Intermountain Home Services – Case Study
Intermountain Home Services, a $145 million home services company in the Salt Lake City area, manages 11 different brands across heating, cooling, plumbing, and electrical.
The Ask: Create a Unified Marketing Strategy for 11 Home Services Brands
The team knew that running multiple brands created a complex challenge: How do you market them all efficiently while ensuring each brand connects with the right customers?
Consumer Research Reveals What Matters Most
Elevate conducted custom market research to benchmark brand health, awareness, and purchase path behavior.
Findings revealed what local homeowners prioritize when choosing a provider: overall price, highly skilled technicians, transparent pricing, and warranty guarantees.
The study also uncovered important insights into maintenance agreements, including preferred payment structures (slight preference for annual plans) and pricing tolerance ($530–$850 annually or $52–$75 monthly).
Aligning Messaging Across Multiple Brands
Armed with these real market insights, Elevate helped Intermountain Home Services create a unified strategy for its 11 brands. Key actions included:
- Standardizing messaging around quality workmanship, certified technicians, and warranties.
- Testing and refining taglines to focus on customer benefits (“Quality Workmanship Guaranteed” performed strongest).
- Developing pricing strategies for plumbing maintenance agreements based on consumer expectations.
- Evaluating video creative to determine which ad concepts resonated with different demographic groups.
Measurable Growth in Awareness and Recall
The impact was immediate:
- Brand awareness grew +12% across four brands, nearly six times higher than local competitors.
- Ad recall rose +26%, nearly triple the competitor average of +9%.
- Intermountain gained a clear roadmap for prioritizing messaging and spend across its portfolio of 11 brands.
A Smarter Marketing Playbook
“This partnership has been the smartest business decision we’ve made. It’s helping us to spend our dollars more wisely, refine our audience targeting, and improve our messaging.”
— Blythe Grates, VP Marketing
Bottom line? When you’re managing multiple brands, clarity is everything. Elevate’s research uncovered the insights Intermountain needed to unify messaging, sharpen spend, and drive measurable growth. Let’s talk about how we can help your brand build the same advantage.
Contact us today to learn how Elevate’s market research expertise can drive your brand’s growth and market share.
