If you're still counting on online reviews to bring customers through your door the same way they did five years ago, I've got some news that might make you want to call an emergency technician for your business strategy.
Trust in online reviews has plummeted from 79% in 2020 to a mere 42% in 2025, according to BrightLocal's Local Consumer Review Survey. This declining trust is balanced by continued influence, as Qualtrics research confirms that "93% of consumers say that online reviews influenced their purchase decisions."
For pest control businesses, this trust deficit creates unique challenges. Homeowners dealing with termites in the basement or rodents in the attic need your expertise, but they're increasingly skeptical of what they read online. After all, nobody wants to invite just any exterminator into their home—especially when that home is currently being shared with unwanted six-legged roommates.
The good news? Understanding these changes gives you a competitive edge, like a premium termite treatment gives you an edge over wood-boring insects. By adapting your approach to online reputation management, you can transform this challenge into an opportunity to stand out in your local market.
In this guide, you'll discover how to navigate the new review landscape with strategies that build genuine trust, leverage the right platforms, and create authentic connections with potential customers. Let's roll up our sleeves and get to work—because unlike that spider colony in a client's garage, this is one challenge you can't just spray away.
Written By: Chad J. Treadway | September 04, 2025
Chad is a Partner and our Chief Smarketing Officer. He will help you survey your small business needs, educating you on your options before suggesting any solution. Chad is passionate about rural marketing in the United States and North Carolina. He also has several certifications through HubSpot to better assist you with your internet and inbound marketing.
For any business or organization, reputation takes years of effort to build but can unravel in a single day. One poor decision, careless comment, or mishandled incident can destroy trust that once seemed unshakable.
Tesla, for instance, took a hit on its reputation in Europe as its sales plunged by almost half earlier this year. This was mainly due to the company CEO, Elon Musk's, political activities.
American Eagle Outfitters Inc., an American clothing brand, took a similar hit on its reputation when an ad campaign went wrong a few months ago. Many ripped the brand into shreds on social media as it was accused of promoting certain body standards.
Hence, under such circumstances, managing reputation has become a survival skill for every organization. In fact, managing reputation, even without any mishap or poor decision-making, is vital.
Unfortunately, many companies still stumble when faced with public scrutiny. Instead of protecting their image, they commit errors that only intensify backlash. This is less about having a perfect brand with zero mistakes and more about handling the inevitable missteps with wisdom and humility.
Below are a few common mistakes businesses make when dealing with reputation management.
Let's be honest – you didn't start a home service business because you love staring at spreadsheets. You're passionate about your craft, whether it's fixing leaky pipes, installing gorgeous hardscapes, or making homes more comfortable with HVAC solutions. But here's the uncomfortable truth: the difference between thriving and merely surviving in the home service industry often comes down to which numbers you're tracking.
Your financial statements? They're just the tip of the iceberg. Those monthly profit and loss reports might tell you if you made money, but they won't reveal why one technician consistently outperforms another or why your customer retention is slipping. They certainly won't warn you that you're spending too much acquiring customers who only book once and disappear.
The most successful home service businesses have discovered that certain key performance indicators (KPIs) act as vital signs – metrics that provide early warnings, guide smart decisions, and ultimately drive sustainable growth. These aren't vanity metrics that make you feel good; they're the numbers that actually move the needle on your bottom line.
Written By: Adam Bennett | September 03, 2025
Adam is the president and founder of Cube Creative Design and specializes in private school marketing. Since starting the business in 2005, he has created individual relationships with clients in Western North Carolina and across the United States. He places great value on the needs, expectations, and goals of the client.
Listen up, home service pros! If you think social media is just for posting before-and-after photos of your latest bathroom remodel or HVAC installation, you're missing half the conversation.
The real magic happens when you stop talking and start listening.
Social media has revolutionized how home service businesses connect with customers. According to recent data, Hootsuite reports that "76% of small businesses say they use social media to attract new customers and increase brand awareness." But while most businesses focus on pushing content out, the smartest contractors are pulling valuable insights in through social listening.
The social listening market is booming, valued at USD 2.93 billion in 2023 and expected to reach USD 9.04 billion by 2030, reflecting its growing importance across industries. According to Mordor Intelligence, this substantial growth (CAGR of 17.48%) demonstrates the increasing value businesses place on monitoring social conversations.
In this post, I'll break down exactly what social listening means for plumbers, HVAC technicians, roofers, and other home service pros and show you how to transform random social chatter into actionable business insights that will help you book more jobs and build lasting customer relationships.
Written By: Hannah Kilpatrick | September 03, 2025
Hannah Kilpatrick Cube Creative DesignHannah Kilpatrick graduated from Western Carolina University in 2021 with a Bachelor of Science in Communication with a Minor in Marketing and a Concentration in Public Relations. She has been around social media since its creation. (Meaning, she was in the first grade when Facebook became available to the general public.) As our very own professional Gen-Z, Hannah is a whiz when it comes to social media creation and paid advertising.