Home services · a guide from Curated Media
Homeowners rarely buy on impulse. They notice a problem, search, compare two or three companies, read reviews, and hesitate. Most of that happens before anyone calls you, so the content has to answer the questions they are already asking.
Before they buy
The pillars
A pillar is a recurring reason to post. Together they answer the questions above, and the mix between them is what makes a month feel like a business rather than a feed.
01
The visible result. It is the single fastest way to prove competence, and it is the post people save and send to a spouse.
Three posts that work
02
What the problem was and why it happens. Homeowners trust the company that explains the fault, not the one that only sells the fix.
Three posts that work
03
The people doing the work. The question under every home-services purchase is who is coming to my house, and a face answers it.
Three posts that work
04
Customers in their own words. A review read aloud by the customer beats the same words as a screenshot.
Three posts that work
05
What matters this time of year. It gives the audience a reason to act now instead of later.
Three posts that work
A month on the plan
Two on-location sessions, 21 videos and 8 posts published across the month, and the mix adjusted each month using performance, audience response and what the business needs next.
Illustrative monthA recurring month for a home services business on the Monthly Content Engine. An example of our planning, not client work. Published pieces were filmed and approved in the previous cycle.
| Week | Filmed and edited | Published |
|---|---|---|
| Week 1 | Session 1 on a job site: material for 11 videos and 4 posts | 5 videos · 2 posts2 Before / After2 Education1 Crew |
| Week 2 | No session. Session 1 drafts edited and sent for approval | 5 videos · 2 posts2 Before / After1 Education1 Reviews1 Seasonal |
| Week 3 | Session 2 at the shop and a second job: material for 10 videos and 4 posts | 6 videos · 2 posts2 Before / After2 Education1 Crew1 Reviews |
| Week 4 | No session. Session 2 drafts edited and sent for approval. Next month planned | 5 videos · 2 posts2 Before / After1 Education1 Seasonal1 Offer |
What we see most
A feed of finished jobs with no faces and no explanation reads like a catalog. It proves you can do the work and nothing about who you are.
The best video answers something the homeowner typed into a search bar. Start from the question, then film the job that answers it.
Three posts in one day and nothing for three weeks trains the audience to forget you. A planned month posts every week whether or not there was a big job.
Customers will say on video what they will never type. Ask at the walk-through, when the result is right in front of them.
Where we would start
We would start with two before-and-after pieces and one education piece from a single job, because they can be filmed in one session and they answer the first three questions on the list.
Want us to look at yours? The free deep dive is a review of your current marketing and a short call walking through the priorities we see. You keep the notes.