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Visual Marketing for Remodelers: How to Post Projects That Convert

August 20, 2025 by Steven Eastlack

Remodelers: Build a Social Media Strategy That Attracts Local Leads and Converts Projects into Profits

  • Many remodeling businesses post beautiful project photos but don’t see the results they expect—because they’re missing a clear, conversion-focused social media strategy.
  • This strategy template walks remodelers through setting SMART goals, choosing the right platforms, planning content with intent, engaging consistently, and localizing every post to build trust and drive business.
  • With tools like content calendars, review engagement workflows, and local tagging strategies, remodelers can turn their social media into a lead-generating machine—without wasting hours each week.

Let’s tear off that old wallpaper and look at what’s inside your social media strategy. Are you posting projects before and after, along with your monthly special, but the leads aren’t materializing?

If so, you’re not alone. And while you can’t beat a good home transformation success story, they don’t always generate the comments or actual contracts you’d expect—at least not alone.

You can get more out of social media. You can build it better, turning it into a lead-generating machine with this social media strategy template for remodelers.

Whatever your specialty—siding, driveways, replacement windows, or gutters—you’ll find the blueprint for social media success right here.

1. Set Your Goals (Yes, Real Ones)

Before you start posting demo day videos and bathroom glow-ups, you’ve got to know what you’re trying to achieve in real and measurable terms. That’s the only way to track it over time and know what’s working for you.

Goals need to be SMART (Specific, Measurable, Attainable, Relevant, Time Bound). Those letters stand for different things depending on who you ask. But more or less, a SMART Goal is these things.

A goal is Specific when you’ve clearly defined what you expect. Grow your followers on Instagram is not specific. How many followers will you earn in a given time?

Measurable? You can measure followers. You can measure views, likes, comments, shares, and mentions. But more importantly, you can also track click-throughs to your website or downloads of a brochure or checklist.

Determine what you can measure efficiently and how Relevant it is to your critical business goals, like generating warm leads and signing people up for projects.

An Attainable goal is something you can achieve in a given timeframe. Unless you reach a hyperdrive level of viral, you’re probably not going to gain 50 to 1,000 followers in a short Timeframe. It’s better to be realistic. But also put a social media strategy template in place that’s proven to work.

SMART Goal Example: Gain 300 local Instagram followers in the next 120 days.

With this in mind, conversion-focused social media goals that directly lead to more revenue:

  • Get followers in a specific ZIP code to build local trust that convinces people to book now
  • Generate downloads of your brochure, checklist, or study to encourage people to take the next step
  • Book more kitchen remodels through social media

2. Pick the Right Platforms (Not All of Them)

Let’s be real—trying to keep up with every social platform is like trying to grout tile with peanut butter. Messy. Inefficient. Frustrating.

Instead, pick a couple that you understand (preferably because you’re on there personally) and start building. You can branch out later, organically, when it makes sense. But for now, stay focused so you can commit to consistently building your social media presence there.

We mentioned Instagram. But that’s not always the best platform. Factors such as age, socioeconomic status, and local trends can influence the platforms you choose. Your own strengths, current goals, specialty and existing customer base may tell you to lean into a certain type of social media:

  • Instagram: Great for showing off before-and-afters, progress reels, and design inspiration. A little harder to drive bookings here unless you combine your organic social media with paid Instagram.
  • Facebook: Perfect for local targeting, community engagement, and reviews to build trust in your area. Additionally, their middle-aged demographic may have more disposable income to spend on luxury remodeling projects.
  • YouTube: A solid choice if you want to create how-to videos, walkthroughs, or long-form client testimonials.
  • Pinterest: Ideal for inspiring future clients with beautiful kitchens, bathrooms, and additions.

3. Plan Your Content Like You’d Plan a Remodel

You wouldn’t walk into a kitchen renovation without a blueprint—so don’t approach social media without a content plan.

Your content plan should include:

  • Content formats (quick posts, long-form, short video, long video, carousels, blog post with social media post, brochures, how-tos, etc.)
  • Frequency of publishing specific types of content on specific platforms
  • What objective or goal does different types of content help you achieve (reach, trust-building, downloads, website visits, consultations)

Map out a more specific content calendar for every month, and if you can, 3 months, that outlines the topics you’ll cover based on your social media trend and keyword research. A solid content calendar helps you:

  • Stay consistent (no more ghosting your audience for weeks).
  • Balance your content types (education, inspiration, promotion).
  • Align with seasonal trends (think spring deck makeovers or fall insulation tips).
  • Assign responsibilities across team members with ample notice

Consider building content around a daily theme.

  • Mondays: Behind-the-scenes or progress updates
  • Wednesdays: Quick tips or FAQs (e.g., “Do I really need a permit for this?”)
  • Fridays: Project spotlights or client testimonials

This kind of regularity creates anticipation and expectation that builds both trust and interest in your company.

A local social media marketing platform can help plan, schedule, and post across channels—all from one dashboard. It’s like having a project manager for your content, saving you time and helping you get more out of social media.

4. Engage Like You’re On a Job Site

You wouldn’t ignore a client asking questions mid-reno. You wouldn’t expect a team building a deck to never talk to each other. Effective communication is crucial for building trust and achieving results. Your willingness to be social on social media can generate leads and nurture them into lucrative contracts.

So, don’t ignore comments, DMs, or reviews online. Set aside some time daily to interact on social media, even if it’s for 15 minutes at first. Social media management tools can help you make the most of your time by consolidating all your social media and marketing efforts into a single, easy-to-view dashboard with daily tasks.

Thank people when they share your content or mention you. Share nice words or pictures from social media posts or reviews about your company or work.

Not only are you strengthening the bond with the commenter. You’re encouraging engagement from others who see you’re “engaging”. That increases social media profile visibility, grows your followers, and gives you a platform on which to convert engagement into real customers.

We’d also encourage you to think of search engines like Google as social media platforms. People come here to learn about the experiences people have with your company. And they do it at key moments of decision-making. You’re able to publish posts directly to your Google Business Profile that display in search results, along with questions and answers, photos, and reviews. All just like a social media platform.

Your response is pro-social. It shows you care. Responding professionally with an authentic and personalized response helps build trust and humanize your brand.

Unsure what to say? AI review response tools can read your reviews and provide a response starter that you can use as a springboard to create meaningful comments. Saves a ton of time!

5. Spark Engagement

Ask people to comment on pictures you post. Ask specific questions about trends or projects? Encourage people to share images of their dream bathroom.

Try to start conversations. What room would you remodel first? And why?

Social media marketing tools can help you monitor comments, mentions, and reviews across multiple platforms in one place, so you can stay on top of customer engagement without jumping between apps.

6. Post Photos That Wow, Not Meh

Nobody wants to see a blurry “before” photo with no “after” in sight.

You’re in the visual business—your posts should reflect that. Whether it’s a stunning kitchen transformation or just a beautifully organized toolbox (yes, even that), show what makes you great.

Here’s how to do it right:

  • Use high-quality photos (clean, well-lit, and in focus).
  • Share full project journeys—before, during, and after.
  • Include captions that tell a mini-story (“We transformed this 1970s basement into a modern hangout spot in just 6 weeks!”).

7. Localize Your Presence

You’re not trying to win fans in another state who would never hire you for their project. You may not even need to be seen by people in another town in most cases. Focus your social media efforts where you are and among your most likely customers.

People want to support local businesses. And you generally have a slight advantage in terms of trust when they know you’re already serving their neighbors with beautiful new entryways and energy-efficient windows.

Your social media strategy template should scream we’re local.

How to increase your online visibility the right way:

  • Tag your location in every post—especially project photos. We’ve got a tool for that!
  • Use local hashtags (e.g., #DenverRemodel or #ManassasKitchenRenovation)
  • Share community shoutouts, partner with nearby businesses and post about local events
  • Collaborate with local charities and businesses

Surefire Local’s all-in-one dashboard is built with local remodelers like you in mind. We give you practical content management tools and real-time analytics across platforms. So you always know what’s working—and what’s just collecting digital dust.To learn more about how to implement this social media strategy template with tools that save time and effort, schedule a demo.

Filed Under: Local Marketing Strategy Tagged With: Remodeling Contractor Marketing, remodeling marketing

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