Social Media is “Bulls**t” for Generals, Except for These 2 Exceptions

General ContractorsAren’t doing social media, but feel you “should” be? You aren’t alone.

Do you believe you “should” be using Facebook?  If so, you aren’t alone.

Many generals feel they should be marketing via social media and Facebook. However, that is very general marketing advice. General contracting isn’t every business but a rather unique kind of business that has it’s own rules of marketing.

General contracting is largely a word-of-mouth business and I’m not sure that will ever change. Homeowners are making what may be the biggest financial commitment of their lives! They want someone they know, like and trust.

There are expections to every rule and I can definitely tell you where you should be focusing your marketing time and dollars. Here’s where high end residential contractors have had proven success!

Do I need a Houzz page?

Yes, yes and yes! Many, many contractors have told me they are attracting leads and new projects from Houzz (a popular social media platform for home remodeling and interior design) from people they have never meet before. Some are really cleaning up on Houzz.

So get on there today. Post only professional, magazine-quality photos. Get 3-5 testimonials to start. Make sure your logo looks good.

Do I need a Google + page?

Yes, and don’t worry if you haven’t heard of it. Also, known as a Google Business page or Google Maps. Google + pages ensure you show up in a local search for “general contractors” in your area. It improves your presence on search and is one of the basic essentials for every business web presence. This is a free service, and ask your web person for help, if you need it.

Do I need a LinkedIn page?

Yes. Many of your clients for custom built homes are on LinkedIn. This is where you find business people and high worth individuals. They may look you up on LinkedIn before meeting with you, so you need a LinkedIn profile to look professional to prospects. LinkedIn can also provide a way for you to keep in touch with past clients and generate repeat business and meet new prospects.

Do you need a presence on Facebook? Or Twitter? Or instagram? 

No. I’ve been networking with general contractors and building homeowner websites for over 5 years. I have yet to have a general tell me they are getting leads from Facebook, though I’ve had many tell me they think they need a presence there.

Do you need a blog?

If you want to. Not many contractors are blogging because of the time involved. However, if you do decide to blog, it could benefit your business. The content from a blog would include case studies about special issues or common issues in design. It could showcase really fun or practical designs. This content could be reshared in a newsletter or on LinkedIn or Houzz where lots of people will see it.

How about YouTube?

Yes, if you want a YouTube channel and to make videos, it’s a good idea. If you make videos and post them on a company YouTube channel, you can then embed those videos on your website and on LinkedIn. People love looking at video, so it can be a powerful marketing tool. Today one can make a video on an iPhone. However, getting everything to look right can be challenging. It can take a lot of time to make a good video.

So in summary, the “yeses” are Houzz, Google + and LinkedIn.

If you have more time or a bigger budget, try blogging or videos on YouTube. Both will be beneficial, if you share the articles or videos in multiple places.

As for Facebook, Twitter and other platforms, I know of no contractors generating leads from these sources and therefore don’t recommend them to my clients.


General ContractorsKaren Nierlich is co-owner of Full Orbit Web and Marketing. She helps general contractors and other independent business grow their businesses 10, 50 even 100%. High end residential contractors need an eye-catching website to attract architects and homeowners. Call 510-527-9920 or visit us at