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Keep Your Finger on the Pulse of Digital Marketing: Trends for Home Service Professionals

Andrew Adams

Did you know that 90% of consumers expect single-day responses to their inquiries? With technology advancements, especially in artificial intelligence (AI), consumers expect businesses to have timely responses, be transparent, and make search and discovery a breeze.

To uncover the latest consumer trends, we surveyed 700 adults in the U.S. and an additional 1,000 to understand their reactions to AI-generated search engines. Discover these insights and more in The Scorpion Pulse for Home Services.

Is your home services business prepared to compete? Let’s explore the digital marketing trends that matter the most so you can stay ahead of the curve.

The Need for Speed in Home Services

In the home services industry, the early bird gets the worm. If you can’t get back to your potential customer right away, somebody else will.

We found that 54% of consumers decide on a home services provider within four hours. In the time it takes to fix a customer’s issue, half of the people actively seeking your services have already made a decision.

We also found that 90% of consumers expect a response within 24 hours of submitting an inquiry, with 52% expecting a response on the very same day. Knowing these statistics, it’s important to consider how quickly your business can respond.

Does your business offer multiple ways to get in touch? While speed is key, our survey revealed that 70% of consumers prefer companies that offer multiple options to contact them, including phone, texting, and online chat.

Since plumbing emergencies can happen at any hour, and you can’t work every hour, consider automation tools to help field questions and book appointments. All while improving your customer service. Online marketing solutions such as Scorpion’s AI Chat work 24/7 to guide your target audience to take actions like scheduling appointments when visiting your website.

Online Reviews Are a Must for Trust

For home services, the importance of reviews cannot be overstated. A review strategy is simply a must for building trust with prospective customers and enhancing your online presence.

Our survey shows that:

  • 67% of consumers check at least three different review sources before making a decision.
  • 50% read at least seven reviews first.
  • 64% only consider providers with a least a 4- or 5-star rating.

To build a review program, focus on Google first if you don’t already by encouraging satisfied customers to provide reviews. Consider using reputation monitoring tools so that you’re always aware of what’s out there and able to respond to both positive and negative reviews.

In AI We Trust

Consumer understanding, acceptance, and adoption of AI is growing. The intersection of AI and search is changing how people see, trust, and use AI-generated results.

What is AI-powered search? It involves a more natural way to interact with a search engine where instead of writing keywords, users have “conversations” with search engines and get AI-powered search results that pull from various sources and prompt users to follow up with more questions.

Sound familiar? It’s like using ChatGPT but within search engines like Google. In 2023, about 13 million adults in the U.S. chose generative AI as their main tool for online searches. By 2027, this number is projected to skyrocket to over 90 million users.

In our second consumer survey, we took a deep dive into AI search. Here’s what we found:

  • 75% feel AI in search improves the experience of looking for and researching local businesses.
  • 59% of respondents use AI-powered search results, but only 14% trust them completely
  • Nearly 30% of people prefer having AI-generated answers at the top of their search results.

Consumers are increasingly embracing AI-generated search results and already demonstrating cautious optimism when it comes to trusting results.

As AI gains in popularity, your business practices must evolve. With AI-powered search, the local search engine game has changed again. AI-generated results display information from various sources including review sites, websites, third-party directories, and other online sources.

To stay ahead, work on a robust review strategy and spruce up your website to include answers to the questions your customers ask. Be sure to highlight key differentiators of your business that people might be looking for (such as payment types accepted and communication channels). You can hire an experienced marketing services company to help with your search engine optimization (SEO), web design, content marketing, and marketing strategy.

Ready or Not, the Future of Home Services is Here

Your customers are changing fast, but the possibilities are endless for local home services businesses. AI tools that can drastically improve your business are still being developed.

We’ve shared just a few of the insights we’ve gathered from consumers about home services. For a deeper dive, download The Scorpion Pulse and you’ll get additional information on digital marketing trends, actionable tips, and more. Our digital marketing experts have a wealth of experience helping home services businesses like yours enhance their online presence and grow.

We specialize in marketing services including website design, local SEO services, social media, email marketing, local services ads, content marketing, and more for home services businesses. To speak with an expert, contact us today.

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