Home Services Franchises: Trends and Opportunities for 2024

In recent years, we’ve seen a number of changes in the home services industry brought on by shifts in consumer preferences. These market trends are redefining the status quo, presenting home services businesses with challenges as well as opportunities.

One such business is HorsePower Brands, a franchising company whose portfolio includes home services brands like Mighty Dog Roofing, Gatsby Glass and Bumble Bee Blinds. 1851 Franchise recently spoke with HorsePower Brands’ Chief Marketing Officer Laura Vodvarka for some insights into these industry trends and their implications for home services franchises.

It should come as no surprise that convenience and efficiency are top priorities for consumers. As a result, home services franchises are embracing technology and streamlining their processes to meet this demand and offer amenities like easy scheduling and “hassle-free” experiences for their busy customers.

“We are continuing to see booking rates increase for our locations,” Vodvarka said. “It’s clear that customers want an ability to organize their lives when they are free. A lot of times, that is after business hours and on the weekends. We’ve seen our online booking rates increase every single month over the last 6-plus months; as many as 10-20% of our leads are booking directly with us instead of calling and filling out forms.”

The bar for customer expectations is constantly being raised and, as a result, convenience and choice are no longer novelties but must-haves for any home services business. For example, simply being able to book an appointment online is no longer enough.

“[T]hey want to book with us while on social media or from a Google search directory without having to go all the way to our website,” Vodvarka explained. “We’ve also expanded our hours for customers to call in 24/7 to better assist with what they want. The responsiveness to customer needs and the ability to accommodate customer schedules are frequently noted in our Google reviews, suggesting a customer-centric approach to service.”

One trend that has come to the forefront in the last decade or so has been green, sustainable businesses. Consumers — and Millennials, in particular — have become more eco-savvy and are now on the lookout for purpose-driven brands that advocate environmental sustainability.

This is a challenge (and opportunity) that has been embraced by the home services franchises operating under the umbrella of HorsePower Brands. For example, Bumble Bee Blinds has made a point of partnering with vendors that prioritize sustainability and energy efficiency.

“Environmentally conscious forestry practices, sustainable manufacturing methods that include recycling, water conservation, minimal packaging and a commitment to using Greenguard-certified materials are all ways that Bumble Bee Blinds’ vendors deliver value to environmentally conscious customers,” explained Brand President Luke Schwartz. “In addition, several vendors offer products that greatly reduce consumers’ energy consumption. These products qualify for the Federal Energy Efficiency Tax Credit.”

Gatsby Glass, on the other hand, has actually incorporated the consumer desire for sustainable solutions into the services it provides. “Energy efficiency is becoming a higher priority for consumers who are beginning to see the benefit of glass in their design,” said Brand President Kelley Hoven. “Daylighting, an eco-friendly construction trend, leverages glass walls in the overall design, allowing for more natural light to flow through an interior space, therefore reducing the need for electric lighting, thereby energy costs.”

By embracing sustainability and offering environmentally conscious options, home services franchises can attract these eco-conscious consumers and align with their evolving values.

There’s no doubt the home services industry is undergoing a transformation that’s being driven by changing consumer expectations. Franchises that successfully adapt to these trends and prioritize convenience and sustainability will be well-positioned for success in the ever-changing market. By leaning into these industry shifts, home services franchises can thrive in this increasingly competitive market.