--- workspace: _default owner: content-system-architect type: platform-optimization-guide brand: PM Consulting Inc. / Zero Lead Loss platform: Facebook (primary), repurposed to YouTube Shorts + TikTok audience: Contractor Mike (home-service owner-operator, Northern Ontario) last_updated: 2026-05-30 --- # Platform Optimization Guide. Facebook for Contractor Mike The Facebook-specific playbook for reaching Contractor Mike where he actually is: on his phone in the evenings, after the kids are down, half-fried at the kitchen table. Everything here is tuned to stop his scroll and earn a comment, a tag, or an audit booking. --- ## Post formats and when to use each ### Reels (video). the workhorse Use for: gut-punch emotional hooks, the missed-call story, the 9pm kitchen table, proof moments. Video is the highest-reach, lowest-effort format for a tired contractor. **Lead with Reels.** Every video script in the system is built as a 30-60 second Reel. ### Image posts. the quick hit Use for: a single sharp reframe or stat that lands in one glance ("I'll call them back. The most expensive sentence in your business."). Good for fast scroll-stopping truth bombs that don't need steps. Strong graphic headline plus a 150-400 word caption. ### Carousels. the teacher Use for: step-based or list-based education (the 5 leaks, the 5-minute timeline, the 3 stages, what the audit checks). Save carousels for "how it works." Slide 1 is the hook, middle slides carry the value, last slide is the CTA. 5-8 slides, 100-250 word caption. Rule of thumb: Reels for emotion, carousels for education, image posts for the one-line truth. --- ## Caption structure (hook before the fold) Facebook truncates the caption at "see more." The first line is the whole game. 1. **Hook (line 1).** Pattern interrupt. Carries the full idea on its own. This is the only line many people read. 2. **Problem.** Name Mike's specific pain in his language. 3. **Reframe / insight.** The leak truth. Recovery, not more leads. 4. **Proof or example.** Verifiable only (Kyle Wood / 22 deals, or a cost anchor like the $30K reno). 5. **CTA.** A question, a tag prompt, or the tier-appropriate offer CTA. Keep paragraphs to 1-3 lines. Image and carousel captions run 200-500 words. Always end on a question or CTA to drive comments, because Facebook rewards engagement. --- ## Hashtag strategy Facebook is not hashtag-heavy like Instagram. Use **3 to 5** relevant tags, no more. Mix: - A community tag: #ContractorLife or #HomeServices - The trade: #Roofing, #Plumbing, #HVAC, etc. - A local tag: #NorthBay or #NorthernOntario - A business tag: #SmallBusiness or #SmallBusinessOwner Local tags extend reach into local feeds and trade groups without looking spammy. Never stuff tags. --- ## Posting windows (ET) Timed to Mike's day: on the tools during work hours, on his phone at lunch and after the kids are down. - **Video / Reels:** ~7:00am ET. Catches him over coffee before the truck rolls. - **Image posts:** ~12:30pm ET. The lunch-break scroll on the job site. - **Carousels:** ~8:00pm ET. The evening kitchen-table wind-down when he has the attention for steps. Hold these windows per format consistently so the audience learns the rhythm. --- ## Engagement tactics - **Drop the audit link in comments on Tier 2 and Tier 3.** Keep links out of the post body where the algorithm can suppress reach. Pin the comment with the zeroleadloss.com link or the "Comment LEAK" instruction. - **Reply fast.** Treat comments like leads. Money loves speed applies here too. The first hour after posting drives the algorithm. Reply to every comment, especially questions. - **Ask questions.** Every piece ends on a prompt ("How fast do you call a new lead back? Drop a number." / "Tag a contractor who knows this feeling."). Questions and tags drive the comments Facebook rewards. - **Use "Comment LEAK and I'll send it."** Turns the algorithm's engagement preference into a lead-capture trigger on warm and hot tiers. --- ## Reels best practices - **First 3 seconds are everything.** Open on a pattern interrupt: a bucket pouring out drilled holes, a phone buzzing ignored on a dashboard, a 9pm kitchen table. - **On-screen text overlays beat by beat.** Most people watch muted. The text has to tell the story without sound. - **Keep spoken lines short and punchy.** One idea per line, in Paul's voice. - **Real B-roll over stock.** Mike trusts what looks like his own life. - **End on the CTA.** Soft for Tier 1 (follow, comment), mid for Tier 2 (Comment LEAK), hard for Tier 3 (zeroleadloss.com). - **Vertical, captioned, fast-paced.** 30-60 seconds. Get to the hook before he swipes. --- ## The local Northern Ontario angle North Bay and Northern Ontario framing reads as "one of us" to Mike and surfaces in local feeds and trade groups. It also makes the proof feel near and real (the Orillia awning company is a few hours down the road, a contractor like him, not a national logo). Use the local tag, reference the slow-season reality (November dread is a Northern Ontario truth), and keep the examples regional. Local trust compounds: a respected referral in a small market shortcuts the entire sale. --- ## Repurposing each Reel to YouTube Shorts and TikTok via GHL syndication Every Reel is built once and syndicated three ways. The video scripts are platform-agnostic by design. 1. **Produce the Reel** for Facebook (vertical, captioned, 30-60 sec). 2. **Syndicate through GHL.** Use the GoHighLevel social planner to push the same asset to YouTube Shorts and TikTok in one scheduling pass. No re-editing. 3. **Adjust per platform on the margins.** TikTok runs rawest (Paul's full energy, looser captions). YouTube Shorts keeps a slightly cleaner title and the audit URL in the description. Facebook keeps the link in comments. 4. **Keep hashtags light on Facebook, looser on TikTok.** TikTok rewards more tags and trend sounds; Facebook stays at 3-5. 5. **Track per channel.** Note which platform drives audit bookings so the syndication mix can be tuned over time. One Reel, three platforms, one scheduling action through GHL. That is the leverage: build once, distribute everywhere Mike scrolls.