The way people find local contractors has changed. It’s not just about typing a few words into Google anymore. Homeowners now use Instagram, Facebook, TikTok, YouTube, and even AI tools like ChatGPT or voice assistants to discover and research companies. This shift means that if your business isn’t showing up on these platforms, you could be missing out on valuable leads.
Social Media Is the New Word of Mouth
Years ago, people asked their neighbors for a good plumber or electrician. Now, they ask their Facebook friends or check Instagram to see what a contractor’s work looks like. Social media is the new word of mouth, and it spreads fast.
Having an active social media presence lets you show off your best work, answer customer questions, and build trust with your audience. A simple before-and-after photo or a video of your team at work can help people feel confident hiring you.
“Social media gives contractors a chance to build real connections with potential customers,” says Don Marks of Superpath, a top digital marketing agency for home hvac and plumbing businesses. “It’s not just about being seen—it’s about being trusted.”
AI Is Now Part of the Search Process
AI tools like ChatGPT, Google’s AI Overviews, and even voice assistants like Alexa and Siri are now helping people find local services. These tools often pull answers from websites, directories, and well-written content.
If your business info is clear and your content is helpful, these AI tools are more likely to recommend you when someone asks, “Who’s the best HVAC company near me?”
That means updating your website, using plain language, and keeping your contact details and service areas up to date across all platforms.
Why You Need to Be in Both Places
Social media builds awareness and trust. AI tools and search engines provide fast answers. To win more jobs, your business needs to be visible in both places.
When someone sees your Facebook video, then later asks ChatGPT for a contractor and your name comes up again, it builds recognition. That repetition is what gets your phone to ring.
How to Get Started
You don’t need a big team or expensive equipment to begin. Try this:
- Post once or twice a week on Facebook and Instagram.
- Share photos of your projects and short tips for homeowners.
- Make sure your business info is accurate on Google and other directories.
- Add helpful, clear answers to common questions on your website.
Over time, your digital presence will grow, and more homeowners will start finding and choosing you!