More than half of consumers are deciding on a home services provider – like plumbing and HVAC professionals – in less than four hours, and 90% of them expect a response from contractors like you within 24 hours. This means you have to act fast to capture their attention. This is according to marketing trends in a recent report – The Scorpion Pulse – published by PHCC Corporate Partner Scorpion. “Getting the best ROI from digital marketing efforts is all about understanding which channels work best and testing beyond the status quo,” according to the report. “Businesses have to think beyond just Google.” And customer reviews are a must, but even those must go beyond a simple star rating. Scorpion’s research found that 67% of consumers check at least three different review sources before making a decision … and 50% read at least seven reviews before feeling confident in their decision.

The new way to search? Artificial intelligence is changing the conversation. Scorpion reports that 3 in 4 consumers feel AI improves the experience of searching for local businesses. It’s no longer “find a plumber in my area code;” it’s now “I have a leak and need a plumber tomorrow. Who is highly rated and affordable in my neighborhood?” Ensuring your business is well-represented in online directories, social media platforms, and your website can improve your chances of being noticed in AI-generated searches.

PHCC encourages our members to check out specific digital marketing tactics from Scorpion in this report. In addition, one of your peer PHCC contractors, Susan Frew, will be leading a session on “Igniting AI for Business” at CONNECT 2024. Based on real-life experiences, Susan will demonstrate how new AI tools can enhance operational efficiency and offer unparalleled value to your business and customers. These are both easy ways to learn how to navigate the digital marketing scene and use it to your advantage!