The Visibility Struggle: Why Contractors and Homeowners Can’t Find Each Other

The Visibility Struggle of Small Contractors 

My brother, a successful business man, told me that "obscurity is my enemy". This line, stuck with me, and this simple truth, has led me on a path to become less obscure.

Our company may be in its infancy, but we have over 30 years of experience. We have done the hard work, we have committed ourselves to a trade. We have gained the experience. We offer something unique- a standard renovation, or an out-of the-box custom solution. We create. We innovate. 

Our greatest challenge? Nobody knows we exist.

We've  built solid relationships with our clients -many calling us back for multiple different projects.  This loyalty is an incredible asset to us, and we are forever grateful to these clients, but it is not enough.  We must seek out other homeowners.

I began to read through Reddit threads and various contractor groups.  There was a common thread among them all. Contractors are looking to "stay busy" and homeowners are looking for "reliable contractors".

Why It's So Hard to Be Seen (Or Find Someone You Can Trust)

The Yellow Pages are gone- homeowners are now looking online for their resources. They are now using online platforms and some have found third party service providers that promise to provide them with screened service providers, discounts and guarantees.

As a contractor you are now in a new world. Hand written estimates and a handshake with your neighbor or a close friend are long gone. Word of mouth doesn't go as far as it used to. If you are in business for yourself, you need to be more than a master of your trade.  You need to be your own marketing agent and you need to create a strong presence for yourself. You need to build trust in an online community of homeowners that don't know you exist yet..

How Contractors Can Gain Visibility (Without Paying for Leads)

 1.    Always carry business cards.

 Hand them out to local businesses and to people on the street. Start conversations about your business and close the conversation with a business card. 

 2. Ask Clients to Place Yard Signs.

Clients are usually willing to help you advertise, especially if they are happy with your work. Don't hesitate to jump on this opportunity.

 3.    Establish Yourself on Social Media.

 Create Social Media Profiles for your business. Post frequently and positively. Avoid making negative comments or personal attacks on any posts or comments that can be linked directly back to your personal or business profiles. You represent your company now and how the community sees you, is how they see your company. 

 4.    Use FREE Platforms:

Make sure the platforms you use are free. There are countless free platforms. You should never have to pay to advertise or find leads. 

• Facebook

• Instagram

• X

• YouTube

Use them to advertise; show you can give expert advice, and show your work. Post Frequently.

 5.    Build a Website:

Building a website has been made easier through companies like Wix and Squarespace.  Keep your website simple and the information clear. Avoid being fancy. Make sure you include:

 · About Us: Who are you as a company?

· Services: What are your services?

· Contact Information : How do people contact you?

· Portfolio or Projects: Showcase photos of projects you have worked on.

Tips for Homeowners Looking For Reliable Contractors

 1.    Be Weary of Third Party Lead Services:

Angi, HomeAdvisor, Nextdoor, Yelp- It may seem like the easier choice for homeowners but here is what is really going on.

• They collect information from you as the homeowner and sell it to multiple contractors.

• “Screened” or “vetted” often only means a quick check for registration with the state and proof of insurance.

• The “discounts” offered come out of contractor’s pockets -not their own, which leads to a contractor having increase the costs of the bids they give these leads as opposed to a homeowner who directly contacted them.

• Sometimes these companies charge both the homeowner for “memberships” and the contractor for a “lead.”

• Guarantees have fine print and often have narrow eligibility margins when it comes to actual claims.

A homeowner may believe they are getting a reliable contractor, but they are in fact just entering into a sales funnel for companies whose business is to gather information and sell it in the form of leads.

 2. Avoid "Request A Quote"Feature (like on Yelp):

A reputable contractor will almost always have to do an onsite visit to give an accurate quote.   Yelp’s Request A Quote Feature is not something contractors have control over and Yelp forces contractors to give a quote with very little information to connect with homeowners which leads to false expectations and inaccurate quoting. It is also sent to multiple contractors as “leads” which leads a homeowner receiving multiple calls at once, from contractors that have paid for a lead.

 3. Use FREE Platforms:

Connect with contractors through various local communities and groups. Several Platforms have groups, including Facebook. Many contractors will offer advice, and openly share their work. Ask questions, ask for recommendations and see who is professionally and consistently responsive. 

4. Be careful of AI Overviews in Search Engines:

AI Overviews are still not very accurate and are only as good as their algorithms, so be careful relying on just AI Overviews when researching a contractor. Some contractors have websites and professional profiles. Click on their business websites and their profiles to get a more accurate understanding of who they are. Many have their work posted so you can view their quality of work. 

5.    Do Your Due Diligence:

It is always up to you as the homeowner to do your homework on contractors. Never rely on a third party to do this.

• See if a contractor’s work is available online

• Schedule a time to meet in person

• Meet with multiple contractors

• Ask questions

• Get more than one estimate

• Go with contractors who listen and communicate clearly

• Request a written contract

• Make sure a contractor has proof of insurance

In Closing

The struggle is real for both contractors and homeowners. Contractors want to be seen, and homeowners want reliable, trustworthy contractors who can do what they say they can do.

The solution is not to use third party platforms but to develop real connections through platforms that work to directly connect them.  It is about building transparency, having clear communications and being responsive to one another.

If you are a homeowner with a project in mind, and you are looking for a reliable contractor who takes pride in their expert craftmanship, provides clear communication, is transparent and works toward building relationships with their clients. Please feel free to view projects we have done and give us a call. We would love to meet with you.

CSE Carpentry LLC www.csecarpentry.com