Lead generation brings in the calls and contact forms. Conversion turns them into booked jobs, and it’s where much of a home services business’s marketing budget is won or lost.
Appointment Booking for Home Services Businesses
How leads become appointments on the calendar, what makes customers commit to a time, what happens when the calendar is full, and why we measure the marketing to the jobs that close.
Read more →Call Handling for Home Services Businesses
Call handling is everything that happens on an inbound call after it's answered. It decides whether a paid call becomes a booked job or wasted spend.
Read more →Contact Form Leads for Home Services Businesses
Contact form leads show what a customer needs before anyone picks up the phone. We explain why customers choose forms, what makes a form lead work, and how we measure them.
Read more →Estimates & Consultations for Home Services Businesses
How the estimate or consultation is offered, what customers compare between quotes, how the business stays visible while they decide, and why we measure estimate work over the full decision window.
Read more →Financing for Home Services Businesses
Where financing matters in home services marketing, how to advertise it within the credit advertising rules, how Google's targeting rules apply to financing ads, and how to tell whether it's working.
Read more →Lead Follow-Up for Home Services Businesses
What the marketing can do about paid leads that didn't book: keeping every inquiry, staying visible while customers decide, returning with the season, and crediting late bookings to the campaign that produced them.
Read more →Lead Qualification for Home Services Businesses
Lead qualification separates the leads a home services business wants from the ones it doesn't. We explain the four fits, and why most of the work happens before the phone rings.
Read more →Missed Calls for Home Services Businesses
Why home services businesses miss the calls their marketing paid for, what each missed call costs, and how enhanced reporting shows which calls went unanswered, when, and from which campaigns.
Read more →Phone Leads for Home Services Businesses
Phone leads are often the most valuable lead a home services business gets. We explain where calls come from, which ones count as leads, and how we measure them.
Read more →Speed to Lead for Home Services Businesses
Speed to lead is the time between a customer reaching out and a person at the business replying. Customers often contact several businesses at once, so the first real reply usually gets the first chance at the job.
Read more →How we look at leads
We measure our campaigns by the jobs they produce, not the number of leads. When calls and contact forms are coming in but bookings aren’t following, we look at what happens after the phone rings and show the owner where the work is being lost.
About The Author
Mark Riley is a marketing executive and the founder of Riley Summers Marketing Group, where he leads customer acquisition strategy for home services businesses across paid search, Google Local Services Ads, local SEO and paid social media. He rose to VP of Digital at a national legal-marketing agency, where the digital programs he led generated a significant share of its revenue. Over a 15+ year career, he has managed more than $70 million in digital advertising spend, much of it in one of the most expensive and competitive advertising categories in North America. He measures marketing by what it costs to win a booked job, not by traffic or lead volume.