Social media posting feels like one more thing on your plate, and honestly, it’s an easy one to push to the side. That is, until you realize it is quietly costing you real jobs when homeowners check you out on social media and your page looks inactive. In this episode, I sit down with Jackie Benjamin to talk about how profitable home service businesses approach social media differently. We get into what actually builds credibility, what gets conversations started, and the simple systems that keep you from disappearing online when work gets busy. And yes, we talk about the profit leak most owners never notice until the money is already gone.
What You’ll Learn…
- Why inconsistent social media posting create doubt for homeowners before they ever call
- How profitable businesses approach social media posting differently so it builds trust
- Where comments and DMs quietly turn into booked jobs or lost ones
- Why real team photos and simple education outperform polished graphics
- Which platforms actually matter for home service businesses, and which ones can wait
- How assigning one person to content capture makes staying visible realistic when work is busy
- Why being active and responsive supports referrals, visibility, and profit over time
Key Moments…
[02:00] Why social media posting without engagement creates doubt for homeowners
[06:27] How Jackie’s team learns a business’s voice and responds accurately
[08:48] Why human photos and educational content build trust faster
[12:52] Which platforms matter most for home service businesses
[18:02] The real ROI of social media posting and how inactivity costs jobs
[37:49] The biggest hidden profit leak, unanswered comments, and DMs
Why social media posting without engagement creates doubt for homeowners
When someone checks your business online, they want to know you are real and paying attention. If your page looks quiet or nobody replies, it creates doubt fast. That doubt does not show up on your books, but it can cost you the job. A simple way to fix it is to make sure someone is responding every day, even if it is just a quick reply. This is one reason social media posting has to include engagement, not just content.
How Jackie’s team learns a business’s voice and responds accurately
A lot of owners worry that someone else will not answer customers the right way. Jackie explained that her team takes time to learn your services, your tone, and the kinds of questions you get. They build an answer bank so replies stay consistent and accurate. That keeps customers from waiting on you to respond while you are out running jobs. It also helps your business look organized and professional. This process makes social media posting easier because it does not depend on the owner being available.
Why human photos and educational content build trust faster
Homeowners do not want to see a page that looks like a brochure. They want to see real people and real work. Team photos and simple behind the scenes content help customers feel like they know you. Educational posts also do well because they give value before you ever sell anything. It builds trust and makes your business look helpful. Adding these kinds of posts can improve social media posting without making it feel like a huge project.
Which platforms matter most for home service businesses
You do not need to be everywhere at once. Jackie said Facebook and Instagram are usually the best place to start for home service businesses. That is where many homeowners already spend time and where they check businesses before they call. Some platforms take more effort, especially video heavy ones. It is better to do a couple platforms well than spread yourself thin. Focus makes social media posting more consistent and less stressful.
The real ROI of social media posting and how inactivity costs jobs
Jackie explained that an inactive page can lose you money without you noticing. If a homeowner thinks you are not active anymore, they will call someone else. That can mean thousands of dollars a month in missed work. The return on social media is often trust and credibility first, then leads and messages over time. It works more like SEO than a quick ad. Staying consistent with social media posting protects your reputation and your bottom line.
The biggest hidden profit leak, unanswered comments and DMs
This is the one that stings because it is so avoidable. When someone messages your business and nobody answers, that job is gone. It also tells other people watching that you might not respond when they need help. Jackie called this out as one of the biggest profit leaks she sees. The fix is simple, assign someone to check messages and respond quickly every day. That is how social media posting turns into real booked work instead of missed chances.
About Jackie
Jackie is the founder and CEO of WeAssist Marketing, a social media management agency that helps multi-six-figure HVAC and plumbing businesses grow through outbound social media and Meta Ads. Before launching WeAssist Marketing, she spent five years on the Executive Team at a purpose-driven consulting firm, where she saw firsthand how a for-profit business could make a meaningful impact.
With a background in Information Technology and a passion for empowering women, Jackie built WeAssist Marketing with a mission to provide jobs for women so that they can be empowered to change their lives while helping businesses expand their reach and strengthen relationships through strategic social media management.
Jackie lives in Huntersville, NC, with her husband and two children. She and her family are active members of Huntersville United Methodist Church, where she serves on the leadership council. In her spare time, she enjoys traveling to Knoxville, TN, to visit her kids at the University of Tennessee and cheer on the Vols!
Connect With Jackie Benjamin:
Visit Jackie’s Website
Follow Jackie on Instagram
Connect with Jackie on LinkedIn
Follow Jackie on Facebook
Follow Jackie on Youtube
Diane’s Resources:
15 Profit Leaks E Book
📖 Spot the common places where money slips out of a service business and learn the fixes that keep more cash with you. https://profitcoach4you.com/profitleaks
Free Tool Audit
✂️ Clean up your software stack with a quick audit that shows which tools earn their keep and which ones drain your budget. https://taxcoach4you.com/toolaudit/
Break-Even Breakthrough Worksheet
📊 Find your true monthly break-even number so you can make pricing and planning decisions with confidence. https://taxcoach4you.com/monthlynut/
Schedule a free Profit Impact Call with me where we’ll go over 12 main areas of your business together and save you $45k!
