Time to read: 5 minutes
If you’re looking for definitive marketing recommendations backed by hard numbers to help your contractor business, read on to learn more about just what approaches you should be taking as a home services provider.
General Statistics About Home Services Companies
- From 2019 to 2026, the home services market is expected to grow by 18.91% each year (Verified Market Research)
- Currently, the home services market is valued at $485 billion and is continuing to grow (Joint Center for Housing Studies)
- 48 million United States homeowners now have $11 trillion in tappable home equity (Intercontinental Exchange)
- U.S. households typically spend $5,000 annually on home services (Invoca)
- The total construction spending in the United States in 2023 was almost $2 trillion, which was a 7.4% increase from the previous year (Deloitte)
- Nearly 7% of all home services companies do not do any marketing (CallRail)
- Finding new clients is considered a major challenge for 62% of home service companies (Invoca)
Marketing Statistics on Home Services Consumers
- Over 55% of consumers will utilize a search engine when searching for moving, pest control, locksmith services, and lawn care, and scheduling an appointment (Invoca)
- 91% of consumers report that local reviews will impact their perceptions of bigger brands in some way (BrightLocal)
- 88% of consumers tend to use a business that replies to all of its reviews, as opposed to 47% of people who will utilize companies that do not respond to reviews at all (BrightLocal)
- When deciding on whether or not to use a business, 81% of people will rely on Google Reviews (BrightLocal)
- 34% of consumers will look up reviews on Instagram as an alternative to local business reviews (BrightLocal)
- As opposed to Instagram, 23% of consumers will look up reviews on TikTok to share and evaluate their experiences with a business (BrightLocal)
- During the decision-making process, 77% of consumers will use two or more review sites (BrightLocal)
- Companies with four stars or more on local reviews are mainly utilized by 57% of consumers (BrightLocal)
- Consumers who are looking for home remodeling, roofing, and deck and patio services tend to spend the most when they call from search and make a purchase (Invoca)
- 94% of consumers have reported that they have actively avoided a business once reading their reviews (Luisa Zhou)
Statistics on Phone Calls for Home Service Marketing
- As of 2023, calling is still the number one choice for home services consumer communications (Hiya)
- When it comes to communicating with home service providers, 34% of customers prefer calling as their main form of communication (Hiya)
- It’s reported that 38% of customer phone calls are used for resolving issues, while 29% of calls are used for closing sales (Hiya)
- 38% of workers have reported that their business has been directly affected because of the inability to reach both prospects and customers (Hiya)
- Because of the inability to reach people via phone, 42% of workers say that they’ve lost customers and potential deals (Hiya)
- Within the past 12 months, half of the businesses have increased their phone call usage (Hiya)
- Home services companies that utilize a call tracking system tend to reduce the cost per lead by approximately 10% (CallRail)
- Using call Conversion Intelligence can help decrease the time spent qualifying leads by 50% (CallRail)
- 40% of home services consumers who call from a search result will also make a purchase (Invoca)
- Phone calls will convert 10-15x more revenue than web leads (BIA/Kelsey)
- 84% of marketers report that phone calls tend to have higher conversion rates and larger order values (MarTech Health)
- 62% of home services customers call during their purchasing journey (Invoca)
- While 18% of home service calls go unanswered on weekdays, over 40% of calls will go unanswered on the weekends (Invoca)
Statistics on Pay-Per-Click Ads for Home Services
- The average cost per click (CPC) for home services search advertisements is $6.55 (Hatchify)
- The average click-through rate (CTR) for online home services ads is 4.80% (WordStream)
- The average PPC conversion rate for home services is 10.22%, whereas the average across all industries is 6.6% (Hatchify)
- With a lower-end average cost per lead (CPL), home services search ads have an average CPL of $66.02 (Hatchify)
Statistics on SEO, Social Media, and Reviews for Home Services
- Mobile searches are continuing to grow year over year, with some of the fastest-growing search terms including “HVAC repair,” “landscaping near me,” “plumbers near me,” and “roofing companies” (Google)
- Most customers looking for home services don’t typically have a company in mind when searching online (Invoca)
- 78% of local searches that are conducted on a mobile device lead to a purchase within one day (Media Genesis)
- Around 80% of companies will use media platforms like Instagram and Facebook to promote their business (Statistica)
- Displaying online reviews can increase conversions by 270% (Spiegel Research Center)
- Online reviews can affect a person’s purchasing decision more than recommendations from family and friends, price, and even the offer of free shipping (Power Reviews)
- Over half of consumers will use Yelp reviews during the decision-making process (Exploding Topics)
Learn More About Marketing for Home Service Contractors
Looking for more information on how you can help market your contracting company? We offer comprehensive B2C SEO guides for these home service businesses:
Plus, check out our compiled statistics for more information on how to increase leads and sales:
Our Collection of Marketing Statistics and Facts
Disclaimer: The statistics on this page have been compiled by our team from various third-party sources for informational purposes only. We do not claim ownership of this data unless cited otherwise.
