After years of competition and complexity, home services business owners are asking the right question: What’s next?
Our survey based on insights from nearly 1,000 home services professionals, reveals how today’s experts are thinking about the future. This article is the final installment in our series unpacking insights from our home services survey. We’ve explored how businesses are spending and what’s actually driving ROI.
Now, we turn our focus forward to what home services professionals want most in the year ahead, what success looks like, and how Scorpion is helping them get there.
Top Priorities: Growth with Confidence
When asked what they need most from their marketing efforts, home services professionals stated their top goals:
- Increasing revenue: 52%
- Strengthening reputation: 46%
- Growing workforce or locations: 42% (especially common in electrical—50%)
- Becoming more profitable: 41%
- Expanding service lines: 32% (notably higher in lawn care—42%)
- Keeping costs low: 32%
That list paints a picture of an industry that’s not standing still. Businesses are looking to grow and they understand that depends on both showing up and building trust.
To hit these goals, businesses know they need the trust and attention of potential customers.
In fact, when asked what they’d most like to know from homeowners, the top response was: how can we stand out through our marketing and service?
This reinforces what we’ve seen throughout the series: standing out in today’s home services market requires consistency, differentiation, and a marketing system that connects every piece of the puzzle from first click to completed job.
What’s Driving Impact: Marketing That Works and Experiences That Last
It’s no surprise that “marketing that works” ranked highest when owners were asked what factors have the biggest impact on business goals.
The survey showed 30% of home services leaders say effective marketing has the greatest influence on their success, followed by:
- Excellent customer experience: 27%
- Good operational decisions: 17% (higher for electrical businesses—24%)
- Technology and automation: 13% (especially for plumbing—18%)
- Labor and staffing: 13%
Marketing and customer experience go hand in hand. A strong campaign can bring in new leads, but how you treat those customers determines whether they come back, leave a review, or refer your business to others.
At Scorpion, we see this reflected daily among our home services clients.
Businesses that pair strong marketing with great customer experiences are the ones turning more calls into repeat business and more clicks into long-term loyalty.
What Success Looks Like: Quality Over Quantity
So, what does successful marketing actually look like?
The survey shows tangible outcomes that go beyond simple lead counts. The top markers of success are:
- Higher-value jobs and customers: 51%
- Better lead quality: 50%
- More leads overall: 50%
- Stronger brand awareness: 49% (especially high in HVAC—59%)
- More repeat business: 49%
- More positive customer reviews: 40% (especially high in plumbing—46%)
- Better results in key service areas: 38%
- More social engagement: 35% (particularly in lawn care—42%)
These numbers highlight an important shift: growth is about quality, not necessarily quantity.
Higher-value jobs, repeat business, and a stronger reputation matter more than raw lead count.
In other words, the businesses growing today are focused on building sustainable marketing systems that attract the right customers, not just more customers.
The Wish List: What Home Services Businesses Want from Their Marketing
When asked what would make their marketing more effective, home services professionals shared a wish list that reveals where the industry is headed next.
The top three items are:
- The ability to adjust ad spend automatically based on performance: 45%
- More personalized campaigns for different types of customers: 43%
- A clearer view of each customer’s value and where they came from: 36%
The more you understand how your marketing connects to jobs and revenue, the more confident you’ll be in where you spend your time and money.
Automation, personalization, and performance tracking aren’t just nice-to-haves anymore they’re expectations.
Home services businesses want marketing that moves as fast as they do, adjusting in real time and providing data they can act on immediately.
That’s exactly what Scorpion’s RevenueMAX is designed to deliver.
Why Transparency and Trust Are the Future Currency
Looking ahead, two qualities stand out as the true currency of growth in the home services industry: transparency and trust.
Transparency gives business owners confidence. It’s knowing which channels drive the best jobs, which campaigns are paying off, and which efforts need adjustment.
Trust earns customers’ confidence. It’s built through consistent experiences, credible reviews, and marketing that feels authentic, not automated.
When combined, transparency and trust become the foundation for sustainable, profitable growth.
At Scorpion, we’ve built our entire approach around these two principles. With RevenueMAX, home services professionals can see exactly how every lead connects to revenue and use that insight to book more jobs, grow profitably, and plan confidently for the future.
Built for What’s Next
There’s no single formula for success in home services marketing but there is a direction forward.
Businesses that thrive will:
- Focus on revenue, not just leads
- Prioritize clarity over complexity
- Build trust through transparency and consistency
That transparency starts with choosing the right tools, partners, and strategies, ones that actually support the way you want to run your business.
At Scorpion, that’s exactly what we provide.
With more than 20 years of experience helping home services professionals grow, Scorpion’s RevenueMAX platform connects every piece of your marketing so you can see what’s driving your best jobs and make decisions that move your business forward.
If you’re ready to build the kind of marketing that not only works today but prepares you for what’s next, talk to a Scorpion expert to learn how RevenueMAX can help your business grow with confidence.
This marks the final post in our home services survey blog series. If you missed earlier installments, explore the full collection to see how home services professionals are spending, measuring, and evolving their marketing and discover what’s driving growth across the industry.
