How to Build a Social Media Strategy for Your Remodeling Business

Why Remodeling Social Media Marketing Is Essential for Growth

Social media marketing is no longer optional for remodeling contractors and renovation businesses looking to grow. If you’re seeking quick answers about how to effectively market your remodeling business on social media, here’s what you need to know:

Quick Guide to Remodeling Social Media Marketing:

1. Set clear business goals – lead generation, brand awareness, or recruitment
2. Choose the right platforms – Facebook and Instagram for homeowners, Houzz for design inspiration
3. Showcase visual content – before/after photos and project videos are essential
4. Engage authentically – respond to comments within 24 hours
5. Track metrics – measure leads, engagement, and cost per acquisition

In today’s $440 billion home renovation industry with over 524,000 remodeling businesses nationwide, standing out requires more than just quality craftsmanship. Social media has become a powerful tool for remodelers to showcase their expertise, build trust, and generate qualified leads.

“If you’re not using social media to market your business, you’re missing potential prospects that may be in need of your services,” notes Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “The data backs this up—78% of people say a company’s social media posts influence their purchasing decisions, and social media has a 100% higher lead-to-close rate than traditional outbound methods.”

The stakes are high: in 2021, 55% of homeowners undertook a home improvement project, spending a median of $18,000. Yet nearly 70% started with no specific contractor in mind. This is where effective social media marketing creates a competitive advantage.

For remodeling contractors juggling project management, client meetings, and team oversight, social media can seem overwhelming. However, with the right strategy, it becomes a cost-effective way to showcase your craftsmanship, build credibility, and fill your project pipeline with qualified leads.

What You’ll Learn

In this comprehensive guide, we’ll walk you through a step-by-step roadmap for creating an effective remodeling social media marketing strategy that addresses common pain points:

• How to generate qualified leads (not just likes) through social platforms
• Which platforms deliver the best ROI for remodeling businesses
• Time-saving content strategies that won’t pull you away from projects
• How to measure real results and track ROI
• Ways to use social media for recruitment in today’s competitive labor market

By the end of this article, you’ll have actionable strategies to implement immediately, whether you’re just getting started or looking to optimize your existing social media presence.

The Business Case: Why Social Media Matters for Remodelers

In today’s competitive remodeling landscape, standing out matters more than ever. With the largest operators holding less than 5% of market share, the industry remains highly fragmented—creating a perfect opportunity for smaller remodeling businesses to shine through social media.

“Digital marketing, especially social media, offers remodelers a cost-effective alternative to traditional advertising,” explains Brian Welch, Digital Marketing Strategist at Improve & Grow. “While traditional advertising costs can be very high, an effective social media strategy can be launched for a fraction of that cost and often delivers better targeting capabilities.”

Think about what truly drives your remodeling business forward. Beyond beautiful craftsmanship, you need trust, visibility, and a steady pipeline of qualified leads. Social media marketing delivers on all these fronts in ways traditional marketing simply can’t match.

When homeowners consider investing tens of thousands in their dream kitchen or bathroom renovation, they want proof of your capabilities before picking up the phone. Social media provides that visual evidence through project galleries, videos, and testimonials that build instant credibility. Your portfolio becomes accessible 24/7, working for you even when you’re focused on current projects.

The impact goes beyond just showcasing your work. Social platforms create a digital ecosystem that supports your business from multiple angles. Your local visibility improves through geo-targeted posts and location tags. Your recruitment efforts get a boost when you highlight company culture and employee achievements. And perhaps most importantly, your cross-channel marketing benefits as social activity correlates with improved SEO performance and website traffic.

As one industry expert notes, social media for remodelers is like “fishing where the fish are”—you need to be present where your potential customers are already spending their time.

Key Benefits Backed by Data

The numbers tell a compelling story about why remodeling social media marketing deserves your attention and investment:

Social media delivers a 100% higher lead-to-close rate than traditional outbound methods like cold calling or direct mail. This isn’t surprising when you consider that 78% of people say a company’s social media posts directly influence their purchasing decisions.

With more than 90% of US businesses already using social platforms for marketing, the question isn’t whether you should be there—it’s whether you’re maximizing the opportunity. When potential clients see you responding promptly to comments and questions (something 73% of consumers expect), you’re not just building an online presence—you’re building relationships that convert to real projects.

A kitchen renovation company that partnered with Improve & Grow experienced this firsthand. After implementing a comprehensive digital strategy that included targeted social media marketing, they saw website traffic increase by 36% and remodeling quote requests jump by 38%. Those aren’t just vanity metrics—they’re real business results that impact your bottom line.

Risks of Ignoring Social Platforms

Choosing to stay on the sidelines of social media carries significant opportunity costs that many remodelers don’t fully appreciate until it’s too late.

Diminished visibility becomes your biggest challenge in a world where over 70% of US adults regularly use social media. Without an active presence, you’re essentially invisible to a large portion of potential customers who begin their remodeling journey with online research.

Your referral network suffers too. Without an easy way for past clients to share your work with friends and family considering renovations, you miss the powerful word-of-mouth marketing that social platforms naturally amplify.

Perhaps most concerning is the pay-per-lead dependence that develops. Many remodelers without their own lead generation systems become reliant on expensive third-party services like HomeAdvisor or Angi. This puts you in direct price competition with every other contractor in your area, with no control over lead quality or consistency.

One remodeling contractor found this out the hard way: “I was spending thousands on lead services but getting poor-quality leads. When we shifted to building our social media presence and showcasing our work, we started attracting clients who valued quality over the lowest price.”

When potential customers compare remodelers, those with robust social proof—reviews, project galleries, engagement—have a significant edge. In a business built on trust and visual appeal, social media isn’t just a marketing channel—it’s becoming an essential business tool that connects your craftsmanship with the clients who will value it most.

Remodeling Social Media Marketing: Goals & Platform Selection

Before posting your first project photo or writing a single caption, you need to establish clear goals and select the right platforms. This foundation will guide all your future content decisions and help you measure success.

“Many remodelers jump into social media without a clear purpose, posting randomly and then wondering why they’re not seeing results,” says Jen Leong, Digital Marketing Strategist at Improve & Grow. “Starting with well-defined goals and a platform strategy ensures your efforts align with your business objectives.”

The most effective goals for remodeling social media marketing follow the SMART framework – they should be Specific, Measurable, Achievable, Relevant, and Time-bound. Rather than vaguely aiming to “get more leads,” set a specific target like “Generate 10 qualified kitchen remodeling leads per month.” Track concrete metrics such as website clicks or form submissions, set realistic targets based on your market, align with broader business goals, and establish clear deadlines to assess your progress.

Setting Measurable Objectives for Remodeling Social Media Marketing

When establishing your remodeling social media marketing objectives, focus on outcomes that directly impact your bottom line. For lead generation, track contact form submissions, direct message inquiries, and phone calls – for example, aim to “Generate 15 bathroom remodeling consultation requests per month from Facebook and Instagram.”

If brand awareness is your goal, monitor follower growth, post reach, and profile visits with targets like “Increase Instagram followers by 20% within 3 months, focusing on [specific geographic area].” For recruitment efforts, measure job application submissions and career page visits, perhaps aiming to “Receive 5 qualified carpenter applications per month through LinkedIn and Facebook.”

Building community engagement is equally valuable – track comments, shares, saved posts, and direct messages, with goals such as “Achieve 10% engagement rate on project reveal posts.” These concrete objectives give your social efforts direction and purpose.

The power of clear goals is evident in our work with a basement remodeler who set specific lead volume targets and, through a combination of social media and other digital marketing tactics, closed $750,000 in new jobs within just 3 months.

Choosing Platforms That Match Your Remodeling Social Media Marketing Goals

Not all social platforms deliver equal value for remodelers. Your choice should align with your specific business goals, target audience, and available resources.

Facebook remains the powerhouse platform with 2.8 billion monthly active users across all age demographics – 73% of US adults use it regularly. It excels for general audience reach, local targeting, community building, and paid advertising. Share before/after photos, project videos, client testimonials, and team spotlights about 3-5 times weekly for optimal engagement.

Instagram boasts over 1 billion users and resonates strongly with the 25-44 age group and design-focused audiences. Its visual nature makes it perfect for storytelling, design inspiration, and reaching younger homeowners. Post high-quality project photos, design trends, behind-the-scenes Stories, and dramatic reveal Reels 3-4 times weekly, with daily Stories to maintain visibility.

For connecting directly with renovation-ready prospects, Houzz delivers access to 35+ million homeowners actively planning projects. Use it to showcase your portfolio with professional project photos and detailed descriptions, updating monthly and engaging in discussions weekly.

LinkedIn serves 97+ million professionals, making it ideal for recruitment, industry networking, and commercial remodeling projects. Share company milestones, employee spotlights, industry insights, and commercial project showcases 2-3 times weekly to build your professional brand.

For design inspiration, Pinterest reaches 400+ million users (80% female) seeking visual ideas. Drive traffic to your website with project photos, design inspiration, and how-to guides, pinning 3-5 times weekly.

The newest contender, TikTok, connects you with 1+ billion users, predominantly under 40. It’s perfect for reaching younger first-time homeowners, showcasing personality, and creating viral potential through quick change videos, day-in-the-life content, and behind-the-scenes glimpses, posted 3-5 times weekly.

For most remodeling businesses, we recommend starting with Facebook and Instagram as your primary platforms, then expanding to others as your strategy matures. “If you only have time for one platform, choose Facebook due to its massive user base and targeting capabilities.” says Carl Lefever, founder at Improve & Grow.

The right platform mix depends on your specific goals, but understanding each channel’s strengths helps you allocate your time and resources for maximum impact. Remember to research your specific audience and competitors before finalizing your platform strategy – knowing where your ideal clients spend their time online is key to remodeling social media marketing success.

Content That Converts: 7 Post Types Every Remodeler Needs

Creating compelling content is the cornerstone of successful social media marketing for remodeling companies. The good news? The very nature of your work provides endless content opportunities. Your daily projects contain all the raw material you need for engaging posts.

“The photos on your phone are the answer,” says Scott Rehnberg, SEO & Content Specialist at Improve & Grow. “Remodelers have a natural advantage on social media because visual changes are inherently engaging. You don’t need fancy equipment—just a smartphone and a consistent approach to documenting your projects.”

Here are the seven content types that drive the most engagement and leads for remodeling businesses:

1. Before/After Changes

Nothing demonstrates your skills more effectively than showing the dramatic contrast between “before” and “after.” These posts consistently generate the highest engagement rates for remodelers.

Best practices:

• Use the same angle and lighting conditions if possible
• Create carousels or side-by-side comparisons for maximum impact
• Include brief descriptions of challenges overcome and solutions implemented
• Tag product brands and materials used (they might reshare your content)

Example caption: “Swipe to see this 1980s kitchen change! We replaced the dated oak cabinets with custom shaker-style units, installed quartz countertops, and added a subway tile backsplash. The homeowners can now entertain with pride in their bright, functional space. #KitchenRemodel #LancasterPA #BeforeAndAfter”

2. Project Progress Videos

Short videos showing the renovation process satisfy viewers’ curiosity about how remodeling actually happens and demonstrate your attention to detail.

Best practices:

• Create time-lapse videos of demolition or installation
• Keep videos under 60 seconds for feed posts (longer for YouTube)
• Add captions as many viewers watch without sound
• Include your logo as a watermark to protect content if reshared

Example caption: “Watch this primary bathroom come to life in 45 seconds! This project involved removing a garden tub, expanding the shower, and adding dual vanities. Swipe up in our Story to request a quote for your bathroom remodel. #BathroomRemodel #RenoTikTok #PhiladelphiaRemodeler”

3. Client Testimonials

Social proof is powerful—people trust other homeowners’ experiences more than your marketing claims.

Best practices:

• Combine written testimonials with project photos
• Create quote graphics for testimonial highlights
• If possible, include video testimonials for maximum impact
• Always get permission before sharing client feedback

Example caption: “Hear what Sarah had to say about her kitchen renovation experience with us: ‘The team at [Your Company] was professional from start to finish. They stayed on schedule, communicated clearly, and delivered exactly what they promised. Our kitchen is now the heart of our home!’ #ClientLove #TestimonialTuesday #KitchenRemodeling”

4. Educational Content and How-To Tips

Sharing your expertise positions you as an authority and helps address common questions prospects have about the remodeling process.

Best practices:

• Create “What to Expect” guides for different project types
• Share maintenance tips for completed renovations
• Answer frequently asked questions in carousel posts
• Provide insights on material selection and trends

Example caption: “Thinking about a bathroom remodel? Here are 5 things to consider before getting started: 1. Budget (beyond just materials) 2. Timeline expectations 3. Fixture selection lead times 4. Alternative bathroom access 5. Ventilation needs. Save this post for reference! #RemodingTips #BathroomDesign #HomeImprovement”

5. Project Cost Breakdowns

Cost is a major consideration for homeowners, and transparency builds trust. While every project is different, providing ballpark ranges helps educate potential clients.

Best practices:

• Share price ranges rather than exact figures
• Break down costs by category (materials, labor, design)
• Explain factors that influence pricing
• Include information about financing options if you offer them

Example caption: “What does a mid-range kitchen remodel cost in Lancaster County? Here’s a typical breakdown for a 200 sq ft kitchen: Cabinets: $8-15K, Countertops: $3-7K, Appliances: $4-10K, Flooring: $2-5K, Backsplash: $1-3K, Labor: $10-20K. Variables include material quality, layout changes, and structural work. Questions? Drop them below! #KitchenRemodeling #RemodelCosts #PARenovation”

6. Team and Culture Spotlights

Showcasing the people behind your projects humanizes your brand and supports recruitment efforts.

Best practices:

• Highlight team member skills and specialties
• Share employee milestones and achievements
• Show behind-the-scenes of your workshop or office
• Feature your team’s community involvement

Example caption: “Meet Mike, our lead carpenter with 15 years of experience crafting custom cabinetry. When he’s not creating beautiful kitchens, he’s coaching his daughter’s soccer team. Quality craftsmanship and attention to detail are his specialties! #MeetTheTeam #Craftsmanship #RemodingProfessionals”

7. Live Q&A Sessions

Interactive content drives engagement and allows you to address prospect concerns in real-time.

Best practices:

• Announce sessions in advance to build audience
• Prepare common questions in case participation starts slow
• Save and repurpose the content as highlights or blog posts
• Follow up with participants who ask specific project questions

Example caption: “Join us LIVE this Thursday at 7 PM as our design team answers your kitchen remodeling questions! From countertop materials to layout optimization, we’re here to help you plan your dream kitchen. Drop your questions below so we can address them during the stream! #KitchenDesign #RemodingQuestions #DesignTips”

Visual Storytelling Best Practices

The quality of your visuals directly impacts engagement and perception of your work quality. Follow these guidelines for maximum impact:

• Lighting matters: Shoot in natural light when possible; avoid harsh shadows
• Consistency builds brand: Use similar editing styles across all photos
• Clean job sites: Ensure spaces are tidy before photographing
• Multiple angles: Capture the same space from various perspectives
• Detail shots: Zoom in on craftsmanship details and unique features
• Branded watermarks: Subtle logo placement protects your content
• Organized albums: Group projects for easy portfolio browsing

For video content, keep clips short and engaging, focusing on dramatic changes. As we note in our guide on optimizing videos, “The first 3-5 seconds are crucial for capturing attention—start with the most visually impressive change.”

Building Credibility & Social Proof

Beyond beautiful project photos, these elements help establish trust:

• Case studies: Detailed project stories with challenges and solutions
• Review screenshots: Share Google and Facebook reviews as graphics
• Professional certifications: Highlight industry credentials and continuing education
• Awards and recognition: Feature any industry awards or press mentions
• Houzz badges and ratings: Showcase professional endorsements
• Partner/vendor relationships: Tag quality brands you work with

For a comprehensive approach to generating qualified leads beyond social media, check out our Remodeling Lead Generation Guide.

Hyper-Local Growth Tactics: Visibility, Community & Recruiting

When it comes to remodeling social media marketing, thinking global won’t fill your project pipeline. Your renovation business serves specific neighborhoods and communities – and your social strategy should reflect that local focus.

“The most successful remodelers on social media think local first,” explains Alex Mallin, PPC Specialist at Improve & Grow. “Every post should include geographic identifiers to improve local search visibility and attract nearby homeowners.”

This hyper-local approach creates a powerful flywheel effect that helps you attract, engage, and delight customers specifically in your service area. Let’s explore how to make this work for your business.

Boosting Local Visibility

Your Google Business Profile (GBP) serves as command central for local visibility. Post weekly updates showcasing recent projects, seasonal offers, or maintenance tips. When customers leave reviews – good or challenging – respond within 24 hours to demonstrate your attentiveness. Keep your service areas, business hours, and contact information carefully updated.

Location-specific hashtags transform ordinary posts into local lead magnets. Beyond the obvious city tags like #PhiladelphiaRemodeler, dive deeper with county, neighborhood, and development names that homeowners actually use in conversation. Create branded location hashtags like #YourCompanyLancasterPA to build recognition within specific communities.

Local Facebook groups offer goldmines of opportunity – when approached correctly. Join neighborhood groups where homeowners discuss recommendations and projects, but resist the urge to immediately promote your services. Instead, provide helpful advice when renovation questions arise, positioning yourself as a knowledgeable local resource. This subtle approach builds trust far more effectively than direct selling.

For even more precise targeting, implement geo-targeted social media advertising. Set radius parameters around your service area, create custom audiences based on zip codes where you’ve had successful projects, and exclude areas beyond your travel radius to maximize your budget efficiency. One landscape designer we worked with achieved a 55% increase in website traffic and a 90% increase in leads year-over-year with these hyper-local targeting strategies.

Attracting Skilled Trades & Showcasing Culture

In today’s competitive labor market, social media doubles as a powerful recruitment platform. Create dedicated posts highlighting career opportunities at your company, focusing on growth paths, benefits, and what makes your work environment special. Rather than generic job listings, showcase the real people behind your projects.

“We’ve seen remodeling contractors fill critical skilled positions through strategic social media recruitment campaigns,” notes Carl Lefever. “By showcasing company culture and growth opportunities, they attract qualified candidates who might otherwise never find them.”

Employee spotlights humanize your brand while demonstrating that you value your team. Share milestone celebrations, highlight specialized skills, and show the craftsmanship that goes into daily work. Behind-the-scenes content showing your clean, organized workspace and quality tools sends powerful signals to potential hires about your professional standards.

Building relationships with trade schools and vocational programs creates a talent pipeline. Share content about internship opportunities, offer to speak at local vocational schools, or sponsor industry events that connect you with emerging talent. These partnerships position your company as a desirable destination for graduates entering the trades.

Most importantly, demonstrate your workplace quality through visual storytelling. Show safety practices in action, feature continuing education opportunities, and highlight long-term employees who’ve built careers with your company. In a field where skilled labor is increasingly scarce, this approach gives you a significant competitive advantage.

Engaging and Nurturing Your Community

An engaged social community becomes a sustainable source of referrals and repeat business. Interactive content drives meaningful connections – create polls about design preferences, ask specific questions in your captions, use Instagram’s question sticker for design Q&As, and host occasional contests for local followers.

The way you respond to engagement speaks volumes about your customer service. Reply to all comments within 24 hours, answer direct messages thoroughly, and thank people who share or save your content. When someone shows serious interest, follow up promptly via phone or email to continue the conversation.

Community involvement demonstrates your investment in local areas. Highlight charity partnerships, feature neighborhood improvement projects, and promote other local businesses you collaborate with. These posts often generate the highest engagement while positioning your company as a community asset rather than just another contractor.

Creating recurring content series builds anticipation and loyalty. Weekly design tips, monthly project spotlights, seasonal maintenance advice, and local home trend updates give followers reasons to stay connected. A roofing company we worked with experienced a 109% increase in website traffic and a 340% increase in leads by implementing these community engagement strategies alongside comprehensive digital marketing efforts.

By focusing on these hyper-local tactics, your remodeling social media marketing creates a virtuous cycle where increased visibility leads to greater community engagement, which in turn supports both lead generation and recruitment efforts. This approach builds a sustainable, locally-rooted business that isn’t dependent on expensive third-party lead services.

Tracking, Analytics & Scaling to 10X ROI

When it comes to remodeling social media marketing, posting beautiful project photos is just the beginning. The real magic happens when you track results, analyze what’s working, and optimize your approach to maximize return on investment.

“Social media without measurement is just a hobby,” says Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “The difference between companies that see 10X ROI and those that don’t is their commitment to tracking, analyzing, and optimizing based on data.”

Let’s explore how to build a measurement system that transforms your social media from a cost center into a profit-generating machine:

Essential Metrics Dashboard

Think of your metrics dashboard as the control panel for your social media strategy. Just as you’d measure a renovation project at multiple stages, your social media needs regular check-ins across different dimensions.

Start by tracking awareness metrics like follower growth, post reach, profile visits, and video views. These tell you if your content is getting finded. Next, monitor engagement metrics including your engagement rate (interactions divided by reach), comments per post, shares, and saves. High engagement indicates your content resonates with your audience.

The metrics that truly matter for your business are conversion metrics – click-through rates to your website, contact form submissions from social traffic, direct message inquiries, and phone calls (using call tracking). These bridge the gap between social activity and business results.

To complete the picture, measure business impact metrics such as cost per lead, lead-to-consultation conversion rate, social-attributed revenue, and return on ad spend (ROAS). For remodelers also using social media for hiring, track recruitment metrics like application submissions, career page visits, candidate quality, and cost per hire.

For paid social campaigns, aim for at least 3X ROAS as your minimum target. Our most successful remodeling clients often achieve 5-10X or higher on their best-performing campaigns, turning every marketing dollar into five to ten dollars in revenue.

Tools & Automations to Save Time

You don’t need to be glued to your phone all day to run effective remodeling social media marketing. Smart tools and systems can help you maintain a strong presence without sacrificing time better spent on your projects.

Content scheduling tools like Buffer, Hootsuite, or LeadHub allow you to plan and schedule posts across platforms in advance. For creating eye-catching visuals, content creation tools like Canva make it easy to design professional graphics, while apps like Snapseed or Lightroom mobile help improve your project photos on the go.

Keep your social media efforts organized with project management tools such as Trello for content calendars or Asana for assigning tasks to team members. To understand what’s working, use measurement tools like Google Analytics for website traffic analysis, UTM parameters for tracking campaign performance, and Rival IQ for competitive benchmarking.

Save even more time with automation tools – Zapier can connect your platforms and automate workflows, ChatGPT can help generate caption ideas, and IFTTT can trigger actions based on social events.

“We recommend batching content creation—spending a few hours once a week to create and schedule multiple posts, rather than trying to post daily in real-time,” advises Jen Leong, Digital Marketing Strategist at Improve & Grow. “This approach is more efficient and helps maintain consistency.”

Common Pitfalls and How to Avoid Them

Even experienced marketers stumble on social media. Being aware of these common pitfalls can save you time, money, and frustration.

Inconsistent posting is perhaps the most common mistake. Rather than posting frequently for a week then disappearing for a month, create a realistic schedule you can maintain long-term. Your audience expects consistency, not perfection.

Many remodelers fall into the trap of overly promotional content, where every post directly asks for business. Instead, follow the 80/20 rule – 80% helpful or entertaining content, 20% promotional. Show your expertise through educational content, not just sales pitches.

Poor visual quality can undermine even the best remodeling work. Establish basic photography guidelines for your team and invest in simple lighting solutions. Your social media photos are often a prospect’s first impression of your craftsmanship.

Another missed opportunity is ignoring comments and messages. Set aside 15-20 minutes daily to respond to all interactions. Quick, thoughtful responses build relationships and show potential clients how responsive you’ll be during their project.

Many businesses get distracted by focusing on vanity metrics like likes and followers rather than leads and revenue. Establish KPIs tied directly to business goals to avoid this trap. Similarly, platform inconsistency across different social channels can confuse your audience – create a simple brand guide to ensure your messaging stays cohesive.

Finally, beautiful content without a clear call-to-action misses the opportunity to guide viewers toward becoming clients. Include a next step in every post, whether it’s saving the post, commenting with questions, visiting your website, or requesting a quote.

“The biggest mistake we see remodelers make is treating social media as separate from their overall marketing strategy,” notes Carl Lefever. “Your social media should integrate seamlessly with your website, email marketing, and even in-person sales process.”

For more information about building comprehensive digital marketing systems beyond social media, check out our guide to digital marketing automation.

Frequently Asked Questions about Remodeling Social Media Marketing

How often should a remodeling company post?

Finding your ideal posting rhythm takes some experimentation, but we’ve seen clear patterns emerge among successful remodeling businesses. Most thriving contractors maintain a presence of 3-5 weekly Facebook posts, while Instagram typically requires 3-4 feed posts supplemented with daily Stories to stay visible in the algorithm.

“Consistency trumps frequency every time,” explains Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “We’ve seen remodelers achieve better results with twice-weekly posts they never miss than those attempting daily content that quickly becomes overwhelming.”

If you’re also maintaining a Houzz profile (which we recommend for design-focused remodelers), a monthly portfolio refresh keeps your work current, while weekly engagement in discussions establishes your expertise. LinkedIn works well with 2-3 weekly posts, especially for commercial remodelers and recruitment efforts. For the visually-driven Pinterest platform, aim for 3-5 weekly pins, while TikTok requires 3-5 weekly posts if you’re seriously pursuing that younger demographic.

Start with whatever schedule you can genuinely maintain, then gradually increase as you develop efficient systems and see what resonates with your audience.

What’s the best way to measure social media ROI?

Tracking the complete customer journey from social media interaction to completed project provides the clearest picture of your true return on investment.

To implement an effective measurement system:

1. Add UTM parameters to all your social links so Google Analytics can identify which platforms and campaigns drive traffic
2. Set up conversion goals in Google Analytics to track when social visitors take valuable actions like requesting quotes
3. Use a CRM system to follow leads from initial contact through project completion
4. Calculate your true acquisition cost by dividing total social media investment (including time costs) by customers acquired
5. Compare the average project value from social-sourced customers against other marketing channels

This approach reveals your actual return. For example, when a kitchen remodeler spent $1,000 on targeted social media marketing and generated $20,000 in project revenue from those efforts, they achieved a remarkable 20:1 ROI (2000%).

“The remodelers who see the highest ROI from social media are those who track beyond vanity metrics,” notes Brian Welch, Digital Marketing Strategist at Improve & Grow. “Likes and followers matter only if they translate to consultations and signed contracts.”

Can social media really help me hire qualified workers?

In today’s competitive labor market, social media has become a surprisingly effective recruitment channel for remodeling businesses. We’ve witnessed contractors successfully build their teams through strategic social content that showcases what makes them a great employer.

Employee spotlights and behind-the-scenes content give potential applicants an authentic look at your workplace culture, safety practices, and quality standards. Targeted ads can reach skilled tradespeople who aren’t actively job hunting but might consider a move for the right opportunity. Content highlighting training programs and growth pathways attracts career-minded professionals looking for stability and advancement.

The results speak for themselves. One shed repair company we worked with not only generated over 70 qualified leads in less than 3 months through their digital marketing efforts but also found themselves needing to hire additional sales support to manage the increased demand. They successfully recruited that new team member through the same social channels they were using to attract customers.

“When remodelers showcase their company culture authentically on social media, they’re simultaneously marketing to both potential customers and potential employees,” explains Jen Leong, Digital Marketing Strategist. “The craftsmanship that impresses homeowners also attracts skilled tradespeople looking for quality-focused employers.”

Conclusion

Effective remodeling social media marketing isn’t just about posting pretty pictures—it’s about creating a strategic system that consistently delivers results. Throughout this guide, we’ve explored how social media can transform your remodeling business from struggling for visibility to standing out in your local market.

“The remodelers who thrive in the coming years will be those who build their own marketing assets rather than relying solely on third-party lead services,” predicts Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “Social media, when properly integrated with your overall digital strategy, creates brand equity and lead flow that you own and control.”

The beauty of social media for remodelers lies in its multifaceted benefits. When done right, your social presence becomes a powerful business asset that:

Builds trust before the first phone call by showcasing your craftsmanship through compelling before-and-after changes. Potential clients can virtually “tour” your work and envision what you could create for their home.

Establishes your authority in your local market through educational content that demonstrates your expertise. When homeowners see you consistently sharing valuable insights, they naturally turn to you when they’re ready to renovate.

Supports your recruitment efforts in a competitive labor market by highlighting your company culture and showcasing the skilled professionals on your team. The best talent wants to work for companies that value and recognize their contributions.

Creates a sustainable competitive advantage that’s difficult for competitors to replicate. While anyone can buy leads from third-party services, building a genuine connection with your community through social media creates a moat around your business.

At Improve & Grow, we believe in building comprehensive inbound lead systems where social media works alongside SEO, targeted advertising, and website optimization. This integrated approach delivers predictable, high-quality leads month after month, creating a reliable growth engine for your business.

The path forward is clear, even if you’re just getting started. Begin by implementing one strategy from each section of this guide. Document a recent project with before-and-after photos. Create a simple content calendar. Set up basic tracking to measure results. Consistency trumps perfection every time—it’s better to post regularly with simple content than to aim for perfection and post rarely.

Every remodeling project you complete contains multiple content opportunities. The kitchen renovation you just finished isn’t just a completed job—it’s a before-and-after post, a time-lapse video, a client testimonial opportunity, and perhaps even a cost breakdown that helps educate future clients.

For remodelers looking for a partner to implement these strategies without the learning curve, explore our remodeler marketing services. We’ve helped contractors across Pennsylvania achieve remarkable growth through data-driven digital marketing that focuses on measurable results and real ROI.

Your next successful project might start with a homeowner stopping mid-scroll to admire your work—but only if you’re showing up in their feed with content that captures their attention and inspires them to reach out. The question isn’t whether you can afford to invest in social media marketing—it’s whether you can afford not to.