Marketing isn’t optional for home service businesses. Doing the right marketing for your business keeps jobs coming in and your crews busy. Regardless of the type of home services you provide (roofing, remodeling, plumbing, electrical, landscaping), your next customer is searching online, checking reviews or asking for referrals. If you aren’t visible in those moments, you’re handing work to your competition.
Good marketing makes sure your business shows up consistently, builds trust before you have your first conversation with the homeowner, and positions you as the obvious choice. It gives you a steady pipeline of qualified leads, meaning fewer gaps in your schedule and better jobs with customers you like to work with. Done right, marketing is an investment in your business, becoming a reliable revenue driver.
The answer to that question is “all the time”.
Marketing is not something you can turn on and off. Marketing also needs to be viewed as an investment, not an expense. Turning on marketing only when business gets slow puts you in a vicious cycle. Although you could spend money on paid advertising gain quick visibility, it is more cost effective to build visibility organically.
Effective home service business marketing is not an activity to be done only when things get quiet, but is a process that should be constantly and consistently happening in your business, making your business more visible to homeowners looking for your services.
Marketing takes time to take effect. When you shut something down, it is really hard to kick it back up. Plus stopping and starting marketing doesn’t give you enough data to know whether something is working or not.
The key is to put a marketing effort in motion and let it run, evaluating the results and modifying it when necessary. Starting and stopping marketing is guaranteed to give you less than stellar results.
Benefits of consistent marketing:
- Keeps you visible, relevant and top-of-mind when homeowners are ready to hire. Most don’t need a roofer, plumber or contractor often, but when they do, they go with the name they recognize and trust. Builds that familiarity over time through search results, reviews, social content, and local presence, so you’re the first call instead of a last-minute option.
- Creates a predictable flow of leads. Rather than scrambling when things slow down, ongoing marketing keeps your pipeline steady and helps you attract better-quality jobs.
- Strengthens your reputation, improves your online visibility and makes your business less dependent on referrals alone, resulting in more control, more consistency and a stronger, more valuable business.
Build marketing into your business strategy so that it becomes second nature. If you don’t feel you can do it yourself, find a reputable marketing agency to help. An investment in marketing your business can be small but the payoff can be substantial.
Further reading:
Without a marketing plan, your business is making decisions on the fly, jumping from one idea to the next. You try paid ads, post occasionally and rely heavily on referrals without knowing what will actually work for your business.
When your plan is written down, you become more focused. It lays out who you’re trying to reach, where to show up and how to turn visibility into real leads and booked job.s
Committing your goals, strategies and activities to a written document is the only way to avoid losing sight of what we want to achieve.
Further reading:
If you want your marketing to be effective, you need to treat marketing as a process – a series of actions to achieve your particular marketing goal. But unless you create a marketing system, your marketing process could be inefficient and inconsistent, producing results that are less than you had hoped.
The key to implementing an effective marketing system is to ensure it aligns with your marketing plan and defines the steps you will take to implement a success inbound marketing funnel.
Further reading:
The best marketing strategies for a small business includes:
- Creating a professional, mobile first website that projects your business’s expertise
- Providing content that educates your visitors about how you can help them solve a problem
- Implementing search engine optimization on your content to help your business become more visible
- Claiming and optimizing your Google Business Profile
- Selecting the right social media channels to promote your business and content to your target audience
Further reading:
Home Service Businesses: Build a Strong Marketing Foundation
The best local marketing strategies for a small business includes:
- Implementing on-site and off-site SEO.
- Encouraging customers to leave you positive reviews.
- Connecting with customers through the right social media channels to promote your business and content to your target audience.
- Building a local email list to foster ongoing customer interactions and engagement.
- Implementing in-person marketing activities such as local networking groups, hosting events, attending tradeshows, developing a customer referral program.
Further reading:
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