With 2018 social media headlines doubling as possible ideas for “Twilight Zone” episodes—full of scary data breaches and A.I. that may be running away with the conversation—it’s no surprise experts are predicting reactionary change in 2019. Is your home improvement company ready to market in the new environment?

Over the past decade or so, social media has evolved from digital places where human connections occur to platforms where digital content is served up to human audiences.

In 2019 and beyond, window companies and other home improvement businesses that want to engage with target audiences must return to the human connection that made social media popular in the first place. That means finding ways to engage homeowners on their own terms.

Here are three ways you can put the social back in your social media home improvement marketing efforts:

1. Have Conversations
Avoid becoming simply another niche digital content publisher. In addition to regular status updates, make sure you’re responding to comments on your social profiles. You don’t have to live on social or pay someone else to do so. Just a few minutes a day responding to comments or liking and sharing can show that you’re taking part in the conversation.

2. Be Human
Don’t copy and paste scripted answers or like and share robotically. Engage on a human level, showing interest in your audience and displaying honesty and integrity as a business made of people. You’re asking people to trust you with their homes. You have more of a chance of being invited to do work if you begin by building trust online.

3. Offer Easy Ways to Connect
Make it easy for consumers to reach out without Googling your company or searching for a phone number. Leverage social messaging systems and chatbots for speedy replies, and always include your website URL and contact phone number on your profile page.

Home improvement companies know how to interact with customers, presenting options and closing the deal on renovation or products. To succeed in social media marketing in 2019, leverage that same knowledge in a digital environment.