In this episode of To The Point Home Services Podcast, we sit down with Derek Cormier, owner of Climate Experts in Melbourne, Florida, to unpack how contractors can use social media to grow their business, recruit talent, and showcase company culture.Derek shares his unique journey from police officer to contractor, how he built a thriving HVAC, plumbing, and electrical company, and why leaning into humor and personality on platforms like TikTok and Instagram has been a game changer. We cover:Why brand awareness over chasing leads on social mediaHow Derek’s team cut recruiting costs by 60% thanks to TikTokThe role of entertainment vs. education in creating engaging contentTips for smaller contractors who don’t feel “funny” or “creative” enough.The importance of authenticity over polished productionGetting your employees involved (and why you should embarrass yourself first!)Whether you’re just starting out or looking to refine your marketing, Derek’s strategies prove you don’t need a Hollywood production budget to crush it on social. ⏱️ Timecodes00:00 – Intro & Pantheon shoutouts01:45 – Meet Derek Cormier (Climate Experts, Melbourne, FL)05:00 – From police officer to contractor10:00 – The Gary Vee inspiration to post every day18:00 – Adding service lines the smart way24:00 – Why social media is the new TV28:00 – Long-term brand awareness - chasing KPIs34:00 – In-house vs. outsourced marketing37:00 – Practical tips for contractors starting out42:00 – Employee participation & culture videos46:00 – Derek’s favorite viral-style campaigns52:00 – Wrapping up: authenticity & consistency 🔗 Resources & LinksLearn more about Climate Experts: https://www.climateexpertsac.com/Follow Climate Experts on TikTok & Instagram for inspirationConnect with To The Point Home Services Podcast Thank you to our Sponsors! Rilla: https://www.rilla.com/tothepointChiirp: https://chiirp.com/Contractor Commerce: https://www.contractorcommerce.com/ryno/Bluon: https://www.bluon.com/get-demo?referral_code=ToThePointAvoca.ai: https://avoca.ai/r/tothepoint 👍 If you enjoyed this episode, don’t forget to subscribe, comment, and share with a fellow contractor who could use some fresh marketing ideas! #HVAC #HomeServices #SocialMediaMarketing

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