Lead Generation Playbook for Home Services
Transform your home services business into a lead-generating machine with this comprehensive playbook. Follow our proven strategies used by 500+ successful home service companies.
Chapter 1: Foundation Setup
Essential Business Profiles
Google Business Profile: Complete setup with photos, hours, services, and regular posts
Facebook Business Page: Professional profile with service areas and customer testimonials
Yelp Business Profile: Claimed and optimized with high-quality photos
Nextdoor Business Page: Connect with local neighborhood communities
HSG Pro Tip:
Post updates to your Google Business Profile 3-4 times per week. Businesses that post regularly get 70% more clicks than those that don't.
Chapter 2: Website Optimization for Leads
Conversion-Critical Elements
Contact Information: Prominent email and contact forms throughout site
Contact Forms: Simple 3-4 field forms on every service page
Live Chat Widget: Capture leads when you're not available to respond immediately
Service Area Pages: Dedicated pages for each city/neighborhood you serve
Customer Reviews Display: Showcase 5-star reviews prominently
Emergency Services Banner: 24/7 availability if you offer it
Chapter 3: Local SEO Domination
Keyword Strategy
Target these high-converting keyword patterns:
- "[Service] near me" (e.g., "plumber near me")
- "[Service] in [City]" (e.g., "HVAC repair in Dallas")
- "Emergency [Service]" (e.g., "emergency electrician")
- "Best [Service] [City]" (e.g., "best roofer Austin")
Citation Building Checklist
Angi (formerly Angie's List): Complete profile with verified reviews
HomeAdvisor: Pro account with lead generation enabled
Better Business Bureau: Accredited business status
Yellow Pages: Basic business listing
Local Chamber of Commerce: Member directory listing
Chapter 4: Paid Advertising That Converts
Google Ads Strategy
Budget Allocation:
- 70% - Local service keywords
- 20% - Emergency/urgent service keywords
- 10% - Brand protection campaigns
HSG Success Metric:
Aim for a Cost Per Lead (CPL) of $30-80 for most home services. Emergency services can justify higher CPLs due to higher project values.
Facebook/Meta Ads Approach
Local Awareness Campaigns: Target homeowners within 10-mile radius
Before/After Photo Ads: Showcase your best work
Seasonal Campaigns: HVAC maintenance, gutter cleaning, etc.
Retargeting Campaigns: Follow up with website visitors
Chapter 5: Review Generation System
Automated Review Request Process
- Day of Service: Text customer asking about satisfaction
- Day 2: Email with direct links to review platforms
- Day 7: Follow-up email if no review left
- Day 14: Final follow-up email for feedback
Review Request Template:
"Hi [Name], we're thrilled we could help with your [Service] project! Would you mind taking 30 seconds to share your experience? [Google Review Link] - Your feedback helps other homeowners find quality service. Thank you! - [Your Name], [Company]"
Chapter 6: Lead Nurturing & Follow-Up
Response Time Goals
- Email Inquiries: Respond within 15 minutes during business hours
- Text Messages: Respond within 5 minutes
- Emails/Contact Forms: Respond within 1 hour
- Social Media Messages: Respond within 30 minutes
Follow-Up Sequence for Estimates
Day 1: Send estimate via email and text
Day 3: Follow-up email to answer questions
Day 7: Email with customer testimonials and urgency
Day 14: Final follow-up with limited-time discount
Chapter 7: Tracking & Analytics
Key Performance Indicators (KPIs)
- Lead Volume: Total leads per month
- Lead Quality: Percentage of qualified leads
- Conversion Rate: Leads to paying customers
- Cost Per Lead: Marketing spend ÷ total leads
- Customer Lifetime Value: Average revenue per customer
- Return on Ad Spend: Revenue ÷ marketing spend
HSG Benchmark:
Top-performing home service businesses convert 20-30% of qualified leads into paying customers. Track your conversion rate monthly and optimize your sales process accordingly.
Chapter 8: Scaling Your Lead Generation
Growth Phase Strategies
- Expand Service Areas: Add neighboring cities/ZIP codes
- Add Complementary Services: Cross-sell related services
- Referral Program: Incentivize customer referrals
- Strategic Partnerships: Partner with real estate agents, property managers
- Content Marketing: Blog about common problems and solutions