How Customers Are Finding Contractors in 2025
Understanding how homeowners search for and choose contractors helps you align your marketing with how people actually buy.
Word-of-Mouth Still Dominates (But It’s Digital Now)
Referrals remain the #1 way customers find contractors — over 70% of homeowners say they ask a friend, family member, or neighbor first. But word-of-mouth now includes Facebook groups, Nextdoor, and local forums. Homeowners may ask their circle and then head to Google to vet whoever was recommended.
How to Capitalize
Do great work, ask happy customers for reviews, and encourage them to refer you online.
Google Search & Local SEO
Over 60% of homeowners say they also search the internet before hiring a contractor. If you’re not showing up on Google’s local 3-pack (map results) or in organic search, you’re invisible to a huge segment of your market.
Google’s local results get 44% of clicks
90% of people read Google reviews before calling
A well-optimized Google Business Profile is a must-have
