#United States #Home Services #Salt Lake City #Scorpion #Marketing Report

Scorpion's Latest Industry Report: Bridging the Gap

In a recent announcement, Scorpion, a frontrunner in digital marketing and technology for local businesses, unveiled its new 2026 State of Home Services Marketing Report. This comprehensive study sheds light on the widening rift between homeowners' expectations and the performance of local service businesses. Gathered from surveys involving 2,000 homeowners and nearly 1,000 home service industry leaders, the findings raise critical questions about how businesses can better meet the demands of their customers.

Rising Expectations of Homeowners

As Jamie Adams, Scorpion's Chief Revenue Officer, stated, "Homeowners are moving faster and expecting more than ever." Today's consumers expect not only quality service but also convenience and reliability. With 83% of homeowners initiating their queries online, the playing field has transformed. Moreover, 22% of these consumers now rely on AI tools, such as ChatGPT, to gather information or recommendations. The integration of such advanced technology into everyday decision-making processes underscores the evolving behavior of homeowners.

Challenges for Service Providers

However, the competitive landscape poses significant hurdles for service providers. According to the report, 55% of business leaders find it challenging to distinguish themselves from competitors. Furthermore, 80% of them express uncertainty regarding how to effectively appear in AI-driven search results. This disconnect indicates a pressing need for businesses to adapt and evolve their marketing strategies to align with contemporary consumer behavior.

Trust and credibility play pivotal roles in the decision-making process for homeowners. An overwhelming 87% will refuse to engage with businesses rated below 4 stars. Yet, 67% of service providers find it difficult to acquire consistent customer reviews. This arduous task compounds the challenge of building trust in a competitive market.

Interestingly, there is a considerable demand for 24/7 scheduling options among homeowners, with 56% expressing this desire. However, 66% of service providers reported that delivering after-hours customer support is among their top challenges. This misalignment further highlights the gap between customer expectations and the capabilities of local businesses.

The Importance of Effective Marketing

The study revealed another critical concern: many businesses lack consistent tracking of their marketing performance. A staggering 67% reported being unable to correlate marketing expenditure directly with revenue. This deficiency is exacerbated by the use of multiple marketing vendors, as indicated by 78% of businesses. This lack of cohesive oversight can impede effective decision-making, which is essential for sustainable growth.

To address these issues, Scorpion collaborates with leading CRM and FSM developers to ensure businesses can integrate operational data and marketing performance into a unified dashboard. Their partnership with ServiceTitan as its Only Preferred Digital Marketing Partner further enhances their ability to optimize marketing efforts based on real metrics, tracking leads, booked jobs, and ultimately revenue growth. Adams asserts, "It's not enough to show up where homeowners are. The businesses that optimize marketing efforts to revenue outcomes will see the strongest growth in 2026."

A Roadmap to Growth

The reports’ conclusions point towards a future where success is reserved for those businesses willing to adapt to the rising expectations of homeowners. By enhancing communication strategies and integrating operations with marketing, companies can establish a streamlined approach to engagement and service delivery. Prioritizing visibility, trust, and convenience will not only position these companies to attract leads but also convert them into booked jobs, ultimately maximizing revenue.

For those interested in exploring the full details of the 2026 State of Home Services Marketing Report, it is available for download at scorpion.co/HSreport.

Survey Methodology

To ensure accurate insights on the trends shaping digital marketing, Scorpion initiated its Consumer Search Trends program in 2023 and conducted rigorous national surveys in late 2025. The research included perspectives from 2,000 U.S. homeowners aged 25 and above who had recently engaged with trades professionals, as well as insights from 944 home services operators, marketers, and executives across various sectors like HVAC, plumbing, electrical, and more. This meticulous research was conducted in association with the independent market research firm Dynata.

About Scorpion

Scorpion has established itself at the cutting edge of digital marketing, empowering local businesses through its comprehensive RevenueMAX solutions designed to fuel maximum revenue growth. By shifting the focus from mere leads to tangible revenue, Scorpion leverages over two decades of marketing expertise, allowing local businesses to achieve better client acquisitions and improved ROI. With Scorpion, businesses gain the clarity they need to drive sustained growth, backed by innovative AI technology. Learn more at Scorpion.co.