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 biggest shifts in how homeowners find contractors is the rise of online search, but that doesn’t mean traditional advertising has lost its power. In fact, pairing a strong digital presence with targeted print can create a winning combination. While homeowners today are more likely to Google “roof repair near me”, print puts your brand directly into their hands—and can be the very thing that drives them to search for you online.

That’s why showing up on the first page of search results matters—but so does showing up on coffee tables and countertops. A well-maintained Google Business Profile, optimized website, and strong SEO strategy go hand in hand with print visibility to build trust and name recognition.

And with mobile search growing, your online presence needs to be fast-loading and mobile-friendly. From smartphones in grocery store lines to voice assistants in the kitchen, homeowners are searching on the go. Make sure your print drives them to a digital experience that’s ready to convert.

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, and AskHomey.com 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.