Running a home services business comes with plenty of challenges. From balancing budgets to managing a packed schedule and ensuring quality work, you need your marketing to bring in more jobs without wasting your time or money. But too often, small mistakes—like not tracking where your leads come from—can make your efforts less effective and cost you opportunities.
The good news? Avoiding these pitfalls is easier than you think. In this article, we’ll explore some of the most common marketing mistakes home service pros make and share simple tips to help you get more out of your efforts. Let’s make sure every dollar you spend works as hard as you do.
Mistake #1: Poor response times
In the home services industry, slow response times can make or break your business. When potential customers reach out, they expect a prompt reply. Failing to answer inquiries quickly—or not responding at all—can lead to missed opportunities, lost sales, and a damaged reputation.
For example, a homeowner searching for a plumber might call three businesses. The first doesn’t answer, the second calls back hours later, and the third picks up immediately. Guess who gets the job?
To avoid this mistake:
- Set up a system for handling calls: Use a tool that allows for call routing or ensures every call is answered by the right person.
- Automate responses: Automated email or text confirmations for form submissions let leads know you’ll follow up soon, building trust and keeping them engaged.
- Track and manage inquiries effectively: Staying on top of every lead is critical to converting them into customers. Solutions like Convert Assist help you track and respond to every inquiry.
“Leads are expensive, and Convert Assist is the key to ensuring we're able to maximize conversations with all our leads without letting any fall through the cracks. And if we book just one more job, the solution pays for itself.” –Tracye Frazier, Remedy Plumbing.
Mistake #2: Not leveraging customer reviews
Customer reviews are critical for building trust and attracting new homeowners. Yet many home service businesses overlook the power of reviews, leaving money on the table. Studies show 93% of customers read online reviews before making a decision. Ignoring reviews doesn’t just hurt your reputation—it can also lower your visibility in local search rankings, making it harder for potential customers to find you.
To avoid this mistake:
- Ask for reviews: After a successful job, ask satisfied customers to leave a review on Google or Yelp. Provide a direct link to make it easy for them, and use tools to automate the process to make it easy for you.
- Respond promptly: Thank customers for positive reviews and address concerns in negative ones.
- Showcase reviews: Highlight glowing feedback on your website and social media.
Mistake #3: Failing to track marketing effectiveness
Many home service businesses waste money on marketing without knowing what drives results. Without clear marketing attribution, it’s nearly impossible to identify what works, leading to inefficient spending and missed opportunities.
For example, you might invest heavily in online ads while missing that most leads come from your direct mailers. Tools like CallRail’s Call Tracking solve this by connecting customer interactions to their first touchpoint, whether it’s an ad, social post, or flyer, giving you the full picture of your marketing ROI.
To avoid this mistake:
- Use a call tracking tool: Track which calls are coming from which activities, so you can determine what’s working and what’s not.
- Analyze campaign ROI: Regularly review your call tracking analytics to identify high-performing strategies and reallocate your budget accordingly.
- Set up multi-channel attribution: Use a call tracking tool that shows the entire customer journey, not just the last click. For example, if a customer calls after finding you on Google, they may have first seen your Facebook ad or clicked an email. Understanding these touchpoints helps you see what’s really driving leads.
Mistake #4: Forgetting about current and prior customers
Many home service businesses focus solely on attracting new customers, neglecting the goldmine of existing and past homeowners. Yet, retaining and re-engaging current customers is significantly more cost-effective than acquiring new ones—studies suggest it can cost five to twenty-five times more to gain a new customer than to keep an existing one.
Happy customers are more likely to become brand advocates, referring your services to their friends and family, and imparting trust with those new prospects. Failing to nurture these relationships means missing out on opportunities for repeat business and word-of-mouth growth.
How to avoid this mistake:
- Track customer interactions: Tracking customer interactions helps you provide personalized service, which strengthens trust and boosts retention. Tools like CallRail’s Conversation Intelligence™ make it easy to maintain conversation records and understand the context of past interactions.
- Stay top of mind with past customers: Re-engagement campaigns can remind customers about seasonal services, maintenance checkups, or special offers. Automating these campaigns with email or text tools saves time while keeping your outreach consistent.
- Encourage word-of-mouth growth: Referral programs incentivize happy customers to spread the word. Automate tracking and rewards for referrers and new customers to streamline the process and increase participation.
Mistake #5: Underestimating traditional media
In a digital-first world, it’s easy to overlook traditional media like radio and TV, but for larger home service contractors, these channels remain a powerful tool for building brand recognition and trust. With their extensive reach, radio and TV ads can connect with thousands—even millions—of potential customers, helping your business become a recognizable name within your community. While these platforms may not always be cost-effective for smaller contractors, they can deliver significant results for businesses with the resources to invest in broad, market-wide exposure.
How to avoid this mistake:
- Match media to your size: Larger contractors can invest in TV or radio ads for market-wide exposure. Smaller contractors should focus on digital and local marketing channels, like Google Local Services Ads (LSAs).
- Target wisely: Work with local stations to ensure your ads reach your ideal customers. For example, advertise on stations that cater to homeowners or during programs relevant to your audience.
- Measure impact: Pair traditional ads with tools like Call Tracking to track how TV or radio spots drive calls and leads, ensuring you’re getting a strong ROI.
Mistake #6: Inadequate online presence and customer engagement
A weak or outdated online presence can cost home service businesses valuable opportunities to connect with potential homeowners. From poorly designed websites to neglected social media profiles, failing to maintain an interactive online presence alienates prospects and undermines credibility. In fact, 46% of consumers judge a company’s credibility based on its website design.
A well-maintained online presence strengthens community connections, keeping your business top-of-mind through active social media and email marketing. By engaging with customer feedback—whether via reviews or comments—you demonstrate your commitment to exceptional service and build trust. Overlooking these digital touchpoints risks making your business appear unresponsive and disconnected, ultimately leading to missed opportunities for growth and retention.
How to avoid this mistake:
- Upgrade your website: Ensure your site is up-to-date, mobile-friendly, visually appealing, and easy to navigate. Include clear contact information, service descriptions, and a call-to-action for leads.
- Stay active on social media: Post regularly on platforms where your audience spends time, such as Facebook or Instagram, and share engaging content like before-and-after photos, client testimonials, and seasonal tips.
- Engage with feedback: Monitor reviews and comments across platforms. Respond promptly to questions, thank customers for positive reviews, and address concerns professionally.
Mistake #7: Inconsistent branding and messaging
Inconsistent branding—whether it’s mismatched logos, clashing color schemes, or varying tones of voice—can confuse potential customers and weaken your marketing impact. A cohesive brand identity helps your business stand out in a competitive market and builds trust with homeowners. When your branding is inconsistent, it becomes harder for customers to recognize and remember your business, undermining your efforts to create a lasting impression.
How to avoid this mistake:
- Develop brand guidelines: A consistent logo, color palette, and tone across all your materials makes your business look professional and trustworthy, helping customers recognize and remember you.
- Audit existing assets: Review your website, social media profiles, and marketing materials to ensure branding elements are consistent across all channels.
- Train your team: Ensure all team members understand and follow the brand guidelines in their communications, whether they’re creating social media posts or responding to customer inquiries.
Maximize your marketing potential
Running a home services business means balancing a lot of moving parts, but your marketing shouldn’t be one of them. By addressing common mistakes and making improvements—whether it’s implementing call tracking, engaging past customers, or refining your response times—your business gets more leads, happier customers, and a stronger reputation in your community. With the right tools and a thoughtful approach, your marketing can work as hard as you do, helping your business thrive in even the most competitive markets.
