T&N Developments

This Essex-based husband-and-wife team was named kitchen fitter of the year by On The Tools in 2022, and aside from excelling at kitchen fitting, they also really get what makes social media work for business.

Across TikTok and Instagram, Tom and Nikita Easter use their social media channels to promote not just the incredible projects they complete, but also many of the steps along the way. Highlights include step-by-step video guides on how to build things like kitchen diner booths, as well as handy tips and personal preferences for workwear and installation techniques.

T&N Developments also engages with its followers by hosting events like prize giveaways. For example, they celebrated Easter by offering a mega box of brownies to any viewers who could spot the correct amount of chocolate eggs in a specific Instagram reel.

Q&A: Tom Easter, owner of T&N Developments

Q How do your social media channels help connect you with potential clients?

A By posting to Instagram and Facebook, clients old and new know what I’m up to. Potential customers feel they have a rapport with me as they’ll have seen me speak many times online. I like to keep my stories lighthearted, showing the good and the bad. I’ve had some customers follow me for months before making initial contact, and they can see I’m always working to a high standard by viewing my daily content. 

Q How do you approach creating content for your social media channels while on site?

A I have a very relaxed approach on this, because sometimes timescales don’t always allow for me to set up tripods and make sure I’m filming the shots required to make engaging content. If the workflow is good and I’m doing something interesting or that people may not have seen before, then I’ll do my best to capture it.  For me, the content aspect is secondary to the overall project, I don’t film content just because I haven’t posted in a few days. That’s a slippery slope that leads to filler content, in my opinion. 

Q Have you noticed any shifts or trends in how potential clients find and interact with you through social media over time?

A I’ve noticed quite a few younger people now contacting me via instagram. I think having an authentic, relatable profile is key to get the younger generation’s trust. I’ve also noticed that a lot of my previous posts get put into the moodboards of my future clients. I think having an accessible portfolio is very helpful to appeal to potential clients who are shopping for both ideas and fitters. 

Q What advice would you give other tradespeople interested in using social media to boost their business’ presence?

A I don’t have tens of thousands of followers, but I would say be authentic! You’re marketing yourself and showcasing your skills. Start off with some pictures or videos of neat cuts and finished kitchens, then gradually grow into showing the process off. We see the process from rip-out to dream kitchen all the time, but people that aren’t from our industry may not be aware of what’s involved, these people will really enjoy watching your work!

Take a look: @tndevelopmentsltd

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The Bald Builders

This is an installation business that really proves how social media can propel you to stardom. Brad Hanson and Sam Hughes are the faces (and shiny heads) behind Bald Builders, a social media phenomenon that’s racked up well over 1.7M Facebook followers.

Primarily set-up to bring a bit of fun to the industry, they also post their fair share of installation how-tos and project-in-progress updates, alongside lighthearted videos.

They also present a FIX Radio show five days a week and have their own merchandise shop.

Q&A: Sam Hughes, director at Bald Builders

Q How has your social media presence impacted your day-to-day work? Has it helped you find more work and clients?

A Social media has helped us, along with thousands of others, to attract not only a new audience of people that wouldn’t usually be interested in the building trade, but also to support the industry we work in by promoting our businesses online. The days of simply posting an ad in your local newspaper are long gone!

Q What’s your approach to creating content for your social media channels?

A I think the best way to approach content creation is to make sure you enjoy what you do and also be passionate about the content you’ve created. The key is to ask yourself ‘is what I’m thinking of posting something I’d actually like to watch?’. If the answer’s yes then absolutely, get your content posted. Also, you need to make sure you’re able to leave your ego at the door. 

Q Have you had any feedback from clients who have seen your social media content before using you for their installation work?

A A lot of clients that we’ve gained from social media already feel at ease when we arrive at their house because they’ve watched our content in advance. They say that they feel like they’ve already built up a rapport with us, and that helps us make sure we have a good working relationship with them too.

Q What advice have you got for other tradespeople who are interested in using social media to boost their business’ presence?

A Go for it! You have nothing to lose because you’re already doing the work, so why not make a bit of extra effort to film it and grow your business off the back of that? It’s free marketing, and all you have to do is use a bit of your time to do the posting on social media. Also, if you do gain a bit of an online following, I think it’s important that you stick to what you set out do in the first place.

Take a look: @thebaldbuilders

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De Novo Kitchens

With a modest online following, Cheshire-based De Novo Kitchens highlights how installers can get the most out of their social media channels by posting a wide variety of content for your followers.

De Novo uses a varied mix of project artwork for visual platforms like Instagram, but also offers project updates, technique walkthroughs and installation tips on platforms such as TikTok.

Q&A: Rick Hopley, owner of De Novo Kitchens

Q How has your social media presence impacted your day-to-day work? 

A I was a bit sceptical of it at first, but as the number of our followers has risen, it’s definitely helped us introduce the business to more people. Although you do need to keep doing it on a regular basis just to see that growth. I think probably 50% of the new enquiries we get come from social media.  

Q How do you go about creating content?

A I’ve always been a keen amateur photographer. I used to just set up my camera and take photos to post on social media. Then I had a new team member start working for me, who said ‘people don’t look at photos online any more. You need to be doing videos’. Now, I’ll set a camera up during the day, and film 10 seconds here or there. That way, you capture a few miniutes of footage by the end of the day. Afterwards, you can edit that into something that tells a bit more of a story. 

Q How do you decide what to post about online?

A Sometimes I might just focus on a certain aspect of the kitchen fit, like putting appliances away, fabricating a certain piece, or how we go about putting the cornice together. That gets a lot of interest from other tradespeople, but the public also loves to see a project come together. It’s important to ask the clients for permission when you start filming, but the majority of them are happy for you to share, because they like to see what’s going on too. 

Q How many hours a week do you spend on making social media content?

A It’s really varied. If a job is new and interesting, and it’s not something we’ve shown before, I might post three or four videos a week. But if we’re just fitting a run-of-the-mill kitchen, there’s not always the interest there, so I don’t always do too much. It can be a lot of work, but the apps that are available make it quite easy – I can put a video together and uploaded in about 20 minutes these days.

Q What’s something that installers already using social media might not know about?

A People don’t really know about boosting their social media posts. It does cost a little bit of money, but once or twice a month, I might decide to boost a post, which basically sponsors it, and you can then use it to target the audience you want. I might target it to just a 25-mile radius around us, or focus on a certain age, or just men or women. You know then that your advertising budget is being spent in your locality. The difference is, if you just put a post on your own page the only people that are likely to see it are the ones already following you, but by boosting, you can push it out there much further.

Take a look: @denovokitchens

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On the Tools

Described as the UK’s largest online construction community, this social media behemoth has over 1.5M followers on TikTok alone, and is active across virtually every other popular social media platform.

Its central aim is to connect the UK’s trade sector, with a view to improve the lives of the nation’s tradespeople. Its content is wide-ranging, covering everything from business advice and trade techniques, to reporting news and supporting charity events.

On the Tools has its finger on the pulse of issues relating to the UK trade sector, advocating for issues such as promoting apprentices, campaigning for better visibility for tradeswomen, and raising awareness for tradespeoples’ mental health.

Q&A: Troy Lineham, head of social at On the Tools

Q What types of content tend to perform best for kitchen and bathroom installers on social media? 

A Everyone loves a before and after! Get creative with how you put these together, as transitions are an important part of grabbing a viewer’s attention. Viewers are increasingly interested in seeing videos of a job from start to finish, and this sort of content can really make you stand out and showcase your expertise at the same time. Platforms like TikTok have some great in-app editing tools, and also tools like CapCut can help you create great looking content that is ‘Social First’ with ease. Remember, nobody creates THE BEST content from day one, so don’t be afraid to experiment.  

Q What metrics should installers think about tracking on social media to measure their success, and how can they refine their strategy?

A Engagement is the big one, as platform algorithms respond favorably to this. You’re looking for likes, comments, shares, and saves on your posts. Ask yourself if there’s anything you can do to encourage people to engage, beyond asking blatantly for them to ‘like this post’? Don’t get discouraged if you don’t immediately rack up loads of comments and likes – social performance is all about consistency.

Q What are some commons social media mistakes, and how can installers avoid them?

A Treating social as one-way-traffic.  I see so many new accounts that post and do nothing else. There is great value in following and engaging with accounts outside of your own. It helps with visibility, and who knows, you may be able to add some insight to help a user on another account. This is a great display of expertise, plus, the clue is in the name –  SOCIAL media. Some installers are also a bit guilty of not trying new things. Don’t be scared to mix things up! Look for inspiration from similar accounts. Finally, don’t take it too seriously, one major blocker on social is being too serious or taking yourself too seriously, and this is a content killer. I’m not saying you need to be silly on every post, but you still want to be authentic.

Q Finally, what’s your overall message for installers that are still hesitant to take the plunge with social media?

A: You’re missing out. Missing out on highlighting a job well done. Missing out on being visible in general. Missing out on potential work. Social media isn’t going away, it’s evolving, and you need to be too.

Take a look: @onthetoolstv

Troy’s Top Three

What are the key social media platforms that installers should focus on for their business, and why? 

Facebook – Despite it not being the most popular platform, you can’t ignore its effectiveness. Facebook should be taken seriously as all of your potential clients are here. Have you ever noticed how pretty much every town, city or neighbourhood has either a Group or Page dedicated to it? Not a day goes by where someone isn’t looking for advice on tradespeople or searching for who could potentially do a job for them. Facebook is simply about being present and ready to engage when you spot an opportunity.

Instagram – This one is a no-brainer because by connecting an Instagram profile to a Facebook business, you can crosspost content and kill two birds with one stone. Of course, you’ll want to have some differences between them as Instagram is great for showing off ‘before and after’ content, and things that are more pleasing to the eye – like a brand-new kitchen renovation. Think of Instagram like a portfolio of your work. How engaging and sharable your content is, factors  hugely in gaining followers and reach on this ever-growing platform.

TikTok – If you know about how this platform works, it’s clear why you should be using it. TikTok is a search engine! Studies show TikTok is the fourth most used search engine (by Gen-Z) in the world, just behind YouTube, Bing, and Google. People want authentic content here, so just be yourself. You can showcase videos of your latest work, or if you feel like having fun, jump on one of its many trends. Just make sure that your captions describe where you are and what you’re doing. Remember: it’s a search engine.