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Price Isn’t the Most Important Quality of Home Services Providers for All Homeowners, but is for Gen Z and Millennials
Do you prefer to work with a single home services provider for multiple services or to find a specialist for each area of need?
In terms of what kind of company homeowners are looking to work with for home services projects, more than two-thirds of respondents said they prefer to work with a specialist for each service, rather than a single provider of multiple services. Gen Z respondents were the most likely generation to prefer working with a single home services provider for multiple services, while boomers were the least likely.
Of the following, select the three most important qualities of a home services company to your decision to hire them:
When it comes to the top three qualities of home services companies that are most important to homeowners, more than half of respondents selected that companies should be licensed and insured, the top response. Having the best prices was the second-most selected option, followed by good online reviews. Just 5% of respondents believed that being a nationally recognized brand was one of the three most important qualities for home services providers, the lowest of all qualities included in the survey.
Gen Z and millennial respondents were more price-conscious than older generations, selecting having the best prices as the most important quality of a home services company. Price was only the fourth-most important quality to baby boomers, who were more likely than other generations to say that a home services company responding quickly to inquiries was a top priority.
These findings have implications for how home services providers should market themselves to homeowners. For companies that offer a wide range of services, it’s crucial to communicate deep subject matter expertise in each area. When highlighting particular qualities in ad copy, home services companies should clearly communicate their status as licensed and insured as well as competitive pricing, but be aware that older households may be more concerned with speed than price.