
- Write a compelling bio with CTA
- Claim your website
Create Boards & Pins
- Use SEO-friendly board titles and descriptions
- Use vertical image format (2:3 ratio)
- Mix static and video pins
- Enable Rich Pins for auto-syncing from your website
Board ideas:
- Project Spotlights
- Before & Afters
- Tools We Use
- Core Values
- Seasonal Trends
TikTok: Quick Wins with Short-Form Video
Short videos of demo days, quick transformations, or tool tips can go viral. It’s a fresh way for contractors to build brand awareness and show off their personality while reaching younger homeowners.
TikTok Account Setup
- Add business name, logo, and display name
- Describe what you do with a clear CTA
- Link your website or Linktree
- Connect other social platforms
Content Ideas
- Before-and-Afters
- Design Tips
- Day-in-the-Life
- Tools You Use
- Process Walkthroughs
- Worksite Time-Lapse
- Mistakes You've Made (and Fixed)
- Trend-Based Videos
YouTube For Home Remodelers: Deep Dives and Testimonials
The go-to platform for tutorials and in-depth content. Contractors who share walkthroughs, project breakdowns, or homeowner FAQs establish authority and stay top-of-mind when viewers need real work done.
Youtube Channel Setup
- Business name and logo
- Add your website and CTA
- Write a keyword-rich “About” description
Video Optimization
- Use clear titles with keywords
- Add transcriptions and subtitles
- Use playlists to organize content
- Add end screens and cards for CTAs
Popular video ideas:
- Customer Testimonials
- Tool Demos
- Design Explainers
- Virtual Tours
- Team Introductions
Content Ideas That Work Everywhere
No matter what platform you’re on, here are high-performing content categories:
- Project Spotlights: Showcase a finished project with photos or a short video. Highlight the problem, your solution, and the outcome.
- Before & Afters: People love transformation stories. Side-by-side photos or a reel instantly show your value.
- Meet the Team: Introduce your crew with short bios, fun facts, or day-in-the-life posts. Builds trust and connection.
- Client Testimonials: Share reviews in text, video, or audio form. Social proof sells better than anything you say yourself.
- Time-lapse or Behind-the-Scenes: Show the process, not just the result. Time-lapses and candid moments humanize your brand.
- FAQs and Myths: Answer common questions or bust misconceptions in your industry. Easy way to educate and pre-sell.
- Case Studies: Break down a real client project: goals, challenges, solutions, and results. Great for authority building.
- Tips & Tricks: Quick wins and shortcuts your audience can use right away. These make you the go-to expert.
- Industry News or Trends: Share what’s happening now and explain what it means for your audience. Keeps you relevant.
- How-To Videos: Step-by-step guides solve problems directly. They’re highly shareable and evergreen.
Pro Tips for Social Media Success
- Be consistent. That means, post regularly, even if it’s just once a week.
- Batch and schedule your content using tools like Later or Buffer.
- Use Canva to make beautiful graphics fast.
- Set SMART goals to measure what’s working.
- Don’t just post, engage! Comment and interact.
- Track analytics to adjust your strategy.
Recommended Resources For Using Social Media In Your Home Remodeling Business
- Metricool – For scheduling
- ChatGPT - For content ideas and creation
- Canva – For graphics
- Sprout Social Blog – For updates and strategies
- BuzzSumo – For trending topics
- Unsplash – For free, high-quality photos
- Google Alerts – For monitoring brand mentions
Social media doesn’t have to be overwhelming. With the right foundation (and consistency), it can be your most valuable marketing tool. Start by getting your platforms optimized, post consistently, and build relationships over time.
