15 Best Home Services Marketing Tips in 2023

Home services marketing is transforming. Learn effective strategies, emerging trends, and how to adapt for success.
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  • Did you know?
Home services market size is expected to grow at a CAGR of over 18% during 2021-2026. (Arizton)

Table of Contents

We understand that marketing your home services business can be challenging. There are many service providers, and it can be difficult to stand out, especially for roofing, plumbing, and landscaping services. You want to make sure that potential customers can find you easily online. That’s why we’re here to offer valuable tips on improving your home services marketing. We’re here to help you succeed!

Why is marketing crucial for home services?

It is essential for home services businesses to have an effective marketing strategy for various reasons. Nowadays, people tend to search for local services online, which is why having an efficient online marketing plan is crucial to ensure that your business is visible to potential customers. In addition, the home services industry is highly competitive, so a well-crafted marketing strategy is vital to stand out from the crowd, build trust, and create a loyal customer base. Moreover, marketing can help you communicate effectively with the target audience, highlight your expertise, and showcase your unique selling propositions. Without a solid marketing plan, even the most skilled and reliable home service providers may miss out on potential growth opportunities and go unnoticed.

That’s why our team offers comprehensive digital marketing solutions that have been trusted by plumbers, HVAC technicians, flooring and roofing experts, wineries, home breweries, and kitchen and bath remodelers, among others.

If you prefer the DIY approach, you may find these articles interesting:

Exploring the world of home services marketing

Home services marketing has garnered attention recently due to the escalating demand for home services. As homeowners prioritize convenience and reliability, businesses are compelled to tailor their digital marketing strategies accordingly, paving a new way in this expanding market.

The rise of home services

In the past few years, we’ve seen a striking rise in-home services. From plumbing and landscaping to house cleaning and appliance repair, homeowners are increasingly relying on professionals. This trend has propelled a significant shift in the market landscape driven by the desire for high-quality, convenient services. Moreover, this changing dynamic presents opportunities and challenges for businesses alike.

A man cutting wood in relation to home services marketing

Additionally, we’ve noticed a transformation in customer behavior. Today, digital platforms are critical in how customers discover and interact with home services. Whether researching different providers, booking services, or leaving reviews, the customer journey is predominantly online, which brings us to the question of why home services marketing is different.

Home services marketing: Why is it different?

Marketing home services differs from other industries due to distinct factors. Firstly, local relevance carries immense weight in this sector. Customers often seek services within their immediate geographic area, making local SEO crucial. Furthermore, trust plays a pivotal role. Since homeowners invite service providers into their personal spaces, businesses must build and maintain trust.

Tailoring strategies for unique challenges

To navigate these unique challenges, businesses need to tailor their marketing strategies. Local SEO, for instance, is one key area to concentrate on. By enhancing your local SEO, your business can appear in local searches, thus connecting you with potential customers in your service area.

In addition to SEO, fostering trust is paramount. Online reviews, customer testimonials, and industry certifications can all contribute to portraying your business as trustworthy and reliable. Furthermore, businesses must establish a strong online presence, including an informative website and active social media profiles, to engage with customers and nurture relationships.

Understanding the unique aspects of home services marketing is essential for navigating its world. And by tailoring your strategies to these unique factors, your business can effectively connect with your audience and grow.

15 best home services marketing tips

Understanding your audience for home services marketing

At the heart of effective home services marketing lies a clear understanding of your audience. You can fine-tune your services and marketing endeavors by delving deeper into customer behaviors and preferences.

Making customer service an essential component of your business

Good customer service is the backbone of any successful business. It not only helps in retaining customers but also encourages word-of-mouth referrals, which can lead to new customers. By providing a positive experience, businesses can build a loyal customer base that keeps coming back for more purchases. Retaining customers is crucial for a business’s success, as it leads to increased revenue and reduces costs associated with acquiring new customers. Furthermore, happy customers are more likely to leave positive reviews and recommend the business to others, contributing to the company’s growth. Therefore, investing in customer service is a smart move for any business looking to establish a strong reputation and increase its bottom line.

Creating buyer personas

Crafting buyer personas forms a crucial step in deciphering your audience. Each buyer persona offers a semi-fictional portrayal of your ideal customer, providing a clear snapshot of who you’re targeting in your marketing efforts.

Begin by extracting data from your current customers. Surveys, interviews, and customer feedback are treasure troves of valuable insights. While collecting data, hone in on details such as demographics, lifestyle, purchasing preferences, and problem areas. These particulars will guide you in creating comprehensive buyer personas.

Additionally, take note of common characteristics among your most loyal patrons. Pinpointing these patterns will equip you with a blueprint to attract similar clientele.

Customer behavior insights and patterns

Moreover, examining customer behavior can give your business a competitive advantage. It helps decode how customers discover your services, what prompts them to pick your firm over competitors, and the elements influencing their satisfaction levels.

In pursuit of these insights, you could track customer interactions across various touchpoints. These may encompass your website, social media channels, and direct communication pathways like email or phone calls.

Furthermore, discerning patterns in your customers’ behavior can reveal their preferences. For instance, do most customers schedule services online or lean towards phone calls? Are their searches for services predominantly during a specific time of the day or week? Answering such questions can optimize your marketing strategy and service delivery for enhanced results.

Additionally, keeping a close watch on feedback and reviews is pivotal. While negative feedback can spotlight areas needing improvement, positive feedback can guide you on what practices to maintain. Furthermore, these reviews and testimonials can bolster trust among potential customers.

A thorough understanding of your audience is integral to home services marketing. By constructing detailed buyer personas and scrutinizing customer behavior, businesses can cater more effectively to their audience’s needs and preferences. Consequently, this can culminate in more efficient marketing strategies and an uplift in customer satisfaction.

A computer sitting on a desk in relation to home services marketing

Building a robust user-friendly website is crucial

In the realm of home services marketing, forging a robust online presence is imperative. This approach amplifies visibility, bolsters credibility, and fosters accessibility, thereby propelling your business toward growth.

First and foremost, possessing a well-rounded website is non-negotiable. Your website is your business’s digital storefront, displaying your services and proficiency for potential customers. Furthermore, it should furnish detailed and concise information about your services, pricing, and contact specifics.

Beyond this, enhancing the user experience is integral to a robust website. Quick load times, mobile optimization, and intuitive navigation fall under must-have features. These components increase customer satisfaction and positively affect your website’s search engine rankings.

Moreover, a strong website presents a convenient platform for customers to interact with your business. Whether booking a service, making an inquiry, or leaving feedback, a user-friendly website makes these transactions seamless.

Making your brand visible by leveraging SEO

Besides maintaining a robust website, search engine optimization, or SEO, is vital to magnify your brand’s visibility. SEO involves finessing your website and content to secure higher ranks in search engine results, making your business more discoverable to potential customers.

Effective SEO encompasses a variety of techniques, including using relevant keywords, curating quality content, and enhancing website performance. Implementing these strategies can amplify your website’s visibility in search engine results, thereby increasing traffic and potential leads for your business.

Implementing local SEO

Furthermore, when discussing home services marketing, local SEO demands particular attention. Given the local nature of home services, your clientele is likely within a specific geographic area. Hence, optimizing your online presence for local search can connect you with potential customers in your vicinity.

Local SEO strategies range from finessing your website for local keywords, claiming and optimizing your Google My Business listing, to earning positive online reviews. These techniques can boost your visibility in local search results, thereby heightening your chances of attracting local customers.

The journey of building a strong online presence is multi-faceted, involving a comprehensive website, thorough SEO, and a sharp focus on local SEO. By investing in these areas, businesses in the home services industry can enhance visibility, forge stronger connections with potential customers, and steer their business toward growth.

Incorporating social media into your home services marketing

Incorporating social media into your home services marketing arsenal can propel your business to new heights. This powerful tool fosters connections, stimulates engagement, and enhances your brand’s visibility.

Social channels

Selecting suitable social channels for your business isn’t a one-size-fits-all affair. Each platform caters to a distinct user demographic, and the trick lies in pinpointing where your potential customers predominantly reside. Facebook, for instance, maybe a premier choice for reaching a diverse audience. On the other hand, Instagram, with its emphasis on visuals, could be an ideal platform to display your stellar work.

Yet, maintaining a mere presence on these platforms doesn’t cut it. Regularly disseminating captivating content, promptly responding to queries, and cultivating a sense of community are essential pillars of successful social media marketing. Moreover, platforms like Facebook offer sophisticated targeting features for paid promotions, enabling you to cater to a highly specific audience.

User-generated content

Moreover, user-generated content (UGC) forms a valuable facet of a home services marketing strategy. This category encompasses content, such as reviews, photos, and testimonials, contributed by your customers. Such content bolsters your credibility, sparks engagement, and nurtures trust among potential customers.

To spur UGC, consider hosting contests or simply inviting your satisfied customers to broadcast their experiences online. In addition, featuring UGC on your social channels can heighten engagement and visibility. However, always remember to seek permission prior to sharing user-generated content.

Integrating social media into your home services marketing strategy can yield remarkable outcomes. Strategically chosen social channels, coupled with engaging and user-generated content, can aid you in establishing connections with potential customers, expanding your brand’s visibility, and creating a dedicated community around your brand. Keep in mind, social media isn’t solely about promotion; it’s about forging relationships and offering value to your audience.

Leveraging paid advertising

Embedding paid advertising into your home services marketing mix can elevate your game to unprecedented levels. Skillfully designed ad campaigns can catapult your visibility, refine your brand persona, and supercharge conversions.

Pay-per-click (PPC)

Pay-per-click, commonly recognized as PPC, steals the spotlight as one of the most potent paid advertising strategies. With PPC, you shell out a fee each time someone clicks on your ad. For instance, Google Ads positions your ad in front of users actively seeking related services.

However, it’s crucial to remember that PPC isn’t merely about accumulating clicks but securing leads. You can guarantee that your ads reach your ideal customers by pinpointing specific keywords, geographic zones, and demographics. In addition to this, with adequate tracking and analysis, PPC can supply invaluable data on customer behavior and campaign efficacy.

Crafting compelling ads

Regardless, merely setting up ads isn’t the end of the line; they must be compelling. An irresistible ad captures attention, kindles interest, and incites action. Essential components include a captivating headline, clear and succinct messaging, a potent call-to-action, and engaging visuals.

It’s essential to keep in mind that your ad often serves as the first point of contact potential customers have with your brand. Make it count!

Weaving paid advertising into your home services marketing scheme can render significant benefits. Whether via PPC, remarketing, or crafting gripping ads, paid advertising can amplify your visibility, bolster conversions, and grant critical insights into customer behavior. It’s a worthy investment that can drive your business to new heights.


Alongside PPC, remarketing emerges as another influential paid advertising tool. Remarketing displays ads to users who’ve previously interacted with your brand – perhaps by visiting your website or utilizing your mobile app.

The main perk of remarketing? It keeps your brand fresh in the minds of potential customers who didn’t convert during their initial interaction. Furthermore, remarketing typically yields higher conversion rates by targeting individuals already acquainted with your brand.

A roofer standing on a roof

Integrating online reviews

The importance of online reviews cannot be overstated when it comes to helping consumers make informed purchasing decisions. According to recent studies, brands with online reviews have a 63% greater chance of gaining customer trust than those without. When a product or service has no reviews, it creates a sense of uncertainty and potential risk in the minds of potential buyers, leading to a decrease in sales. Therefore, it is crucial for businesses to collect online reviews as a means of building trust and ultimately increasing sales.

Adding a live chat feature to your website

These are the reasons why you may need to add a live chat feature on your website:

  1. Having a live chat feature on your website can boost your conversion rates and increase sales.
  2. Research has shown that customers who engage in chat are three times more likely to make a purchase.
  3. Offering a live chat feature can enhance the level of customer satisfaction.
  4. Live chat can be a highly effective way to improve customer service efficiency and lower customer service costs.
  5. Website visitors and customers can benefit from chat transcripts and analytics to improve interactions.
  6. Offering live chat support can give your company a competitive edge. I can help you explore the benefits and implementation of live chat on your website or platform.

Submitting to business listings or directories

Submitting your website to listings and directories can have a significant impact on your online visibility. It is important not to underestimate the power of this tactic in improving your website’s visibility.

  1. Enhance the discoverability and visibility of your business.
  2. Improve your search engine rankings.
  3. Enhance the reputation of the business.

Responding promptly to customers

Responding quickly to customers and leads is essential for a home service business for several reasons.

  1. It shows that you value your customers and their time, which enhances customer satisfaction and loyalty.
  2. Prompt responses help establish trust and credibility with potential customers, leading to increased sales and revenue.
  3. Quick responses allow you to promptly address any issues or concerns, which helps prevent negative reviews and feedback.
  4. In today’s fast-paced business environment, customers expect quick responses, and failure to do so can result in lost business and a damaged reputation. Therefore, responding to customers and leads quickly is critical to a successful home service business.

Boosting home services through video marketing

Integrating videos into your home service marketing plan can make a huge impact. It allows you to connect with your audience on a deeper level and provides various other benefits as well. Videos visually showcase your work’s quality, including before-and-after shots of home renovation, step-by-step guides for fixing common issues, and time-lapses of landscaping projects. This demonstrates your expertise and helps build trust by showing the human side of your business and team. Videos are highly engaging and preferred by search engines, making them mobile-friendly, improving your website’s ranking, and making it easier for potential customers to find you. Integrating videos into your marketing strategy can help you stand out from the competition and enhance your brand image.

Utilizing the potential of referrals

When it comes to home services, referrals can be a game-changer. People tend to rely on recommendations from their loved ones rather than advertisements or marketing tactics. Referrals are especially useful when someone is overwhelmed with options and unsure of who to trust. A recommendation from a trusted source carries more weight than any other option. Furthermore, referrals help bolster a provider’s reputation and credibility within the community, which leads to more business and growth. In conclusion, the power of referrals cannot be overstated in the world of home services.

Nurturing leads through email marketing

Utilizing email marketing can be a powerful strategy for businesses looking to convert potential customers into loyal ones. By creating targeted email campaigns that offer valuable content, companies can establish a relationship with their leads and ensure that their brand remains at the forefront of their minds. One of the primary advantages of email marketing is its ability to nurture leads over time. By providing prospects with content that is relevant and useful, businesses can maintain their interest, build trust, and increase brand loyalty. This, in turn, creates a higher likelihood that these prospects will eventually become paying customers. Additionally, email marketing allows businesses to track and measure their results. By analyzing data, companies can make informed decisions and continuously improve their campaigns. Email marketing is a cost-effective and efficient approach to connecting with potential customers and transforming them into loyal customers.

Analyzing and adapting your home services marketing strategy

Crafting a powerful home services marketing strategy represents only the first step toward success. The real secret to sustained growth lies in persistent analysis and timely adaptation. By closely monitoring your campaign’s performance and swiftly rectifying any gaps, you enhance the potential for a maximized return on investment.

Key performance indicators (KPIs)

Acting as the guiding light for your marketing strategy are KPIs, or Key Performance Indicators. These quantifiable measures are instrumental in gauging the effectiveness of a campaign. Standard KPIs might encompass metrics like click-through rates (CTR), conversion rates, and cost per acquisition (CPA).

However, don’t forget the significance of choosing the right KPIs. You should opt for indicators that directly tie into your business goals. For example, if brand awareness is your target, concentrate on metrics like impressions or reach. On the other hand, if conversions are your priority, then focus on elements like lead generation rates or sales numbers.

In addition to this, always make it a point to juxtapose your KPIs with industry benchmarks. This contrast presents a practical perspective on your standing in the market.

Ongoing optimization

Once you’ve earmarked your KPIs, the ensuing step involves constant optimization. Regularly dissect your performance data, identify areas that require improvement, and fine-tune your strategy. Maybe a particular content type isn’t striking a chord with your audience, or a specific keyword isn’t attracting expected traffic. Swiftly identify such deviations and adjust your plan.

Furthermore, don’t shy away from experimenting with varied tactics. Test different versions of your ads, venture into new social media platforms, or probe into upcoming SEO practices. The idea is to maintain an open mind and stay adaptable.

The triumph of your home services marketing strategy hinges greatly on consistent analysis and flexibility. By routinely monitoring your KPIs and tweaking your approach, you ensure the effectiveness and profitability of your strategy. Remember, digital marketing is an ever-evolving field – the more receptive you are to change, the better your chances of success.


As we conclude our journey through home services marketing, let’s remember the significance of remaining abreast of emerging trends. The landscape of digital marketing constantly evolves, making it crucial for businesses to adapt and innovate.

Need help implementing these tactics?

In this fast-paced realm of digital marketing, trends are emerging that could shape the future of home services marketing. For instance, voice search is rapidly gaining traction. To remain accessible and relevant, businesses should consider optimizing their content for voice search.

In addition to voice search, the rise of artificial intelligence in customer service represents another significant trend. AI chatbots on your website can provide immediate assistance to customers, improving their overall experience and elevating your brand’s image.

Moreover, the role of local SEO is becoming increasingly prominent. Features like Google’s Local Pack and Google My Business listings are making it easier for local businesses to connect with their target audience. A concentrated effort on optimizing your local SEO can significantly boost your visibility and customer engagement.

Final thoughts

In conclusion, the success of home services marketing hinges on a combination of factors. These include understanding your audience, establishing a robust online presence, leveraging a blend of organic and paid strategies, and maintaining a continuous cycle of analysis and adaptation.

Although it might seem like a daunting task, with patience and persistence, these efforts can yield substantial benefits, including increased visibility and a higher conversion rate.

Notably, adapting to the fluid nature of the digital marketing landscape is a key factor in maintaining an effective strategy. The ability to identify, understand, and adapt to new trends as they emerge can position your business for continued success.

While the journey through home services marketing can be complex, the potential rewards make it worthwhile. If you’re feeling overwhelmed or unsure about how to proceed, remember expert help is at hand. At Twibi, we specialize in creating tailored marketing strategies that deliver results. Don’t hesitate to reach out, let’s work together to take your business to new heights!

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  • Did you know?
68% of home service professionals increased digital marketing spend in 2021. (Jobber)
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