In Episode 4 of the Rise and Scale Podcast, Brandon Stowe and I talked with Michael Donovan, the founder of Search Engines MD, about what it really takes to market a home service business on social media. Michael has helped hundreds of contractors get visible online, and his approach is the opposite of what most marketing agencies pitch.
Authenticity outperforms polish every time
Michael was blunt about something most business owners need to hear: overproduced content does not work as well as real content. The companies that win on social media are the ones that show the actual work, the actual people, and the actual culture behind the brand. Homeowners do not want to see a stock photo of a smiling family next to an air conditioner. They want to see your technician solving a real problem in a real house.
Overproduced content does not work as well as real content. Show the actual work, the actual people, and the actual culture behind the brand.
This hit home for me because it is exactly how I have always approached my own content. The Facebook posts, the Reels, the podcast — none of it is scripted. I talk about what I know, share what I have learned, and let people see the real version of who I am. Michael confirmed that this approach is not just authentic — it is algorithmically rewarded. Platforms want engagement, and real content gets more of it.
Video is not optional anymore
One of Michael’s strongest points was that every home service company needs to be producing video. Not cinematic productions — just real, unfiltered video of your team doing the work. A 60-second clip of a technician explaining what they found during a diagnostic is worth more than a $5,000 brand video because it builds trust in a way that polished content never can.
📱 Content That Works
- Before/after job photos
- Technician day-in-the-life videos
- Customer testimonial clips
- Behind-the-scenes team moments
🚫 Content That Flops
- Generic stock photos
- Overproduced brand videos
- Constant promotional posts
- Copied content from competitors
Be ready for platform shifts
Michael talked about something that was on everyone’s mind — what happens when a social platform changes its algorithm or disappears entirely. His advice was straightforward: never build your entire strategy on rented land. Social platforms can change their algorithms, restrict your reach, or disappear entirely. Your website, your email list, and your Google Business Profile are the assets you own. Social media should drive traffic to those assets, not replace them.
This is why we are so focused on building out jasongamato.com and the broader Pathway Partners digital presence. Social media starts the conversation, but your own properties close the deal.
Marketing is a conversation, not a broadcast
The episode ended with Michael reinforcing something I have believed for a long time: the best marketing feels like a conversation, not an advertisement. When you respond to comments, share your actual opinions, and engage with your community as a real person, you build something that no ad budget can buy — genuine trust.
The best marketing feels like a conversation, not an advertisement. Genuine trust is something no ad budget can buy.
If you run a home service company and you are not showing up authentically online, this episode will change how you think about marketing. Watch the full conversation below.