Social media for flooring and carpet fitters: a practical guide

Flooring is a visual, considered purchase. People collect ideas for weeks, then search for a local fitter or showroom. Instagram and Pinterest are where they save ideas, Facebook is where they ask friends who fitted theirs, and your Google Business Profile is where they check your showroom hours and reviews.

If you have a showroom that customers visit, show the address and keep the opening hours accurate. If you only fit, set a service area instead.

Every fitting gives you three posts: the old floor, the fitting and the reveal. Take the same three photos on every job with the customer's permission.

• Monday: a finished room, with the product name and colour in the caption.
• Tuesday: a material explainer, such as LVT, laminate and engineered wood compared.
• Wednesday: a fitting clip, such as underlay going down or a stair runner being fitted.
• Thursday: a showroom post: new samples, a room set or a staff pick.
• Friday: a customer review, shared with permission.
• Monthly: a post about how you measure, quote and fit, step by step.

The fastest way to a complaint is a floor that looks different in the room from how it looked on your feed. Photograph in daylight, turn off filters and colour presets, and name the exact product and shade. If a floor looks warmer or cooler at different times of day, say so.

• Shoot finished rooms with natural light and the main light off.
• Show a sample next to the finished floor so people can compare.
• Include a close-up so texture and pile are clear.
• Do not edit the colour of a floor to make it look closer to a trend shade.

Flooring is full of sales, so the rules on savings claims matter. The ASA's advice says a "was" or reference price should be a genuine, established usual selling price, should generally be the most recent price, and should have been charged for longer than the promotional price. For "up to" claims, a significant proportion of sale items should be at the maximum saving, and the ASA says less than 10% is unlikely to count.

On "free", the ASA's advice says that where the cost is included in a package price, none of the elements should be described as free, and that you must not describe something as free if the price of the main product has been raised to cover it. If fitting is built into your per-square-metre price, call it "fitting included", not "free fitting".

In the UK, the CMA says any price in a social media post must be the total price, with unavoidable charges such as VAT normally included. If the total depends on the room, say what it depends on (size, underlay, gripper, door bars, uplift) so people can work it out.

This is general information, not legal or safety advice. Rules differ by country, state and council and they change, so check with the regulator, your trade body or a lawyer before you rely on them.

Sources: ASA Advice Online: Promotional savings claims, checked 15 October 2026; ASA Advice Online: Use of "free", checked 15 October 2026; CMA: Providing clear and accurate information about prices (summary), checked 15 October 2026

Uplift videos are popular, but old floors need care. HSE says asbestos was added to PVC and thermoplastic floor tiles, stair nosings, sheet materials and screeds, that tiles were often stuck down with asbestos-containing mastics, and that they are sometimes hidden under carpets. It says people working on buildings from before 2000 are more likely to come across asbestos.

Do not post clips of ripping up or sanding old tiles in an older property unless they have been checked. A post explaining that you stop and check old tiles before uplift shows customers you know what you are doing.

US: the FTC tells homeowners to consider only licensed and insured contractors, get several written estimates, and expect a contract with the contractor's name, address, phone number and licence number. It notes that if a contract is signed at home the customer may have the right to cancel within three business days. Make those things easy to find in your posts.

Sources: HSE: Asbestos, locations and materials, checked 15 October 2026; HSE: Introduction to asbestos, checked 15 October 2026; FTC Consumer Advice: How to avoid a home improvement scam, checked 15 October 2026

Ask every customer for a review the same way, for example a week after fitting. Google bans incentives for reviews and selectively asking happy customers, the FTC's 2024 rule bans fake reviews and rewards for reviews with a particular sentiment, and the CMA names reviews that hide an incentive as a banned practice.

Disclosure: this guide is published by Zolyp, an AI social media manager. Zolyp plans a calendar around your content pillars, writes and designs each post, and schedules it to Instagram, Facebook, LinkedIn, Google Business, X, TikTok, YouTube, Pinterest, and Threads. You start in review-everything mode, so nothing goes live without your approval. You can add your own photos or pull from your brand gallery, so posts show your real work rather than stock images. Everything in this guide works just as well done by hand.

• Week 1: choose two finished rooms you have permission to share.
• Week 2: post a material explainer and a fitting clip.
• Week 3: check every price and sale claim in your posts against your records.
• Week 4: reply to reviews, update Google photos and plan next month.

Sources: Google Maps user-generated content policy: fake engagement, checked 15 October 2026; FTC: Federal Trade Commission announces final rule banning fake reviews and testimonials (14 August 2024), checked 15 October 2026; CMA: Short guide for businesses publishing consumer reviews and complying with consumer protection law, checked 15 October 2026