Social Media for Electricians
Your domestic customer isn’t there. Your commercial customer is, and no electrician is talking to them
Two audiences again, and social only reaches one of them
A full rewire on a three-bed is £3,990. An EV charger installation, £1,015. A consumer unit changeover, £710. A new lighting circuit, £581. An EICR, £266.
We say this on every electrician page because it’s the fact that governs everything: you have two customers and they behave nothing like each other.
The homeowner wanting a rewire is not on social media looking for an electrician. Nobody is. That search happens on Google, at the moment of need, and it’s over in ten minutes. Posting consumer unit photographs to Facebook will not intercept it, and any agency telling you otherwise has not thought about how the work actually arrives.
The landlord, the letting agent, the property manager and the small commercial client are a different matter entirely. They are on LinkedIn. They are in local property groups. They are in landlord associations. And they are making a slow, relationship-led decision about who handles their compliance work for the next five years — a decision worth far more than a rewire and made over months rather than minutes.
That is the audience social media can actually reach for you, and almost no electrician is trying.
Why the EICR customer is the one worth chasing
An EICR is £266. It is the smallest job on your list and by a distance the most valuable customer.
A homeowner rewire is £3,990 once, and then that customer is finished with you for fifteen years. A letting agent with forty properties is forty EICRs on a rolling five-year cycle, plus the remedial work that a meaningful share of them generate, plus emergency callouts across the portfolio, plus every new property they take on.
That relationship is worth more in a year than the rewire is in total. And it is won by looking like a competent commercial contractor to someone who has never met you — which is precisely what a considered social presence does, and precisely what a gallery of tidy consumer units does not.
The ratio
Our Booked package is £99 a month — £1,188 a year. A single rewire covers more than three years of it.
But run the commercial number instead. One letting agent at forty properties is roughly £10,640 of EICR work across a five-year cycle before a single remedial job is counted. Winning one such relationship pays for this for the better part of a decade, and portfolio landlords rarely move once they’ve settled on someone reliable.
That’s the case for doing this properly rather than posting the occasional photograph of a nice board.
What we’d actually do
Split the content by audience, and mostly ignore the homeowner. Domestic work is served by your website, your Google Business Profile and your reviews. Social is where we build the commercial side, because that’s the only side it can reach.
Post the things a property manager worries about. Turnaround on a batch of EICRs. What happens when a property fails and how fast the remedial quote lands. Whether the certificate arrives the same day. Whether you can take twelve addresses at once without being chased. These are the actual questions and almost nobody answers them publicly.
Show scale, not craft. A homeowner is reassured by neat work. A letting agent is reassured by evidence you can handle volume without supervision — a batch of certificates issued in a week, a schedule met, a portfolio absorbed without drama.
Be present where landlords congregate. Local landlord associations, property investment groups, letting agent networks. One genuinely useful post in a group of two hundred landlords is worth more than a thousand followers anywhere else.
Use the regulation calendar. Every change to EICR requirements, Part P, EV charger grant rules or minimum rental standards is a reason for a landlord to worry, and a reason for you to appear knowledgeable at the exact moment they’re anxious. That timing is most of the game.
What good looks like at six months
- A LinkedIn presence that reads as a contractor rather than a sole trader with a van
- Regular, plain-language posts about compliance timing that landlords actually save and refer back to
- Visible participation in two or three local property groups, without pitching
- At least one agency or portfolio landlord relationship that started from a post
- Domestic work still arriving steadily, but from Google and reviews where it belongs
Mistakes we see most
Posting to the wrong audience entirely. Beautiful photographs of finished consumer units, aimed at homeowners who will never see them, while the audience that could actually be reached goes untouched.
Hiding what the certification buys. NICEIC at around £400 a year, ECA at £600, NAPIT at £280, TrustMark at £180 — you pay real money for these and most electricians list the logos without ever explaining what they buy the customer. “We self-certify Part P, so you never deal with building control” is worth more than any badge.
Being invisible between jobs. Commercial relationships are won by looking permanently present. Appearing only when you need work is the clearest possible signal that you need work.
Leading on price. The commercial customer is not buying on price, they’re buying on not being let down at the worst moment. Lead with reliability and let the price conversation happen privately.
Where this lands in Gaffer
The commercial side is exactly where a phone-and-notebook operation falls apart, and it’s what the platform is for.
An enquiry from a letting agent lands as an opportunity against a company rather than a person, so twelve addresses sit under one relationship instead of twelve unrelated notes. EICR expiry dates go into the compliance schedule, so the five-year renewal generates its own reminder rather than depending on an agent remembering. Certificates issue against the job and go out the same day, to the tenant and the agent.
And the remedial work each EICR generates becomes a linked quote off a template you’ve already priced, rather than a scribble on the back of a certificate that never turns into an invoice.
The first ninety days
Weeks 1-2. We separate the two audiences properly. Domestic work gets pushed to Google, reviews and the website. The commercial and landlord side gets a LinkedIn presence that reads like a contractor rather than a personal profile with a photograph of a van on it.
Weeks 3-6. We start the compliance content, because that is what the landlord audience actually reads. EICR timing, what a failure means in practice, how quickly remedial work gets quoted, what a batch of twelve addresses looks like when it is handled properly. We also get you visible in the local landlord and property groups, which is where these relationships genuinely begin.
Weeks 7-12. We go after two or three specific agencies rather than an audience. Named, local, with portfolios worth having. Content that speaks directly to their problem, plus a published batch price so that you are shortlisted before the first conversation happens.
At ninety days the honest measure is not followers. It is whether one letting agent or property manager who did not previously know you existed has asked you to quote.
Questions electricians ask
LinkedIn, really? For domestic work, no. For letting agents, property managers and facilities people it is genuinely where they are, and there is almost no competition from electricians.
How often should I post? Once a week is plenty. This is a slow relationship game, not a volume game, and the audience is small and specific.
Should I publish EICR prices? Yes, and a batch price for portfolios. Agents are comparing, and a published figure gets you shortlisted before a conversation happens.
Is Facebook worth anything for me? Mildly, for the domestic side, mostly through local recommendation threads. Make sure your Google reviews are strong and let those do the heavy lifting instead.
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