How Contractors Can Use Customer Video Testimonials to Break Into a New Market
Breaking into a new market is tough—even for experienced contractors. You might have years of experience, happy customers, and a great team… but if no one in the new area knows you, you’re starting from zero again.
That’s the hard truth: people don’t buy from who’s best—they buy from who they trust.
Why Testimonials Build Trust Faster Than Anything Else
When you’re new, you don’t have word-of-mouth working for you yet. That’s where testimonials fill the gap.
They make your results believable. Anyone can say they do great work—your customers show it.
They make you relatable. When a homeowner or business owner says, “We were nervous at first, but hiring them was the best decision we made,” it connects emotionally.
They do the selling for you. Testimonials work like referrals on autopilot.
How to Get Testimonials When You’re Just Starting Out
Here’s what I’ve found works best:
Start small and overdeliver. Pick one or two projects where you can give your best effort.
Ask right away. As soon as a client is excited about the result, ask if they’d be open to sharing their experience on video.
Make it easy. You don’t need fancy production—just good lighting, clear audio, and genuine conversation.
Guide the story. Ask open questions:
“What problem were you trying to solve?”
“What was it like working with us?”
“Would you recommend us to someone else?”
Where to Use Testimonials for Maximum Impact
Don’t bury your testimonials on a hidden “Reviews” page. Put them where they’ll do the most good:
On your homepage — front and center.
In sales proposals — proof right when you’re asking for the job.
On social media — share short clips to build familiarity and recognition.
The Big Takeaway
When breaking into a new market, your biggest challenge isn’t your skills—it’s your credibility.
Video testimonials let your customers vouch for you before you ever meet a prospect.
Trust replaces familiarity. Familiarity wins the job.
Show your work. Build trust. Win the job.