📊 MARKETING PROPOSAL — PREPARED FOR QUALITY FIRST HOME IMPROVEMENT
Your Next Marketing Leader
Lauren Koester
VP of Marketing & Growth Strategy
14+
Years
Experience
Relevant Experience
🛠️
Home & DIY
📺
Consumer
Electronics
🏠
Local
Services
🛒
Direct-to-
Consumer
📍
Regional
Markets
Social Media & Content Strategy

Quality First Can Become The Shortcutto Confidence

A strategic roadmap to amplify your digital presence, showcase your craftsmanship, and become the most recognized home improvement company in California and Nevada.

Your reputation is gold. Let's make sure homeowners can find it.

You've Built The Foundation — 20 years. 47K+ customers. The strongest credentials in your market. Now let's make sure the next 47,000 can find you.

Why Digital Presence Is Non-Negotiable

70% of homeowners complete their decision journey before ever contacting a contractor. Here's why being visible online is no longer optional.

96%
Use Internet to Find Services
Nearly all consumers search online before hiring local service providers.
84%
Use Google First
Homeowners use Google before choosing a contractor.
59%
More Likely to Hire with Video
Homeowners are more likely to hire contractors they can watch first.

The Trust Problem Social Media Solves

1 in 10 Americans has been victimized by a contractor scam, with average losses of $2,426. Home improvement contractors rank as the second most-complained-about business category nationally. This creates massive skepticism—and a massive opportunity for companies like Quality First that can prove their legitimacy through consistent, authentic digital presence.

91%

Find Reviews Important

Before hiring contractors, the vast majority of homeowners check online reviews first.

Source: ACHR News
88%

Trust Reviews Like Referrals

Online reviews are now trusted as much as personal recommendations from friends and family.

Source: BrightLocal
76%

"Near Me" → Visit in 24hrs

Local searches with "near me" result in a business visit within 24 hours for most searchers.

Source: Hook Agency / Google
1,200%
More Shares for Video

Video content generates 12x more shares than text and images combined.

Source: Wordstream

It's Not Just Gen Z — Your Customers Are on Social Too

70% of adults 50-64 and 59% of adults 65+ use Facebook—the exact demographics undertaking major home improvement projects. 40% of millennials now use TikTok specifically for home renovation inspiration.

What Leading Companies Are Doing

Here's how the best-in-class home improvement companies are building their digital presence—and how Quality First compares.

LeafFilter ↗
20K followers
Instagram
1,269 posts.
Content theme: gutter protection education + partner amplification (e.g., Mike Holmes / Leaf Home ecosystem).
West Shore Home ↗
18K followers
Instagram
Content theme: before/after transformations + branch-level storytelling.
Power Home Remodeling ↗
14K followers
Instagram
289 posts.
Content theme: culture + community + project storytelling.
📊

Where Quality First Stands Today

Quality First’s Instagram presence is currently 897 followers with 648 posts . Top competitors in home improvement typically maintain consistent publishing cadence and clear proof-of-work content (project visuals, customer outcomes, and installer credibility).

CompanyInstagramFacebook (followers)Key Strategy (qualitative)
Quality First897 followers1.2K likesHeavy product/services mix (roofing/solar/windows). Opportunity to elevate: more jobsite proof + customer stories + local trust signals.
LeafFilter20K followers86K likesEducation-forward brand content + partner amplification; consistent national presence.
West Shore Home18K followers49K likesHigh-volume promotional + before/after content; strong paid-first creative feel across formats.
Power Home Remodeling14K followers36K likesPolished brand storytelling (culture + craftsmanship) with consistent creative systems.
Renewal by Andersen56K followers90K likesNational brand awareness engine; polished creative and recurring offer/event framing.

What “Good” Looks Like for a Regional Home Improvement Brand (Benchmarks)

Rule of thumb for a successful regional home improvement brand: Instagram in the ~10K–25K follower range and Facebook in the ~25K–75K range, supported by steady recent reviews and consistent weekly posting.
What the Future Looks Like:
Integrate directly with the existing sales pipeline for lead management, with AI acting as an always-on resource to interact with customers, answer questions, and route high-intent leads to sales.

Strategic Platform Priorities

Not all platforms are equal. Here's a tiered approach based on where homeowners actually spend time and make decisions.

Primary Essential platforms — invest heavily, post daily/frequently
Instagram
✓ Active
Why: Primary visual proof-of-work channel for projects, before/after, and testimonials; strong support for paid amplification.
Current: 897 followers • 648 posts
Facebook
✓ Active
Why: Local trust + reviews + community sharing; strong fit for 50+ homeowner demographics and retargeting.
Current: ~1.2K followers • 37 following • recent post within 24 hours
Google Business Profile
✓ Active
Why: High-intent local discovery surface (Search/Maps); reviews and photos heavily influence contractor selection.
Current: Multiple locations listed
High Priority Major opportunity — build presence, post weekly
YouTube
✓ Active
Why: Long-form credibility builder (walkthroughs, testimonials, educational content) with search longevity.
Current: ~185 subscribers • 244 videos • uploads within the last 1–3 months
Pinterest
✓ Active
Why: Evergreen visual discovery for homeowners planning renovations; boards can drive long-tail traffic over time.
Current: ~1K followers • 17 following • recent activity appears several months old
Priority Growing importance — establish presence, post regularly
TikTok
✓ Active
Why: Short-form renovation discovery; can reach new homeowners quickly with transformations and jobsite clips.
Current: 7 followers • 29 likes (public posts not reliably visible in browser view)
Nextdoor
✓ Active
Why: Neighborhood trust + referrals; local recommendations influence hire decisions.
Current: Business page exists (requires login for deeper metrics)
Houzz
✓ Active
Why: High-intent contractor marketplace; portfolio + reviews are strong decision drivers.
Current: 2025 Best of Houzz – Service • 6 five-star reviews • profile well populated
Secondary Supporting role — maintain presence, B2B/recruiting focus
LinkedIn
✓ Active
Why: Employer brand + recruiting + credibility; also useful for partnerships and executive visibility.
Current: ~619 followers • posts visible within last day/week
Reddit
Monitor
Why: Not an owned channel, but a place homeowners discuss contractors; monitor sentiment and respond via owned surfaces when needed.
Current: Local discussion thread exists (not a brand account)
Yelp
✓ Active
Why: Review credibility surface; consistency with Google/Facebook matters.
Current: Listing present; rating 2.9 should be addressed for consistency across surfaces
Low Priority Minimal investment — monitor for brand mentions only
X (Twitter)
Optional
Why: Primarily useful for announcements and brand monitoring; low impact on contractor selection.
Current: 3 followers • 0 following • 3 posts (minimal activity)

What Works in Content

A repeatable content mix that consistently earns attention and builds homeowner trust.

🔄

Before & After (40%)

Dramatic transformations generate highest engagement and shareability.

📚

Educational (25%)

Maintenance tips, buyer guides, and FAQ videos build trust.

👷

Company Culture (15%)

Crew spotlights and community involvement humanize the brand.

🎬

Customer Stories (15%)

Video testimonials build trust faster than any advertising.

How I'd Approach This

A phased roadmap to systematically grow your digital presence while maintaining the quality standards that define your brand.

Phase 1

First 3 Months

Foundation

  • Audit existing content and channels
  • Establish brand voice guidelines
  • Create content calendar (3-5 posts/week)
  • Train crews on photo/video capture
  • Launch Pinterest & Nextdoor profiles
  • Optimize all Google Business listings

Phase 2

3-12 Months

Growth Engine

  • Scale video content (Reels, Shorts)
  • Build customer testimonial pipeline
  • Launch TikTok with transformation content
  • Develop Houzz pro profile
  • Test paid social amplification
  • Implement review generation system

Phase 3

12-24 Months

Market Leadership

  • Achieve 10,000+ Instagram followers
  • Establish YouTube educational hub
  • Build local influencer partnerships
  • Launch community programs
  • Develop referral integration
  • Position as regional industry voice

This Approach Works

Case Study: Elevated Roofing

A regional roofing company implemented a strategic content marketing program focused on showcasing their work, building customer testimonials, and establishing thought leadership in their market.

Within 18 months, they saw dramatic improvements across all key metrics—proving that consistent, quality-focused content marketing delivers real business results for home improvement companies.

Source: Improve and Grow Case Study
340%
Lead Increase
109%
Traffic Growth
111%
Conversions Up

The ROI of Social Media for Home Improvement

Social media generates 100% higher lead-to-close rates than traditional outbound marketing. And 78% of consumers say social media posts influence their purchasing decisions.

About Me

Senior growth and marketing leader specializing in high-consideration, trust-driven consumer businesses.

I'm a senior growth and marketing leader focused on high‑consideration, trust‑driven consumer businesses. Across my career, I've specialized in turning complex offerings into scalable demand through paid acquisition, lifecycle marketing, and conversion optimization — the same fundamentals that power successful home improvement brands.

My experience includes building lifecycle funnels that convert interest into committed participation (including onboarding, re‑engagement, and retention), managing performance media tied to revenue outcomes, and operating CRM, email, and SMS programs in close alignment with sales and follow‑up teams. I've supported consumer hardware, electronics, DIY‑adjacent products, and local promotions where credibility, timing, and follow‑through directly impact results.

Why In-House Beats Agencies

My resume is a necessarily compressed view of a career spent consulting across consumer hardware, electronics, DIY-adjacent products, and local promotion models. The value I bring is not just execution, but judgment — knowing which levers to pull, which channels matter, and how to scale demand without wasting spend. This is also why an in-house leader outperforms an agency model at this stage: agencies optimize for deliverables, not accountability. An internal operator aligns acquisition, lifecycle, creative, and sales follow-up under one roof, building durable systems rather than short-term campaigns.

  1. ACHR News — reviews reliance
  2. BrightLocal — review survey
  3. Hook Agency / Google — near me behavior
  4. Wordstream — video share stat
  5. Statista — Facebook age distribution
  6. Clever Real Estate — home reno trends
  7. HubSpot — marketing statistics
  8. Forbes Agency Council — social influence