Comprehensive Strategies for Effective Home Services Marketing

Marketing for home services can be challenging for small businesses, especially when resources and budgets are limited. However, with the right strategies and access to data, you can reach potential customers, drive inbound leads, and grow your business effectively.  

This guide will help you develop a comprehensive home services marketing plan to attract more leads and close more sales in your local market.

Strategy Development: Understanding Your Sales Funnel

The first step in your marketing journey is to understand your sales funnel. You’ll need to evaluate your data to determine if you need to generate more leads or focus on closing the ones you already have.

This may be easier said than done, depending on what access to data and reporting you have. Start with pulling data from your CRM, ERP, and/or Google Analytics, if you have it. Ideally, you are able to break down your sales funnel into something like this:

• Top-of-funnel: Leads (# of phone calls, website visits, etc.)

• Middle-funnel: Conversions (# of quotes or appointments scheduled)

• Bottle-funnel: Sales (# of quotes/appointments that turned into billable revenue)
  

Looking at your data in a funnel view allows you to determine where you should focus your marketing (or operational) efforts on. 

For example, if you notice that leads aren’t converting (a "leaky bucket" problem), address this issue first. You may need to invest in things other than marketing, such as hiring another admin to answer incoming calls or improving the time it takes to generate a quote. Fixing this will ensure that your subsequent efforts to attract new customers are not wasted.

Identifying your sales funnel can also help you understand how many leads it ultimately takes for you to reach one sale. If you also apply the average order value of the sale, you can more clearly understand how much you would be willing to pay for each lead generated via marketing and advertising. 

For example:

• 100 leads

• 60 quotes

• 5 booked projects

• 1 booked project is worth an average of $2,000

• To break even, you’d need to spend <$100 per lead [ ($2k x 5 bookings) / 100 leads ]
  

Now that you have a good baseline understanding of where to focus, you can choose specific tactics to impact various parts of the funnel.

Google Business Profile: A Home Service Business Essential

A Google Business Profile (GBP) is a critical component of your online presence, especially for home service businesses that rely on local clientele. Here's a more detailed look at why it's important and how to optimize it effectively.

Why Optimize Your Google Business Profile?

• Increased Visibility: A well-optimized GBP helps your business appear in local search results and Google Maps, making it easier for potential customers to find you.

• Enhanced Credibility: A complete and professional GBP can establish trust with potential clients, showcasing your legitimacy and reliability.

• Customer Engagement: Features like reviews, Q&A, and posts allow you to interact directly with customers, providing valuable information and building relationships.

• Boosts SEO: Google uses the information in your GBP to understand your business better and improve your local search rankings.
  

How to Optimize Your Google Business Profile

Primary Profile Elements:

• Business Name: Ensure your business name is accurate and consistent with your branding.

• Address: Provide a precise physical address. If you serve customers at their locations, specify your service area.

• Phone Number: Use a local phone number to enhance trust and make it easy for customers to contact you.

• Website URL: Link to your official website for more information and to drive traffic.
  

Business Description:

• Write a clear, concise, and engaging description of your services. Highlight what sets you apart from competitors and include relevant keywords naturally.
  

Categories:

• Select the most appropriate primary category for your business. You can also choose additional categories to cover all the services you offer.

Photos and Videos:

• Upload high-quality images and videos showcasing your work. Include before-and-after photos, team pictures, and images of completed projects.

• Regularly update your visual content to keep your profile fresh and engaging.

Posts:

• Use the Posts feature to share updates, special offers, and news. This keeps your profile active and provides potential customers with valuable information.

• Post regularly (at least 1x/mo) to maintain visibility and show that your business is active and responsive.

Services:

• List all the services you offer with detailed descriptions. This helps potential customers understand what you do and improves your chances of appearing in relevant searches.

Hours of Operation:

• Ensure your hours of operation are accurate and update them for holidays or special events. This prevents customer frustration from outdated information.
  

Reviews:

• Encourage satisfied customers to leave positive reviews. Respond to reviews promptly, thanking customers for their feedback and addressing any concerns.

• Responding to reviews shows potential customers that you value feedback and are committed to providing excellent service.

Q&A Section:

• Monitor the Q&A section of your GBP and respond to questions promptly. Providing quick and helpful answers can influence potential customers' decisions.

Attributes:

• Utilize attributes to highlight specific features of your business, such as being veteran-owned, women-led, or offering online estimates. These attributes can attract customers looking for specific qualities.
  

Booking Button:

• If applicable, enable the booking button feature to allow customers to schedule services directly from your GBP. This convenience can increase conversion rates.
  

By ensuring your GBP is complete, accurate, and regularly updated, you can significantly enhance your online visibility, build trust with potential clients, and ultimately drive more leads and conversions for your business.

Invest in Generating Positive Online Reviews

Reviews are a cornerstone of your online reputation and play a crucial role in influencing potential customers' decisions. For home service businesses, positive reviews can build trust and credibility, while negative reviews, if managed well, can demonstrate your commitment to customer satisfaction. 

In addition, reviews can have an impact on local SEO, as they are a key factor in Google’s local search algorithm. Businesses with a high number of positive reviews are more likely to appear in local search results.

Some tips for getting more reviews:

Automate Review Requests:

• Use email automation tools, like GatherUp or ReviewTrackers, to send follow-up emails after a service is completed, politely asking customers to leave a review.

• Integrate review prompts into your customer relationship management (CRM) system to automatically send requests after job completion.

• Consider using SMS messages for instant, on-the-go review requests.
  

Make It Easy:

• Provide direct links to your Google Business Profile review page in your follow-up emails, texts, and on your website.

• Use QR codes on invoices, business cards, and promotional materials that direct customers to your review page.
  

Incentivize Reviews:

• Offer small incentives such as discounts on future services or entry into a raffle for customers who leave a review. Ensure that the incentives are ethical and comply with platform guidelines.
  

Ask at the Right Time:

• Timing is crucial. Ask for reviews shortly after the service is completed, when the experience is fresh in the customer’s mind.
  

You should also ensure that someone at your company is responsible for responding to online reviews – both negative and positive. Negative reviews should be addressed promptly and professionally. Apologize for any issues, provide explanations if necessary, and offer solutions or compensation if appropriate.

If a negative review highlights an area for improvement that you’ve addressed, mention this in your response. For example, “We’ve updated our scheduling system to ensure this doesn’t happen again. Thank you for bringing it to our attention.”

By investing in reviews, you can not only impact top of funnel leads, but also mid-and-lower funnel conversions and sales. 

Google Local Service Ads for Home Services

Google Local Service Ads (LSAs) are a powerful advertising tool specifically designed for local businesses, such home service providers, to connect with potential customers in their area. 

LSAs appear at the very top of Google search results, above traditional Google Ads and organic results, and include a “Google Guarantee” badge, which adds an extra layer of trust and credibility. This badge assures customers that Google has verified your business and that they are protected if they are not satisfied with your service.

LSA’s are different from traditional Google Ads in that they are pay-per-lead instead of pay-per-click. You only pay when a potential customer contacts you directly through the ad, making it a cost-effective advertising option with a very clear ROI.

Another great thing about LSAs? They are super easy to set up, and you don’t need to go through an agency or experienced marketing to have ads running within a short amount of time. Simply follow these directions on Google to get started.

Direct Mail: Old School, but Effective

Direct mail is a traditional but highly effective marketing strategy for some home service businesses. It involves sending physical promotional materials, such as postcards, flyers, or coupons, to potential customers in specific geographic areas. Benefits of direct mail include:

• Targeted Reach: Direct mail allows you to target specific neighborhoods or demographic groups, ensuring your message reaches the right audience.

• Tangible Presence: Physical mail can have a lasting impact because recipients can hold and keep the material until they are in need of a specific home service. For example, they may not need dryer vent cleaning or a fireplace installation at the time they receive the mail, but will remember to check their coupon pile when the time is right. 

• High Engagement: People tend to spend more time reading physical mail compared to digital messages, which can lead to higher engagement rates.
  

Some tips for creating effective mailers:

• Compelling design:

  • Use high-quality images and a clean, professional layout. Make sure your branding is consistent and easily recognizable.

  • Include a strong call-to-action (CTA) that encourages recipients to take immediate action, such as calling for a quote or visiting your website.

• Craft a Clear Message:

  • Focus on a single, clear message. Whether you’re promoting a special offer, a new service, or a seasonal discount, ensure your main point is obvious.

  • Highlight the benefits of your services and what sets you apart from competitors.

• Use Unique Tracking Methods:

  • Incorporate unique discount codes, QR codes, or dedicated phone numbers to track the effectiveness of your campaign. This helps you measure ROI and refine future strategies.

• Target Specific Areas:

  • Use data to identify neighborhoods with high potential for your services. Consider factors like home age, household income, and past service requests.

  • Services like Valpak or Every Door Direct Mail (EDDM) by USPS can help you target specific postal routes.

• Follow Up:

  • After sending out mailers, follow up with potential leads through additional touch points like phone calls or emails. This can increase conversion rates.
    

Remember, it may take several months to see the return on a direct mail campaign. We recommend including a message with a specific discount and deadline in order to drive urgency and better track performance.

Neighborhood Signage and Canvassing

Signage is a highly effective and low-cost marketing strategy for home service businesses. Yard signs, door hangers, and other types of signage can significantly increase your visibility in local neighborhoods and attract new customers.

When completing a job, ask satisfied clients if you can place a sign in their yard for a set period, such as 30 days. Offer a small discount on future services as an incentive.

Reach out to developers or homeowners associations to request permission to place signs in new-build neighborhoods. Establish partnerships where you can provide a mutual benefit, such as offering a discount to new homeowners.

Relatedly, neighborhood canvassing involves physically reaching out to potential customers in specific areas, often through door-to-door interactions. This direct approach can create personal connections and immediate interest in your services.

If you’re already working in a neighborhood, use that as a conversation starter. Mention that you’re providing services nearby and offer a group discount for neighbors who sign up. 

“Hi there. I’m [name] from [company], and we’re doing some [project] work for your neighbors next week. Since our crew will already be in the neighborhood, we’re offering a [discount] for each additional home. Would you like us to include your home on the schedule?”

Leave behind flyers, door hangers, or business cards with your contact information and special offers for those who aren’t home. Ensure your leave-behinds are professionally designed and clearly communicate your message.

Find a Home Service Marketing Mix That Works

Effective marketing for home services requires a balanced mix of digital and traditional strategies. By understanding your sales funnel, optimizing your Google Business Profile, encouraging positive reviews, leveraging Google Local Service Ads, and using targeted direct mail and signage, you can reach more potential customers and increase your sales. 

Focus on building trust and credibility, engaging with your local community, and continuously refining your approach based on data and feedback to drive sustainable growth for your home services business.