Handyman Marketing: 17 Ways to Market Your Business

Why is Marketing Important for Handyman Businesses?

Marketing is essential for handyman businesses because it helps your business grow. It helps businesses:

• Expand reach

• Generate leads

• Increase brand awareness

• Boost engagement

• Get more bookings

Marketing lets handyman businesses provide information about their services to potential and existing customers. Good marketing campaigns increase revenue by promoting a handyman business to a receptive audience.

How Can You Market a Handyman Business with Digital Marketing?

Handyman businesses can use many different digital marketing strategies to promote their services. The main ones are shown in the graphic below.

Let’s take a look at each of them in detail.

1. Local Services Ads

Local Services Ads (LSAs) are a type of Google ad tailored specifically to local businesses and service providers. When someone enters a local search query, such as “Miami handyman” or “handyman near me,” a group of LSAs appears at the top of the search results page.

LSAs contain extra details about the business, including the contact number, reviews, and opening hours, which helps customers choose between vendors. Completing a preliminary screening process boosts your business’s credibility, and you can also get a Google Guaranteed badge.

ServiceTitan’s Local Services Ads feature lets customers book services directly from the LSA with the integrated scheduler tool. Any bookings are automatically populated in the ServiceTitan CRM, so you don’t need to switch between tools.

This seamless booking experience helps your business stand out from the crowd and boosts customer satisfaction.

2. PPC advertising

Pay-per-click advertising (PPC) is another form of digital advertising. Google is the most popular PPC advertising platform, but you can also run ads on other search and social media platforms like Facebook, Instagram, TikTok, Amazon, Twitch, and more.

You can run experiments on different platforms to find what your audience uses most. As most PPC platforms are free to use and you only pay when someone clicks your ad, it can be a cost-effective way of researching platforms for PPC and the other digital marketing strategies in this article.

ServiceTitan’s Home Services Marketing Software has accurate tracking features that let you monitor the exact return on investment (ROI) for every ad campaign you run. Adding a toll-free, trackable phone number to each ad lets you know how much revenue the ad brings in.

The tool also provides a map with revenue hotspots to show where your ads have the most impact.

By integrating ServiceTitan with Google Ads and Google Analytics, you can keep track of all ad data in one place, minimizing human error by eliminating the need to copy data into other tools.

Plus, the Marketing Pro Ads Optimizer tool helps reduce cost-per-lead by finding wasted marketing spend and training Google to target better quality leads, so you optimize your ad campaigns.

3. Social media

Social media platforms like Facebook, Instagram, X (formerly Twitter), LinkedIn, and TikTok are excellent places to market your handyman business. Each of these platforms has a huge user base, which means it’s highly likely your audience will use at least one of them.

As mentioned in the previous section, you can run PPC ads on social media to help get your business in front of the right people. Thanks to the vast amount of user information on platforms like Facebook, you can hyper-target your ads to reach precisely the right people.

Aside from paid ads, you can post organic content to your social channels. This could include photos or videos of completed work, routine maintenance tips, business updates, or fun behind-the-scenes content that humanizes your brand. See what works best for your audience on each platform.

Another ideal place to market your handyman business is in Facebook groups, like your local community group. Some groups allow companies to advertise on certain days, and sometimes members will post looking for services you offer.

Facebook groups provide a great environment to find qualified leads and for past customers to recommend your services.

4. Email marketing

Email marketing boasts one of the highest ROIs of any digital marketing strategy, bringing in $36 for every $1 spent, on average. It’s also very low cost and allows businesses to reach out to prospects directly in their inboxes.

ServiceTitan’s Email Marketing features let users enhance their email marketing strategies with automated campaigns for follow-ups, routine maintenance reminders, promotional campaigns, and more.

You can also create a hyper-targeted email audience for each campaign, with various factors to include or exclude, like demographics, open estimates, time elapsed since the last job, and location.

Businesses can save considerable time and money on email design using ServiceTitan’s pre-built, customizable email templates. These templates enable you to create professional-looking emails in a few minutes. Simply edit the design and content with the drag-and-drop editor.

Plus, you can create A/B tests for each campaign to trial different headlines, content, design, CTAs, and sending time.

5. SEO

Ensuring your website is search engine optimized helps it rank in the search engine results page (SERP), which can help potential customers find your business faster.

A fundamental way to implement search engine optimization (SEO) on your website is to optimize your service pages with keywords. You can find keywords using tools like SEMrush and Ahrefs or look at Google’s autocomplete suggestions and related searches.

Local SEO is a strategy for helping businesses with physical locations or servicing specific areas to boost their visibility in local search results.

When someone in your area searches for services you provide or when they enter a local search query, your business can appear in the Google map pack, which looks like this:

The map pack appears in a prime spot in the Google search results. It provides more information about the three businesses listed, like their average rating, opening hours, contact information, and location on the map preview.

Optimizing your Google Business Profile can increase your chances of appearing in the map pack. This includes ensuring all your business details and contact information are correct, and collecting and responding to reviews.

ServiceTitan’s Reputation Management features let businesses automate the review-gathering process and send review requests to clients after completing their jobs. 

Reviews from platforms where your business is listed, like Google, Yelp, Angi, and Facebook, are aggregated into the ServiceTitan dashboard. This allows you to monitor and reply to reviews on different platforms, all from one place.

Although SEO strategies can help your business get more visibility, it’s essential to be aware of unethical black hat SEO techniques to avoid them. These include keyword stuffing, cloaking, paid links, rich snippet abuse, and duplicated content.

Engaging in these practices can result in penalization from Google and other search engines, which will harm your rankings rather than improve them.

6. Video marketing

Video marketing involves using video assets to promote your business. Handyman businesses can use video to showcase in-progress and completed projects and to give customers a behind-the-scenes look at your company.

With video set to account for 82 percent of consumer internet traffic by 2025, it’s worth investing some time into creating high-quality video content for your business.

You can post short-form content on TikTok and Instagram and save longer videos like project walk-throughs for YouTube.

Experiment with different content types to see what resonates the most with your audience.

7. Directories and business listings

Listing your handyman business on business directories and listings like Angi, Houzz, HomeAdvisor, and Thumbtack can help you generate more leads and bring more jobs to your business.

To minimize confusion and low-quality leads, you must ensure all your listings are updated with the correct business information, contact details, and services. Many directories and listings also offer a platform for customers to leave reviews, so it’s important to monitor them.

However, tracking and updating listings on multiple platforms is time-consuming, and you risk accidentally introducing errors.

ServiceTitan’s Reputation Management features let you monitor reviews from multiple listings. At the same time, you can update the content of your listing across various platforms, streamlining the process and saving time.

How Can You Market a Handyman Business with Offline Marketing?

Although digital marketing strategies are effective, especially in today’s digital age, your audience needs to be online for them to work. There are many ways to market and advertise your handyman business that effectively target prospective customers in your local community, even if they’re offline.

Let’s look into each of them.

1. Flyers

Flyers are printed marketing materials you can leave in public places where prospective customers are likely to see them. These could include grocery stores, hardware shops, or public bulletin boards. You can also hand flyers out to prospective customers directly or send them in the mail.

A well-designed flyer should include your handyman business name, logo, contact information, and details of your services. Consider including a special offer or discount, such as ten percent off the first booking, to increase the likelihood of prospects keeping hold of the flyer.

2. Business cards

Business cards are small, wallet-sized pieces of card that feature your business information and contact details. Like flyers, they can be left in public spaces or given directly to prospective customers.

There are numerous ways to design your business card, and you can include different things. A double-sided business card provides plenty of room to include your name, contact details, and a list of services.

3. Trade shows

A trade show is an event where businesses in an industry come together to showcase and promote their products and services. It is an ideal opportunity for handyman businesses to speak with local community members.

You can set up a booth and hand out flyers or business cards to interested prospects. Your booth should feature high-quality photos of completed projects to show attendees the level of work you can do and to build trust in your community.

Consider hosting a workshop at the trade show where you can provide tips and guidance on routine maintenance or DIY projects. This can also build trust and position you as a professional, credible business, and an authority in your industry.

4. Vehicle wrap advertising

Wrapping your work vehicle(s) in a vinyl graphic that features your company branding, contact details, and services turns the vehicle into a moving advertisement. 

You can choose between wrapping the full vehicle, a partial wrap, or decals that you can apply to certain areas like the doors. Then, when the vehicle drives around your service area, passersby will see your details.

Vehicle wrapping can boost credibility and serve as a reminder of your business every time someone sees it.

5. Radio ads

Radio ads are commercials broadcast on local radio stations that promote a business. They are an ideal way to market your business to your local community with an attention-grabbing message.

Most radio ads are pre-recorded, including music, sound effects, and a call-to-action (CTA) like “Book now.” To make your ad more memorable, you could also include your handyman business slogan in a catchy jingle.

6. Television ads

Television ads are another form of offline advertising that can increase business credibility while putting your business in front of a large audience. 

Remember, running a television ad is expensive, especially for prime spots, so you must ensure it is done well.

You should have a short script that details who you are, what services your business offers, and the areas you serve. You can also show images or footage of completed works. Ensure the ad is high-quality and well-produced for the best effect.

7. Outdoor advertising

Outdoor advertising refers to marketing materials placed outside high-traffic public places to catch attention. There are a few forms of outdoor advertising, such as posters, billboards, street banners, and transit ads.

This type of marketing has a wide reach and is likely to be seen by hundreds of people. It also offers repeat exposure, which helps increase memorability. Additionally, it boosts business credibility and helps portray professionalism.

8. Branded merchandise

Branded merchandise like t-shirts, hoodies, coffee mugs, pens, and notepads is an ideal form of portable advertising for your handyman business. The branded items can be left with customers after a job or distributed at events and trade shows.

They are often helpful items that customers will use in their daily lives. They help to remind customers of your business and keep you top-of-mind when they need your services. 

9. Direct mail

Direct mail refers to marketing materials sent by post to existing and prospective customers. They are similar to flyers but can be personalized to reach specific customers at different stages of the buying cycle.

ServiceTitan’s Marketing Pro provides direct mail features that help businesses create direct mail audiences based on some variables so you can hyper-target your direct mail campaigns.

You can send out reminders for routine maintenance or seasonal work to help bring in repeat work or send promotional postcards to prospective customers.

Using one of the pre-built postcard templates can save time when designing your direct mail campaigns.

10. Stickers and magnets

Stickers and magnets are similar to branded merchandise in that they serve as repeat exposure marketing and give your customers something to take home. For example, a fridge magnet will be seen every time they open the fridge, meaning your business is seen multiple times daily. 

This way, when routine maintenance is due, or the customer needs your services in an emergency, your business will be at the forefront of their mind.

You can also give stickers and magnets out at events.

How Can You Create a Handyman Marketing Strategy?

A marketing strategy refers to the different types of marketing campaigns you will execute to market your handyman business. 

Each marketing type, such as email marketing, social media marketing, and outdoor advertising, has its own strategy that forms part of the overall marketing strategy.

You can create your marketing strategy by following these seven steps:

1. Set your marketing goals

2. Conduct market research

3. Conduct competitor research

4. Define your key messaging and brand style

5. Decide on your marketing budget

6. Choose your marketing channels

7. Track the results

Let’s look at how to carry out each step.

1. Set your marketing goals

Choosing your marketing goals helps steer your marketing strategy, providing something to work toward. It also lets you judge whether or not a marketing channel or strategy is working as you want it to.

Opt for SMART (specific, measurable, achievable, realistic, and time-bound) goals. This could include closing five open estimates in two months using email marketing or booking ten new jobs in three months through social media.

2. Conduct market research

Knowing your target market is key to creating a successful marketing strategy. By conducting market research, you can learn their pain points, preferences, and the best places to reach them, online and offline.

For example, you may find that a higher proportion of your audience responds to ads on Instagram or that the library is an excellent place to leave flyers.

3. Conduct competitor research

Looking at how your competitors market their businesses can help you determine what resonates with your target market. For example, if your biggest competitor frequently advertises on the radio, it’s a sign that this avenue brings them a lot of work.

It’s important to note that you shouldn’t just copy your competitors’ marketing strategy, but use it to inform your own. Use your research to define where your business can stand out, find market gaps and trends, and establish your industry's most effective marketing tactics.

4. Define your key messaging and brand style

Researching your target market helps you understand who you are talking to in your marketing efforts. However, you must also define how to talk to them and what to say.

Firstly, you must establish your unique value proposition or what sets your handyman business apart from the competition. Do you offer a specialty service or cater to specific groups like the elderly or students?

Then, you can use this, as well as the data you gathered in your market research, to define the primary information points your audience should understand and remember.

Lastly, you should tailor your brand voice to your audience. For example, if you’re targeting students and young adults, you should have a completely different brand voice than when targeting aging-in-place seniors.

5. Decide on your marketing budget

Your marketing budget defines the amount you will spend on your marketing efforts. It will depend on the size of your business, your revenue, and the channels you intend to use.

Many marketing strategies, like email marketing and flyers, are low-cost, while others, like vehicle wraps, billboards, and television ads come at a high price. Figure out what your business can afford, and remember that most businesses spend around ten percent of their annual revenue on marketing.

6. Choose your marketing channels

Once you know how much you can spend on marketing, you can decide on the platforms or methods. With a large marketing budget, you can look into pricier channels or market your business through a wide range of strategies.

However, if you have a limited budget, start with free channels like posting organic content on social media, participating in online community groups, and listing your business in free directories. Then, you can look at low-cost channels like email marketing

7. Track the results

Monitoring the performance of whichever marketing channels you choose is vital to avoid wasting your marketing budget on unsuccessful campaigns.

Track key performance indicators (KPIs) like leads or revenue from each channel and cut the campaigns that don’t perform well. Then, redirect the budget you free up into the well-performing channels.

Monitoring campaign performance is also important for informing your future marketing decisions.

How Can You Choose a Handyman Marketing Company?

Figuring out your marketing strategies can be difficult if you don’t have experience. Luckily, many handyman marketing companies can help you create and manage your plan so you can focus on providing services.

However, you must choose a handyman marketing company that gets results and can do what you want to achieve. Here are some tips for choosing the right company for your needs:

• Check for reviews: Just as your potential clients do when researching handyman businesses, you should check review sites for handyman marketing companies. 

Look at what past customers have said about each company’s services and the results, and see how the company responds to negative feedback.

• Ask for case studies: A case study is a report of a customer’s pain points before they sought out a marketing company, how the company resolved their issues, and their solution.

Case studies are beneficial for finding companies that have dealt with other businesses that struggled with the same or similar issues as your company and providing insight into how they dealt with the problem.

• Look for testimonials. Testimonials are quotes from past or existing customers who praise the product or service they received. They help prove a brand or company is credible and trustworthy.

• Understand what services they offer: Before you sign a contract with a marketing company, ensure they offer the services you want. For example, if you know you want to advertise on the radio, it doesn’t make sense to choose a company that only offers digital marketing.

Research company websites for a service breakdown or contact a representative directly and ask for one.

The Bottom Line

There are many ways to market your handyman business, and it’s important to figure out the best combination of channels and strategies for your business and audience.

ServiceTitan’s suite of features provides tools for enhancing your marketing strategy through digital and offline channels.

ServiceTitan is an all-in-one home services platform that helps handyman businesses streamline and improve their marketing efforts. It also provides business management and front-of-house tools and is trusted by more than 100,000 contractors nationwide.