Show & Sell: Simple Home Service Marketing Content Ideas from Real Jobs

You're already doing the best marketing every single day - just need to document it. Let's talk about how the work you're already doing could land your next three jobs.

The jobs you're already doing are your best marketing tool. When you do it right, you'll have something you can share that could land your next job.

Back in the day, it was "Show & Tell" - it's when you brought in whatever toy or object you were passionate about and told your friends about it.

Let's re-ignite that passion - but make it about your work. And instead, let's call it "Show & Sell."

That's what we call "Show & Sell" — a simple, no-cost way to turn your daily work into content that earns you new calls and builds your reputation. Stick around, because I'll walk you through exactly how to do it.

What "Show & Sell" Really Means

This isn't about producing polished videos or running a professional photo shoot. "Show & Sell" is about turning your real, in-the-field work into trust-building content. You're already solving problems every day. Why not let that story do the selling?

When you show your process, your results, or even a common homeowner mistake, you're not just posting for the sake of it — you're giving people a reason to trust you. That trust is what earns the next job.

People hire people they trust — and nothing builds trust faster than seeing you solve real problems.

Step 1: Capture the Moment

When you're on the job, pull out your phone and take a quick photo or short video. Don't worry about the perfect angle. Show the reality — a before-and-after, a tricky repair in progress, or just a clean finished result.

Bonus tip: Keep customer privacy in mind. Skip house numbers or anything that gives away too much detail. A good shot of the work area or equipment is enough.

Step 2: Add the Story

Now add a little context. Just a couple of sentences that explain what happened can go a long way. Keep it simple and honest.

Here's an example:

"Homeowner called because the AC kept tripping the breaker. Found the issue in the outdoor unit — dirty coils causing it to overheat. A quick cleaning and it's good as new."

Then, offer one helpful takeaway. Something educational shows your expertise and helps your customer feel smarter:

"If your system's struggling to keep up, check those coils before summer hits."

Step 3: Close with a Casual Call to Action

Don't go into full-on sales mode. A soft, conversational close works better than a hard push. Think of it like wrapping up a chat with a neighbor.

For example: "If you don't want to deal with that surprise this summer, give me a call — we'll check it before it becomes a problem."

That's all it takes. No gimmicks, no "limited-time offer" language — just a helpful nudge that invites someone to reach out.

Step 4: Post Where People Already Are

You don't need to reinvent the wheel when it comes to where to post. Start with the basics:

• Facebook – Share it in community groups, your business page, and even your personal profile.
• Google Business Profile – Add photos and descriptions to boost your local visibility.
• Instagram – Use before/after carousels or quick reels to show your process.

If you've got a contractor website, you can complete your built in "Project Post" workflow - so that we can share it as an IPP or case study page. That way, your content can also helps with SEO and shows your work in action.

Step 5: Track What Happens

You don't need a fancy analytics tool to know if "Show & Sell" is working. Keep an eye out for engagement — likes, comments, shares, DMs. Ask new leads how they found you. If you hear "I saw your post on Facebook," you're on the right track.

Even one or two of these posts a week can build serious momentum. Make it a habit, and it'll become one of your most valuable marketing tools.

How to Keep People Interested

The key to attention? Curiosity. Use open-ended language that teases what's coming. Here are a few examples you can borrow:

• "You'd be surprised how often we find this on a service call…"
• "Most homeowners don't realize this one mistake costs them hundreds a year…"
• "Here's what we found when we opened it up…"

These kinds of phrases pull people in and get them to stop scrolling. Use them in your captions or right at the beginning of your videos to set the hook.

Every Job Is a Marketing Opportunity

With "Show & Sell," you've already got everything you need. You're not creating content from scratch — you're just showing what you do best.

If you need help turning your photos and posts into a full marketing system — your website, social, reviews, and everything in between — the pros at Footbridge Media are here to help. We've spent the last 20 years helping contractors grow with smarter marketing and real-world experience that works.

About Chris Lonergan

Chris Lonergan has over 13 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.

Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Turf Magazine (For Landscaping and Green Industry Professionals) Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.

About Chris Lonergan