Home Services Marketing: 10 Proven Strategies to Grow Your Business

In the home services marketing industry, effective marketing is no longer a luxury but a necessity. With competition growing rapidly across every niche—from HVAC to plumbing to landscaping—standing out has become more challenging than ever. 

To succeed, your business needs more than just great service; you need a solid marketing strategy to ensure you’re seen, trusted, and chosen over your competitors. Marketing plays a fundamental role in increasing visibility, building customer trust, and driving business growth. 

By implementing the right strategies, you can secure a strong online presence, attract more leads, and build lasting relationships with customers. For home service businesses, mastering marketing means creating a pipeline of loyal customers while staying ahead in a fiercely competitive market.

In this blog, we’ll explore 10 proven home services marketing strategies that can help you take your business to the next level.

Why Marketing Matters for Home Service Providers?

For home service providers such as plumbers, HVAC companies, electricians, and landscapers, a strong marketing plan is critical for standing out in a crowded, competitive landscape. These businesses face unique challenges like local competition and seasonality, making it vital to consistently promote their services to keep business flowing year-round.

A well-executed marketing strategy helps ensure your business is the one customers think of first when they need help. By building brand visibility and customer trust, marketing not only brings in more leads but also establishes a lasting reputation in the community. 

From SEO to customer reviews, there are many tactics that can elevate your visibility and help you grow your business.

10 Proven Ways to Grow Your Home Services Business with Marketing

1. Leverage SEO for Local Visibility

One of the most effective ways to attract customers in the home services industry is by leveraging local SEO. Your potential clients often search for services in their specific areas, so optimizing your website with keywords like “HVAC repair in [city name]” or “plumber near me” can significantly increase your chances of appearing in local searches.

Using local terms in your website copy, service pages, and blog content helps search engines recognize your business as relevant to potential customers in your area. It’s also essential to list your business in local directories like Angi, ensuring your Name, Address, and Phone number (NAP) are consistent across all platforms. 

This consistency boosts your local search rankings and makes your business easier to find. Broadly’s local SEO tools simplify this process by helping home service businesses monitor their local search performance, suggest relevant keywords, and provide insights into customer search behavior.

2. Optimize Your Google Business Profile

Your Google Business Profile (formerly known as Google My Business) is one of the most powerful tools for boosting your online visibility. To make the most of it, you need to ensure your profile is fully optimized and accurate. This includes completing your business hours, adding high-quality photos, and crafting a compelling business description with local and service-related keywords.

When writing your business description, include relevant services like “emergency plumbing” or “air conditioning installation” alongside your location to enhance search results. Be sure to also select the appropriate service categories, as this helps Google understand the services you offer and shows your business to the right audience.

Keeping your information updated across various directory sites can be a hassle, but with Broadly, you can easily maintain your business information on multiple platforms. Broadly’s tools ensure that your details are accurate and consistent, giving your business the best chance to stand out.

3. Get Referrals from Satisfied Customers

Word-of-mouth referrals are gold for home service businesses. The best time to ask for a referral is immediately after delivering excellent service. Whether you ask in person, over the phone, or through email, your satisfied customers are more likely to recommend you right after a job well done.

Incentivizing referrals with discounts or special promotions creates a win-win situation for both you and your customer. For example, offering a discount on their next service or a gift card for every new customer they bring in encourages loyal clients to keep spreading the word.

Referrals and online reviews often go hand in hand. A happy customer might leave a positive review that not only serves as a referral but also builds trust with potential clients. Broadly’s platform makes this easier by allowing you to automate referral requests and track referral leads, ensuring you never miss out on a great opportunity to grow your business.

4. Use Paid Advertising to Drive Leads

Paid advertising is a powerful tool for generating leads in the home services marketing space. Platforms like Google Local Service Ads and pay-per-click (PPC) ads on Google and social media can help you reach local customers who are actively searching for services like yours. 

These ads can be highly targeted, allowing you to focus on specific areas or demographics, ensuring that your marketing budget is spent on the right audience. With targeted ads, you can reach customers in your local community at the right time, improving both visibility and return on investment (ROI). 

To make this even more effective, Broadly integrates seamlessly with paid ad campaigns, helping you track and analyze the ROI of your efforts. This ensures your marketing dollars are working to grow your business efficiently.

5. Maximize the Power of Customer Reviews

Customer reviews are essential for building trust and influencing potential clients. Platforms like Google are where many customers turn to when researching local home service providers. Encouraging your customers to leave reviews can significantly boost your credibility and drive more business your way.

Automating the review collection process is a game-changer for home service businesses. Broadly offers an automated review request feature, allowing you to effortlessly collect reviews from satisfied customers. This not only saves time but also increases the volume of reviews, which can improve your online reputation.

Additionally, responding to both positive and negative reviews is crucial for maintaining your reputation. Broadly’s AI-powered review response tool helps you engage with customer feedback quickly and professionally, making it easy to show that you value your clients’ opinions.

6. Use Email and SMS Marketing to Stay Top-of-Mind

Email and SMS marketing are excellent ways to stay connected with your customers and keep your business top-of-mind. Segmenting your email list allows you to target specific audiences—whether it’s past clients, those due for a maintenance check, or customers who may be interested in a special promotion. SMS is also highly effective for sending last-minute deals, seasonal promotions, or booking confirmations.

With Broadly’s platform, you can easily set up email and SMS campaigns to nurture leads, remind customers of upcoming services, or promote limited-time offers. This proactive communication builds relationships and keeps your brand front and center when your customers need home services.

7. Build Brand Awareness and Community on Social Media

Being active on social media platforms like Facebook and Instagram is essential for building brand awareness in the home services industry. Homeowners often look to social media for recommendations or to discover local businesses. 

By maintaining an active presence, sharing helpful content, and engaging with your audience, you can create a strong community around your brand. Social media ads also provide an effective way to target local customers. 

Platforms like Facebook allow you to fine-tune your ad settings to ensure your posts are reaching the right audience based on location, interests, and behaviors. To help with this, Broadly’s social media scheduling tools allow you to effortlessly plan and schedule posts while managing your online reputation.

8. Offer Web Chat for Real-Time Customer Engagement

One of the best ways to capture leads and improve customer experience is by offering web chat on your website. Potential customers appreciate being able to get their questions answered in real-time, whether they’re inquiring about services or looking to book an appointment. 

A web chat feature can significantly boost engagement and conversions. Broadly’s web chat tool integrates seamlessly with your home services website, allowing you to capture leads and respond to inquiries instantly. 

This not only enhances the customer experience but also ensures that no potential business slips through the cracks. By providing real-time engagement, your business can stay ahead of the competition and deliver the kind of service customers expect in today’s digital world.

9. Track Marketing Performance and ROI

In home services marketing, tracking your performance is key to long-term success. Understanding which strategies are working and which aren’t allows you to refine your marketing approach, ensuring you’re investing in the most effective channels. 

It’s essential to monitor leads, conversions, and customer acquisition costs to get a clear picture of your return on investment (ROI). Tracking performance also helps you understand which marketing channels drive the most leads. 

For example, you might find that Google Local Service Ads generate more qualified leads than social media ads, or that referral requests from satisfied customers are your highest source of new business. This insight allows you to allocate your budget to the channels that deliver the best results.

Broadly’s reporting and analytics tools provide a comprehensive view of your marketing performance. With clear, actionable insights, you can track your lead generation, customer interactions, and ROI—all in one easy-to-use dashboard. This helps you make informed decisions and continuously improve your marketing efforts.

10. Implement a User-Friendly Website

Your website is often the first impression potential customers have of your home services business, and many of them will visit it from their smartphones. A mobile-responsive design ensures your website looks great on all devices, from desktops to smartphones. This is necessary because a site that’s easy to navigate and loads quickly can significantly improve the user experience, leading to higher conversion rates.

In addition to a mobile-friendly design, having intuitive navigation is essential. Your website should make it easy for visitors to find important information, such as your services, service areas, and contact details. 

Clear menus, internal links, and a visible “Request Service” or “Contact” button will guide potential customers toward booking your services. A streamlined website structure ensures they won’t leave frustrated because they couldn’t find what they needed.

Broadly offers modern, easy-to-use websites for small business, tailored specifically for home service providers. These websites are optimized for SEO and mobile, helping you improve your online visibility and customer conversion rates. With a clean design and optimized layout, Broadly ensures that your business stands out in a competitive market.

Why Broadly Is the Best Solution for Home Services Marketing?

Broadly provides an all-in-one solution for home service marketing providers looking to grow their business. By offering powerful tools that streamline marketing, reputation management, and customer engagement, Broadly helps businesses:

• Boost local visibility with tools like SEO optimization and Google Business Profile management.
• Generate more reviews through automated review requests and an AI-powered review response tool.
• Connect with customers via email, SMS, social media, and real-time web chat to enhance customer service and satisfaction.
• Track marketing performance with easy-to-understand reports that help you monitor leads, conversions, and ROI.

Your customers trust you to deliver exceptional service, and we’re here to help you connect with more of them. Let us show you how Broadly can help you build a stronger, more successful business.

Ready to grow your business effortlessly? Get started today with a free demo and discover how Broadly can help you secure more leads, better reviews, and lasting customer relationships.

Home Services Marketing FAQs

1. What is home services marketing?

Home services marketing is the strategy local providers use to attract, convert, and retain customers. It combines SEO, reviews, ads, social media, email, SMS, and web chat to generate leads, book jobs, and build trust with homeowners in your service area.

2. How do I create a home services marketing plan?

Begin by setting measurable goals, defining target neighborhoods, and mapping seasonality. Choose proven channels like Google Business Profile, local SEO, reviews, paid ads, and email/SMS campaigns. Track performance regularly to refine your approach and ensure your budget drives qualified leads.

3. Which channels work best for home services marketing?

Local SEO, Google Business Profile, reviews, and web chat deliver the biggest impact. Paid ads and retargeting help capture demand quickly. Test one channel at a time, monitor cost per lead, and focus on what brings booked jobs rather than just traffic.

4. How can Broadly support home services marketing?

Broadly offers an all-in-one platform with tools for SEO insights, review generation, AI-powered web chat, and email/SMS campaigns. By centralizing marketing and communication, Broadly helps home service businesses attract more leads, improve reputation, and maximize ROI without juggling multiple tools.

5. What budget should I set for home services marketing?

A good starting point is 5–10% of monthly revenue. Split spend between ongoing visibility efforts like SEO and reviews, and direct lead-generation tactics like Local Services Ads or PPC. Adjust monthly based on cost per booked job and long-term customer value.

6. How do reviews impact home services marketing?

Reviews drive trust and search rankings. Encourage happy customers to leave reviews immediately after service, and always respond to feedback. Broadly automates review requests and responses, helping you build a steady stream of 5-star reviews that strengthen your online reputation.

7. Why is Google Business Profile important for home services marketing?

Your Google Business Profile is often the first thing customers see. Optimizing it with services, categories, photos, and accurate information boosts local visibility and credibility. Consistent updates and reviews increase your chances of appearing in the “local pack” for home services searches.

8. Can AI chatbots help with home services marketing?

Yes. AI chatbots answer questions, capture contact info, and engage leads 24/7. Broadly’s AI-powered web chat ensures no inquiry goes unanswered, helping home service businesses convert more website visitors into appointments—even after hours or when staff are busy.

9. How should home services marketing adapt to seasonality?

Align campaigns with peak demand—HVAC in summer, plumbing in winter, landscaping in spring. Plan promotions in advance, update content for seasonal services, and use reminders to encourage repeat business. A seasonal approach keeps your pipeline steady throughout the year.

10. How do I measure success in home services marketing?

Track key metrics like cost per lead, cost per booked job, conversion rates, average ticket size, and repeat business. Broadly’s reporting dashboard connects leads, campaigns, and conversations, helping you see which tactics drive real growth and where to invest more.