It’s never been harder to stand out in the home services industry or understand what homeowners want from home services. You’re showing up in Google. You’ve got decent reviews. You’re running ads. And yet… leads are slowing. Jobs feel harder to win. And that $40K/month marketing budget? You’re not sure what it’s actually getting you.

If that sounds familiar, you’re not alone. The problem’s likely not with your service itself. Market Research shows it might be how you show up before the job even starts.

At Elevate, we surveyed more than 1,200 homeowners nationwide for our latest Skilled Trades Study to understand what drives decision-making today. We asked:

• What makes you hire one contractor over another?
• What builds trust? What breaks it?
• And what do you wish more home service businesses would do better?

The answers weren’t subtle. In fact, they boiled down to three things. Here is what homeowners want from home services in 2025, and how to use this insight to get more out of your marketing and do more business.

#1 Trust: Clear Signals Win Homeowners

Trust isn’t something you get to explain. It’s something homeowners decide for themselves as they’re searching for a service. It’s based on what they see, what they feel, and whether they believe you’re real, reliable, and respectful of their time and money. So what actually signals trust today? What makes a homeowner choose you over the next company in line? Let’s break it down.

Clear Pricing Builds Trust With Homeowners Before You Even Talk

Let’s start with the biggest trust signal. Our study shows that 88% of homeowners say clear pricing builds trust more than anything else. 51% say the absence of pricing info on a website is a dealbreaker. Even a starting range or sample estimate can make a massive difference.

Today’s homeowners aren’t price shopping, they’re clarity shopping. If they can’t get an understanding of the budget on their own, trust goes out the window, and they move on.

Your Website Is Your First Impression (And First Risk)

Most homeowners are judging you before you ever get on the phone. Your website gives potential customers a first impression of your business, and it matters more than you may think.

Here’s what’s turning people off:

• 83% say pushy or aggressive sales tactics are a dealbreaker
• 65% lose trust when they see stock photos or AI-generated images
• 51% walk away if they can’t see what’s included in your service
• 40% said they can’t stand cringy one-liners

Here’s the bottom line: a well-thought-out website isn’t just a homepage or a nice-to-have. It’s a trust-building tool. If it’s unclear, outdated, or full of fluff, homeowners won’t stick around. But if it feels real, helpful, informative, and clear, you’ll get the call.

If You’re Not on Social Media, It’s a Red Flag

Social media isn’t optional anymore. It’s a trust signal. And for younger homeowners (who now make up the bulk of the market), your absence says more than your presence.

• 1 in 3 Millennial and Gen X homeowners say if a business isn’t on social media, it makes them suspicious.
• They’re not looking for a TikTok dance. They’re looking for before/after shots, job walkthroughs, crew highlights, or real reviews.

Your feed doesn’t have to be perfect, but it does have to be human and active. Even a few recent posts can build trust that your brand is real and reliable.

Reviews With Detail “Seal the Deal” For Home Services

Homeowners don’t just skim reviews anymore. They study them. The average homeowner reads 5–10 reviews before deciding who to hire. Think about the last time you shopped on Amazon. You probably clicked through the reviews. So you also know that some reviews are better than others.

• 55% say they’re looking for detailed reviews with before and after photos
• 45% say scripted or obviously fake reviews kill confidence
• 44% say a professional response to a negative review builds more trust

Here’s exactly what homeowners are looking for in reviews, case studies, and testimonials:

• Proof that you’ve done the work before
• A clear track record of quality and professionalism
• And how you respond when things don’t go perfectly

So don’t just collect reviews, make them part of your business. Have QR codes handy, offer rewards for reviews, or integrate post-customer communication into your marketing strategy. People are reading them! Make them count!

#2 Transparency: Why Clear Pricing and Honest Communication Close More Jobs

In home services, surprises don’t feel exciting. They feel expensive. Homeowners don’t just want a fair price, they want to know upfront exactly what they’re getting into. What it costs. What’s included? What could change? And what happens next? In our study, 70% of homeowners said they’d pay more just to avoid surprise costs.

Clear Scopes Win Over Clever Promises

“Here’s exactly what’s included” outperforms “special deal” every single time. Homeowners don’t want buzzwords or vague service categories. They want specifics, like what’s included, how it works, and what it’ll cost. The most effective messaging includes:

• Clear, honest pricing (not just words like “affordable”)
• A defined scope of work
• Appointment windows and progress updates
• Warranty terms and service assurances
• Even alternative solutions when the job allows

This kind of transparency isn’t just nice, it’s a conversion tool. It builds trust, reduces second-guessing, and instantly sets you apart from companies still relying on pressure tactics and fine print.

Follow-Up Should Be Helpful, Not Desperate

Yes, you should follow up. But there’s a fine line between being proactive and being pushy. According to our study, 53% of homeowners appreciate two follow-ups. After that, the tone shifts. Nearly half say a third follow-up feels like too much and turns them off entirely. If your team is calling, texting, and emailing on repeat, you might be doing more harm than good.

Instead, keep it simple: send one thoughtful follow-up with clear next steps, like a quote summary, a scheduling link, or answers to common questions, then give them space to decide. That balance of availability and respect is what builds trust and moves the job forward.

Aim to Inform, Not to Oversell

Homeowners don’t want to feel like they’re being sold. They want to feel informed. That’s where trust is built, and where you can win the job before price even comes up.

From your first touchpoint to your final invoice, every part of the customer experience should clearly answer:

• What’s the process?
• What’s the price?
• What should I expect next?

If those answers are easy to find, easy to understand, and easy to believe, you’ve already pulled ahead of most competitors. Because in a market full of noise, transparency converts.

#3 Quality: Why Speed, Communication, and Clarity Define Great Work in 2025

You might think quality is about craftsmanship, tools, materials, years in business. But for today’s homeowners, quality means something else entirely. According to our Skilled Trades Study, here’s the new definition of “high quality” in home services.

Speedy Replies Signal Professionalism

87% of homeowners say fast replies make them more likely to hire a home service company. And 62% will move on if they don’t hear back quickly. Even if your team is busy or your quote isn’t ready, a same-day reply can be the difference between getting ghosted or booking the job.

How to hit the mark on fielding inquiries:

• A real response (not just “Thanks, we’ll be in touch”)
• A defined next step (like a call link or estimate window)
• A commitment to follow through (and sticking to it)

Written Contracts Are a Top Trust Signal for Homeowners

You might think paperwork slows things down, but to homeowners, it’s one of the clearest signs you’re a pro. In our study, 92% of homeowners said written contracts help define quality. It’s not just about legal protection. It’s about confidence.

A strong contract should include:

• A detailed scope of work
• Clear timelines and key milestones
• Payment terms and expectations
• Licensing, insurance, and warranty details
• Direct contact info for any questions

This kind of documentation sets the tone from the start. It shows you’re organized, accountable, and ready to do the job right. And in a crowded market, that’s what sets you apart.

Homeowners Define Quality by the Experience, Not Just the Work

Today’s homeowners aren’t just judging the end result. They’re judging how you got there. For them, the process is the product.

In our study, 93% of homeowners said timely and efficient service is their top marker of quality. That has less to do with tools and materials and everything to do with communication.

Did you show up when you said you would?  Did you keep them in the loop during the project? Explain the “why” behind changes or delays? Follow up when the job was done?

A spotless job with no communication still feels messy.  But a well-communicated job, even with bumps, feels professional.

The Bottom Line: What Homeowners Want From Home Service Experts Isn’t a Mystery

You don’t need more skilled workers or a bigger ad budget to grow. You need clearer communication, stronger trust signals, and upfront transparency. Our latest research uncovered practical, easy-to-implement shifts that make a real difference.

Homeowners told us exactly what earns their business: clear pricing, updated websites, real photos and reviews, and a follow-up that feels helpful, not pushy. They define quality by how fast you respond, how well you communicate during the job, and whether you put things in writing. In short, they want to know what to expect before they ever reach out.

If your team is doing great work but leads are slowing down, the issue isn’t the service. It’s how that service is being perceived. That’s where Elevate comes in. We help home services turn personalized customer insights into sharper messaging, stronger offers, and more business. Want the full Skilled Trades Study or help applying it to your business? Let’s talk.