Questions handyman business owners ask about marketing

Fewer than you think to look established, more than you think to win the map pack. Across 41,754 handyman listings the median is 3 reviews and 71.7% have fewer than 10. Getting to 25 puts you ahead of 86.5% of the category. The 90th percentile is 34, and that is where map-pack winners in a real metro tend to sit. One review per job day gets you there inside a year. See the reviews guide.

They are worth it as a filler, never as the plan. You pay per lead or per job on tickets that are already small, the lead is usually sold to several pros at once, and none of the customer relationship belongs to you afterward. Set a hard monthly cap, treat every job as a chance to move that customer onto your own list, and measure cost per booked job rather than cost per lead. The Google Ads guide compares their real cost per booked job against running your own search campaign.

Flat rate for anything you have done more than 20 times, hourly for open-ended work you cannot scope from a photo. Most owners do better with a published minimum, a small menu of flat-priced common tasks, and an hourly rate after that. The pricing guide has the numbers and the exact wording for the minimum charge.

It depends entirely on the state, and the difference is enormous. Some states exempt small jobs under a dollar cap that includes labor and materials, some require registration for any paid work regardless of size, and essentially all of them reserve electrical, plumbing, gas and HVAC for licensed trades. Never guess. Check your state board first, then read the website guide, which covers how those limits change what you can put on a service page and in an ad.

The data argues yes. Handyman businesses with a website have a median of 7 reviews; those without one have 1. 48.4% of the category lists no site at all, so five decent pages put you ahead of half your competitors on the single clearest signal a homeowner uses to decide you are a real business. See the website guide.

Two moves. Publish a minimum charge and say it on the phone before anyone books, and run zone days so that a given part of town gets a given weekday. Route density is the whole margin in this business: one extra job per day on the same route is worth more than two extra jobs scattered across the metro. The pricing guide covers both.

Repeat customers and property managers. A homeowner who liked you has a list, and that list refreshes every few months. A property manager has turns, punch lists and work orders every week and cares more about showing up than about price. Both cost almost nothing to work and both are covered in the slow season plan.

Roughly $20 to $70 per call in most US metros, cheaper than the trades because the intent terms are less contested. The trap is not the cost per lead, it is the ticket size: at a $275 average job, a $50 lead that closes half the time is fine, and a $50 lead that closes one in five is not. Budget, campaign structure and negative keywords are in the Google Ads guide.

It is public data collected at scale, so read it as accurate to within a point or two, not to the decimal. Listings are deduplicated by Google place and refreshed monthly. The handyman category also mixes solo operators with remodelers and general contractors, which pulls the mean up. That is why the report leans on medians and percentiles. Method is on the about page.

Public Google Business Profile listings found through Google Maps searches for handyman businesses in every state, 41,754 of them across 51 states. Only public business fields are stored, never reviewer names or customer details. Google does not publish this data itself, which is why we compute it.

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