How Today’s Homeowners Are Finding Contractors (and What That Means for You)
Today’s homeowners are finding contractors in ways that look very different from a decade ago. The days of relying solely on word-of-mouth or phone book listings are long gone. In their place is a much more digital, review-driven, and research-heavy process. From Google searches to Instagram reels, homeowners use modern tools to make informed hiring decisions. If you’re a contractor or a marketer working with one, you must adapt your strategy to align with how homeowners search with this guidance from THM Media.
From the Yellow Pages to Google searches
One of the most dramatic changes in contractor discovery is the move from traditional advertising to online searches. Homeowners today are far more likely to Google “roof repair near me” than flip through a directory. That makes search engine optimization (SEO) and a well-maintained Google Business Profile non-negotiable. Showing up on the first page of search results can generate more qualified traffic than any print ad ever could.
Mobile search adds another layer. Whether they’re in line at the grocery store or walking through their neighborhood, homeowners often search on the go. That means your website and business listings need to be mobile-friendly and fast-loading. Don’t forget voice search. Many users ask smart devices to “find a local plumber,” and your content should be optimized accordingly.
Why social proof matters more than ever
Online reviews are the new word-of-mouth. Surveys consistently show that people trust online reviews nearly as much as personal recommendations. Platforms like Google, Yelp, Angi, and Houzz have become go-to resources for homeowners trying to vet contractors. A contractor with five solid reviews will often be chosen over one with none, even if they’ve been in business longer.
This makes reputation management a key part of your marketing strategy. Promptly respond to both positive and negative reviews. Thank your clients publicly, and take ownership of any issues with professionalism. Don’t be shy about asking happy customers to leave reviews. Make it easy by sending them a direct link. Over time, these reviews compound into a trustworthy online reputation.
Facebook groups, Instagram reels, and TikTok tips
Local Facebook groups are hot spots for contractor recommendations. Instagram and TikTok are popular for visual proof of quality through time-lapse remodels, before-and-after shots, and helpful DIY tips. A quick scroll through a contractor’s profile can tell a homeowner a lot about their work style, professionalism, and results.
While you don’t need to be on every platform, it’s wise to pick one or two and post consistently. Showcase your work, engage with comments, and use hashtags strategically. You can also run localized ads that reach homeowners in your service area.
Adapting to the modern buying journey
All these behaviors point to a major shift in the homeowner’s buying journey. Instead of reaching out right away, they’re quietly researching and comparing. That means your online footprint often makes the first impression.
To stand out, invest in content that builds trust. This might include blog posts, video walkthroughs of past projects, or educational FAQs. Lead generation tools like forms, landing pages, and clear calls-to-action help convert traffic into inquiries. The bottom line is that the more value and credibility you provide online, the more likely you are to win the job.
Final thoughts
How homeowners find contractors has changed. With search engines, reviews, and social media guiding the discovery process, contractors must meet prospects where they are. That means building a digital presence that’s visible and credible. Whether you’re managing your own marketing or advising clients, start by evaluating your search visibility, reviews, and content. Even small improvements can yield measurable results.
