THE DEFINITIVE GUIDE TO MARKETING FOR
HOME SERVICES

TIMES HAVE CHANGED.

Below are some guides to help you grow your business and start making the web work for you instead of against you.

Now is the time to start taking your online presence as seriously as any aspect of your business. Consumers want easy, and their smartphones are the pathway to their business. Learn more on how to capture their attention and get their business below.

GET SOCIAL.

A recent study showed that over 75% of all new business for the home services industry comes from word of mouth.

While there will always be a word of mouth component to your business, expanding that reach is absolutely crucial to gaining customers outside of your core set of clients. Incorporating a robust social media plan extends well beyond simply having a page for your business on Facebook™ or Instagram™.

To get the most from social media, you need to market your services to targeted geographic areas at specific times of the day and week. This approach has shown huge returns in new business for our clients. Learn more about what it looks like.

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“There is now far more content being made than there is time to absorb it." 

Increasing the accuracy in how you're reaching your target audience has never been more critical.

The number of followers your business has can have a direct correlation to converting business. Learn how to get more followers the right way. 

SHOW UP IN SEARCH.

The global home services market is set to top $1.6 trillion dollars and has shown no signs of slowing. So, how are your customers finding you? In fact, over 55% of customers will run a search for your business before converting into a client.

Most businesses are aware of the fact that they need to rank as high as possible in search results to have the best chance of potential customers finding them. However, SEO, or Search Engine Optimization isn't the forte for most of our clients.

Getting your business on the first page of search results, especially mobile search isn't a part time endeavor, but the payoff is huge. We can take the mystery out of SEO for your business and get the internet working for you instead of against you.

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Blackhat techniques that were once common during the infancy of SEO have severe consequences today. 

Learn the rules of good SEO practices and use them to rank higher naturally.

Some of the SEO tactics you're using right now could have the potential to negatively affect your search ranking. Make sure you're not hurting your visibility

ADVERTISE SMART.

On average for home services, Google Ads cost close to $40 per click due to the highly competitive landscape of the industry. Also, cost per lead can exceed $100!

You know that you need to advertise, but the immense costs can make it difficult to compete with larger competitors with higher budgets. We'll help you maximize your advertising budget for platforms like Google or Facebook and actually compete against your competitors.

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YOUR WEBSITE.

Almost 97% of home service businesses have a website. However, those websites range from strictly banner content (I simply have a website with a phone number and some pictures of my work) to functional (My visitors can schedule appointments and get real time project updates).

No matter what kind of site you have, your customers and potential customers are judging your capabilities based on its look and performance. You owe it to yourself and your business to make sure your website is as functional and good looking as it can be. We understand that you're most likely not a seasoned web designer, but we are and can help.

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OTHER THINGS TO CONSIDER.

86% of consumers read reviews before making a purchase, and they read an average of 10 before deciding to trust a business or not. We can help you understand where your reviews are coming from, where you should be getting them, and what ranking you have relative to your competitors.

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DIGITAL ON-DEMAND SERVICE: IS IT WORTH IT?

The rise of apps such as Thumbtack and Home Advisor over the years have provided a new way for home services customers to access hundreds of specialized contractors at any given time with clear and mostly fixed rate structures. Often the challenge in using these methods is a measured loss of control in your business that favors the provider and the end user, or high costs for lead attribution. If you're considering it as a means of getting more business, here are some key highlights to consider:

THUMBTACK

  • Free access to millions of customers, provided you have at least one review and have set up customer targeting
  • Pay per lead. Leads are defined as a call, message, or booking
  • You are required to respond as quickly as possible to "win" the job or risk losing it to another competitor
  • Lead "Budgets" follow PPC very closely, and can be very expensive

HOME ADVISOR

  • Prescreening process to join pro network involving criminal and credit history
  • Pay per lead. Leads are defined as a call, message, or booking
  • Leads are shared amongst thousands of providers and are extremely competitive
  • Leads are not "vetted" and could be wrong numbers or even worse, customers who have no idea how Home Advisor got their information

WHAT YOU CAN DO INSTEAD?

Avoiding average yearly fees of $300 plus variable fees of $15-60+ per lead will definitely free up your marketing budget for activities that solely benefit your business. Investing into targeted PPC campaigns, boosting your SEO, and making sure that your website is optimized for mobile will give you higher returns over spending for leads that may or may not result in anything other than revenue for a home services broker.

THE ISSUES FACING HOME SERVICES BUSINESSES RIGHT NOW

Due to levels of demand not seen before with the rise of the recent pandemic, more and more home services businesses find themselves at a disadvantage when it comes to available talent. This shortage makes business growth difficult even in the face of a $1.6 trillion dollar market. To attract and maintain skilled talent, firms need to look at their web presence as a means of recruitment marketing. If customers aren't able to find you easily, candidates will have a difficult time as well.

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No time for, or limited involvement with marketing. While this isn't always the case, especially in some larger organizations, smaller firms have all their efforts focused on completing jobs and scheduling new work. This leads to zero, or slow growth as there simply is no time to oversee marketing efforts and limited knowledge on how to effectively market products and services to a larger audience. The use of a knowledgeable marketing firm can help drive leads, convert more of them and capture larger market share.
Increased competition because of demand has created an environment of price undercutting to win bids and leads to poor workmanship by rule of the lowest bidder. Home services business owners without established marketing and sales practices are forced to subsist in this environment where margins are low and more work is required to turn profits as a result. Marketing activities that establish differentiation are especially important to creating a niche even in extremely competitive service lines.
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HAVE QUESTIONS?

Choose a time below that works for you and we'll send an invite for a Zoom call to dive deeper into your project.