Here’s something to think about: 97% of people search online to find a local business, and 88% of them either call or visit within 24 hours.

If you’re running a home services business—whether it’s plumbing, HVAC, landscaping, or remodeling—you know that getting new customers isn’t just about showing up, it’s about standing out. People don’t hire the first company they see; they hire the one they trust the most.

So, how do you build trust, get more leads, and turn searches into actual bookings? Here are five battle-tested strategies to market your home services business the right way.

1. Get Found Online (Because That’s Where Everyone is Looking)

When homeowners need a repair or renovation, their first move is almost always a Google search. If your business isn’t showing up, you’re losing out to competitors who are.

How to Improve Your Online Visibility:

✅ Claim & Optimize Your Google Business Profile – This is essential. Make sure your contact info is correct, upload before-and-after photos, and ask satisfied customers for reviews.

✅ Use Local Keywords on Your Website – Instead of just saying “plumbing services,” use targeted phrases like “emergency plumbing repair in [Your City]” to rank higher in local searches.

✅ Get More Reviews (And Respond to Them) – Businesses with 4.5+ star ratings get nearly 70% more calls than those with lower ratings. (Source: Moz)

People trust what others say about you way more than what you say about yourself, so don’t underestimate the power of a good review strategy.

2. Direct Mail Still Works (If You Do It Right)

In an era where inboxes are flooded with emails and social feeds are packed with ads, physical mail stands out. Studies show that direct mail has a response rate of 5.3%, compared to just 0.6% for email marketing. 

How to Make Direct Mail Work for You:

✔️ Target the Right Neighborhoods – If you’re a landscaper, target homes with large yards. If you’re a roofer, send mailers to neighborhoods where homes are over 15 years old.
✔️ ️Make Your Offer Clear & Enticing – “$50 off your first service” or “Free HVAC inspection for new customers” gets attention.
✔️ Use a Call to Action That Works – A simple “Call Now for a Free Quote” with a bold phone number makes a huge difference.

Direct mail is especially powerful when combined with digital marketing. Someone sees your postcard, Googles your business, and—boom—they’re on your website.

3. Run Smart Paid Ads (And Avoid Wasting Money)

If you want fast results, paid advertising is one of the best ways to get them. The key? Target the right people at the right time.

Best Ad Platforms for Home Services:

✔️ Google Local Service Ads (LSAs) – These ads appear above regular search results and only charge you when someone calls. Ideal for services people need urgently.
✔️ Facebook & Instagram Ads – Best for brand awareness and getting in front of homeowners before they need you.
✔️ Nextdoor Ads – Homeowners trust recommendations from neighbors. Nextdoor ads help you tap into hyper-local customers.

Pro Tips to Maximize Your Budget:

✅ Use “Call Now” & “Book Online” Buttons – Make it easy for people to take action immediately.
✅ Test Different Offers – Discounts, free inspections, or seasonal deals drive more clicks.
✅ Retarget Website Visitors – If someone visits your site but doesn’t book, retarget them with ads to stay top of mind.

4. Turn Happy Customers Into a Referral Machine

Word-of-mouth is one of the most powerful marketing tools you have. Studies show that 92% of people trust recommendations from friends and family over any form of advertising. (Source: Nielsen)

How to Get More Referrals:

✔️ ️Just Ask – Happy customers are usually glad to refer you, but they won’t think to do it unless you ask.
✔️ ️Offer an Incentive – A $50 gift card or discount off their next service is a small price to pay for a high-value referral.
✔️ Leverage Social Media – Encourage satisfied customers to post about their experience and tag your business. This is free advertising that builds trust.

The best part? Referral leads close at a much higher rate than cold leads. When someone refers to you the trust is already there.

5. Stay in Touch With Customers (So They Don’t Forget You Exist)

You’d be surprised how many businesses lose repeat customers simply because they don’t stay in touch.

Best Ways to Keep Customers Engaged:

📩 Send Seasonal Reminders – “It’s time for your annual HVAC check-up!” or “Spring is here—book your landscaping service today!”
📩 Offer Exclusive Discounts for Past Customers – A little VIP treatment goes a long way.
📩 Follow Up After Service – A simple “Thank you! Need anything else?” text keeps you top of mind.

Text messaging, in particular, has a 98% open rate. If you’re not using it, you’re missing out.

Final Thoughts: Smart Marketing = More Calls & More Customers

Marketing your home services business doesn’t have to be complicated or expensive—but you do need a strategy.

Here’s Your Quick Recap:

✅ Dominate Local Search – SEO, Google Business Profile, and reviews matter.
✅ Use Direct Mail – It still works when done right.
✅ Run Smart Paid Ads – Google LSAs, Facebook, and Nextdoor are your best bets.
✅ Leverage Word-of-Mouth – Referrals are gold.
✅ Stay Connected With Customers – Email and text marketing keep your business top of mind.

What’s Next?

Pick one or two of these strategies and start implementing them today. The sooner you take action, the sooner you’ll see more leads and more booked jobs.

Marketing isn’t just about getting your name out there—it’s about being the first business people think of when they need your service.

And with the right approach, that’s exactly where you’ll be.