Our Social Media Manager Reveals the Secrets to Contractor Marketing

A lot of contractors today take the same approach to marketing: post a before-and-after photo to Facebook, maybe a quick video walkthrough of a finished project, and call it a day. And while that's not wrong, it's kind of like walking into a party and immediately handing out your business card. Technically you showed up, but you haven't actually connected with anyone. (It's actually better than nothing but later we’ll reveal what she recommends as a better alternative)

Hayley saw this firsthand when she traveled to Greenville, South Carolina with fellow Grandir team member and Account Manager Jenna Anders for a content trip with Arnold Roofing, one of our enterprise clients.

The trip was packed — roofing job sites, a community art fair, testimonials, you name it — all in under three days.

But what stood out most wasn't the just roofing footage. It was how Arnold Roofing showed up at Artisphere, a large downtown art fair, with a booth full of free birdhouses for kids to paint. While other booths were just displaying products or artwork, Arnold Roofing's tent had a line of people waiting to get in. 

Why is that?

"They were the ones that really combined their company with the event. I didn't see that combination that often anywhere else."

Hayley says this component of interaction helped Arnold Roofing get all the attention at Artisphere, which sets them up for an even bigger win down the road…

That one moment from the Artisphere event stuck with Hayley. She noticed a woman getting emotional near the birdhouse booth and went over to check in. Turns out, the woman's son had missed out on painting a birdhouse the year before — and had been asking to come back ever since. It was Mother's Day weekend. That's the kind of moment no ad campaign can manufacture. And it happened because Arnold Roofing made a thoughtful, interactive experience instead of just trying to pitch their services.

Here's the practical lesson in this. When people spend time at your booth, they're spending time with your brand. A kid painting a birdhouse might grow up and need a roof. That mom might tell her neighbors. The birdhouse hanging outside someone's front door? It’s secretly a tiny billboard with an Arnold Roofing memory attached to it. 

Hayley's advice for contractors who want to replicate this at trade shows or community events: know your crowd and know your area. Brian, Arnold Roofing's owner, knew Greenville had a strong art culture, so he leaned into that. You have to find your version of the birdhouse painting.

"Something interactive keeps people in your tent longer. Then they're able to talk to people — not even trying to make a sale — just creating that relationship. So a few years down the line, when they need a new roof, they'll remember that birdhouse hanging out front."

Hayley doesn't think you need a full production crew or a fancy camera to fix this. She actually thinks most contractors are sitting on a goldmine they're not using — their own phone.

"Anybody with an iPhone can shoot a somewhat decent video. Just putting a face in front of a screen really goes a long way."

Think about it this way: if someone scrolls past your face on Instagram today and then lands on your website six months from now, their brain is going to feel a little spark of recognition — even if they can't place why. That sense of familiarity builds trust. And trust is what gets you hired.

During the Arnold Roofing trip, Hayley had owner Brian take them on a little video tour of downtown Greenville — pointing out his favorite restaurant, noting a building with a great roof, cracking jokes along the way. That video, set in a place locals know and love, is the kind of content that makes people stop scrolling and say, "Hey, I've been there."

It's not about going viral. It's about being recognizable in your own backyard.

Here's what she'd tell a contractor who wants to start making more of an impact without a big marketing budget. It boils down to 4 steps:

1. Film what you already do. You're already on job sites, meeting customers, doing interesting work. Pull out your phone. Show the before. Show the process. Show the after. You don't need a script.
   

2. Make it local. Reference neighborhoods, landmarks, or community events people in your area will recognize. That local connection makes people feel like you're one of them — not just a company trying to sell them something.
   

3. Be a good person publicly. You don't need perfectly branded marketing materials every time. Sometimes it's as simple as showing up, being kind, and letting people see that. Arnold Roofing matched donations to help a young girl named Gianna get a wheelchair ramp for her van. That story doesn't need a graphic. It speaks for itself.
   

4. Post consistently — even imperfectly. Hayley says posting something is almost always better than posting nothing. You don't have to wait until everything looks perfect. Done beats perfect when it comes to staying visible. (Which is why when you work with Hayley, she’ll post at least twice a week)