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It took a long time for me to get on social media. I wasn’t interested in putting myself out there, and honestly, I saw content creation as just another demand on my already limited time. 

About three years ago, I decided to give LinkedIn a shot and post consistently. Now, I’ve built a following of almost 32,000–and here’s the kicker: I didn’t have to reinvent the wheel or spend thousands of dollars to get here. 

There’s a common misconception that you must present the most polished version of yourself on social media. Sure, you don’t want to use it as a platform to air out your dirty laundry, but here’s the truth: people engage more with content that is raw and real. For me, LinkedIn was an opportunity to share what I’m already thinking about every day–business, family, leadership–to help accomplish two important things:

  1. Giving back to the restoration community
  2. Building relationships that nurture the M&A side of our business

Plus, my dad and I have a saying: don’t ask anyone to do something that you’re not willing to do yourself. I knew that having a social media presence, both for myself and for ATI, was important for growth.  

The restoration community is full of gritty, talented people with so much value to offer. I’d love to see more restoration owners get involved in social media. If you’re just getting started, here’s where I’d begin: 

  1. Tap Into Your Network: If you have a database of people you have worked with in the past, put it to use! LinkedIn allows you to import that file of contacts and request to connect with one click. It’s an easy way to grow your network quickly.
  2. Share What You Know: This is where many people get stuck, but it doesn’t have to be hard. Think about your audience and reflect on the insights, stories, and expertise you already share with them every day. While business tips can attract different audiences, posts that relate your work to family and community resonate the most. Share relatable stories about your customers, vendors, suppliers, employees, and friends. People want to know the real you.
  3. Let AI Help You: Open up a new post on LinkedIn, dump all your thoughts on a topic, and then use AI to polish it up. This helps you save time editing while still keeping your own voice. 
  4. Keep it Simple: If I post a video, it’s usually recorded on my iPhone or webcam while I’m sitting outside on my back patio. No fancy equipment or elaborate setups here. Perfect is the enemy of good, so don’t let the critic in your head hold you back.
  5. Camera Shy? Delegate: If you’re not comfortable in front of a camera, find someone on your team who is. But don’t overinvest in one person–find a couple of people who are willing to create content in case someone on your team moves on.

You might be thinking, “I don’t want to give away my secrets to the competition.” I get it. But I’ve learned that being open fosters genuine connections and that there’s plenty of opportunity out there to go around. 

When we lift up the restoration industry together, we all come out ahead.

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