Every home-services website is written for the same person: a worried homeowner who wants reassurance and a price. In plenty of markets that person is under half the customer base, and the other half is barely spoken to.<\/p>\n\n\n\n
Ada, Oklahoma is a clean example. According to Census QuickFacts<\/a>, only 45.3%<\/strong> of homes are owner-occupied. Compare that with Census QuickFacts<\/a> for Woodward at 64.7%.<\/p>\n\n\n\n In other words, most of the plumbing, heating and wiring in Ada belongs to somebody who does not live with it. Someone else decides who fixes it, and pays the bill.<\/p>\n\n\n\n They think about the work completely differently, and the things your website says to reassure a homeowner are irrelevant to them. They are not worried about shoe covers. They want to know:<\/p>\n\n\n\n Six questions. Answer them plainly on one page and you are ahead of nearly every competitor, because that page does not exist on most contractor websites.<\/p>\n\n\n\n One property manager relationship can be worth more than thirty individual call-outs, and it renews itself without any marketing at all. They do not price-shop every job, because their time costs more than the difference. They call the person who picks up.<\/p>\n\n\n\n The search behaviour is different too. They are not typing “emergency plumber near me” on a phone. They are on a desktop, comparing two or three companies over a week, searching contract and per-unit terms. That search results page is close to empty in most small markets, because ranking for it needs a page nobody has written.<\/p>\n\n\n\n It is still 45% of the housing stock and the higher-value individual jobs. The point is that a site serving only that half leaves the durable, repeating revenue untouched.<\/p>\n\n\n\n Two clear paths from the homepage. Homeowners get the emergency number and the service pages. Property owners get response times, access arrangements, per-unit pricing and invoicing. Same site, same crew, two different conversations.<\/p>\n\n\n\n Check before you act on it. Look up your city on Census QuickFacts and find the owner-occupied housing unit rate. Below about 55% and the landlord customer is a serious opportunity. Above 65% and your effort is better spent on replacement and upgrade work for owners.<\/p>\n\n\n\n We build the two-track version for plumbers in Ada<\/a> and HVAC companies in Ada<\/a>, and the search side<\/a> covers the keyword set almost nobody is competing for.<\/p>\n","protected":false},"excerpt":{"rendered":" A homeowner needs a plumber twice a decade. A landlord with fourteen units needs one constantly, pays on invoice, and almost nobody is competing for their business.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1005","post","type-post","status-publish","format-standard","hentry","category-websites-that-convert"],"_links":{"self":[{"href":"https:\/\/nakdigitech.com\/blog\/wp-json\/wp\/v2\/posts\/1005","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/nakdigitech.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/nakdigitech.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/nakdigitech.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/nakdigitech.com\/blog\/wp-json\/wp\/v2\/comments?post=1005"}],"version-history":[{"count":1,"href":"https:\/\/nakdigitech.com\/blog\/wp-json\/wp\/v2\/posts\/1005\/revisions"}],"predecessor-version":[{"id":1012,"href":"https:\/\/nakdigitech.com\/blog\/wp-json\/wp\/v2\/posts\/1005\/revisions\/1012"}],"wp:attachment":[{"href":"https:\/\/nakdigitech.com\/blog\/wp-json\/wp\/v2\/media?parent=1005"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/nakdigitech.com\/blog\/wp-json\/wp\/v2\/categories?post=1005"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/nakdigitech.com\/blog\/wp-json\/wp\/v2\/tags?post=1005"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}That buyer is not a homeowner with more properties<\/h2>\n\n\n\n
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Why it is worth so much more<\/h2>\n\n\n\n
Do not abandon the homeowner half<\/h2>\n\n\n\n
Is your market like this?<\/h2>\n\n\n\n