By George Gomez, 2026 Custom Builders Council President, CEO, Res Com Custom Builders
I’ve been in residential construction for over 21 years and co-founded Res Com Custom Builders over a decade ago. We’ve built our reputation on high-end custom homes and renovation projects, and we’ve earned the PRISM Grand Remodeler Award from the Greater Houston Builders Association four years in a row. But beyond the accolades, what I’m most proud of is how we’ve learned to tell our story online.
Social media is often the first place someone looks when researching a builder or remodeler. Before they call us, they’re scrolling our photos, watching our videos, and forming an opinion of our company. Every piece of content we post is part of our living portfolio. If your accounts are inactive or nonexistent, you’re already losing clients before the conversation starts. Consistently showing our work, explaining our approach and our culture, and letting our personalities come through isn’t optional, it’s essential.
Trust Is the Product
In our industry, clients aren’t just investing money, they’re investing their confidence and trusting you with their most personal spaces. That trust must be earned, and social media is one of the best tools we use to do just that, even before the first handshake. We use our platforms to highlight relationships with vendors and trade partners, walk through our process, answer the questions clients are already searching for, and give followers a real look at how we operate day to day.
When a potential client walks into our first meeting already familiar with our team, our process, and our values, that conversation is completely different. It’s easier, faster, and built on trust that started long before we sit down together. That familiarity shortens the sales process between “we’re thinking about it” and “where do we sign.”
It’s About More Than Clients
Our social media isn’t just aimed at prospective clients; it’s also a window into who we are for future team members and business partners. Family culture and work environment are at the core of our brand. We don’t just want people to work for us; we want them to work with us. A lot of that shows in the day to day, the jobsite wins, the team moments, the small celebrations, and the challenges we tackle together.
Sharing those moments humanizes our business and shows our values in action rather than just listing them on a website. When the right person, whether a client, a subcontractor, or a future employee, sees that content, they recognize it. They feel it. People don’t hire a company, they hire people. We want everyone who finds us online to know exactly who we are before they ever pick up the phone.
Consistency Is Everything
None of this works without showing up regularly. Consistency keeps your brand top of mind, builds recognition, and turns your social media into a quiet salesperson working for you around the clock. It signals reliability, something every client in this industry is looking for. The businesses that show up consistently don’t just survive, they thrive, building lasting relationships and a reputation that speaks for itself.
But if I’m being honest, the thing I treasure most about this career isn’t the awards or the finished projects, it’s the relationships. The other builders, trade partners, clients, designers, and architects I’ve had the privilege of working alongside over the years have shaped who I am professionally and personally. I’ve been fortunate enough to be around some truly amazing colleagues who have become lifelong friends and mentors. Those connections don’t happen in a boardroom, they happen on jobsites, at association events, and yes, through the conversations that start on social media. That community is something I don’t take for granted, and it’s a big part of why I love what I do.
After 21 years in this industry, I know that our honesty, transparency, and experience are what set us apart. Social media just gives us the platform to prove it every single day.