In this episode of To The Point Home Services Podcast, we sit down with Derek Cormier, owner of Climate Experts in Melbourne, Florida, to unpack how contractors can use social media to grow their business, recruit talent, and showcase company culture.

Derek shares his unique journey from police officer to contractor, how he built a thriving HVAC, plumbing, and electrical company, and why leaning into humor and personality on platforms like TikTok and Instagram has been a game changer.

We cover:

• Why brand awareness over chasing leads on social media
• How Derek’s team cut recruiting costs by 60% thanks to TikTok
• The role of entertainment vs. education in creating engaging content
• Tips for smaller contractors who don’t feel “funny” or “creative” enough.
• The importance of authenticity over polished production
• Getting your employees involved (and why you should embarrass yourself first!)
• 
  

Whether you’re just starting out or looking to refine your marketing, Derek’s strategies prove you don’t need a Hollywood production budget to crush it on social.

⏱️ Timecodes

00:00 – Intro & Pantheon shoutouts

01:45 – Meet Derek Cormier (Climate Experts, Melbourne, FL)

05:00 – From police officer to contractor

10:00 – The Gary Vee inspiration to post every day

18:00 – Adding service lines the smart way

24:00 – Why social media is the new TV

28:00 – Long-term brand awareness - chasing KPIs

34:00 – In-house vs. outsourced marketing

37:00 – Practical tips for contractors starting out

42:00 – Employee participation & culture videos

46:00 – Derek’s favorite viral-style campaigns

52:00 – Wrapping up: authenticity & consistency

🔗 Resources & Links

• Learn more about Climate Experts: https://www.climateexpertsac.com/
• Follow Climate Experts on TikTok & Instagram for inspiration
• Connect with To The Point Home Services Podcast

Thank you to our Sponsors!

Rilla: https://www.rilla.com/tothepoint

Chiirp: https://chiirp.com/

Contractor Commerce: https://www.contractorcommerce.com/ryno/

Bluon: https://www.bluon.com/get-demo?referral_code=ToThePoint

Avoca.ai: https://avoca.ai/r/tothepoint

👍 If you enjoyed this episode, don’t forget to subscribe, comment, and share with a fellow contractor who could use some fresh marketing ideas!

#HVAC #HomeServices #SocialMediaMarketing