Helping Small Home Service Businesses Grow

Small business owners, if you’re a plumber, electrician, or HVAC tech you’ve probably noticed things are getting tougher. Google isn’t the big deal it used to be, and those expensive lead services like Angi or Thumbtack are charging way too much—sometimes $25 to $50 just for one possible customer. Plus, they send the same lead to a bunch of other businesses, so you’re stuck fighting for scraps. On top of that, people are using tools like ChatGPT to find help instead of Google. But don’t worry—there’s a way to win by mixing new tech with old-school community tricks.

Why Paid Leads Are a Problem

Let’s talk about roofing as an example. A “shared” lead might cost $13 to $72, but only about 2% of shared leads turn into real jobs. If you want an “exclusive” lead (just for you), it could be $150 to $300—and you still might not get the work. Sites like HomeAdvisor take a big chunk of your money—sometimes 20% of what you’d earn. And almost half the time, the customer doesn’t even pick up the phone because they’re overwhelmed with calls from your competitors. One guy online said, “I spent $40 on a lead, but the job was already gone. These sites just take our cash!”

Cool Tech to Save Money and Find Better Customers

Here’s how some smart tools can help you out:

Build Automated Lead Flow: When someone requests a quote from you, they are probably requesting quotes from a few others. Make sure you have a great way to get back to them immediately, such as an automated text to your sales department.

Finding the Right People: Use free services like Facebook Groups and Next Door for finding people. Groups and Next Door are usually local and can provide you with the correct demographic for your industry. Also, look for small leads groups or BNI (Business Network International) that can bring you customers.

Smarter Ads: Take the time to narrow your audience when placing ads on Google or Facebook so they only go to people most likely to hire you. You can set up a geofence to only go after local traffic. Ads can be configured to only post to people in certain ZIP codes or a mile radius from your shop.

Old-School Ideas That Still Rock

Tech is great, but connecting with people nearby is just as important:

Fancy Fridge Magnets: Put your number, a QR code, and maybe a discount on a sturdy magnet. One HVAC guy gave free check-ups if people shared his info online and his referrals jumped 30%.

Sponsor a Local Youth Sports Team: Sponsoring a team in a local youth sports league shows you care about the community you are in. People are much more likely to work with someone that puts forth the effort to help local organizations.

Truck Signs: Signage can have a great ROI. Attractive wraps and signage on your vehicles help local people remember you as they see you around town.

Team Up with Other Trades: There’s an app called Rev-Link (rev-link.com) where you can swap leads with other pros—like an electrician sending you plumbing jobs—and you both make a little extra without competing.

The Best Plan: Mix It Up

The smartest business owners use both tech and local marketing ideas:

Be Easy to Find: Fix up your Google My Business profile. Make sure you maximize this service. AI Agents use this to help fill the “Find Near Me” requests.

Stay in Touch: Use a simple system to email customers after a job, asking for reviews or offering a deal if they tell friends. Over the years, you have likely helped 1000’s of people. Sending an email to check-in with them periodically keeps you front-of-mind should they need your services at a later date.

Know Your Area: Use maps or tools to find developments with old pipes, older HVACs, then target those doors.

Stop Wasting Money on Bad Leads

Here’s the deal: you don’t need to keep pouring cash into those lead sites. Spend a little on tech to make things easier, then focus on being the go-to person in your town. Like one pro said, “I’d rather spend $200 on a truck sign than $2,000 on Angi. Be the name people know, not just another guy begging for work.” With some tech help and a friendly face around the neighborhood, you can build a business that lasts—no matter what.

As always, if you want some additional ideas or need help implementing the ideas mentioned in this article, don’t hesitate to reach out to us atsales@wte.net.