Home Services Marketing - Top Tips & Tricks

Customers' habits have changed over the last few years, making it a significant challenge to capture their attention. It’s also worth noting that the home services market is quite saturated.

So what is the best way for contractors, plumbers, and all the other professionals to attract new customers?

As a full-service marketing agency, we’ve found the following home services marketing tips and tricks have helped our clients reach their business goals and attract new customers.

What is Home Services Marketing?

Home services marketing involves promoting electricians, plumbers, landscapers, and other similar professionals to reach their target audience effectively. Home services companies achieve this by utilizing a range of marketing channels and employing the most effective tactics. They leverage digital platforms such as websites, social media, and online directories to showcase their services and attract local customers. Additionally, traditional methods like flyers, local newspapers, and word-of-mouth referrals play a role in reaching homeowners seeking these services. By employing strategic marketing tactics tailored to their specific audience, home services businesses can enhance visibility and generate more leads in their local communities.

Why is Digital Marketing For Home Service Businesses Important?

Digital marketing is crucial for home service businesses due to its ability to reach and engage potential customers effectively. In today's digital age, consumers rely heavily on online resources when searching for services like plumbing, electrical work, or home repairs. Implementing a robust digital marketing strategy allows home service businesses to enhance their visibility and accessibility to these potential customers.

One key benefit of digital marketing is its targeted approach. Through techniques like search engine optimization (SEO), businesses can optimize their online presence to appear prominently in search results when users are looking for relevant services in their area. This increases the likelihood of attracting qualified leads and converting them into customers.

Additionally, digital marketing provides avenues for showcasing expertise and building credibility. By creating informative content, engaging social media posts, and garnering positive reviews, home service businesses can establish trust with potential customers before they even make direct contact.

11 Top Home Services Marketing Strategies, Tips, and Ideas

Try some of these tricks:

1. Identify Your Target Audience

A critical aspect of a successful digital marketing strategy is identifying your target audience. Understanding their demographics enables you to customize campaigns to their preferences, ensuring that your marketing materials resonate effectively.

Defining your target audience is also pivotal in establishing your brand identity. By selecting appropriate colors, fonts, and designing a logo that aligns with your business values, you can attract the right audience. Consistently using your brand across all online campaigns creates a cohesive online presence, enhancing the likelihood of generating highly qualified leads.

2. Focus More on Local SEO

Getting organic search traffic feels nice, but it doesn’t do you any good if it’s from Minnesota and your electrician business is in Florida. This is because most users looking for a home service professional will take a local approach by using ‘’near me’’ and similar search terms. 

Thus, to get the most value, you should invest more of your energy into local SEO.

If you’re already quite familiar with SEO, the local variant is nothing more than optimizing your website for local searches with location-based keywords and managing your local listings.

Additionally, you can also start improving your Google Business Profile and proactively managing your reputation (generating and responding to reviews) as both have a significant impact on local search rankings.

3. Create a Google Business Profile

Formerly known as Google My Business (GMB), Google Business Profile (GBP) is a vital tool for boosting your local search visibility, particularly within the local 3-pack—the top three local listings that appear on Google search results. To leverage GBP effectively, start by claiming your business listing if it exists or create a new one if it's not listed yet. Optimize your profile by providing accurate NAP (name, address, phone number) details, a compelling description of your business, and a link to your website. Enhance your profile further by adding images showcasing your company, office, and team.

To enhance your local rankings, actively seek genuine customer reviews, preferably positive ones, as these can significantly impact your visibility and credibility. Additionally, keep your profile fresh and engaging by regularly posting updates about your business, such as upcoming events, promotions, and new services. Consistent and strategic use of GBP can help drive more local traffic and attract potential customers in your area.

4. Start Running Local Service Ads

At the moment, you can get a great return on investment by running Google’s Local Services Ads. These ads are ideal means to shoot up to the top of search results as they will be shown above organic results, as well as the standard paid ads. 

The best thing about them is that you won’t pay for clicks on your ads, you’ll only pay for leads that end up connecting with you. 

To run these ads, your business needs to get verified by Google, after which you’ll also receive a Google Guaranteed badge. This can significantly boost the trust of your customers as they’ll be certain there’s an extra layer of protection involved.

5. Add Live Chat to Your Website

A huge part of staying competitive in this day and age is increasing customer experience. An effective way to do so is by adding a live chat feature to your website. This feature makes it easy to quickly connect with your website visitors, answer their queries, provide additional details, and collect their information.

This is especially helpful for engaging a younger audience who prefers chatting to phone calls. If you provide them with a simple way of reaching out, they are more likely to convert into loyal customers.

6. Work On Your Social Media Presence

A home services marketing strategy should include social media. After all, it is one of the most direct ways to connect with businesses. This audience is highly engaged and they usually spend hours upon hours on these platforms.

If your business isn’t active on social media, you’re missing out on some serious opportunities. 

If you’re unsure about what to post, remember that you’re not limited strictly to posting updates on your business. You can also post positive reviews and customer testimonials, video content, you can share your blog posts, etc. 

You can also take it a step further by offering contests or giveaways to grow your social media following. This is a great way to promote your business and engage with your current followers. Depending on your field of work, you may offer different kinds of prizes. What works for everyone is offering a free service or a significant discount.

To do it, simply identify what you’re giving away, create a post, explain all the rules (for instance, follow us and tag three friends), and you’ll be good to go.

7. Create Engaging Video Content

If your home services marketing strategy needs a boost, look no further than video content. Video is powerful because it delivers messages quickly and efficiently in a short amount of time. 

According to marketing statistics, 87% of marketers claim video content has drastically increased traffic to their websites. More importantly, they also state it has directly boosted their sales too. 

If you’re not sure if you can come up with topics, refer to your content marketing strategy and convert it to a video. You can, for example, educate your audience on the best ways of taking care of their home, promote your finest employees, and show a more personal side of your business. Additionally, you can run ads on YouTube to promote your services in front of a larger audience.

8. Build Authoritative Backlinks

The impact of your SEO efforts may not be immediate on search engines. To accelerate this process and improve your site's search rankings to attract new leads, focus on building links from reputable websites to yours. Look for websites with high organic traffic and strong Domain Rating (DR), which can be assessed using tools like Ahrefs.

Ahrefs also allows you to identify potential link partners by analyzing your competitors' backlink profiles. Examine websites that link to your competitors and filter them based on DR. Study how top-ranking sites link to similar websites and replicate these strategies in your own link building campaigns. By strategically acquiring backlinks from authoritative sources, you can enhance your website's credibility and visibility over time, ultimately driving more organic traffic and improving your search engine rankings.

9. Update Your Email Game

Email marketing can do wonders for your home services marketing strategy. You can use it to nurture your clients regardless of where they are in the customer lifecycle.

With enough information on your business leads, you can segment your contact lists to send personalized emails to your audience. You can use the data fields from your website forms to make smaller groups of people that have traits in common.

For instance, if you run an HVAC service business, you can make a segment for customers who have already used your services but haven’t installed a new unit in the last three years. You can then send these customers a personalized offer for a new unit or a discounted air conditioner tune up.

10. Place Your Branding Materials Everywhere

Not all home services marketing tips have to be strictly online. You can significantly impact your customers by transferring your branding materials into the real world. This works well for home services companies as they have many options where they can place their logo: vehicles, equipment bags, tools, uniforms, and so on.

Just think about the impact of technicians driving around a neighborhood in the van that displays your logo in its full glory. That’s a great way to advertise your business, particularly if your clients have nosy neighbors.

Feel free to add your phone number to these promotional materials and include a QR code with a link to your website to take it a step further. 

11 Analyze and Evolve Your Marketing Strategies

Over time, assess which of your marketing campaigns have generated increased phone calls, improved conversion rates, and ultimately contributed to your bottom line. The specific metrics to analyze will vary depending on the channels used for each campaign. For instance, if you implemented an SEO and content marketing strategy, monitor your website's traffic and conversions through Google Analytics.

There are various marketing tools available that can monitor multiple metrics or integrate data from different analytics sources. Leveraging these platforms can simplify the process of measuring the effectiveness of your campaigns. By analyzing the gathered insights, you can make informed decisions to refine and optimize your marketing strategy for achieving better results.

Win The Home Services Marketing Game

Home services marketing is all about trying new things and seeing what sticks. Most of these tricks will fit right into your current marketing strategy as they are aimed at delivering a higher customer experience and building an online presence by offering your audience what they want. 

Once you see your numbers go up, don’t get lazy. Keep experimenting and you’ll quickly notice your competitors trying to copy you and your creative approach. That’s when you’ll know you’ve won the home services marketing game!

FAQs (Frequently Asked Questions)

Q1. How can I target the right audience for my home services business?

A1. Define your ideal customer based on demographics, location, and specific needs. Tailor your marketing messages to address their pain points and showcase how your services can solve their problems.

Q2. What are the benefits of local SEO for home service providers?

A2. Local SEO helps you appear in relevant local searches, making it easier for homeowners in your area to find and contact your business.

Q3. How important are customer reviews in home services marketing?

A3. Customer reviews and testimonials build trust and credibility, influencing potential customers' decisions to choose your services over competitors'.

Q4. How can I measure the success of my marketing efforts for my home services business?

A4. Track key performance indicators (KPIs) such as website traffic, conversion rates, and customer acquisition costs to evaluate the effectiveness of your marketing campaigns.

Q5. What role does social media play in home services marketing?

A5. Social media platforms provide opportunities to engage with customers, showcase work, share industry insights, and build relationships that can lead to referrals and new business.