Heritage Builders already had the craftsmanship and impressive projects to showcase. Our goal was to make sure their social media reflected the quality of the work, reached more homeowners across Liverpool and the North West, and turned active building projects into engaging content people would actually want to follow and encourage future connections with new clients.
We focused on growing Heritage Builders’ audience and brand awareness, increasing impressions, engagement and discovery, and positioning the business as a trusted, approachable choice for loft conversions, extensions and renovations.
We analysed their competition and noticed that a lot of other construction companies were stuck in a loop of posting the same content, which we knew we wanted to avoid for Heritage Builders. Rather than relying on generic construction content, we wanted to showcase the quality and scale of real projects, build trust through progress updates and customer-led content, and create a varied mix combining project showcases with education, humour and homeowner advice, all while encouraging enquiries through consistent calls to action.
With a clear strategy in mind, we got to work.
Rather than simply posting finished projects, we built the social strategy around the entire renovation journey. Throughout the year, we followed a range of projects that the client was working on, showcasing the transformation, turning each stage of the build into an opportunity for content.
Before, during and after content showed the scale of each transformation and gave followers a reason to keep checking back, while regular progress updates covered everything from groundworks and steelwork to roofs, dormers, kitchens and completed interiors. Loft conversions became a strong recurring theme, supported by dormer progress, drone footage and educational posts on converting unused roof space, while extension content leaned into the lifestyle benefits, particularly open-plan kitchens, islands and indoor-outdoor living. We created educational posts and answered genuine homeowner questions around insulation, ventilation, glazing, property value and the renovation process.
We balanced this with more personality-led content, including renovation bingo, builder humour and seasonal posts, to make Heritage Builders feel approachable, and used customer-generated content and reshares, such as the Leigh Fletcher transformation, to add authentic social proof.
The strongest-performing content consistently centred on real transformations, completed projects and authentic client stories, confirming that audiences were most interested in seeing Heritage Builders’ actual workmanship.
After a year of consistent, project-led social activity, Heritage Builders has seen significant growth in visibility and engagement. Instagram followers grew 49% year on year to 2,349, with impressions up 80% to 221,071, interactions up 120% to 6,323, and engagement rate up 22% to 2.86%. On TikTok, the account generated 106,500 video views and 895 likes, with 95% of traffic coming from For You and Search rather than existing followers, showing the content is genuinely reaching new audiences rather than just engaging people who already know the brand.
This growth wasn’t just about follower count. Heritage Builders is now reaching more people, generating more interactions and converting at a higher rate all at once, validating the strategy of putting real transformations and client stories at the centre of the content.
The client has been more than happy with the results, and we have seen real conversions through our work. Most importantly, the social channels now give prospective customers a genuine feel for the work, from the first stages through to completion, before they even make an enquiry.
A job well done by our team.
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