Powerful Home Services Lead Generation Strategies

In the cutthroat arena that is home services, getting leads often means the difference between sinking or swimming. With over 50% of businesses failing within the first five years, the most common reason being a lack of capital, you must do whatever it takes to maintain a consistent source of income (Forbes).  

But getting good quality leads that will actually buy your services isn’t just about getting your name out there; it’s about making the right moves and doing lots of strategic planning. 

Let’s dive into the nitty-gritty of why word-of-mouth is not enough anymore for home services lead generation and some great strategies to help you stay ahead of the pack.

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Do Home Service Businesses Need Lead Generation?

You bet your toolbox they do! 

Home services lead generation isn’t just about casting a line out and hoping for a bite; in many ways, it’s the lifeline of your business. Without it, you’re just another handyman lost in the sea of competition. 

So, what do you do about it?

You need to cast a net wide enough to catch all the big fish in your area—and trust us, those big fish are out there. The more big fish—or in this case, qualified leads—you can attract, the more likely they are to travel down your sales funnel and convert into paying customers.

Top Strategies for Home Services Lead Generation

Here are some great home services lead generation strategies you can use to reel in more potential customers:

Leverage Local SEO

Think of local SEO (search engine optimization) as putting your business on the map—literally! It’s about making sure that when someone in your area needs a plumber, electrician, or handyman, your name is the one that pops up first on search engines like Google, Bing, and Safari. 

We’re talking about optimizing your Google Business Profile listing so that when people in your neighborhood search for “fixer-uppers near me,” you look like the best person for the job. 

But what does that entail?

Not that much, actually. Just make sure your contact information is correct, such as your phone number, address (or service area), and hours. Also, it never hurts to update your contact information across other prominent listing sites, such as Facebook, for example.

Utilize Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) advertising isn’t throwing money into the aether and crossing your fingers that something will happen; it’s a strategic tool that can bring immediate leads to your doorstep—if used correctly. 

Like any powerful tool, PPC requires finesse and know-how to wield effectively. Let’s take a look at some of the best practices for setting up campaigns that not only attract leads but convert them into loyal customers:

1. Define Your Objectives

The first thing you need to do is figure out what you want to achieve with your PPC. Whether it’s increasing website traffic, generating leads during slower months, or boosting sales, having clear objectives will more effectively guide your campaign strategy.

2. Keyword Research

Conduct thorough keyword research to identify the terms and phrases your target audience is using to find home services. Use tools like Google Keyword Planner to discover relevant keywords with high search volumes and low competition.

3. Targeted Ad Copy

Write compelling ad copy that speaks directly to your target audience’s biggest needs and pain points. Highlight unique selling points, special offers, and calls to action (CTAs) to entice users to take the bait and click on your ads.

4. Ad Extensions

Take advantage of ad extensions to provide additional information and encourage user engagement. Extensions like site links, callouts, and structured snippets can enhance your ad’s visibility and relevance.

5. Landing Page Optimization

Ensure that your landing pages are optimized for conversions. Keep them focused, relevant, and aligned with the ad’s messaging. Include clear CTAs, persuasive copy, and compelling visuals to guide users toward taking action.

6. Budget Management

Set realistic budgets based on your advertising goals and monitor your spending very closely. Think of your budget as a pie you have to cut and share across different channels or campaigns. Allocate your budget strategically across campaigns and adjust bids as needed to maximize your return on investment (ROI).

7. Ad Testing

Continuously test different ad variations to identify what resonates best with your audience. Experiment with different headlines, ad copy, and visuals to see what sticks.

8. Tracking and Analytics

How is your campaign performing? Implement tracking tags and conversion tracking to better monitor campaign performance. Analyze key metrics like click-through rate (CTR), conversion rate, and cost per acquisition (CPA) to measure success and make data-driven decisions for your next step.

Enhance Website Conversion Rates

Your website isn’t just there to look pretty; with a little elbow grease, it can be turned into a lead-generating machine. 

You see, you want to make sure that when people land on your site, they don’t just stick around—they convert. From eye-catching designs to user-friendly layouts, your website can be your secret weapon in turning clicks into clients.

Enhancing website conversion rates is crucial for driving more leads and sales. Here’s how to do it effectively:

1. A Well-Designed, Mobile-Friendly Website

A user-friendly website that looks great on all devices is essential. Mobile responsiveness is particularly important as more users access the internet via smartphones and tablets. Ensure fast loading times, intuitive navigation, and clear calls-to-action (CTAs) to provide a seamless browsing experience.

Tip: How to improve website lead generation.

2. Conversion Rate Optimization (CRO) Strategies

Implement CRO techniques to maximize the number of visitors who take desired actions on your service pages. This includes:

  • Clear and Compelling CTAs: Place prominent and persuasive CTAs on service pages, guiding visitors toward the next steps, such as requesting a quote or contacting your business.
  • Engaging Visuals and Content: Use high-quality images, videos, and compelling copy to showcase your services and benefits. Highlight key features, testimonials, and success stories to build trust and credibility.  
  • Streamlined Forms: Simplify and optimize contact forms and quote request forms to reduce friction and encourage submissions. Only ask for essential information and consider using progress indicators to show users how far they are in the process.
  • Social Proof: Display customer reviews, testimonials, and case studies to demonstrate your expertise and reliability. Social proof can significantly influence purchase decisions and reassure visitors about the quality of your services.
  • A/B Testing: Experiment with different page elements, layouts, and messaging to identify what resonates best with your audience. Conduct A/B tests to compare variations and determine which ones lead to higher conversion rates.
  • Optimized Page Speed: Ensure that your website loads quickly across all devices. Slow-loading pages can lead to high bounce rates and decreased conversions. Optimize images, minimize code, and leverage caching and content delivery networks (CDNs) to improve page speed.
  • Trust Signals: Incorporate trust signals such as security badges, industry certifications, and customer guarantees to instill confidence in potential customers. Address common objections and concerns upfront to alleviate doubts and encourage conversions.

By implementing these conversion rate optimization strategies, you can create a user-centric website that effectively converts visitors into leads and customers, ultimately driving business growth.

Content Marketing

We’re talking about content that’s as sharp as your best tool—content that doesn’t just inform but inspires. From how-to guides to success stories, your content should go the extra mile for anyone needing home services.

Content marketing plays a big role in attracting and nurturing leads for home service businesses. Here’s how:

1. Blogs, Videos, and Educational Content

Blogs, videos, and educational content serve as valuable resources that educate and inform potential customers about your services, industry trends, and solutions to common problems. They help establish your business as a trusted authority and build credibility with your audience.

2. Content Ideas for Home Service Customers

To resonate with home service customers, consider creating content that addresses their specific concerns, questions, and interests. Here are some ideas:

  • How-to Guides and Tutorials: Create step-by-step guides and tutorials that help homeowners tackle common home maintenance tasks or DIY projects. Provide practical tips, tricks, and safety precautions to empower your audience to take action.
  • Before-and-After Showcases: Showcase impressive transformations and success stories from your past projects. Use visuals, such as photos and videos, to highlight the impact of your services and inspire potential customers.
  • Expert Advice and Insights: Share expert advice, insights, and industry knowledge to educate your audience and prove you know your stuff. Discuss emerging trends, best practices, and innovative solutions relevant to home services.
  • Customer Spotlights and Testimonials: Feature customer spotlights and testimonials highlighting the quality of your services. Authentic testimonials and reviews can build trust and credibility, influencing others to choose your business over another.
  • FAQs and Common Concerns: Address frequently asked questions (FAQs) and common concerns that homeowners may have about your services. Provide clear and informative answers to alleviate doubts and objections, making it easier for potential customers to make that all-important phone call.
  • Local Community Content: Create content that celebrates your community and showcases your involvement in local events, projects, and initiatives. Highlighting your connection to the community strengthens your brand affinity in the eyes of homeowners.

By consistently delivering valuable and relevant content that addresses the needs and interests of home service customers, you can attract, engage, and better nurture leads.

Social Media Engagement

In today’s scroll-happy world, standing out on social media can be tricky. It’s not just about pretty pictures (but that can help too!) it’s about igniting conversations, forging connections, and turning followers into devoted customers. Here’s how to leverage platforms like Facebook and Instagram to captivate potential customers and drive engagement:

1. Be Authentic and Engaging

We can’t stress enough how much you need to create and share authentic content that resonates with your audience’s interests, pain points, and aspirations. Use storytelling, humor, and creativity to spark meaningful conversations and encourage user interaction.

2. Create Compelling Visuals

Visual content is king on social media. Nothing is more cringy than a blurry photo with your finger in the shot. Invest in high-quality images, videos, and graphics that grab attention and convey your brand’s personality and values. Experiment with different formats and styles to keep your audience engaged.

3. Encourage User Participation

Nurture a sense of community by encouraging user-generated content, such as user reviews, testimonials, and user-submitted photos or videos. You can also acknowledge and celebrate user contributions to show appreciation and build stronger relationships.

4. Provide Value Through Education and Entertainment

Share informative and entertaining content that adds value to your audience. Offer tips, advice, and how-to guides related to your industry or services. Keep your content informative yet engaging to capture attention and keep followers coming back for more.

5. Engage in Two-Way Conversations 

Social media is a two-way street. Be responsive and proactive in engaging with comments, messages, and mentions. Don’t sit on inquiries, concerns, and feedback, respond quickly to demonstrate your commitment to customer satisfaction. 

6. Run Contests and Giveaways 

Organize contests, giveaways, and promotions to incentivize engagement and reward loyal followers. Try encouraging participants to like, share, and tag friends to increase visibility and reach. (Tip: referral program ideas.)

7. Leverage Social Listening

Monitor social media conversations and trends relevant to your industry or niche. Use social listening tools to track mentions, keywords, and hashtags because they can help identify opportunities for better engagement.

Email Marketing

Email marketing remains one of the most effective ways to connect with your audience and drive conversions. Here’s how to make the most of it:

1. Build Your Email List

Start by collecting email addresses from your website visitors, social media followers, and customers. Offer incentives like exclusive content, discounts, or freebies in exchange for sign-ups. Utilize lead magnets such as eBooks, webinars, or quizzes to entice visitors to subscribe.

2. Segment Your Audience

Divide your email list into segments based on demographics, interests, or purchase history. This allows you to tailor your content and offers to specific groups, increasing relevance and engagement.

3. Personalize Your Emails

Address subscribers by name and personalize content based on their preferences and past interactions with your brand. Use dynamic content blocks to deliver targeted messages and recommendations.

4. Craft Compelling Subject Lines

Your subject line is the first thing recipients see, so make it attention-grabbing and relevant. Experiment with different formats, such as questions, emojis, or urgency-driven phrases, to boost open rates.

5. Create Engaging Content

Provide valuable content that resonates with your audience and addresses their needs and pain points. Mix promotional emails with educational content, tips, industry insights, and customer stories to keep subscribers interested and engaged.

6. Optimize for Mobile Devices

With a growing number of people checking emails on their smartphones, ensure your emails are mobile-friendly and easy to read on smaller screens. Use a responsive design and concise, scannable content.

7. Include Clear Call-to-Actions (CTAs)

Every email should have a clear and compelling CTA that prompts subscribers to take the desired action, whether it’s making a purchase, signing up for a webinar, or contacting your business.

8. Test and Iterate

Continuously test different elements of your emails, including subject lines, content, images, and CTAs, to identify what resonates best with your audience. Use A/B testing to compare results and refine your strategies over time.

By following these tips, you can build and maintain a strong email list and craft emails that not only capture readers’ attention but also drive them to take action.

For more helpful tips, check these out: 

Sites for Getting More Leads

When it comes to lead generation, you’ve got options—and we’re not just talking about throwing darts blindfolded. From Angi to HomeAdvisor, these platforms are a great way to open the lead floodgates and reel in the big fish. 

Here are some great review websites for generating leads:

Amazon Home Services

  • Sold as a standalone service or as an add-on service: Professionals can offer their services directly to Amazon customers.
  • Limited availability: Currently, this is only available in certain areas.
  • Challenging to join: The application process may be rigorous, requiring adherence to strict qualifications and standards set by Amazon.

Main Pros: Offers exposure to a wide customer base and potential for business growth.

Main Cons: Limited availability and a challenging application process.

Explore more about their offerings and requirements at Amazon Home Services.


  • Free to list business: Businesses can create a profile on Angi at no cost.
  • Prioritizes companies that advertise: Paid advertising may offer increased visibility and lead generation opportunities.
  • Trusted platform: Angi is a highly reputable platform known for connecting customers with reliable service providers.

Main Pros: Free listing option and trusted platform reputation.

Main Cons: Priority given to advertisers may impact visibility for non-paying businesses.

Learn more about listing your business on Angi at Angi for Professionals.


  • Customer-Provider Connection: Bark connects customers with service providers by allowing them to describe their needs and matching them with suitable providers.
  • Free Profile: Creating a profile on Bark is free for service providers, but there’s a small fee for introductions to potential clients.
  • Hot, Live Leads: Service providers receive immediate notification of leads as soon as they are posted.

Main Pros: Free profile creation and immediate access to leads.

Main Cons: Geared more towards creative services, but home services are also offered.

Explore Bark and create your profile at Bark for Sellers.

Home Advisor

  • Lead Connection: HomeAdvisor connects companies with quality leads, but businesses pay for each lead received.
  • Subscription Requirement: To access leads, your company must subscribe to a service plan.
  • Lead Costs: Lead costs vary depending on several factors.

Main Pros: Access to quality leads in exchange for subscription and lead costs.

Main Cons: Requires a subscription plan and payment for each lead received.

Sign up for HomeAdvisor and explore their lead generation services at HomeAdvisor for Pros.


  • Platform Focus: Houzz primarily serves as a design inspiration website, but users can discover professional services through the platform.
  • Free Profile Creation: Businesses can create a profile on Houzz for free, allowing them to showcase their services and connect with potential clients.
  • Target Audience: Known for high-quality leads with deep pockets, Houzz attracts a lucrative demographic.
  • Advertising Opportunities: Houzz offers advertising options for businesses looking to further promote their services on the platform.

Main Pros: Free profile creation; access to a high-income user base; and advertising opportunities.

Main Cons: Mainly focused on design inspiration, so it may not attract all home services customers.

Explore Houzz’s platform and create your free business profile at Houzz for Pros.


  • Platform Focus: NextDoor is a social media network designed for neighborhoods, connecting residents and local businesses.
  • Advertising Options: Businesses can advertise on NextDoor through sponsored posts, allowing them to reach a highly targeted audience within specific neighborhoods.
  • Localized Reach: NextDoor’s platform connects businesses directly with residents in their local area, making it ideal for home service providers targeting nearby customers.

Main Pros: Direct access to local residents; targeted advertising options; and community-focused engagement.

Main Cons: Limited to specific neighborhoods, it may not be effective for businesses looking to reach broader audiences.

Learn more about advertising your business on NextDoor at NextDoor Business.


  • Subscription Free: Thumbtack does not require a subscription fee for businesses to join their platform.
  • Customer Selection: Customers have the freedom to choose service providers based on their needs and preferences.

Main Pros: No subscription fee, allowing businesses to join without upfront costs. Customers have the autonomy to select service providers that best suit their requirements.

Main Cons: Competition may be high as customers have various options to choose from.

Join Thumbtack as a service provider at Thumbtack Pro.

Incorporating Technology in Lead Generation

Nowadays, using technology is essential for generating leads. When you use tools like customer relationship management (CRM) and reputation management tools (such as Broadly), you can simplify things for your home services business. These tools help you keep track of leads, build better connections with customers, and turn more leads into paying customers. What’s not to love? 

It’s Time to Take Action with Broadly

We’ve covered a lot of ground in this guide, and now it’s time to put those insights into action. Remember, a solid lead generation strategy is the key to success in the home services industry. 

To supercharge your efforts, consider trying out Broadly’s relationship management software. With our tools, you can streamline lead generation, nurture customer relationships, and watch your business grow. Ready to make it happen? Sign up for a demo today and discover firsthand how Broadly can transform your business. Click below to get started.

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