Social Media Marketing for Builders: What Works & What Doesn’t

Introduction

In the digital age, social media marketing is a game-changer for builders and construction companies looking to attract more clients and showcase their work. But with so many platforms and strategies available, it’s easy to waste time on what doesn’t work and miss out on what does.

As a leading construction marketing agency, we understand the unique challenges builders face when it comes to online advertising. In this guide, we’ll break down the best practices for social media marketing for builders, highlighting what works and what doesn’t to help you get the most out of your online presence.

Why Social Media Marketing Matters for Builders

Social media isn’t just for sharing holiday photos—it’s a powerful tool for lead generation, brand awareness and client engagement. Here’s why builders should take social media marketing seriously:

• Increases Visibility – Showcasing your work on platforms like Instagram and Facebook helps potential clients see the quality of your projects.

• Builds Trust & Credibility – Consistent posting of completed projects, client testimonials, and industry insights establish your company as an authority.

• Generates Leads – Platforms like Facebook and LinkedIn allow you to run advertisements for builders that target your ideal customers.

• Drives Website Traffic – Well-crafted social media posts with strategic calls-to-action (CTAs) can direct visitors to your website for more information.

• Encourages Word-of-Mouth – Happy clients can tag, share, and recommend your services, expanding your reach organically.

Now, let’s dive into what works and what doesn’t when it comes to social media marketing for builders.

What Works: Social Media Strategies That Deliver Results

1. Using High-Quality Visuals to Showcase Your Work

A picture is worth a thousand words, and in construction, visuals are everything. High-quality photos and videos of completed projects, before-and-after transformations and work-in-progress shots help demonstrate your craftsmanship.

Best Platforms: Instagram, Facebook, Pinterest

Pro Tip: Invest in professional photography or use a smartphone with good lighting and angles. Videos, including time-lapses of builds, drone footage and client testimonials, can boost engagement even more.

2. Running Targeted Advertisements for Builders

Organic reach is great, but if you want guaranteed visibility, paid advertising is the way forward. Facebook and Instagram Ads allow you to target specific demographics, including homeowners, property developers and businesses looking for construction services.

Best Platforms: Facebook, Instagram, LinkedIn, Google Ads (for remarketing)

Pro Tip: Use detailed targeting options such as location, interests and online behavior to reach potential customers effectively.

3. Posting Consistently & Engaging with Followers

A dormant social media page won’t attract clients. Posting regularly and engaging with followers through comments and messages builds relationships and keeps your business top-of-mind.

Best Platforms: Facebook, Instagram, LinkedIn

Pro Tip: Create a content calendar to plan posts in advance. Aim for at least 3-4 posts per week.

4. Showcasing Client Testimonials & Case Studies

Nothing builds trust like real client testimonials and case studies. Share reviews, before-and-after project results and even client video testimonials to showcase your reliability and expertise.

Best Platforms: Facebook, LinkedIn, Instagram

Pro Tip: Ask satisfied clients for video testimonials—it’s more engaging than written reviews.

5. Using LinkedIn for B2B Connections & Networking

If you’re targeting commercial clients, developers, or other businesses, LinkedIn is the best platform for professional networking and lead generation.

Best Practices:

• Post industry insights and project updates.

• Connect with local business owners and developers.

• Join and engage in construction-related LinkedIn groups.

Pro Tip: LinkedIn Ads can be highly effective for generating B2B leads in the construction industry.

6. Leveraging Video Content & Live Streams

Video content has higher engagement than static images. Platforms like Instagram Reels, Facebook Live and TikTok are great for sharing site tours, project updates and behind-the-scenes content.

Pro Tip: Try live Q&A sessions where potential clients can ask about your services.

7. Using Hashtags & Geotags to Increase Reach

Using relevant hashtags like #UKBuilders, #ConstructionMarketing, #HomeRenovation, and #BuildingProjectscan expand your reach.

Best Platforms: Instagram, TikTok, Twitter

Pro Tip: Use location-based hashtags like #LondonBuilders, #ManchesterConstruction to attract local clients.

What Doesn’t Work: Social Media Mistakes to Avoid

1. Posting Infrequently or Inconsistently

A neglected social media account can make potential clients question your reliability. If you’re going to be on social media, be active.

Solution: Create a content plan and stick to a regular posting schedule.

2. Only Posting Sales Pitches

People don’t follow social media pages just for advertisements. If every post is a direct sales pitch, engagement will drop.

Solution: Mix promotional content with value-driven posts, such as project tips, behind-the-scenes content and industry news.

3. Ignoring Comments & Messages

Social media is a two-way street. Ignoring inquiries or comments gives a bad impression and can lose your potential clients.

Solution: Respond promptly to messages and engage with comments to build trust and credibility.

4. Neglecting Video Content

Static images are great, but videos are even better. If you’re not using video marketing, you’re missing out on engagement and reach.

Solution: Invest time in creating video content like time-lapses, site walkthroughs, and client testimonials.

5. Ignoring Analytics & Insights

If you’re not tracking your social media performance, you won’t know what’s working and what’s not.

Solution: Use Facebook Insights, Instagram Analytics and LinkedIn Analytics to monitor engagement and optimize content accordingly.

6. Trying to Be Active on Every Platform

Not every platform is suited for construction businesses. Instead of spreading yourself thin, focus on the platforms where your target audience is most active.

Solution: Prioritise Facebook, Instagram and LinkedIn over platforms like Twitter and Snapchat, which aren’t as effective for builders.

Conclusion: Build Your Social Media Strategy the Right Way

Social media marketing is one of the most powerful tools in a construction marketing agency’s toolkit. When done right, it can generate leads, build brand awareness, and establish credibility.

To recap: 

✅ Use high-quality visuals to showcase your work. 

✅ Invest in advertisements for builders to reach your ideal clients. 

✅ Post consistently and engage with your audience. 

✅ Leverage video content for better engagement. 

✅ Utilise LinkedIn for professional networking.

Avoid common mistakes like posting inconsistently, ignoring comments and only pushing sales. Instead, focus on a balanced content strategy that highlights your expertise and builds relationships with potential clients.