Plan the year as four quarters. Give each one a single offer and a single proof theme, feed AI your real jobs, prices and photos, and have it draft a month of posts at a time for you to edit. Ask for a review after every job, and log every enquiry by source to see what each quarter earned.
The weak point in most flooring marketing is not the writing but the inputs. AI does not know your fitting diary, your margins or what the product in the box can really do, so an unedited draft will invent a deadline, promise a "waterproof" floor and sound like every other firm. Google's own guidance for business posts asks owners to avoid text that adds no value and auto-generated content. So the plan below uses AI as a fast first drafter and keeps your numbers, your photos and your final edit.
Start from your own enquiry months, not a generic calendar
Seasonal advice for flooring is usually written for one climate and one kind of customer. Your own records are better. Export the last twelve months of enquiries, or quote dates if that is all you have, with one row each: date, job type and source. Then ask an assistant that can run code to count them by month. Several chat tools can analyse an uploaded spreadsheet, though free plans cap file uploads and data analysis separately from ordinary chat, so check the current limits before you rely on one.
Here is a CSV of my flooring enquiries for the last 12 months (columns: date, job_type, source).
Count enquiries per month and show the result as a table. Then show the code you used.
Do not interpret anything yet.Asking for the code is the safeguard. Check two months by eye against your sheet, and if they match you can trust the rest of the table. Here is an illustrative result for a three-fitter firm, with invented figures to show the method.
| Month | Enquiries | Month | Enquiries |
|---|---|---|---|
| January | 18 | July | 17 |
| February | 22 | August | 20 |
| March | 31 | September | 34 |
| April | 36 | October | 38 |
| May | 29 | November | 33 |
| June | 21 | December | 12 |
The year totals 311, an average of about 26 a month. Two stretches sit well above that: March to May with 96 enquiries (31% of the year) and September to November with 105 (34%). Together they bring in about 65% of the year's enquiries. A firm with this pattern wants an offer live in early February and again in mid-August, a different kind of campaign for the quiet months of July and December, and nothing that depends on a January rush.
Your pattern will not look like this one. A firm that does mostly landlord and commercial work often peaks when homeowners are quiet, which is why the log comes before the calendar. If you have no log, start one this week with five columns: date, name or initials, source, job type and whether you sent a quote. Even three months of rows beat a guess.
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Buy nowA four-quarter plan for a small flooring firm
Use calendar quarters as the frame, then shift them to match your own log. Each quarter gets one offer, one proof theme and one review push, so a month of posts always has a job to do.
| Quarter | Offer | Proof theme | Review push |
|---|---|---|---|
| Q1, January to March | Fitting slots held until a real date; a cheap, valued extra such as underlay | Why floors move in dry winter air, and what the expansion gap is for | Autumn jobs you have not yet asked |
| Q2, April to June | Free measure and sample boards; stairs and hall priced together | Before-and-afters of halls and stairs | Every completion, the day after |
| Q3, July to September | Priority slots for landlords booking several rooms or units | Quick refits of rented homes; commercial floors in quiet weeks | Landlords and property managers |
| Q4, October to December | A real last fitting date before the year-end break; January slots held with a deposit | Floors ready for guests; stairs and halls | Everyone before the break, so reviews are fresh in January |
Quarter 1: hold slots and explain winter movement
The first quarter fills the spring diary early. The offer is a held fitting slot: customers who confirm by a date you can really meet get their pick of weeks. A small extra works better than a percentage off, and underlay is an easy one because customers understand it and it costs you a known amount. For proof content, one maker's laminate installation guide explains that its planks are mostly natural wood and move as relative humidity changes, which is why a gap is left at every wall. That is a ready-made, honest explainer for a post or a short video: "Why a floor can show a hairline gap in a heated room in winter, and what the gap at the wall is for." Use your own maker's wording for the details, and if your heating season falls mid-year, move this explainer to that quarter.
Quarter 2: before-and-afters and a free measure
Spring is for visible work. A free measure plus a few sample boards costs you an hour and gives the customer something to hold, and it is also the moment you collect the measurements and photos the quote needs. Halls and stairs make the best before-and-afters because they are small, fast to photograph and obvious to the eye, so price them together as a bundle and show the pair in one post. People preparing a home for sale or letting want a predictable fit, so one post that shows how long a hall and lounge really take, from your own job notes, speaks to them without discounting.
Quarter 3: landlords, rentals and quiet-period commercial work
The third quarter is the one most firms leave empty. If your log shows a summer dip, aim at buyers with several rooms or units at once: landlords, letting agents and managers of small commercial premises. The offer is certainty rather than a discount, meaning priority slots for three or more rooms or units booked in one visit and one invoice for the lot, because setup and travel are shared. Proof is a short case post built from a real turnaround, with the number of rooms, the days taken and the product, each taken from the job card.
Quarter 4: a real last fitting date, then ask for reviews
People hosting at year-end want the floor finished before guests arrive, so a real last fitting date is the most honest urgency you have. Work it out from supplier lead times and your diary, write it into the offer, and move it when the diary fills. Do not let an AI draft invent the date. This is also the quarter to send a review request to everyone you fitted during the year, so that searchers see fresh reviews when interest picks up in January.
Pricing an offer so it does not eat the margin
Offers go wrong when the discount is chosen by the writer and not the owner. Price every offer from a real job before it goes live. Take a 40 square metre laminate job quoted at $1,738, the worked example in the flooring quote template tutorial, and cost three offers against it.
| Offer | Cost to you on this job | Share of the $1,738 total |
|---|---|---|
| Free underlay with membrane (3 rolls) | $102.00 | 5.9% |
| Free door undercutting (3 doors) | $60.00 | 3.5% |
| 10% off fitting labour ($560.00) | $56.00 | 3.2% |
| 10% off the whole job | $173.80 | 10.0% |
The free-underlay offer costs $102.00, against $173.80 for a flat 10% off, and the customer can see exactly what they are getting. Run the same sum on your own typical job, and if your gross margin on it is 35% (an illustrative figure), the gross profit is about $608. An offer that gives away $102 of that is easy to defend, and one that gives away $174 needs a reason. Keep the arithmetic in a spreadsheet and not in the chat window, because models slip on percentages.
A "from" price needs the same discipline. "Laminate fitted from $45 per square metre" is acceptable only if a normal job really comes in at or near that figure. If the usual job lands at $55 because of preparation and door work, the post will read as a bait price, and it will bring the wrong calls. Tell the AI the real range and ask it to quote the typical figure, not the lowest.
Before-and-after posts from ordinary job photos
A before-and-after is the strongest post a flooring firm has, and it needs no writing talent, only three habits. Take the before and the after from the same spot, at the same height, with the room lights in the same state. Take a second wide shot from the doorway and one close-up of a detail such as a threshold or a stair nosing. And do not edit the after photo to look better than the floor. Google's photo guidelines for business profiles ask for images with no significant alterations or excessive use of filters or AI, so that the picture represents reality, and an AI "enhancement" that changes the colour of the boards breaks that rule and misleads the next customer.
Get the customer's agreement before you post, and keep it. A one-line text is enough for most firms: "Are you happy for us to share photos of your new floor, with no address or names?" Crop out house numbers, family photos, post and anything valuable. If the customer says no, you still have the before-and-after for your own sales folder, and nothing is lost.
The caption has four parts: the problem in the customer's words, what you fitted (product, area, days), one detail worth noticing, and a single next step. Give the AI the job card and nothing else, so it has no room to invent. Here is an illustrative before and after.
Raw draft from the model: "Transform your tired hallway into a stunning showpiece! Our expert team installed gorgeous, durable, scratch-proof flooring in record time. Book today for amazing results!"
After a two-minute edit: "Hall and stairs, 14 square metres of laminate, fitted over two days. The old carpet had worn through at the bottom step, so we replaced the nosing as well. Photographed after the final clean. Send us a photo of your own hall and we will tell you what to measure."
The edit removes the claims nobody can check ("scratch-proof", "record time"), puts in the facts only you hold, and ends with an action that costs the reader nothing. The figures in that example are placeholders for your own. Add alt text to the photo in plain words, for example "Hall and stairs after fitting, light oak-effect laminate". On Instagram, keep to five hashtags or fewer, since the platform capped them at five per post in December 2025. For more on turning job photos into posts, the bathroom fitter tutorial on before-and-after posts covers the same workflow for a neighbouring trade.
Drafting a month of posts in one sitting
Batching beats daily scrambling. Once a month, spend 90 minutes: gather the job cards and photos, write the month's facts into one message, and ask for the whole month at once. The facts bank is the part that keeps the drafts honest, so keep it in a note and update it each month.
You write social and Google Business Profile posts for a small flooring contractor.
Plain, friendly English, in the spelling your customers use. No hype words, no emojis, no hashtags beyond five.
Use ONLY the facts below. Never invent a discount, a deadline, a product claim or a guarantee.
FACTS
- Services: laminate, vinyl plank and engineered wood fitting, stairs, hall and stairs bundles
- Offer this month: free underlay with membrane on any fitted floor booked by [DATE]
- Real last booking date for that offer: [DATE]; fitting slots left: [NUMBER]
- Product wording from the maker: [PASTE the maker's own description, e.g. water resistant, not waterproof]
- Jobs finished this month: [JOB CARD 1], [JOB CARD 2], [JOB CARD 3]
- Do not say: waterproof, scratch-proof, lifetime, cheapest, best
Write 12 posts for the next four weeks: 4 before-and-afters (one per job card, with alt text),
3 offer posts, 3 explainers, 2 review-request posts. Give each a suggested day.
If a fact is missing, write [NEED FACT] instead.Here is the sort of output you get back (illustrative, three of the twelve posts).
Week 1, Tuesday, offer. Book a fitted floor by [DATE] and the underlay is on us. Only 3 slots left this week, so message now.
Week 2, Thursday, explainer. Our waterproof laminate laughs at spills, so it suits kitchens and bathrooms.
Week 4, Monday, review request. Loved your new floor? Leave us 5 stars on Google today.
Each of the three needs a fix, and the fixes are typical. "Only 3 slots left" is invented, because the facts bank held a blank number, so the model filled it in; the line stays only if you can count three slots in your diary. "Waterproof" contradicts the maker. The guide for one water-resistant laminate range says the floor is water resistant after installation and is not suitable for damp spaces such as pool areas, saunas and rooms with built-in drains like showers, so a bathroom claim is a complaint waiting to happen. Use the maker's word. The third post asks for a rating, which is the wrong request, because Google's policy tells businesses not to pressure customers or ask for specific content. The review section below has a compliant version.
One more check catches a quieter fault: dates. Give the model the posting date for each draft, or a "winter-ready floors" post can land in July. When the posts are good, put the offer on Google Business Profile as well. Posts there come in three types (update, offer and event), can be scheduled for a later date, and can repeat weekly, monthly or on a custom schedule. Set the offer to repeat until the real end date, then switch it off. Google's tips for posts say to keep them professional and to avoid text that adds no value and auto-generated or distracting content, so every draft gets a human edit before it is scheduled.
Review requests that stay inside Google's rules
Reviews decide who gets the call, and the rules about asking for them are stricter than most owners assume. Google's contributed-content policy says reviews posted because a business offered a payment, discount or free goods or services are not allowed, and it also lists selectively soliciting positive reviews and discouraging negative ones as rating manipulation. It adds that businesses should not require or pressure customers to leave reviews on the premises, should not ask staff to collect a set number, and should not request specific content, including content that names a staff member. In plain terms: ask everyone, ask neutrally, offer nothing, and leave the wording to the customer.
Timing matters more than wording. Send the request the day after the final walk-round, once the customer has lived with the floor for a night and the invoice is settled or agreed. Use the customer's first name, one link and one line. Here is a before and after.
Not allowed: "Leave us a 5-star review mentioning [staff name] and get 10% off your next job!"
Allowed: "Hi [first name], it's [your name] from [company]. Thanks for having us in. If you have a minute, an honest review of how the job went would really help other homeowners: [link]. No problem at all if not."
Ask the AI for three variants in your voice, and rotate them so customers who talk to each other do not receive identical messages. Do not use it to send requests only to customers you think are happy, because filtering who is asked is the very pattern the policy describes. Replies are a good use of AI: paste the review, ask for a short, specific reply that names something the customer mentioned, and edit it. Google's guidance on replies warns against sending everyone the same thank-you, so a draft you have not changed is a draft you have not finished. The tutorial on getting more reviews after every job covers the follow-up routine in more depth, and AI marketing for contractors: reviews, case studies and local posts shows how to turn the best reviews into case studies.
A monthly budget and a tracking sheet that answers one question
The question is simple: what did it cost to win one job, by source? Start with a budget in categories and not a single lump. These figures are placeholders to show the shape for a three-fitter firm, not advice on what to spend.
| Category | Monthly |
|---|---|
| Paid search or social ads | $500 |
| Review-request texts and call tracking | $60 |
| AI assistant subscription | $20 |
| Leaflets left at finished jobs; van sign refresh | $120 |
| Photo kit (tripod, light) spread over a year | $20 |
| Spare for tests | $180 |
| Total | $900 |
Set a ceiling before you look at results. Take the gross profit on a typical job (about $608 on the 40 square metre example at a 35% margin), choose the share of it you are willing to pay to win one, say 25%, and the ceiling is about $152 per won job. The sheet below has one row per enquiry, with these columns: date, name or initials, source, job type, area, quote sent, quote value, won, won value, review asked and review received. Fill the source column by asking every caller how they found you, and give paid ads their own phone number or form field so they cannot be confused with anything else.
At the end of the month, collapse the rows into a summary. Here is an illustrative one.
| Source | Enquiries | Quotes sent | Jobs won | Direct spend | Cost per won job |
|---|---|---|---|---|---|
| Google profile and website | 14 | 11 | 4 | $0 | $0 |
| Paid ads | 12 | 9 | 2 | $500 | $250 |
| Social posts | 6 | 3 | 1 | $0 | $0 |
| Referrals and repeat customers | 8 | 7 | 5 | $120 | $24 |
| Total | 40 | 30 | 12 | $620 | $52 |
Spreading the full $900 over the 12 jobs gives $75 a job. Paid ads cost $250 per won job against the $152 ceiling, but two wins is too small a sample to cut a channel, so give it another month or change the offer first. The summary also shows where the wins came from: the Google profile and referrals produced nine of the twelve jobs for almost no direct spend, which is the case for putting your time into reviews and photos before putting more money into ads. The figures count money only, so add your own hours if you want the full cost.
Paste the summary table into an assistant and ask three things: which source has the lowest cost per won job, which has the best quote-to-win rate, and what single change you should test next month. Tell it to show its arithmetic, and check one row yourself. If you are weighing whether to hand all of this to an agency, what to pay an AI marketing agency for contractors, and what to ask gives you the questions to put to them.
A monthly rhythm that fits around fitting work
The routine only survives if it is short. Here is a version that takes about three hours a month plus two minutes per finished job.
- First Monday, 20 minutes: build the summary table from the sheet and decide what changes.
- First week, 30 minutes: collect job cards and photos for finished jobs, and get consent where it is missing.
- First week, 90 minutes: update the facts bank, run the monthly prompt, edit every draft, and schedule the posts and the Google offer.
- After every job, 2 minutes: send the review request the next day and log it in the sheet.
- Last Friday, 15 minutes: reply to the month's reviews and note the best sentence from each for future posts.
When a quarter changes, swap the offer and the proof theme and leave the routine alone. Another trade's version of the same structure is in the twelve-month posts and offers calendar for plumbers, and borrowing its shape for your own diary is quicker than starting from a blank page.
Flooring marketing questions, answered
How many posts a week does a flooring firm need?
As many as you have real material for, which for most small firms is two a week. A finished job with photos, a short explainer and a review you can quote make a week. Daily posts built from nothing push you towards filler, and Google's own post guidance asks businesses to avoid text that adds no value.
Can I post photos of a customer's home?
Ask first and keep the answer. A text saying yes is enough for most firms. Crop out house numbers, family photos, documents and anything valuable, and do not tag or name the customer unless they have said they are happy for you to. Keep the consent message with the job record.
Can I offer a discount for a Google review?
No. Google's contributed-content policy says reviews posted because a business offered a payment, discount or free goods or services are not allowed and will be removed. You also cannot ask only happy customers, so send the same request after every job.
Which month should my flooring offers start?
Look at your own enquiries for the last twelve months and find the two busiest stretches. Put the offer live four to six weeks before each, because fitting diaries fill ahead of demand. If you have no records yet, start the log this week and use last year's quote dates as a stand-in.
Further reads
- Painting Contractor Marketing: Seasonal Campaigns With AI Content — Another trade's seasonal campaign plan, built the same way.
- Window Company Marketing: A Year of Local Campaigns Drafted With AI — A year of campaigns for a firm selling bigger-ticket home upgrades.
- Insulation Contractor Marketing: Autumn Campaigns and Local Pages With AI — Autumn campaign structure for a trade with a short peak.
- AI Marketing for HVAC: A Worked Spring and Autumn Tune-Up Campaign — Spring and autumn offers for a firm with a maintenance base.
- How to Bid Flooring Jobs: Commercial Takeoffs and Tenders With AI — Quiet-quarter work: bidding commercial floors with AI takeoffs.
- Carpet Cleaning Facebook Ads: Write and Test Offers With AI — Write and test floor-care offers on Facebook with AI.
- AI Tools and AI Development: The Complete 2026 Guide — the AI hub, including every tutorial in the AI-for-business series.
Sources: Google Business Profile Help (posts and photo guidelines), Google Maps contributed-content policy on reviews, Quick-Step installation guide wording on water resistance, and press reports of Instagram's December 2025 hashtag cap.