The 3 Types of Video Every Contractor Needs to Win More Jobs
Most contractors want more leads, but the real problem isn’t exposure — it’s trust. Homeowners and commercial clients see dozens of ads, but they don’t know who to believe.
At Lieber Media, I talk with trade business owners every week who are frustrated with social media or disappointed with video projects that never produced results. The truth is, success with video marketing comes down to creating the right types of videos — and using them in the right order
1. Customer Testimonials — Word of Mouth on Steroids
If you only create one kind of video, make it customer testimonials.
Forget plain text reviews — a video testimonial lets potential clients see and hear the satisfaction of a real customer. That kind of authenticity can’t be faked.
What makes testimonial videos so powerful for contractors:
They show your craftsmanship and finished results.
They feature real clients explaining what it was like to work with you.
They create trust instantly — which is what sells jobs.
At Lieber Media, I film 5-minute interviews with happy customers, capture B-roll of the completed project, and edit it into:
A 1-minute website video that builds credibility right on your homepage.
Two short-form social videos for Facebook, Instagram, or LinkedIn.
With one project, you get multiple pieces of content that show your work and let your customers sell for you. It’s like word of mouth on steroids.
2. Educational Content — Build Trust Before They Need You
Most contractors post before-and-after photos or generic “book now” ads. But here’s the problem: only about 3% of homeowners are actively looking to hire right now. The other 97% aren’t ready yet — but they will be eventually.
That’s why educational content is so important. It keeps you top of mind for future clients and positions you as the trusted expert.
Educational videos can be as simple as:
Explaining common problems you fix.
Showing maintenance tips homeowners didn’t know.
Talking through your process and why it matters.
When people see you teaching instead of selling, they start to trust you. Later, when they’re ready for work, you’re the first name that comes to mind.
3. Brand Story & Process Videos — The Closer
Once you’ve built attention and trust, then it’s time for the content that tells your story.
Most companies start here — with the “we were founded in 1978” video — but that comes last. By the time a prospect is deep in your funnel, they want to know why you do what you do and what it’s like to work with you.
That’s where brand story videos, process explainers, and team introductions shine. They don’t just show your company — they show your values, your professionalism, and your personality.
These are the videos that help people feel confident choosing you over the competition.
How It All Fits Together
When you combine these three types of videos, you create a marketing engine that works nonstop:
Testimonials grab attention and build proof.
Educational videos build trust over time.
Brand story videos close the deal.
That’s the system behind the Lieber Media Video ROI Framework — designed specifically for contractors and trade businesses who want to attract better clients, not just more leads.
The Big Takeaway
Contractor marketing doesn’t need to be complicated. It just needs to be strategic.
Start with video testimonials, follow with educational content, and finish with your brand story. Together, those pieces create attention, build trust, and help you win better jobs faster.
Show your work. Build trust. Win the job.
Ready to start building your own video system? Schedule a call with Lieber Media to learn how these three types of video can turn your marketing into a lead-generating machine.