The home services industry is heating up—and fast. With a projected annual growth rate of 10.23%, the U.S. market is on track to hit $1.42 trillion by 2030. That growth is being driven by rising homeownership, aging properties, and a growing demand for skilled professionals who can keep things running smoothly.
If you’ve been thinking about starting your own home services business—whether it’s HVAC, plumbing, electrical, or another trade—there’s never been a better time. Yes, launching a business is a big leap. But with a solid plan and the right marketing strategy, it can be your path to independence, flexibility, and long-term success. This guide walks you through the essential steps to get started and build a brand that stands out.
The home services industry is on track to reach $1.42 trillion by 2030.
What Is a Home Services Business?
Home services businesses serve residential customers with essential services like HVAC repair, plumbing, electrical work, roofing, landscaping, and more. Some also support light commercial work. These services are in constant demand but come with challenges like seasonality and rising customer acquisition costs—making a strong start essential.
Step 1: Choose Your Service Area
If you’re already in the trade, focus on what you do best. If you're exploring a new trade, evaluate your interest and capacity to get trained or certified. Pick a niche that aligns with your expertise, has market demand, and allows for scalability.
Step 2: Build Your Business Strategy
A solid strategy gives your business direction and helps you attract customers and investors. Here are key parts of that foundation:
1. Market Assessment
Identify your ideal service area.
Estimate how many homes are in your zip codes, average home values, and demographics.
Research competitors and spot gaps you can fill.
2. Business Name & Registration
Choose a name that reflects your services and is easy to remember.
Check name availability via the Better Business Bureau or U.S. Patent and Trademark Office.
3. Executive Summary & Mission
Outline what your business does and who it serves.
Include a mission statement that reflects your values and goals.
4. Team & Legal Structure
Highlight your experience and that of any partners.
Choose a structure: LLC, S Corp, or sole proprietorship.
5. Financial Plan
List start-up costs: licensing, tools, software, marketing, vehicles.
Estimate revenue based on service pricing and project volume.
Factor in seasonal fluctuations (e.g., HVAC spikes in summer/winter).
Bottom Line: With a clear plan, you’re not just running a business—you’re building something investors, partners, and customers can believe in.
Step 3: Create a Marketing Plan That Converts
You can’t grow without getting the word out. Marketing isn’t about being flashy—it’s about getting in front of the right people, at the right time, with the right message.
1. Define Your Ideal Customer
Know the demographics and habits of your target homeowner. What do they search for? Where do they hang out online? What problems are they trying to solve?
2. Audit Your Competition
Study how other local businesses promote themselves. What keywords are they using? Are they running ads? Do they have strong online reviews? Use these insights to shape a smarter strategy.
3. Set Realistic Marketing Goals
Start with building brand awareness and lead generation. Set SMART goals (specific, measurable, attainable, relevant, time-bound) that align with business outcomes.
4. Pick Your Marketing Channels
Choose channels based on where your audience spends time:
Website: Must-have for credibility and conversions.
SEO & Local Listings: Ensure customers find you in organic search.
Social Media: Stay top of mind with local homeowners.
Paid Ads (Google LSAs, PPC): Capture high-intent leads.
Email: Nurture relationships and repeat business.
Traditional (radio, TV, direct mail): Great for driving brand awareness.
Be the business they know and call first by pairing a strong marketing channel strategy and with messaging that resonates.
5. Use the Right Tools
Scorpion offers tech built for home services businesses to track ROI, manage leads, and adjust your strategy based on real data. Tools like Revenue Intelligence and Leads AI help you understand which efforts result in actual booked jobs, not just clicks.
Start Strong, Grow Smarter
Launching a business is a major milestone, but marketing is what drives sustainable growth. A solid strategy brings in high-quality leads, helps you book more jobs, and proves your ROI.
At Scorpion, we help new home services businesses grow from day one. Whether you need help building your website, running ads, or tracking revenue, we’re your growth partner.
Since 2024, Scorpion has increased revenue for our home services clients by an average of 10%.
Let’s talk about what’s next for your new business.
