Understanding how customers are searching for home services

Want more leads and happier customers? Dive into this blog and discover the latest home services search trends, seasonal peaks, and target regions. Then, learn to optimize your online presence and reach the right audience with laser-focused ads using Google, Apple, and Bing.

Home service search trends

Home service search terms

While some healthcare search terms remain consistent, recent global events have shaped how patients search for healthcare services. Here are the key trends to consider:

• "Near me" reigns supreme: Local SEO optimization is crucial. Claim your Google My Business listing and prioritize local keywords in your website content and social media profiles. Make it easy for nearby homeowners to find your services when they search for "plumber near me" or "landscaper in [your city]."
• Seamless online booking: Cater to the demand for convenience. Invest in online booking and scheduling tools, simplifying the customer journey and reducing reliance on phone calls. Platforms like Thumbtack and Handy can enhance visibility and streamline appointment management.
• Smart home synergy: Embrace the future of connected homes. Highlight your expertise in integrating with intelligent systems, from thermostat installation to automated lighting solutions and security system compatibility. Demonstrate your value proposition for a tech-forward generation of homeowners.
• On-demand solutions: Respond to the need for immediate assistance. Platforms like TaskRabbit and Rover offer real-time connections with service providers, catering to last-minute needs like appliance repair, pet sitting, or handyperson services. Stay relevant in the "gig economy" of home services.
• Harness the power of reviews: Online reviews are the modern word-of-mouth. Encourage positive feedback through excellent customer service, promptly address negative reviews, and actively manage your online reputation.

Home service search volume and seasonality

Recognizing seasonality in-home service search trends is crucial for providers in this industry. Like healthcare trends, search volumes for home services such as HVAC, plumbing, or landscaping exhibit peaks and troughs depending on the time of year. For example, searches for "pest control near me" typically surge in summer, reflecting the increased demand for exterminating bugs and other critters.

Pest control near me search volume has been consistent but is seasonal.

Home service search regionality

Search interest in-home services is highest in North Carolina, the District of Columbia, Maryland, and Minnesota. These states have a higher percentage of homeowners compared to the national average. For example, according to the U.S. Census Bureau, the homeownership rate in North Carolina is 68.2%, while the national average is 65.4%. A higher concentration of homeowners translates to a greater need for various home services. North Carolina, Maryland, and the District of Columbia also have significant urban populations with a higher density of houses and apartments. This concentration of dwellings leads to a greater demand for services like plumbing, electrical work, cleaning, and landscaping.

Next Steps 

Taking action on home service search terms: local listings

Providers of home services can take advantage of these trends by using them to optimize their local listings. 

• Google Business Profiles: GBPs are a great place to incorporate the terms that homeowners are searching for. GBP attributes like owner descriptions, posts, reviews, Q&As, service descriptions, and more should be optimized with key terms.
  
• Apple Business Connect: Apple Business Connect is the new player in town, but it brings a high-income audience. Attract upscale homeowners with Apple Business Connect. By claiming and setting up your ABC account, you can better control how your business is seen on Apple Maps and CarPlay.
  
• Bing Places: While Bing Places isn’t as well known as Google Business Profiles, it is still critical that home service providers account for them.
  

Taking action on home service search terms: local ads

• Google Performance Max: Google’s new multichannel ad campaigns can be optimized with the terms and seasonality reelected in this analysis. Reach clients across Google Search, YouTube, Gmail and more.
  
• Google Local Service Ads: Google LSAs are absolutely mandatory for home service providers.
  
• Microsoft Local Service Ads: Microsoft LSAs are often overlooked but provide the same LSA experience as Google, just to a different audience.
  

dbaPlatform has been helping home service providers win with local search for six years. Please reach out below to see how we can help.