By: Travis Mane

In the heart of Montana, Reed Painting doesn’t follow the traditional rulebook of the construction industry. Led by Taylor Reed, the company has developed a strategy for using social media to connect with clients in a meaningful, impactful way, proving that platforms like Facebook and Instagram are more than just marketing tools—they’re keys to creating community and generating business.

Embracing an Organic Approach

Taylor Reed, the company’s owner, has built a system around organic content, drawing clients through authentic posts and strategic engagement. According to Reed, his secret lies in using Facebook, Instagram, and TikTok to craft posts that resonate with potential customers on a personal level, particularly on Facebook, where his target audience is most active. Reed Painting’s organic strategy centers around three types of engagement: targeted posts, community involvement, and direct outreach.

For starters, the business consistently shares five types of posts that Reed believes help drive engagement: educational videos, before-and-after shots, timelapse videos, local business shoutouts, and on-site walkthroughs. The variety of these posts gives followers a multifaceted view of the company’s expertise and unique projects. “One of our most successful posts is a simple timelapse video showing Venetian plaster being applied—people love seeing the process,” Taylor explains. Reed Painting’s practice of repurposing the best-performing organic posts into paid ads helps them manage costs and improve ad effectiveness. “Our organic reach is like a testing ground for ad content. If a post doesn’t perform well, we won’t waste ad dollars on it,” he notes, adding that Reed Painting has observed up to an 8-10X return on ad spend in successful cases.

Generating Leads through Community Engagement

One of the company’s most powerful lead-generation tools is Reed’s involvement in over 30 trade-focused Facebook groups, where he answers questions, shares expertise, and even posts photos of recent projects in response to inquiries. Reed has found that sharing knowledge and insights builds trust within these online communities, where people are often in search of contractor recommendations. This organic engagement has reportedly led to valuable projects; in one instance, it resulted in a project valued at nearly $70,000. “These groups have a built-in audience of people who need our services,” Taylor says, noting that many of his responses lead to inquiries and potential client connections.

Reed Painting also engages in competitive research, but in an unexpected way. Instead of simply keeping tabs on local rivals, the company goes a step further by reaching out directly to the followers of competing businesses. Taylor describes this approach as time-intensive but effective: “If a competitor’s follower responds, it’s like they’ve already been pre-qualified as a lead since the competitor has done the initial outreach. In Taylor’s experience, it’s a proactive way of being both strategic and resourceful.”

Showcasing History, Personality, and Craftsmanship

While some contractors shy away from the perceived “hype” of social media, Reed’s approach has been to showcase the history and uniqueness of his projects in a way that connects emotionally with clients. He believes followers respond particularly well to stories, like the transformation of an old historic home or the intricate process of applying Venetian plaster to a custom-build project. “People love to feel like they’re part of the story,” Taylor notes. “It’s about more than just the paint—it’s about creating an experience.”

One of the unexpected successes Taylor experienced involved a local builder’s design team. Despite no visible engagement on social media, the entire office had been following Reed’s posts and discussing his work internally. “They contacted us out of the blue, asking for pricing and details on one of our Venetian styles. The experience was a reminder that social media reach extends beyond visible likes or comments,” he explains.

The Challenge of Reaching the Right Audience

However, Reed acknowledges that his journey in social media lead generation hasn’t been without its challenges. Early on, he found himself caught in the trap of chasing high engagement without necessarily reaching the right clients. Over time, though, he’s found ways to balance posts that attract engagement with those that target his ideal clientele. “I learned that it’s okay if a post doesn’t get a lot of likes, as long as it resonates with the right audience. Our posts about Venetian plaster, for example, get fewer likes but bring in more serious inquiries from designers,” he explains. Reed also tags local designers in his posts, which has led to collaborations and growing interest within the design community.

Advice for Fellow Contractors

Reed’s experience shows that social media is far more than a formal obligation in today’s construction industry. While many contractors still rely solely on word of mouth, Reed finds that social media can enhance a business’s reach and competitive edge in the market. The approach has reportedly generated significant revenue for Reed Painting and expanded the client base beyond traditional networking.

For other businesses looking to follow a similar path, Reed emphasizes the importance of consistency, authenticity, and patience. “Be consistent with your posts, engage with your audience, and give it time. While results may vary, Reed believes social media can be a powerful tool if you’re willing to invest in it,” he advises.

Social Media in Construction: Not Just a Trend

Reed Painting’s story illustrates the transformative potential of social media in an industry that has historically relied on word of mouth and reputation. By prioritizing storytelling, community engagement, and a strategic blend of organic and paid content, Reed Painting has found new ways to connect and resonate with its clients. For Taylor, it’s about more than just staying relevant in a digital world—it’s about building a business that resonates with clients on a personal level and connects with the community it serves. In a space where quality and trust mean everything, Reed Painting demonstrates how social media can extend these values online.

Published By: Aize Perez