Home services marketing is growing, and fast. This includes categories like plumbing and heating, general contractors, and landscaping services. Owners of home services companies have to start planning now if they intend to make the most of their marketing in 2023.
Let's take a look at 31 of the most important home services marketing stats professionals need to know before getting started.
1. People Renovate Every 3 to 5 Years
Americans can be expected to renovate their homes every 3 to 5 years on average. Homeowners can be motivated to renovate for different reasons. Some people want a bigger kitchen or more space. Others might want to increase the value of their home before selling it.
For home services companies, that means there’s a lot of opportunity for you to help your customers with their home projects.
2. 350 Times More People Are Searching for Keywords Like "Local" Than a Decade Ago
That means more people are looking for local businesses, which makes them more likely to buy from you. That’s why it’s important to have a strong presence on Google Maps and other local search engines.
3. Nearly Half of All Google Searches Are Looking for Local Businesses
When people use Google to find a business, almost half of them are looking for local businesses. This is great news for you as a home services company. You can use Google ads to help you find new customers and stay ahead of your competition.
4. More Than 71% of Small Businesses Maintain Active Websites
Because more businesses are maintaining active websites, it’s important that your home services company does the same. Having a website not only helps you find new customers but also shows them that you’re serious about your business.
5. Your Google Rankings and Online Reviews Matter
In fact, 92% of customers say they wouldn't purchase a product that has no online reviews. That means that if you don’t have any reviews, or they’re not good ones, then your business is at a disadvantage. You should be sure to have an online presence that includes both your website and online reviews.
6. The Vast Majority of People Trust Online Reviews
When it comes to online reviews, 84% of people say that online reviews are as trustworthy and credible for them as reviews from their own friends. This is why it’s so important to have reviews on your website, Google My Business page, Yelp, and any other review sites that are relevant to your business.
7. 71% of Marketers Rely on Strategic Keywords
Home services companies are especially interested in local SEO. If you want to attract customers in your area, you might want to follow 71% of marketers and use strategic keywords that are relevant to what you do. For example, if you’re a plumber and specialize in residential plumbing services, use phrases like “residential plumbing service”.
8. The Home Services Industry Is Growing Worldwide
The home services market is expected to grow by $5.14 trillion between now and 2026, making it one of the fastest-growing industries at the moment. Home services companies can take advantage of this growth by focusing on SEO and getting their name out there.
9. 60% Prefer to Schedule Appointments Online
With the majority of customers choosing online scheduling platforms over scheduling by phone call, home services companies are missing out on potential leads by not offering this option.
10. 33% Prefer to Schedule Appointments Over the Phone
However, even if most people prefer to use the internet, you'll be dealing with multi-generational customers, many of whom are used to and prefer scheduling appointments by phone. You'll need a system that can handle both types of scheduling.
11. 77% of Homeowners Are Currently Planning to Remodel
You might think the economy could dismay people from their remodeling plan, but just the opposite is happening. Most intend to start remodeling their homes within the next year, creating a good opportunity for home services companies that position themselves to meet them.
12. Fewer People Are Willing to Buy a "Fixer-Upper"
Just the opposite — 78% of millennials would rather have a move-in ready house. Does that mean less business for home services companies? Not necessarily. You can still offer to help your clients find a home that's move-in ready, but also offer services for those who are looking for something more than just cosmetic fixes.
13. 80% of Homebuyers Say the Kitchen Is Most Important
You know what that means — offering kitchen remodeling is one of the best ways to stand out from the competition. Consider focusing your home services marketing strategy in that direction for 2023.
14. The First Few Search Results Are Most Important
When searching online, 92% of people searching for a business will choose one of the first three listings. So, you need to stand out from the crowd. Make sure your website is mobile-friendly and professionally designed, then make sure it’s optimized for the search engine results pages.
15. Phone Call Conversions Are Lucrative
Compared to online communications, phone calls tended to convert the customer 15 times more often. Home services companies can take advantage of this by offering a personal touch in their marketing campaigns. By including a phone number and letting people know they can reach you easily, you should be able to increase your sales by offering customers a simple way to talk with an expert.
16. Search Engines Generate More Traffic Than Social Media
Social media marketing is important, but it's hard to beat a 300% increase in traffic coming from search engines compared to social media. That means home services companies need to step up their SEO even more for 2023, making sure they have great content and a solid strategy for bringing users to their site.
17. 40% of Customers Who Contact a Home Services Company Convert
Once you've established communications with a potential customer, they're much more likely to actually buy a product from you instead of going somewhere else. That means simply being found online is half the battle. Try to position your home services company to be the first place that a potential customer thinks to go when they need a service.
18. 75% of Consumers Complain About Not Being Able to Reach Someone by Phone
Home service calls are often urgent, which means you need a positive call answer rate. You don't want your potential customers to become part of that 75% who had a bad experience trying to reach a company.
Make sure you have a reliable phone system and the right staff in place to handle calls. If your company is too busy to take calls, consider hiring a virtual receptionist (or even outsourcing) who can screen your calls and schedule appointments for you.
19. 80% of Inbound Callers Won't Leave a Message
You need to understand that most potential customers don't leave a message when they call. You have to make sure your phone system collects messages from customers and allows them to leave one if they so desire.
20. Mobile Users Want Ads Customized to Their Area
About 70% of mobile phone and tablet users want to see customized ads for their own region, not someone else's. You need to tailor your home service ads to the specific area in which you are working. This can better help you reach your target audience and increase your ROI.
21. Facebook Will Still Reign In 2023
A quarter of all digital ad spending happens on Facebook, because it’s the place where people are spending their time. Facebook is still growing and will continue to do so in the future, making it an important place for you to focus your marketing in the coming year.
22. 1 in 3 Adults Read the News On Facebook
That's a significant part of the population scrolling through the Facebook news feed nearly every day. Situating your home services ads in front of this audience can help you reach exponentially more customers.
23. Instagram Is Beating Facebook for Streaming Engagement
By a factor of six times, more people engage with streaming content on Instagram than Facebook. That means you're missing out on a huge opportunity if you aren't using Instagram to stream videos of your home services jobs. You could create short home services content explaining various aspects of your business, like how to clean a clogged sink or repair an air conditioner.
24. 70% of Search Traffic Comes From Long-Tail Keywords
A long-tail keyword is any keyword with three or more words. These are the most difficult to rank for, but they can also lead to some of your highest conversion rates. With so much search traffic coming from long-tails, you'll need to start focusing on them if you want to keep growing next year.
25. Long-tail Keywords Convert Twice As Often As Head Keywords
At a rate of 2.5 times per click, long-tail keywords are twice as likely to convert as short head keywords. This is especially true for local search, where you can get even more specific with your queries and still see some success. This is something to remember and incorporate into your marketing strategy for 2023.
26. Less Than Half of Local Businesses Have a Google Listing
As a home services company, local business is your bread and butter. That's why having a local listing on sites like Google My Business is so important, but as little as 44% of local businesses actually have one. If you're one of those, it's something you need to change going into 2023.
27. Don't Underestimate Customer Service
A full 65% of customers have completely broken contact with a business thanks to a single poor customer service experience. That means you can't take customer service lightly, no matter how much it costs you. It's better to have a little bit of overhead than it is to lose customers because they were unhappy with their experience.
28. As Many As 80% of Consumers Ignore Advertising
This shows the importance of organic search rankings and using keywords that people are actually searching for. It's not enough to rely on paid ads; you have to be able to show up for the keyword searches people are using naturally.
29. YouTube Processes More Than 3 Billion Searches Monthly
That goes to show that YouTube is actually one of the largest de facto search engines in the world. Creating video-based home services marketing content on YouTube can help you build up your search rankings and drive more organic traffic to your site.
30. 87% of Marketers Say Video Gives Them a Positive ROI
This stat demonstrates why video marketing is one of the most important forms of content marketing. When you make a video, it not only provides your audience with valuable information but also helps you build an emotional connection with them. You can use that connection to drive conversions and sales with your own home services company.
31. 96% of People Have Watched Short Explainer Videos
Think about how useful brief explainer videos can be for the home services industry — you could show people how to make easy home repairs, explain different problems they might encounter in the home, and so on. With 96% of people reporting having consumed this kind of content, this is definitely something to focus on for 2023.
Make 2023 a Great Year With A Strong Marketing Plan
The home services industry continues to grow, with demand for home repairs, maintenance, and remodeling expected to continue growing at a steady pace through 2023. With these 31 home services marketing statistics, you can plan for a successful 2023, knowing that you are ready to take advantage of this growing market.
If you need help planning your 2023 home services marketing strategy, you can always turn to a company like Scorpion. We have the experience and knowledge to help you create a marketing plan that will set you apart from the competition and keep your business thriving. If you’re ready to take your home services marketing strategy to the next level, give us a call.