I've always wondered why some flooring contractors see more success on social media than others.

Some contractors get the majority of their work from social media. 

Others have never gotten a job from it, even though they post the same amount of content.

I thought maybe the successful guys were:

• More Consistent

• Funnier

• Using better cameras

Turns out – it's not any of these.

Are you one of the contractors who post as consistently as they can and still don't get any jobs? 

It may be because you're posting the wrong kind of content consistently.

This is a great start so do not get discouraged, or start to think social media doesn't work.

[ If it works for other guys, there's no reason it wouldn't work for you too. ]

After working with different level contractors and studying thousands of social media pages, I discovered that there is only one kind of content that all successful flooring contractors post.

Persuasive Content

The 100% correlation to opportunity in 2024 is how you produce content on social media period - Gary Vee

Persuasive content is an asset crafted to build trust and connection by showcasing the personal side of a brand or individual, aiming to influence viewers to engage in business transactions with them.

Do not look this up in the dictionary. (I made it up to explain this concept to you.)

This consists of posts like behind the scenes of your business, breaking the third wall, and showing what goes on in a day on the job site.

Another great way to build trust is to show your face and show what you like to do for fun – even outside of work.

Content like this shows your social media followers that you are a real human and not just a fancy logo or website.

With all of these advancements in tech and AI, people desire real human connection more than ever before.

I hope this is starting to make sense to you. Hit me up for 1-1 help.

I'll go deeper into the strategies you can use to persuade your leads towards the end of this letter.

For now, let's get into some of the benefits you can expect when posting persuasive content (instead of the generic content most contractors post).

What to Expect

The ability to sell your services to people from their couch was never accessible to the average flooring contractor before this.

You used to have to spend thousands of dollars on radio ads and newspaper ads.

You could have even aired a commercial on TV.

Lucky for you, more people are tuned into social media than the, radio, TV, and newspaper combined.

And the best part is – it is 100% FREE!

Having a social media account as a flooring contractor, makes your business look more established, giving you the potential to charge higher prices.

Just like having a website.

Most people understand this and stop here.

But if you take things a step further and start posting persuading content. People will resonate with your business more once they see that you are human and good people.

When another contractor comes around and tries to steal your bid, you'll have a secure spot because you've already won over the client's business (before you ever showed up to the property).

This is the power of persuasion and something you miss out on when posting generic content.

Let's say Wetsaw McGraw (@e.tile on Instagram) had someone reach out to him, then another contractor comes around and tries to undercut his price. 

Do you really think that customer is going to budge?

Heck no! – It's freaking e.tile from Instagram.

See how this works?

Not saying you have to become a social media influencer. I'm just making the point that you can develop a relationship with potential clients using social media. 

Just look at the kinds of content @e.tile and @_tilebro make to get a feel of persuasive content.

How to Make Persuasive Content

No one cares how much you know, until they know how much you care. - Theodore Roosevelt

Showing people proof of how well you take care of your clients, builds trust.

You need to be gathering:

• Satisfied Customer Stories

• Project Photos

• Verified Reviews

• Walk-troughs

Where to Post Persuasive Content

Post project photos on your main feed.

Post satisfied customer stories in your ads.

Post verified reviews in your highlights.

Post walkthroughs on your reels.

Post behind the scenes content on your story.

Think about who your leads want to work with.

• someone they can trust

• someone who is transparent and human

• someone who is experienced in construction

People will flock to you if you show up in the marketplace as this person.

Posting the content listed above, will help you show up as this person.

I go in depth on how to use social media to get leads in my program.

I do all of this for other contractors in my agency Digital Floorist.

Thanks for reading.

Have a good weekend.

– La'myris