Most homeowners don't call a mason because they know they need repointing. They call because a joint is crumbling, water is showing up inside, or a neighbor said something about "tuckpointing." If your marketing doesn't explain the job in plain terms, you spend your phone time educating people who may or may not hire you.
This post covers how to explain brick repointing and tuckpointing on your website, Google profile and ads, so the calls you get are better informed and easier to quote.
Start with the words homeowners actually use
People search for "tuckpointing," "repointing," "brick mortar repair," "crumbling mortar," and "chimney mortar repair." Many use them as the same thing. The National Park Service's Preservation Brief 2 defines repointing as removing deteriorated mortar from the joints and replacing it with new mortar. It calls "tuck pointing" a somewhat inaccurate name for that, and says tuckpointing technically means a decorative raised joint on top of flush joints.
You don't need to correct anyone. Use the words your customers use, then explain the difference in one short paragraph.
| What the homeowner says | What it usually means | Where to use it |
|---|---|---|
| "Tuckpointing" | Replacing failed mortar joints | Page title, headings, GBP service name |
| "Repointing" | Same job, the term masons and architects use | Page body, FAQ |
| "My bricks are falling apart" | Often mortar failure, sometimes spalling brick | Blog post or FAQ that sorts out the difference |
| "Chimney is leaking" | Could be mortar, crown, flashing or cap | Link to your chimney page |
If chimney work is a big part of your business, the post on chimney repair marketing for masons covers that side.
Explain the job before they call
A homeowner who understands the work doesn't flinch at a quote, because they know why it takes days instead of hours. Put these points on your repointing page, in your own words and from your own method:
- Old mortar comes out first. Joints are ground or raked out to a proper depth, then cleaned. Smearing new mortar over the surface doesn't count. The NPS brief says surface grouting can't substitute for repointing and isn't recommended for historic masonry.
- The new mortar has to suit the old wall. The NPS brief covers matching mortar to the existing masonry in strength, composition, color and tooling. On older brick, the wrong mortar can damage the brick.
- Color and joint profile matter. Homeowners notice a patch that looks different from the rest of the wall.
- Access drives time. Height, scaffolding, landscaping in the way and the number of elevations all change the job.
- Weather affects scheduling. Mortar needs reasonable temperatures to cure, which is a good, honest reason a New England job might slip into spring.
Keep each point to two or three sentences. A homeowner reading on a phone won't get through a technical paper.
Give homeowners a self-check list
A simple "Does my wall need repointing?" checklist builds trust and filters calls. Include signs such as:
- Mortar recessed well back from the brick face, or crumbling when you scrape it
- Hairline cracks running along joints
- Gaps where mortar has separated from the brick
- White powdery residue on the wall (efflorescence)
- Water stains or dampness on interior walls near brick
- Loose bricks, especially at chimneys, steps and parapets
Then add a second short list called "When it might be something bigger": large stair-step cracks, a bulging wall, or a leaning chimney. Tell them to send photos right away, because those can need a structural look and not just repointing. This shows you aren't trying to sell repointing for everything.
Be upfront about what drives price
Don't invent a price list, but don't hide how pricing works either. Explain the factors in a short list: square footage of wall, joint depth and condition, height and scaffolding, brick or stone type, mortar matching, and how much loose brick needs rebuilding.
Then add a sentence about how you estimate: do you need photos first, a site visit, or both? A photo upload on your estimate form helps you pre-screen jobs. It also lets you tell a quick joint repair from a full elevation before you drive across the county.
When you follow up on quotes, use a written sequence so no estimate goes quiet. The estimate follow-up sequence post walks through one.
Use photos that teach
Masonry is visual, and before-and-after shots do real marketing work. The best repointing photos show the same wall from the same angle, with joint close-ups in between: failing mortar, ground-out joints, finished joints.
- Take a close-up of the joint and a wide shot of the wall in every project
- Note the town, the type of building and the scope in your file, so photos become project pages
- Don't use stock photos on service pages
On Google, photos and videos only show on your Business Profile once your business is verified, and Google's guidance is to add photos specific to your business category. Add repointing projects to your profile regularly, and list "Repointing" and "Tuckpointing" as separate services. The Google Business Profile checklist has the full setup. For a gallery structure, see the project gallery post for hardscaping and masonry.
Show your HIC number if you do residential work (Massachusetts)
This one is easy to miss. As of 2026, Massachusetts requires residential contractors working on existing owner-occupied one-to-four unit homes to register as Home Improvement Contractors. The state's consumer guidance says any website or advertising must display the HIC registration number, and the regulation at 201 CMR 18.02 says every contract, building permit and residential contracting ad must show it.
Put your number in your website footer, on your contact page, on ads and on your truck. Some work is exempt, so confirm what applies to you with the state. If you work in other New England states, check their rules too.
Make every call and form traceable
Once your pages are explaining the job, track which ones bring in calls. Use a dedicated tracking number or a "how did you hear about us?" field on your form, and note it at booking. The post on tracking where your leads come from shows a simple way to do it without software.
Then look at what actually produces booked repointing jobs. It may be your Google profile, a chimney page, or a referral from a realtor, and it may not match what you assumed.
How RGS helps
If you'd rather not write and maintain all this yourself, our digital marketing work for masonry contractors covers the pages, profile and campaigns around jobs like repointing. See also digital marketing for masonry and web design for masonry. You can also contact us or call (617) 877-5608.
