Pest control companies across the nation are facing a challenging economic landscape. Recent tariff implementations and international trade tensions have created market uncertainty that affects all sectors of the economy, including the home services industry. As pest control business owners review budgets, marketing expenses often become an easy target for cuts.
But is reducing your pest control company's marketing presence the right move during economic uncertainty? History and market data suggest otherwise.
Learning from Past Economic Disruptions
During major economic disruptions, organizations that maintain or even increase their marketing presence consistently outperform those that pull back. We saw this pattern clearly during the pandemic:
"During the pandemic, a lot of clients that said 'I'm freaked out' and stopped doing the number one thing for their business—many of them are not in business anymore. Their competition came and swooped their spot," observed Chad J. Treadway, discussing our current economic climate.
This observation holds particularly true for pest control businesses. Companies that maintained their visibility during previous economic downturns emerged stronger, with more stable customer bases and better brand positioning.
The Opportunity in Uncertainty
The current economic situation created by tariffs and trade tensions presents a unique opportunity for forward-thinking pest control companies. When competitors reduce their marketing efforts:
- Competition decreases in advertising spaces
- Advertising costs often drop
- Your message stands out more in a less crowded field
As noted by Chad, looking at current market conditions, "If they're all pulling out, those that stay in may have another pandemic-style opportunity of explosive growth."
How Tariffs Impact Pest Control Marketing
You might wonder how international tariffs relate to your pest control company's marketing strategy. While the connections aren't always obvious, the broader economic impacts create tangible effects:
- Potential increases in equipment and chemical costs due to supply chain disruptions
- Homeowners becoming more price-sensitive as inflation affects household budgets
- Competitors potentially scaling back services or marketing due to cost pressures
This creates both challenges and opportunities. Pest control companies that maintain a strong marketing presence can address customer concerns directly while capturing attention in a less competitive landscape.
Industry Trends Supporting Continued Marketing Investment
The pest control industry is experiencing several positive trends that make continued marketing investment especially strategic:
- Growing environment-conscious consumer base - In 2025, the industry is shifting toward more sustainable practices as consumers become increasingly aware of their environmental impact, leading to rising demand for eco-friendly solutions and integrated pest management strategies. Companies showcasing green solutions in their marketing can capture this growing market segment.
- Technological adoption advantages - Technological advancements are enabling pest control professionals to automate pest monitoring, predict pest population outbreaks and behavior, and identify the most effective control methods. Companies marketing these advanced solutions stand to gain significant market share.
- Climate change impacts - Climate change is a significant factor contributing to the growth of the insect pest control market, as global warming leads to changes in the population dynamics of insects and their ecosystems. Marketing that educates consumers about these emerging threats positions your company as a knowledgeable authority.
- Personalized service demand - The pest control services market is projected to reach $42.5 billion by 2032, with notable revenue generators, including expanding mosquito control services, spiders and ants, and spiked incidents of bed bug infestations. Allied Market Research said, "The global pest control market size was valued at $24.6 billion in 2022" and is steadily growing.
Finding Marketing Efficiencies Without Cutting Presence
Instead of eliminating marketing, the current climate calls for smarter, more efficient approaches:
- Audit your current marketing for inefficiencies
- Evaluate which channels deliver the best ROI
- Eliminate underperforming campaigns
- Reallocate resources to high-performing channels
- Focus on data-driven decision making
- Implement tracking for all marketing initiatives
- Calculate customer acquisition costs by channel
- Optimize based on conversion rates and lifetime customer value
- Emphasize your unique value proposition
- Highlight specialized treatments and expertise
- Showcase your eco-friendly options
- Emphasize guarantees and warranties that reduce customer risk
- Target messaging to address specific regional pest concerns
- In the Northeast, focus on mouse infestations (affecting 35% of residents)
- In coastal areas, target specific humidity-loving pests
- During seasonal transitions, focus on preventative treatments
Industry experts advise: "This is a really good opportunity for everyone to find greater efficiencies within their own companies." For pest control operators, this means evaluating which marketing channels deliver the best results and optimizing those efforts rather than eliminating them.
Focus on Customer Retention Alongside Acquisition
During economic uncertainty, focusing on customer retention becomes even more critical. The data is compelling:
- Increasing customer retention by just 5% can increase profits anywhere between 25% and 95%
- Selling to existing customers has a success rate of 60-70%, whereas selling to new customers only succeeds 5-20% of the time.
- The average pest control business earns $401,900 in gross revenue annually, with healthy operations seeing profit margins of 10-20%.
Focus on Customer Retention Alongside Acquisition
During economic uncertainty, focusing on customer retention becomes even more critical. The data is compelling:
- Increasing customer retention by just 5% can increase profits anywhere between 25% and 95%. Bain & Company Research, with Earl Sasser of Harvard Business School, said, "Even a 5 percent increase in customer retention can lead to an increase in profits of between 25 and 95 percent.
- Selling to existing customers has a success rate of 60-70%, whereas selling to new customers only succeeds 5-20% of the time. "The probability of converting an existing customer is 60 percent to 70 percent," according to Marketing Metrics data. (Source: Benbria)
- The average pest control business earns $401,900 in gross revenue annually, with healthy operations seeing profit margins of 10-20%.
Smart pest control operators are using this economic moment to implement retention-focused marketing strategies such as:
- Service reminder campaigns targeting customers approaching their treatment anniversary
- Seasonal service promotions addressing the specific pest concerns of each season
- Referral incentive programs that reward existing customers for bringing in new business
- Tiered pricing models offering "good, better, best" options to fit various customer budgets
Case Study: Pest Control Success Through Strategic Marketing
A pest control company in Raleigh maintained their digital marketing strategy during a previous period of economic uncertainty, resulting in:
- An increase in "near me" search appearances
- Expanded service reach to new neighborhoods
- Captured top rankings for seasonal pest terms
- Tripple digity new service calls generated through location-specific content
By maintaining visibility when competitors pulled back, this pest control company not only survived a challenging period but thrived and expanded their service area.
The Warren Buffett Approach to Pest Control Marketing
As Warren Buffett famously advises: "Be fearful when others are greedy and greedy when others are fearful."
This wisdom applies perfectly to pest control marketing during economic uncertainty. When fear causes competitors to retreat, the opportunity for forward-thinking companies expands.
Taking Action: Your Pest Control Marketing Strategy
As your company navigates these uncertain economic conditions, consider these strategic approaches:
- Evaluate current marketing efficiency - Identify any wasted spend
- Emphasize your essential service status - Pest control remains necessary regardless of economic conditions
- Highlight your value proposition - Articulate why your services remain a worthy investment
- Consider seasonal messaging adjustments - Address economic concerns while maintaining focus on seasonal pest pressures
- Maintain consistent visibility - Stay present in your community
Emerging Pest Control Trends to Include in Your Marketing
As you refine your marketing strategy, consider highlighting these emerging industry trends that are shaping the future of pest control in 2025:
- Sustainable pest management practices - The industry is increasingly adopting biological controls like ladybugs, beetles, and microbe-based solutions that reduce pest populations naturally. Emphasize your company's eco-friendly pesticides and Integrated Pest Management (IPM) approaches to appeal to environmentally conscious consumers.
- Climate change adaptation - According to recent industry research, pests such as termites cause over $5 billion in property damage annually in the United States. Educate customers about how changing climate patterns are affecting pest behaviors and populations, positioning your company as a forward-thinking expert. The National Pest Management Association said, "Termite infestations cause more than $5 billion in property damage each year — an expense typically not covered by homeowners insurance."
- Technological integration - Several pest control companies are adopting advanced monitoring systems, IoT devices, and data analytics to track pest activity more accurately. Showcase how your company leverages artificial intelligence for pest detection, monitoring, planning, and treatment to deliver more effective and efficient service.
- Personalized service packages - With over 33,385 pest control businesses operating across the United States in 2025, differentiation is critical. Promote your ability to create custom prevention plans utilizing tiered pricing models that address each customer's unique needs rather than one-size-fits-all approaches.
The Profit Perspective: Maintaining Marketing Makes Financial Sense
For pest control business owners concerned about profitability during uncertain times, the latest 2025 numbers tell a compelling story:
- The pest control industry enjoys healthy profit margins of approximately 10-20%, with some operations achieving up to 45% EBITDA margins. According to SharpSheets analysis, "There are various recurring costs involved in running a pest control business," with key expenses including services, salaries, and operating costs.
- As of 2025, there are over 33,385 pest control businesses operating in the United States, with the industry growing at a compound annual growth rate (CAGR) of 4.0% between 2019 and 2024. Statista reports, "The United States pest control industry had more than 33 thousand different businesses operating as of August 2024."
- The employment of pest control workers is projected to grow by 3% from 2022 to 2032, with 81% of workers reporting satisfaction with their job security.
- Customer acquisition costs in the pest control industry can be 5x higher than retention costs, with increasing customer retention by just 5% potentially increasing profits by 25-95%.
The Profit Perspective: Maintaining Marketing Makes Financial Sense
For pest control business owners concerned about profitability during uncertain times, the latest 2025 numbers tell a compelling story:
- The pest control industry enjoys healthy profit margins of approximately 10-20%, with some operations achieving up to 45% EBITDA margins. According to SharpSheets analysis, "There are various recurring costs involved in running a pest control business," with key expenses including services, salaries, and operating costs.
- As of 2025, there are over 33,385 pest control businesses operating in the United States, with the industry growing at a compound annual growth rate (CAGR) of 4.0% between 2019 and 2024. Statista reports, "The United States pest control industry had more than 33 thousand different businesses operating as of August 2024."
These financial realities mean that maintaining marketing that focuses on both acquisition and retention is simply good business practice, even—or especially—during economic uncertainty.
Conclusion
Economic uncertainty created by tariffs and trade tensions presents legitimate challenges for pest control companies. However, history consistently shows that maintaining a marketing presence during uncertain times positions organizations for stronger recovery and growth.
As Warren Buffett demonstrated through multiple economic cycles, periods of market fear create the greatest opportunities for those with the courage to maintain their course. For pest control businesses facing today's economic challenges, maintaining strategic marketing efforts isn't just about sustaining customer flow—it's about positioning your company for future growth and competitive advantage.
Ready to maintain or improve your pest control marketing strategy? Contact me for a consultation on how to optimize your marketing efforts during these uncertain economic times.
