The 5 Types of Posts That Actually Book Jobs for Home Service Businesses
HVAC, plumbing, roofing, and electrical companies post constantly and still wonder why the phone stays quiet. This guide breaks down the 5 types of posts that actually book jobs for home service businesses.
What posts book jobs? The posts that book jobs do one of five things: show clear proof, explain your process, help in an emergency, answer objections, or lock in local trust. Homeowners decide fast, so your content has to reduce risk in seconds and make the next step obvious. BrightLocal found 47% of consumers won’t use a business with fewer than 20 reviews, and 74% only care about reviews from the last 90 days (BrightLocal, 2026). That’s why your best posts look like decision tools, not updates. Pair them with fast follow-up too: the MIT/InsideSales lead-response study found the odds of contacting a lead in 5 minutes versus 30 minutes can drop by 100x (InsideSales/MIT, 2008). Below, you’ll get templates for each post type and a simple scoring system so you know what to publish.
- Before/after proof
- Process transparency
- Emergency response content
- FAQ objection handling
- Local authority positioning
Which before/after posts book jobs?
Before/after proof posts book jobs because they answer the customer’s biggest question fast: “Will this company do clean, real work in my home?” These posts win when the change is obvious in one glance, the caption stays tight, and the call-to-action is simple. Proof content also supports the review signals people rely on most when choosing a local company (BrightLocal, 2026).
Why this works for home service buyers
Most homeowners don’t “research” a contractor like they’re hiring a CFO. They scroll, pause, and make a quick call based on what feels safe. Jakob Nielsen’s research found that 79% of users scan pages and only 16% read word-by-word (Nielsen Norman Group, 1997). That same behavior shows up on social feeds. A strong before/after stops the scroll, then your caption finishes the job.
Proof also lowers risk. BrightLocal reports 47% of consumers won’t use a business with fewer than 20 reviews, and 31% will only use businesses rated 4.5+ stars (BrightLocal, 2026). A before/after post is not a replacement for reviews, but it supports the same decision: “This looks like a safe bet.” If you connect your proof to outcomes, you help the customer picture their own win.
“People rarely read Web pages word by word; instead, they scan the page.”
Before/after post recipe (run weekly)
- Pick a “one-glance” job: coil replacement, panel swap, sump pump install, roof leak repair, grout restoration.
- Shoot the same angle: stand in the same spot, same zoom, similar lighting.
- Label the first frame: “BEFORE” and “AFTER” on-screen, big enough to read on a phone.
- Name the real problem: “No heat,” “water in basement,” “breaker trips,” “missing shingles.”
- Add one detail shot: cracked fitting, burn mark, rust line, damaged flashing.
- Close with one next step: call, form, or “DM QUOTE.” Don’t offer three options.
Example (plumbing): A 4-slide carousel: (1) “Water heater leaking” wide shot, (2) rusted shutoff close-up, (3) new install wide shot, (4) clean drain pan + “Same-day install in Toms River.” Caption: 3 short sentences, then one CTA.
How do process posts turn into booked calls?
Process transparency posts book jobs because they answer “What happens after I call you?” before the customer has to ask. They show your steps, your standards, and the parts of the job that protect the home. Clear, scannable formatting matters because most people don’t read your captions like a manual (Nielsen Norman Group, 1997).
Stop hiding the part that builds trust
A lot of home service brands only post finished work. That’s a missed chance. Homeowners want to see how you protect floors, how you diagnose, and how you prevent surprises. When you show those steps, your estimate feels less like a guess and more like a plan. That reduces price shopping because the customer understands what “good work” includes.
Process posts also help your team. When customers know what to expect, the call goes faster and the appointment is easier to run. You get fewer “gotcha” questions, fewer misunderstandings, and more jobs that match your ideal scope. Add local context too. Backlinko reports 72% of consumers use Google Search and 51% use Google Maps to find local business info (Backlinko, 2025). If your posts match what they see on Google, trust builds faster.
3 process formats that work without fancy production
- “Here’s how we diagnose” Reel: 10–20 seconds of tools + what you’re checking, with on-screen labels.
- “Day-of-job” photo story: arrival, protection, work-in-progress, cleanup, final walkthrough.
- “What you get” checklist graphic: permits, disposal, warranty, pictures, cleanup, timeline.
Example (roofing): A 30-second Reel that shows (1) tarps + magnets, (2) underlayment close-up, (3) flashing detail, (4) cleanup walk. Overlay text: “4 steps that prevent leaks later.” End screen: “Want this done right the first time? Call for a quote.”
If you want a simple way to plan these, map posts to your standard job flow and keep the same sequence each month. The consistency makes content easier to shoot and easier for customers to trust. If you want the page version of that flow, see How We Work.
What emergency posts get the phone to ring?
Emergency response content books jobs because it meets people at the exact moment they’re ready to hire. These posts should stay calm and practical: what to do right now, what not to do, and how fast you can help. Speed matters, because contact odds drop sharply when you wait (InsideSales/MIT, 2008).
Urgent intent is real (and measurable)
When a homeowner searches “electrician near me” or “no heat emergency,” they aren’t browsing. They want help, fast, and they’ll call whoever looks credible and available. Backlinko reports 76% of consumers who search for something “near me” visit a business within a day (Backlinko, 2025). Your emergency posts should be built for that moment.
Then your response time has to match your post. The MIT/InsideSales study found the odds of contacting a lead in 5 minutes versus 30 minutes can drop by 100x (InsideSales/MIT, 2008). In a home-service emergency, that’s the difference between “booked” and “they already called someone else.”
Emergency post template (copy this)
- Hook (first line): “No heat tonight? Do these 3 things before you touch the thermostat.”
- 3 quick steps: safe, simple, and doable without tools.
- 1 clear boundary: “If you smell gas, leave and call the gas company.”
- What you can do: “We can usually diagnose within 60 minutes once on site.”
- Service area line: “Serving Monmouth and Ocean County.”
- One CTA: “Call now” or “Request same-day service.”
Example (electrical): Post title: “Breaker keeps tripping? Stop doing this.” Show: panel door closed, then point to the label area, then a simple end screen with your phone number. Caption ends with: “If it’s warm to the touch or smells like plastic, that’s a same-day call.”
Operational tip: pin one emergency post per season and refresh it quarterly. Winter: no heat. Summer: AC not cooling. Storm season: water intrusion and power safety. Treat it like a front desk script, not a random Reel.
Which FAQ posts remove objections before the estimate?
FAQ objection-handling posts book jobs because they turn “I’m not sure” into “I trust these people.” The best FAQs are not generic. They answer the exact questions your dispatcher hears every day, with plain language and one clear next step. These posts also protect your reviews by setting expectations up front (BrightLocal, 2026).
Homeowners research, then decide fast
Many prospects arrive with half-formed ideas from neighbors, local Facebook groups, and quick Google searches. Backlinko’s local-search data shows Google Search (72%), Google Maps (51%), and Facebook (49%) are among the most-used tools for local business discovery (Backlinko, 2025). That means your FAQ content has to work as both education and reassurance.
Expectations are higher than they used to be. BrightLocal reports 74% of consumers only care about reviews from the last 90 days, and 47% won’t use a business with fewer than 20 reviews (BrightLocal, 2026). When your FAQ posts reduce confusion, you reduce the kind of frustration that turns into a bad review.
FAQ carousel you can run every month
- Slide 1: The question, exactly as customers ask it.
- Slide 2: The short answer (one sentence).
- Slide 3: What it depends on (2–3 bullets).
- Slide 4: What you recommend (your standard approach).
- Slide 5: The next step (call/estimate/inspection).
Example (HVAC): “Do I need a new system or can you repair it?” Short answer: “We diagnose first, then price both options.” Bullets: age, refrigerant type, repair history, comfort issues. Close: “Book a diagnostic and we’ll give you repair vs replace numbers.”
If you want these five post types running on a steady schedule without living on your phone, this is the system we build at TrueFuture. We map content to booked jobs, then help your team capture real footage and turn it into posts that drive calls. Learn more on our Social Media page.
What to do next
If your social content is not booking jobs, you’re usually posting updates instead of publishing decision tools. Start with one post per week from each category: proof, process, emergency, FAQ, and local authority. Keep visuals obvious, captions short, and the next step simple. Then measure what matters: calls, form fills, and DMs that turn into booked work. If you want a fast plan for your trade and your towns, book a short strategy call and we’ll map the next 30 days.
FAQ
How often should a home service business post?
A realistic baseline is 3 posts per week: one proof post, one FAQ, and one process or local post. Consistency matters more than volume because customers notice patterns over time. If you can only do one, do proof weekly and keep a pinned emergency post updated for the season.
Should we show prices on social media?
For most trades, show ranges and what drives the range. Pricing changes based on access, parts, code, and scope. A simple range reduces sticker shock and filters bad leads, especially when paired with a process post that shows what’s included.
What if our team doesn’t want to be on camera?
You don’t need talking heads. Hands, tools, job shots, and on-screen labels work. Film 5–10 seconds at three points: arrival/protection, the work detail, and cleanup. Then add a caption that answers one question and ends with one next step.
How do we track booked jobs from social?
Start simple: use a tracked contact link, run a “DM keyword” workflow, and ask one question on calls (“Where did you find us?”). Speed matters too. The MIT/InsideSales study found the odds of contact can drop sharply when you wait (InsideSales/MIT, 2008). Review tracking monthly with whoever answers the phone so it stays consistent.