Digital Marketing for
Home Services
A pipe bursts at nine at night. Somebody types plomero cerca de mí, calls the first two numbers they see, and hires whoever picks up. That is most of your market, and it is decided before anyone reads a word about your company.
Your reality
How people actually find and hire a trade.
Your work divides into two kinds of customer, and they behave nothing alike. Most marketing sold to home services ignores that completely.
Half your work starts as an emergency
A leak, a blackout, an air conditioner that stopped in the heat. These people are not comparing companies, they are looking for somebody who can come today. They search on a phone, they call from the results without opening a website, and the job is decided in under ten minutes. If you are not in that list, the search never reaches you.
The other half is planned, and much bigger
A remodel, a solar installation, a security system, a full rewire. Those buyers research for weeks, collect two or three quotes and read everything they can find about you first. The same business needs to be findable in both modes, and the pages that win an emergency call are not the pages that win a remodel.
They are letting a stranger into their home
This is the doubt behind every enquiry you get, and it is stronger when the customer is a woman at home alone or a family with children. A real name, faces of the team, identifiable vehicles or uniforms, insurance, and reviews that mention punctuality and cleanliness settle it. Anonymity is the single most expensive thing on a home services website.
Your service area is a map problem
You do not have a shop people visit, you cover a set of neighbourhoods, and Google needs to understand that properly or you appear only in the district where you happen to be registered. Getting the service area, the categories and the neighbourhood pages right is the difference between covering your city and covering one part of it.
What goes wrong
The four mistakes we see most in home services.
Every one of these is losing somebody work this week, and none of them require a bigger budget to fix.
The number is hard to find on a phone
A customer with water on the floor will not scroll to your footer. The phone number and the WhatsApp button belong at the top of every page, tappable, with no form in the way. This is the cheapest fix available to you and it changes the results of every other thing you spend on.
No photographs of your own work
Stock images of a smiling technician convince nobody, and your customers have seen them on ten other sites. Photographs of jobs you actually finished, before and after, with the team in them, do more to win a quote than any wording. Your phone is enough. The habit of taking them is the hard part.
The Google Business Profile is set up wrong or not at all
For a trade this is not a small detail, it is the main entrance. Wrong categories, no service area, no hours, no photos and no replies to reviews means you are missing from the map results where emergency work is decided. It is free, and in most cities we look at it is the biggest single opportunity sitting untouched.
Quotes that take days to go out
You can win the search, answer the phone and still lose the job because the quote arrived on Thursday for a decision made on Tuesday. No amount of marketing fixes that, and we would rather tell you before you spend than after. If enquiries are already arriving and going cold, that is the first thing to sort out.
What we would start with
For a trade, in this order.
Home services is one of the industries where the order matters most, because emergency work rewards visibility at the moment of need far more than it rewards brand building.
1 · SEO local
The Google Business Profile set up properly with the right categories, a correct service area, real photos and reviews answered, then pages for each service and each neighbourhood you cover. This is what puts you in the map results at nine at night, and it keeps working without a daily budget.
2 · Google Ads
Unusually well suited to your industry, because somebody typing an emergency term is worth bidding on at almost any hour and the job that follows normally covers the cost of many clicks. Run on urgent terms and your best-margin services rather than everything you do.
3 · Diseño Web
A fast page that loads on a weak signal, with the number and WhatsApp always in reach, the neighbourhoods you cover stated plainly, your own job photos, and the trust signals that answer the stranger-in-my-home question. For planned work it also needs to hold up against two competing quotes.
4 · Redes Sociales
Lower priority than the three above, and still worth doing for planned work. Finished jobs posted steadily become the portfolio a customer scrolls before requesting a quote for a remodel or an installation. For pure emergency trades this can wait.
AEO · being the answer when somebody asks
People increasingly ask an assistant who repairs air conditioning near them, or who they should call about a leak, and the reply names one or two companies. For trades this matters because those questions are asked in exactly the urgent moment your business depends on.
Being named means your service area, your hours, your services and your reviews are structured so an assistant can read them. Almost nobody in these markets has done that work yet.
What changes
What working looks like for you.
These are the things we report on, because they are the things we control. Whether an enquiry becomes a job depends on your quote and your crew, and that part stays yours.
You appear when the problem happens
You rank for the urgent terms people in your area actually type, and your profile turns up in the map results with correct hours, a real service area and answered reviews. We report the positions and how they moved month to month.
The phone rings and the messages arrive
Calls from the profile, WhatsApp clicks, direction requests and form enquiries, counted rather than guessed at. In this industry the call button is usually the most used thing you have, so it is the one we watch most closely.
You know what an enquiry costs you
When ads are running you see tracked actions and cost per action in your own account, split by service. That is what tells you whether emergency plumbing is worth bidding on in your city, or whether the money belongs on installations instead.
You cover the whole area you actually serve
Visibility across the neighbourhoods you work in rather than only the one you are registered in. For a business with vans that can reach most of the city, this is often where the largest untapped demand turns out to be.
Get a market snapshot for your trade
Before any talk of scope or price, we will pull what people in your city search for when something breaks, roughly how many of them there are each month, who currently holds those positions, and where the realistic gap is. Written up and sent to you. No charge.
Where we deliver
Home services, in your market.
An air conditioning company in Panama City competes for searches in two languages, including from property owners who are not in the country. A contractor in Medellín works a city where whole neighbourhoods are being renovated at once. Campaigns are built for the market you actually work in.
Questions
Frequently asked questions
I get all my work by referral. Do I need this?▾
I do not have an office or a shopfront. Does that matter?▾
I already have WhatsApp. Do I really need a website?▾
Are Google Ads too expensive for a small trade?▾
My work is seasonal. How do I handle that?▾
How do I get more reviews?▾
How long before I see results?▾
Who would I actually be working with?▾
Who you deal with
You will be working with Aylin.
Aylin spent her career in marketing and in enterprise marketing software sales, working with major brands and companies throughout Latin America. She has sat across the table from marketing directors defending a budget and reporting results upward, which means she already knows what a plan has to look like before anyone can say yes to it.
That is why a first conversation with her feels closer to a diagnosis than a pitch. She will want to know what you sell, where your customers find you today, and what you have already tried. Then she will tell you which of the five services would change things fastest for your business, including when the answer is that you do not need all of them.
She works in Spanish or English, whichever you prefer, and inside your business hours. She handles your account herself from that first message through to the monthly reviews, so nobody hands you to a junior once the contract is signed and you never start over explaining your business to someone new.
Let us look at your market first.
Tell us what you do and which areas you cover. You will get back a snapshot of what people in your city search for when they need your trade, who currently comes up, and what it would realistically take to be one of them.
Request your market snapshot →