What to Do When the Facebook Mob Comes for Your Business

Hey there!

You ever wake up, sip your morning coffee, and find your company name getting dragged in a local Facebook group?

Suddenly, you're "too expensive"… a "rip-off"… or "not like the guy who works out of his garage for a cheaper price."

If you’ve been in the home services game long enough, you know this isn’t just frustrating—it’s personal. You built your business with sweat equity. You train your techs. You stand behind your work. And still… here comes the keyboard critics.

So, how do you respond when the mob shows up?

Let me give it to you straight—and share what some of the smartest contractors in the game are doing.

1. Don’t Feed the Algorithm

It’s tempting to clap back. But every comment, especially from you, refreshes that post to the top of the feed. Sometimes the best move is silence. Let the outrage fade.

2. Get it Offline—Fast

Call the original poster. Be human. Be curious. Not defensive. Often, they just want to be heard. And once you resolve it, the whole thread usually vanishes. If you must comment publicly, say:

“Hey Bob, I just left you a message and would love to chat. I pulled your notes and want to work through this together.”

No price defense. No flex. Just calm leadership.

3. Let the Community Speak for You

Here’s where the real magic happens. If you’ve been consistent with community content, storytelling, and real engagement (you know… the stuff I teach in The HOME Advantage), your loyal customers will show up and defend you.

Not because you asked, but because they believe in you.

One contractor recently said:

4. Build a Brand That’s Bigger Than a Price Tag

You’re not the cheapest. You’re not supposed to be. You're the most trusted. And trust doesn't come from discounts—it comes from how you show up every single day.

So next time your name pops up in a Facebook thread, ask yourself:

• Have we told our story in this community?

• Do our customers know who we are and what we stand for?

• Have we earned enough trust to let others defend us?

Because in today’s world, your brand is what people say about you when you’re not in the room—or when you’re trending on Nextdoor.

Let’s make sure what they’re saying is something worth repeating.

Keep showing up. Keep telling your story. And remember, the contractors who own their market aren’t chasing leads—they’re building legacies.

TGIF,

Eric

PS - Freon Leon, Side Job Bob, Stan in a Van, and their BFF Chuck don’t subscribe to this newsletter. If you’re reading this, you’re legit. And I appreciate that about you 😎