We are building you two things at once: an owned audience that no longer depends on paid directories, and a referral engine fueled by the realtors who send repeat business. Every post is anchored in real photography and video from your actual inspections — not stock, not AI — backed by authentic customer testimonials. The goal is simple: build local trust, win local search, and put your name in front of the people who book and refer inspections.
📸 Real images · real video · real testimonials — minimal AI on this account
Platforms We Manage
Facebook
Primary local reach and community trust. Speaks to homeowners and homebuyers across your service areas, and cross-posts to your Google profile.
Instagram
Visual credibility for younger buyers and realtor relationships. Showcases the quality and professionalism of your inspection work.
TikTok
Highest organic reach of any platform and the engine for expanding into new markets like San Diego. Short, real inspection footage performs best here.
Google Business Profile
The #1 free local-search channel. Non-negotiable for a local service business — drives the "home inspector near me" searches directly to you.
The Campaign Journey
Phase 1 · First 4 Weeks
Foundation & Launch
Weeks 1–4 · Setup and controlled go-live
We build everything from the ground up — all four platform accounts, your branded look, and a repeatable content workflow. Then we begin live posting at a controlled, deliberate cadence to make sure every platform is firing correctly and looking professional. By the end of these four weeks you have a clean, credible presence live across Facebook, Instagram, TikTok, and Google.
Phase 2 · Next 8 Weeks
The Ramp — Learn & Double Down
Weeks 5–12 · Scale cadence, sharpen strategy
The purpose of this phase is to find out exactly what your audience responds to — and lean into it hard. Posting volume increases week by week. Every week the data tells us what's working: the top content gets amplified, the weak content gets cut. By the end of the ramp you have a proven library of content that consistently earns engagement. This is the groundwork that makes paid advertising efficient instead of guesswork.
Phase 3 · Paid Growth
Ad Spend — Scale What Already Works
Week 13+ · Targeted advertising on Meta & Google
Once we know what performs organically, we put budget behind it. We launch paid campaigns on Meta (Facebook + Instagram) and Google Search to target homeowners actively searching for an inspection — and the realtors who refer repeat business. We only ever pay to amplify content that has already earned its place. You pay the ad platforms directly; we manage the campaigns.
How We Build Your Content
Your content is built from real assets you supply — job-site photos, inspection clips, and customer testimonials. We keep AI to a minimum on this account. Every post maps to one of these proven content tracks:
A
Brand & Evergreen
Static Image · Positioning
Recognition-building posts that position Home Inspection Experts as the trusted name in your markets. Always relevant, always on-brand.
C
Infographics
Animated · Education & Credibility
Stat-forward, educational pieces that teach buyers what a real inspection catches. Earns saves and shares and builds long-term credibility.
D
Carousel
Swipeable · Lead Capture
Step-by-step, swipeable value — "5 things every homebuyer should check before closing" — that pulls viewers in and drives them to book.
E
Video
Short-Form · Real Footage
Short-form video cut from your real inspection footage. The most authentic, highest-reach content we produce — especially on TikTok and Instagram.
F
Social Proof
Customer Video · Testimonials
Real customer and realtor testimonials. The highest-trust content in the system — nothing sells a local service like a satisfied client on camera.
Month 1 — Setup Schedule
Before a single campaign post fires, we spend four weeks building everything right. Here is exactly what happens each week.
Setup Week 1
Foundation
June 15 – 21
All 4 platform accounts connected in our publishing system
Brand assets collected from Jeannine — logo, photos, videos
Brand colors and fonts confirmed (tied to website refresh)
Instagram and TikTok accounts created
Facebook and GBP accounts refreshed and claimed
Setup Week 2
Build
June 22 – 28
Brand overlay designed and tested across all tracks
Track A: 2 brand image smoke test posts built
Track C: 1 infographic smoke test built
Track D: 1 carousel smoke test built (realtor-facing)
First weekly content brief drafted by Mary
Setup Week 3
Smoke Tests & Review
June 29 – July 5
Smoke test posts fire across all 4 platforms
Track A → Facebook + Instagram + GBP
Track C → Facebook + Instagram + TikTok + GBP
Track D → Facebook + Instagram + TikTok
Kevin + Jeannine review all posts — any fixes handled
Setup Week 4
Payment Gate
July 6 – 12
Kevin presents smoke test results to Jeannine
Jeannine approves content direction and brand look
Month 1 invoice issued — campaign starts when cleared
Week 1 content queue built and ready to fire July 13
🔬 Smoke tests are real posts on live accounts — not drafts. We fire one post per track to confirm every platform is connected correctly, the content looks professional, and the publishing workflow is clean. Nothing launches at full cadence until we are confident everything is right.
8-Week Campaign Ramp
Starting July 13, posting volume builds week by week. We start controlled, read the data after each week, and double down on what works. Every post Cameron produces gets cross-posted to all relevant platforms — one production, multiple platforms.
Week
Posts Produced
Platform Posts
Active Tracks
What's New
Week 1
Jul 13–19
3
10
ACD
Campaign launches
Week 2
Jul 20–26
3
10
ACD
First analytics pull
Week 3
Jul 27–Aug 2
4
13
ACDF
+ Social Proof
Week 4
Aug 3–9
4
13
ACDF
Analytics checkpoint
Week 5
Aug 10–16
5
17
ACDEF
+ Video
Week 6
Aug 17–23
5
17
ACDEF
Full track stack running
Week 7
Aug 24–30
6
20
ACDD×2EF
2nd carousel added
Week 8
Aug 31–Sep 6
6
20
ACDD×2EF
Full ramp complete
8-Week Total
36
120
Posts produced by Cameron · cross-posted by Parker to all relevant platforms
Track A
FB · IG · GBP
Track C
FB · IG · TikTok · GBP
Track D
FB · IG · TikTok
Track E
FB · IG · TikTok · GBP
Track F
FB · IG · GBP
The Realtor Engine
🤝 Built to Win Realtor Referrals
A dedicated layer of our strategy targets real estate agents across Meta. The math is simple: one strong realtor relationship can mean 10–20 inspection referrals a year. Content aimed at agents speaks directly to what they care about — reliability, fast turnaround, and professional reports they can hand a client with confidence. As paid advertising comes online, realtor targeting becomes one of our highest-leverage audiences.
