How Social Proof Can Help Contractors Close More Deals

Social proof is a crucial part of a homeowner's decision on which contractor to hire for their upcoming job, and home improvement professionals need to harness its power.Have you ever been on a sales appointment and had the prospective customer ask any or all of the following questions:

  • “Do you have any reviews I could read?”
  • “Can I see some photos of your work?”
  • “What work have you done on houses in my area?”


Maybe you already have a great presentation in place that answers these questions. If you don’t, it’s time to consider adding little nuggets during the entire sales process, to help you close more deals.

Social proof is the phenomenon whereby a homeowner sees that other real people have had good customer experiences with a product, or service, which gives them the confidence to work with that same company.

Types of social proof for contractors would be:

  • Online reviews
  • Social media posts
  • Websites showcasing past work and reviews
  • Online portfolios that showcase previous projects

What is social proof and how does it work?

Social proof refers to the tendency of people to conform to the actions of others in their social group, as a means of validation or acceptance. In contracting industries, social proof can be a powerful tool for building trust and credibility with potential customers. When people are looking for a contractor to hire, they often turn to the opinions and experiences of others who have worked with that contractor in the past. This can come in the form of online reviews, testimonials, or word-of-mouth referrals from friends and family.

One of the key benefits of social proof in contracting industries is that it helps to establish a contractor's reputation and credibility. When potential customers see that others have had positive experiences working with a particular contractor, they are more likely to trust that contractor and feel comfortable hiring them for their own project. Conversely, if a contractor has negative reviews or a poor reputation, potential customers may be hesitant to work with them.

Another way that social proof can benefit contractors is by helping to differentiate them from competitors in the industry. If a contractor has a strong track record of positive reviews and satisfied customers, this can help them stand out in a crowded market and attract new business. By leveraging social proof in their marketing efforts, contractors can position themselves as trustworthy and reliable service providers, which can be a powerful differentiator in an industry where trust and reputation are critical to success.

What times during the sales process should you provide social proof?

  1. Pre-Appointment Efforts - Are you currently sending out an email or text to a homeowner prior to your sales rep even going to that appointment? Consider sending a pre-appointment video of your sales rep introducing themselves to the homeowner. This will allow a homeowner to make a human connection prior to your rep even knocking on the door. In that same email/text, consider adding links to your online reviews, important pages to your website, or a link to a digital portfolio of your past work. You want to provide the homeowner information that shows why you are the best one for the job before even going to that appointment.
  2. In-home Sales Appointment - When you are at the house, consider providing a powerful presentation using softwares like Ingage. In your presentation, show off your local reputation including reviews, photos of your work and the great things your company does to support the community.
  3. Proposals - When you send out your proposal, consider using proposal platforms like Roofr, or SumoQuote, so that you continue to differentiate yourself from your competition. In the proposal, make sure you add a page that showcases all of the proof from your past customers, so that the prospect sees that everyone is using your company… they should as well.

Top three ways to use social proof to help you close more deals

  1. Capture online reviews - Online reviews are a great way to provide social proof, along with helping increase your SEO.
  2. Create a digital portfolio of your work - Project Map It puts all your past projects on an interactive map so customers can browse all your jobs in one convenient place, including photos of your work and customer reviews.
  3. Post to social media - Contractors are using FaceBook, Instagram, TikTok, LinkedIn and even Pinterest to showcase not only their work, but that they are experts in the industry. Videos are big these days, so consider creating great video content with answers that you know your prospects are always asking.

In Conclusion

Now more than ever, social proof is a great way to help you gain more customers by simply using your past successes to win new deals. Since homeowners are now the ones that grew up on digital platforms, consider using a solid tech stack to run your company. Utilizing platforms that provide the homeowner visuals will help that homeowner remember who you are. The more jobs you win, the more money your business makes, the more happy customers you will have, which will only lead to more customers. The circle of life, or in this case, the circle of social proof!