Most home services contractors perform work that’s familiar and fairly standard. They recharge the refrigerant in air conditioners, add an exterior faucet or power outlet, and install components like whole-house humidifiers. Ask them about what they do, and they’ll tell you it’s all pretty straightforward. No big deal.
Yet the homeowners who could benefit from their services see what those contractors do as a big deal. The equipment you service and install is among the most important systems in any home. That’s why simply telling prospective customers that you offer “drain cleaning” or “furnace installation” just isn’t enough. As your competitors step up their marketing, the homeowners whose business you hope to capture are bombarded with more choices than ever. And, if they assume that every business they consider does the same exact thing, the choice comes down to whoever offers the lowest price – a contest you don’t want to win.
It’s important for home services contractors to find ways to stand out and become more relevant to homeowner needs. Your marketing and your offers need to speak directly to them in ways that build confidence and trust. Offers serve several purposes. In addition to generating leads and cross-selling other services, they remind homeowners of what it is you do, so they’re more likely to remember you when they need what it is you do. Your offers need to do more than simply get attention – they must generate enough confidence to get the consumer to reach out to you. Focusing on five areas will help you build business by creating connections with customers.
1. Start With the Customer’s Pain Points
Rather than simply offer to perform a generic service, your message and offer should directly address the homeowner’s specific concern. They may need a drain repair, but their primary concern is that there’s a bad smell in their home. As you craft those messages and offers, remember these key points:
- Urgency matters. Instead of trying to sell services by using just the names, address the benefits of bringing you in soon with messages such as “Add a home generator before severe weather hits.”
- Seasonally appropriate. Don’t emphasize services that are out of season, because people don’t think about their air conditioning during January. Promote AC checks in spring, furnace checks in fall, and indoor air quality testing during allergy season.
- Frame the values. Don’t talk about the specifics of the service. Focus instead on the benefits it will bring, such as delivering comfort, safety, or savings. Instead of saying things like “Toilet Repair – Call Today” Try. “Fall Into Comfort! Book Your $99 Furnace Tune-Up Before The Cold Sets In.”
- Suggest financing. Major repairs and replacements rarely happen at a convenient time, and homeowners may be anxious about whether they can afford needed work. When you make convenient financing a key point instead of an afterthought, and remind them that they’ll enjoy the benefits of their added comfort right away, you ease their concerns and make them more likely to choose you.
2. Make Benefits Clear and Tangible
Rather than use vague hype and phrases like “special offer” or “great deal,” let customers know exactly what they’re getting so the benefit becomes obvious. The more concrete the benefit, the more likely a customer is to act.
- Dollar savings. Use mentions of things like “$50 Off”, “Free $59 Diagnostic Review with Repair”, or “We’ll Waive The Normal $89 Service Fee.”
- Deliver added value. When you perform work, include low-cost services like air filter replacement, duct inspection, or thermostat check as a free bonus. Customers may not realize it takes your tech less than five minutes to check their thermostat, but they will appreciate the peace of mind.
- Respect their time. Customers are busy, and they have better uses for their time than waiting for your tech. Show them you respect their schedule with phrases such as “same-day service guarantee” or “24/7 emergency support included.” Most of all, show up when you say you will – and let them know if you’re running late.
3. Use Seasonal and Lifestyle Hooks
You think of your business as providing home services, but that’s not how customers think about it. They see what you do as delivering comfort, safety, and lower utility bills. So when you develop marketing messages about your services, focus on what matters to them:
- Comfort. “Stay cool through the first heat wave — book now and save.”
- Safety. “Protect your family from carbon monoxide with a free safety check.”
- Savings. “Cut utility bills this winter with a furnace efficiency tune-up.”
By connecting the services you deliver to what matters in their daily lives, you move from being a service provider to a trusted problem-solver.
4. Use Simple and Direct Calls to Action
Prospective customers should never have to wonder about what you want them to do next. In all your materials, spelling out the next step will make them more likely to call you. For example:
- “Book your $79 tune-up online today.”
- “Call now for a free estimate on a new system.”
- “Claim your same-day service appointment before 5 p.m.”
Limit their choices, too. It’s better to use a single strong call-to-action than three vague ones.
5. Build Trust into the Offer
A key objective of all your offers and other marketing efforts should be building trust and confidence in your company or team. To the novice, systems in their home can be confusing and complicated. They don’t want to become experts – they just want to find a contractor they can trust to take care of their home and family. Addressing points like these turns an offer from “too good to be true” into “this company is the real deal”:
- Highlighting your team’s certifications (NATE-certified techs, licensed and insured, certified by desirable brands).
- Showcasing your guarantees (“You’ll be completely satisfied or we’ll make it right”).
- Including a couple reviews or testimonials in every promotion.
Make Sure Your Offers Feel Real, Urgent, and Human
Market-leading home services contractors focus on what’s important to customers instead of relying on questionable gimmicks. Align your promotions with what customers actually care about – namely comfort, safety, and savings. By directly addressing their needs, adding clear value, and keeping your calls-to-action simple, you’ll build lasting trust while driving more leads.
We’ll Help You Create Stronger Connections
Better yet, instead of devoting so much time and aggravation to marketing, why not entrust your efforts to your own outsourced Cornerstone marketing team? Our team functions as an extension of your business, guiding your planning, media choices, messaging, and, most important, accountability. Our marketing professionals will use the expertise and proven strategies we’ve developed by working with companies like yours across the country, helping you stand out and succeed.