Research Report Examines Home Services Buying Trends

Research Report Examines Home Services Buying Trends

A new research study from Silverback Strategies was created to help service industries understand consumer buyer behavior so they can make more strategic marketing investments to acquire new generations of buyers.

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February 21, 2021

A new research study from Silverback Strategies was created to help service industries understand consumer buyer behavior so they can make more strategic marketing investments to acquire new generations of buyers. 
 

In August of 2020, Silverback Strategies surveyed 1,066 US adults who had recently purchased a home service within the most recent 12 months. Questions were focused on their most recent purchase experience — starting when they first realized they had a problem, all the way through making a purchase and leaving an online review.

One of the segments was “bug & pest control.” Here are some of the key findings about this segment.

  • Buyers of bug & pest control services were most likely to go online (55%) as a first step toward selecting a provider. This was especially true for buyers under the age of 55 (65%), revealing ample opportunity for service companies to capture new generations of customers and retain them for years to come.

  • Buyers in this group were most likely to use a search engine on their mobile device (26%) when they first realized a need for a bug and pest control service. Some buyers used other digital channels to seek out solutions, like rating and review sites (9%) or various social media platforms (19%), or they went directly to a service provider’s website (7%) — a form of brand recall

  • Bug & pest control service buyers only spoke to one service provider (33.9%), who they ultimately hired.

  • Outside of cost (63.5%), “customer ratings and reviews” (59.1%) and “examples of past performance” (32.2%) were top criteria buyers used to evaluate bug & pest control service providers.

  • Nearly 64% of bug and pest control buyers are active on Facebook

CLICK HERE to download the Home Services Breakout Report landing page