Someone who recently moved into a Florida home may be choosing local service providers for the first time. Your content can help them understand what to ask, what information to gather and which service is appropriate for their situation.

Our Instagram reel about new Orlando residents connects a customer’s situation with a useful educational message. The lasting idea is relevance: explain something a new homeowner needs to understand, using the services your business actually provides.

Choose one move-in question

“Everything you need to know about Florida homeownership” is too broad for a service ad. Choose a question your team can answer accurately and demonstrate.

Illustrative topics include:

  • What photos help a patio-screening company understand a project?
  • What should a homeowner tell a landscaping company about how they want to use the yard?
  • What information should be available when requesting an estimate for a service you provide?

Keep technical advice within your team’s expertise. Do not turn unfamiliarity with a new home into a claim that the viewer has a problem requiring paid work.

Build the message around the situation

A practical opening might be: “New to the area and planning a patio update? Here is what to have ready before your first estimate conversation.”

Then show an actual example. Explain why the information matters and what the business can help with. Finish by offering a clear way to discuss the viewer’s own project.

This approach also makes sense to an established homeowner with the same need. The message does not depend on secretly knowing whether a particular viewer has moved.

Make the destination useful for a newcomer

New customers should be able to find your service area, see relevant work, identify who they will speak with and understand the next step. Avoid assuming they already know local place names or your company’s reputation.

Include a short preparation checklist. For an estimate inquiry, that could ask for the city, type of project, a brief description and useful photos if your process supports them. Explain what happens after submission and give a realistic response expectation.

Treat old targeting recipes as historical

The original reel describes a 2025 setup using location, a recently-moved category and an interest. Do not copy an old menu recipe without checking what is available and appropriate in the current account. This guide is about the content strategy, not a claim that those exact controls remain available.

You can assess whether the message is relevant by asking prospects how they found you and what prompted the inquiry. Use information they choose to provide rather than treating an audience label as fact.

Measure whether the message helps

Compare the quality of conversations, not just how often people click. Do prospects understand your service? Are they in your coverage area? Do they arrive with the information your team needs? How many suitable inquiries progress to an appointment?

If the content draws many general questions outside your service, narrow the topic. If it produces useful inquiries but the team cannot respond consistently, improve follow-up before increasing the campaign.

Choose one move-in question for your next video. Give a complete, practical answer and make the next step easy for someone who has never heard of you.

Source: BVS’s new-resident marketing reel. Examples here are illustrative; the reel’s reported lead increase is not a forecast for another business.