What we post, and why
Most homeowners do not follow their plumber on Facebook for fun. They come across a post because a neighbor liked it, or they look the company up after a truck parks two doors down. What they find there should look like the company that will show up at their house: the real trucks, the techs in the real uniforms, and work that was finished last week in a town they know.
So the posts we write are built from things that happened. That means a photo of a water heater going into a garage, a condenser being set on a new pad, or a bathroom the crew just finished, with a caption that says what the job was and which town it was in. Between jobs, we post the reminders that fit your trade and your season, like an AC tune-up before the first hot week or pipe care before a freeze.
- Photos from your jobs and your trucks, with no stock photos of smiling strangers
- Captions of two or three sentences that name the job and the town
- Your phone number at the end of every caption
- A short set of hashtags for the trade and the area
- Seasonal reminders timed to your trade and your climate
- Offers with an end date, when you have one to run
- Short videos that answer the questions your office hears on the phone
- A month of posts planned and scheduled at once, since Facebook only schedules about a month ahead
Each page gets its own written rules: how long a caption runs, how the phone number is written, which hashtags it uses. That way every post sounds like the same company, whoever writes it.
Short videos that answer phone questions
The questions people ask your office on the phone are the same ones they type into Google and YouTube. Why is the AC running but not cooling? Why is the thermostat screen blank? What does a capacitor cost to replace? A tech who answers one of those on camera, standing next to the company truck, gives a homeowner a reason to trust the company before anyone picks up the phone.
We help pick the questions from what your office actually hears. The tech answers in their own words, and we handle the rest: burned-in captions, a title with the service and the town, the upload, and the channel itself. Then the video goes to work a second time. We place it on the page of your website that answers the same question, beside its own heading and description, with video markup so search engines know what it covers. You can see how that played out for Farrell Air Conditioning in the YouTube Shorts section below.
Where social fits next to search
When a pipe bursts or the AC quits in July, people search Google and call one of the first names they see. Those calls come from your Google Business Profile, your website and your ads. Social media does a different job. It keeps your name in front of people between emergencies, so when they do search, your name is one they already know.
The pieces do help each other. The job photos that go on Facebook can also go on your Google Business Profile, where they show up in the map listing. When we set up the Farrell Air Conditioning YouTube channel, we gave it the exact name on the Port Richey office’s Business Profile and added the channel to the markup on that office’s page of the website, so Google can tie the channel, the profile and the site to the same business.
Organic posts mostly reach people who already know you. To put an offer in front of homeowners who have never heard of you, that is paid reach, and it is covered on our Facebook ads page.
How we measure it, honestly
Organic social is the hardest channel we work on to tie to booked jobs. A homeowner scrolls past three of your posts over a year, forgets them, and then searches your name the day the water heater leaks. That job shows up in your reports as a Google call, and in a sense that is fair. So we count what can be counted and say plainly what cannot.
| What we can count | Where the answer comes from |
|---|---|
| Calls from social, on their own | A tracking number used only in your posts and on your social profiles, when you want social counted apart from everything else |
| Website visits from Facebook and YouTube | Tagged links in posts and video descriptions, read in your site analytics |
| Customers who found you on Facebook | Your office asking how the caller heard about you, logged with the job in your field software, such as Housecall Pro |
| Calls from pages that carry a Short | The website tracking number on that page, and the searches that page shows up for in Google Search Console |
| Reach, follows, comments and video views | Meta Business Suite and YouTube Studio |
We report those next to your other channels, with cost per booked job where the numbers allow it. Likes and views go in the report too, but we do not judge the work by them, and we will tell you if the posts are not earning their keep.
How social media work is priced
Social media and video work is custom priced after a free audit. What sets the scope: how many pages and channels you want us to run, how often you want to post, whether you want Shorts or video ads, and whether your techs are willing to be on camera. The audit is free, and there is nothing to sign.
