Lessons from the Legal Sector: Maximize Home Services ROI with a Balanced Approach

Saw an interesting article out this morning discussing the current marketing environment for companies in the legal field. While I generally focus most of my attention on marketing as it relates to home services, there are some key insights that can be gleaned from marketing across other verticals. The legal sector is an ultra-competitive industry to market in, let’s see what we can learn from current marketing conditions in the legal space and determine how we can utilize this information in the home services market.

Google Ads (PPC): The Gold Standard for Client Acquisition

In the legal sector, Google Ads (PPC) is definitively the most effective medium for producing the highest-quality leads. Law firms in the most competitive fields like personal injury and divorce law are typically willing to spend between $2,000 and $5,000 per case via PPC campaigns. While this may seem like a lot on the surface this investment can make a ton of sense given that a completed case can generate tens of thousands of dollars in revenue.

For home services companies, especially those targeting big-ticket items like window replacement or roof installations, Google Ads offers the same high-intent targeting. Just as law firms leverage PPC to capture clients actively searching for legal help, home services businesses can use it to appear when potential customers are looking for services like HVAC repair, remodeling, or electrical work.

For high-value home services like window replacement or large-scale renovations, a robust Google Ads campaign can justify a higher acquisition cost if the ROI aligns with profit margins. A recent survey of home improvement marketers suggested that companies are currently paying on average $600 per lead for PPC leads and in some cases much more. Ultimately focusing on ROI should determine how much you are willing to pay per lead.

LinkedIn for Social Media Leads: Could It Work for Home Services?

LinkedIn has proven to be a surprisingly effective social media platform for law firms. One estate planning attorney, for example, ran a $5,000 LinkedIn campaign that generated 35 new clients at a cost of $143 per lead. This level of targeted, professional engagement has been key for law firms that need to reach specific demographics.

While LinkedIn is traditionally seen as a business-focused platform, home services companies might find value in targeting commercial clients, property managers, or business owners. For example, a company specializing in commercial HVAC services or large-scale construction projects could benefit from LinkedIn’s targeting capabilities, reaching decision-makers in industries that require their services.

Although LinkedIn may not seem like an obvious choice for home services, it could be an effective platform for targeting commercial clients.

Content Marketing: Reducing Customer Acquisition Costs (CAC)

Law firms are increasingly using content marketing to establish authority, build trust, and reduce long-term client acquisition costs (CAC). By creating high-value content like blog posts, FAQs, and guides that address legal questions, firms attract organic traffic and improve their SEO rankings.

Home services companies can use a similar strategy by producing educational content that answers common customer questions—such as “How to winterize your home” or “Signs you need a roof replacement.” Not only does this content boost organic traffic, but it also builds trust with potential customers, leading to higher conversion rates.

Home services companies can lower their CAC by investing in content marketing. Over time, the combination of helpful content and SEO can reduce dependency on paid advertising and lower overall marketing costs.

Mixing Digital and Traditional Marketing: A Balanced Approach

In the legal sector, successful firms often balance digital advertising with traditional marketing. While PPC and SEO dominate the digital landscape, law firms also invest in traditional channels like TV, radio, and billboards to build brand recognition. However, these channels are typically more expensive and harder to track.

For home services companies, the same approach applies. A mix of digital marketing (PPC, SEO, social media ads) and select traditional channels (direct mail, print publications, or even TV and radio spots) often works best. Digital efforts generate immediate leads, while traditional advertising builds long-term brand awareness.

A balanced marketing strategy that combines digital and traditional efforts provides home services companies with both short-term lead generation and long-term brand growth. Prioritize digital for immediate results and use traditional advertising for broader reach and brand reinforcement.

Similar Posts:

• State of Marketing Q4 2024: Key Takeaways from Leading Home Improvement Lead Generation Marketers
• Why Your Home Services Business May Be Overpaying for Customers (And How to Fix It)
• Social Recruiting in Home Services: Unleashing the Untapped Power of Social Media in Home Services Hiring

Philip A. Saunders

Mr. Saunders serves as Mesa’s Vice President of Marketing, bringing with him a wealth of experience in strategic marketing and operations. In this role, Mr. Saunders is responsible for overseeing all marketing activities, utilizing a blend of traditional and digital strategies to enhance brand presence and profitability, managing a multi-million dollar marketing budget across various media platforms, and leading the continued implementation of CRM systems to streamline customer engagement and drive business growth.