From Scroll to Sold: Why Social Media Can’t Be an Afterthought in Home Improvement Marketing

By Libby Boulais

There was a time when homeowners turned to social media for inspiration—and little else. It was a place to pin ideas, follow influencers, and daydream about renovations still months or years away.

Today, social media is no longer just the starting point. It’s a full-fledged decision engine—guiding what gets done, who does it, and which brands make it into the cart.

For building product manufacturers, especially in the residential and commercial sectors, this shift is more than a digital trend. It’s a behavioral reset that demands a new approach to how—and where—you connect with your customers and channel partners.

Homeowners Are Still Scrolling—But They’re Also Buying

It’s not just inspiration that happens online anymore. Homeowners are researching, comparing, validating, and in some cases, purchasing building materials directly from their phones.

Consider the latest trends:

• 75% of U.S. adults use YouTube; more than 50% use Instagram regularly—especially Millennials and Gen Xers, the core home improvement demographics.¹
• 88% of consumers say they trust recommendations from individuals over branded content.²
• TikTok videos tagged with #HomeImprovement have surpassed 6 billion views, and that number keeps climbing.³

From product selection to contractor referrals, social media is integrated into the homeowner journey—and skipping it means missing the conversation.

The Trade Pro Still Has the Power to Flip the Final Decision

Here’s where it gets interesting. Even when a homeowner walks into a showroom or calls a contractor with a brand in mind—often because of something they saw online—that decision isn’t always final.

The trade pro still holds major influence at the point of purchase or install.

Maybe they prefer a product they trust. Maybe it’s what’s in stock. Maybe they’ve never heard of your brand.

If your social strategy stops at the homeowner, you risk being flipped in those critical last moments. Your brand might make it to the short list—but not into the house.

The Real Opportunity: Engaging Homeowners and Trade Pros on Social

Most building product marketers still default to a consumer-first strategy on social media. That’s understandable—but incomplete.

To protect preference and grow market share, brands must speak to both sides of the equation:

• Inspire and educate homeowners with platform-native content.
• Equip and engage pros and installers with tools that build trust and preference.

Better yet? Create two-way conversations that turn your best trade pros into brand ambassadors—people who recommend your product not just because they’re paid to, but because they’ve seen the results firsthand.

This kind of dual-channel approach isn’t just smart—it’s necessary in an era where both homeowners and pros are influenced by what they see online.

It’s Time to Rethink Your Content Approach

Many brands in the built environment are investing in digital and content development—but the execution often falls short on social.

Let’s be honest: Resizing a print ad for Instagram isn’t a strategy. Posting product photos with no context won’t build advocacy. And assuming that trades aren’t paying attention to social platforms? That’s a missed opportunity.

Here’s what a modern content strategy for building brands should consider:

• Platform-specific creative that speaks to each audience differently (pros need different information than DIYers).
• Shareable assets for contractors, builders, and influencers to use in their own feeds and communities.
• Content that answers questions before they’re asked—from installation tips to product comparisons.
• Interactive opportunities like Q&As, field takeovers, or jobsite walkthroughs to bring your brand into real-world applications.

Above all, your strategy should enable engagement, not just visibility. Because every like, share, or save is a step closer to advocacy.

What Marketers Should Be Doing Now

If you’re in charge of marketing strategy for a building product brand, here are five smart moves to consider today:

1. Expand your content lens to include trade pros.
   They’re not just installers—they’re decision-makers, influencers, and brand gatekeepers. Make sure your content speaks to them and gives them something to share.
2. Audit your platform mix and messaging.
   Does your Instagram speak to both homeowners and professionals? Are you using YouTube Shorts, TikTok, or LinkedIn to reach the right audiences where they spend their time?
3. Prioritize authenticity over polish.
   Social audiences (pros included) respond to content that’s helpful, honest, and real—think jobsite walkthroughs, side-by-side comparisons, pro tips, and even mistakes.
4. Create feedback loops that make you smarter.
   Don’t just post—listen. Engage with your audience. Track which content drives questions, shares, or inbound interest. Then use that data to refine your next move.
5. Engage a Strategic Partner.
   If your internal team is stretched or unsure how to evolve your approach, talk to an agency that lives and breathes this stuff (👋).

What’s Coming Next

Later this summer, we’ll be sharing new insights that highlight the growing role of social media in influencing both homeowner behavior and pro-channel engagement. It’s research we believe will reshape how brands in the built environment think about social strategy—from planning to purchase.

We’re excited to share what we’ve been working on. And we’d love to help you stay ahead with the right social media strategy for your company.

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Because in today’s market, the brands that win the scroll and the sale are the ones that know how to speak to everyone influencing the final decision.