Sometimes in business, we get so analytical and statistics-driven that we begin to believe everything will fit into a neat little formula. Invest in A, do B, work at it for C amount of time, and on the other end it will spit out X amount of success for you — guaranteed. But in marketing, more than any other part of your business, formulas will often leave you nothing but frustrated. We want a 5-step model that always works 100% of the time, but when it comes to communicating with your customers, we can’t forget about the number one variable that will throw our formulas off wildly: the people on the other end.
We deal with people… and people aren’t simply numbers or constants — they’re emotional, opinionated, and temperamental. When we try and force people into a fixed mathematical equation it just provides more proof the only pattern in marketing is that it’s driven by emotion.
In-home contracting is service provision, so marketing really should be as easy as saying, “You have a need, and I can solve it. Call me.” And, if in your prospects’ minds, it was only about who can do the job adequately, marketing your company would be as simple as this: Blast an email to 10,000 homeowners (statistically, 70% of them don’t get an HVAC tune-up each year), and bingo — you’ve got 7,000 calls coming your way. Congratulations! But we know it’s not that easy. For the sake of numbers, let’s enter dream-world and say all 10,000 opened your email. The next variable would be how well the messaging convinces people they have a need. And then why would they choose your company to meet that need? Current statistics say your 7,000 calls just nose-dived to around 30. Ouch.
Why? We do a job that homeowners need done. Why can’t we pop in the numbers and spit out success? Because in-home contracting is not commodity sales, and success and failure depend on how well you communicate with your prospects. And that’s where most marketing stalls — we don’t know how to talk to them, and we don’t know what they’re really looking for in a contractor. It’s less about need meeting availability and more about prospects feeling like you’re speaking to them personally.
Research shows that people choose companies that understand their needs on a deeper level. They want to be heard, loved, and valued, and they want their problems solved quickly and easily. And the contractors who understand this dominate their markets.
People Want to Be Heard
Imagine you’re the homeowner for a second. You hire someone to do work in your home, but during the visit, they barely look up from their clipboard and brush you off while you try to explain what you’d like them to do for you. “Contractor” means they’ve hired you to do a job. How would you feel if an employee did that to you while you were trying to give them direction? How about the tech who doesn’t even ask the homeowner what’s going on? He has “unit isn’t heating” on his dispatch sheet and assumes he knows the issue before he arrives. He might be right, and he’s the expert, so why take time with the customer? Well, maybe the customer was already suspicious the company was going to sell them things they didn’t need, and he “didn’t even ask me” what my issue was… That’s a problem, and many homeowners don’t feel heard.
It starts with active listening. It’s not just nodding along; it’s repeating back what you’ve heard to reinforce that you’re on the same page (and 90% of follow-up issues could be avoided right here). For example, if a client says, “I need better insulation for the nursery,” don’t just nod — ask clarifying questions: “For soundproofing or energy efficiency, or both?” That simple follow-up question makes a world of difference.
Listening also extends beyond the initial conversation. Tools like follow-up surveys or post-project calls can show clients you value their input. And here’s the kicker: 76% of consumers trust online reviews as much as personal recommendations (BrightLocal), and these personalized conversations and questions are the exact thing they will remember in positive reviews. When clients feel heard, they’re more likely to stay loyal and recommend you to others.
People Want to Be Loved
Think about the last time a service professional went above and beyond for you. Maybe they followed up to ensure everything was running smoothly or sent a thank-you note after the project wrapped. How did that make you feel? Loved might be a strong word, but appreciated? Definitely.
Showing appreciation for your clients isn’t complicated — it’s about personal touches. After completing a project, consider small gestures like handwritten notes or thoughtful follow-ups. Seasonal newsletters that give added value to the homeowner are a great “soft touch” throughout the year to stay connected and top of mind. According to HubSpot, companies that deliver personalized experiences see a 20% increase in customer satisfaction and retention.
Let’s take it one step further. What happens when things go wrong? Perhaps a delay in materials or issues arise after the project is complete. Responding with empathy and accountability transforms a potential nightmare into an opportunity to showcase your integrity. A heartfelt apology paired with quick problem-solving shows clients you care about their happiness, not just their money.
People Want to Feel Valued
Here’s a truth bomb: your clients aren’t just numbers on a spreadsheet or dollar signs — they’re people. And people want to know that their time, money, and trust are appreciated by the companies they do business with. Go beyond saying, “We appreciate your business.” That’s cliché. Showing value is about transparency and respect.
A PWC study revealed that 86% of buyers are willing to pay more for a great customer experience. For contractors, this means clear communication at every stage of the project. When you share timelines, costs, and potential challenges upfront, you’re not just managing expectations — you’re building trust.
Celebrating milestones is another way to make clients feel valued. For example, acknowledging a one-year anniversary of a project with a quick check-in call shows clients they’re not forgotten after the final payment clears. Also, featuring their projects on your website or social media (with permission) highlights their importance to your business while doubling as secondhand referrals to their friends, family, and neighbors.
People Want Their Problems Solved Quickly and Easily
At the end of the day, clients hire contractors because they have a problem they can’t fix on their own. But here’s the thing — they don’t just want the problem solved; they want it solved fast and without headaches.
Can you get to it quickly? And are you easy to work with, start to finish? If either of those answers is no, they’re likely calling the next guy. Some won’t care as much about the quick part, but they ALL do about the easy part. So clear communication is crucial.
For example, providing a detailed plan that outlines what will happen, when, and how much it will cost helps clients feel in control. And when unexpected issues pop up (and they always do), address them head-on with clear, timely communication.
According to Salesforce, 89% of customers are more likely to return after a positive service experience — even if that experience stemmed from resolving a problem. Remember, a headache might have been the reason they reached out to you in the first place. Don’t make it worse. Handling issues swiftly and professionally can turn a frustrated client into your biggest fan.
Pulling It All Together
Being a successful in-home contractor isn’t just about delivering flawless results; it’s about understanding and addressing your clients’ deeper desires. Your homeowners have needs and they have many different companies they can call who can turn a wrench. But if you can meet their need to be heard, appreciated, valued, and have their problems solved with ease, you’ll be the one they choose.
The data is clear: tapping emotional pain points drives sales response, and satisfied clients drive growth. By incorporating strategies like active listening, personalized touches, transparent communication, and efficient problem-solving, you can build not only stronger relationships with existing clients, but your marketing response will go through the roof.
Remember, in this industry, you’re not just fixing homes — you’re improving lives, and that’s a marketing message that resonates.
