How Marketing Resellers Can Help Home Services SMBs Win the Digital-First, Loyalty-Light Buyer

The home services category is evolving fast. Homeowners still need help, but the way they choose who to hire has shifted under pressure. Budgets are tighter. Expectations are higher. And nearly every job is booked through a screen.

That’s a challenge for home service SMBs. And an excellent opportunity for marketing resellers.

More than 70 percent of professionals in the industry expect their business to grow this year, and most are focused on what they do best: delivering the work. What they need is someone to help them win the work. That means showing up strong in digital spaces, even when they’re offline, on a job, or buried in a schedule.

That’s where you come in.

New Buyers, New Rules

Younger homeowners now drive the market, and they’re making decisions differently. Gen Z and millennials aren’t just spending more on home repairs. They’re also less confident in DIY, more digitally driven, and quicker to switch providers if someone else shows up with better reviews, faster answers, or a clearer online presence.

These buyers don’t need a brand name. They need convenience, credibility, and proximity.

When your SMB client has the right local presence – built and maintained through automated campaigns – they’re no longer one of dozens in a search result. They’re the provider that looks ready, trustworthy, and right down the street.

And that decision happens fast. This isn’t long-form research. It’s mobile-first urgency. Homeowners scroll, skim, compare, and book. You help your clients get chosen.

From Renovations to Repairs: Where the Money’s Moving

High mortgage rates and inflation have shifted homeowner priorities. Large-scale remodels are being delayed. In their place? A rise in essential, lower-cost services like plumbing, HVAC, pest control, and cleaning.