17 Powerful Contractor Marketing Ideas [2019 updated]

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The 2 most popular sections are:

✅ Contractor Video Marketing Framework For Leads

✅ Google Local Tips & Tracking

The table of contents is below.

Contents [hide]

  • 1 Keep Building Reviews On Google Local
  • 2 Position Your Marketing For Direct Response
  • 3 Get Ready For Conversation Marketing
  • 4 Keep It Simple With A One Page Website
  • 5 Online Marketing is Getting More Expensive  → Offline Marketing?
  • 6 Use Facebook Advertising For The Full Customer Cycle.
  • 7 Use Video Marketing To Generate Leads
  • 8 Make Sure Your Website Is Fast — Page Speed Matters
  • 9 Plan On Spoon Feeding Content (Content Marketing)
  • 10 An Offline Marketing Idea That Is Cheap: Business Cards On Side of Truck
  • 11 Get Ready To Follow Consumers… to the ‘BIG NAMES’
  • 12 Understand Your Product Ladder
  • 13 Deliver Notifications Where Consumers Aren’t Bombarded — VoiceMail Drops
  • 14 What About Blogging and SEO (Is It Worth It Anymore?)
  • 15 Use Story To Differentiate Your Business
  • 16 Ignite Word of Mouth Marketing
  • 17 Get Rid Of The Local Pages On Your Website

Why You Need To Stay On Top Of Contractor Marketing Trends

Ever heard the saying “what got you there, won’t get you there?”  It applies to marketing just as it does every other aspect of business.  

What worked a few years ago, might not work so well now and what is going to be working to drive sales for our contracting businesses won’t work in the  that’s why we need to be on top of the marketing game.

For example, when I first started my exterior contracting company in 2012 and subsequently got into contractor marketing; search engine optimization through a content rich website was all the rage as it yielded incredible marketing results.

Going in to 2019, the value of having a content rich website to generate inbound inquiries through search traffic has diminished.  Yes it still ‘works’, but it is not what it once was.

Here I cover the current trends in contractor marketing that every trades business owner should be aware of.  

Keep Building Reviews On Google Local

In this video below I explain how Google Local works, some ways to get more exposure, and tool you can use to track your results!


I know. I know.  It sounds basic.  You want more from me.  But the best ‘free’ marketing for contractors out there is Google Local and one of the dominating factors behind your exposure (or lack of) is your reviews.

Position Your Marketing For Direct Response

Consumers are bombarded with marketing messages and content.

This means you need to capture leads quickly.  Long drawn out content and copy is old news and often won’t hold attention.  To be effective in the current marketing climate, you need to capture attention with short content and direct consumers into your funnel where you have what is essentially a captive audience that you can market to for free.

The secret to pulling off effective direct response advertisements lies in understanding specifically what you are selling, who your are selling to (your avatar) and their pain / pleasure points.

In other words, don’t run ads that say:

“We are a home service company that does Plumbing, HVAC, and electrical, call us for all your home service needs”.

Do say;

“We can put an end to that dripping noise from your sink before you close your eyes tonight.  Call now; it will take less than 5 minutes to get scheduled”

Get Ready For Conversation Marketing

I think this a ‘coming soon’ buzz word particularly with the growth in Facebook chat bots.  Essentially conversation marketing entails getting a consumer to open a conversation about your product / services without actually asking for a quote.  

For example you might show an overview video of a new patio and outdoor kitchen and then prompt the user with some templated questions such as

‘What kind of flooring did that use?’

‘How long did this project take?’

‘Could this project have been done with a double sink?’

From there communication can be automated and geared towards driving the consumer to request an estimate.  

On the flip side you could jump into conversations already being had about your business.  

Keep It Simple With A One Page Website

Pre-req sections: Direct Response

Back to the that direct response thing!

I’ve watched internet user behavior change rapidly over time through the data on my own content rich website that gets thousands of visitors.  Just a few years ago people would click around and view page after page reading (consuming all the content). This meant that content rich websites providing insight into the projects and services contractors offered were highly valued and the content ultimately built trust / authority which would lead to inbound inquiries.  

That has diluted away to a few swipes down the page on a mobile device while skimming the headlines.  With fewer people consuming content, the value of a content rich website is diminishing.

Now a one page website that presents all the pertinent information a customer needs, in a skimmable one page website into to capture leads is preferred.

The Home Pro Website Funnel Framework I put together outlines the key elements of an effective one page website on desktop AND mobile.

Online Marketing is Getting More Expensive  → Offline Marketing?

Online marketing has been low cost relative to traditional offline mediums for the last several years, but more contractors are taking their business online driving up costs in that area.  

If you’ve been running pay-per-click ads for a few years you’ve no doubt seen your costs increase.  

At the same time, traditional advertising mediums are losing clients.  With decreased demand these publishers are lowering their advertising cost.

AND online users are being bombarded with marketing messages.

So wtf does this all mean?

I still find a much better ROI in online marketing methods as a trade contractor, but the difference between the two methods is closing and I expect it to close faster.

It also increases the value of network marketing, referral building, and repeat customers. I still believe that referral programs are worthless, but a word of mouth marketing planusing a talk trigger is an extremely valuable to any contractor marketing efforts.

Use Facebook Advertising For The Full Customer Cycle.

Generating leads with Facebook ads is the most ‘glam’ of all in marketing but the real power is the ability to deliver marketing messages to consumers at all points in the sales process.  In other words marketing to those that are familiar with your company but have NOT requested an estimate (remarketing), have requested an estimate (leads), or are past customers.

For most trades businesses, your audience of leads or past customers will be relatively small which means that you can reach them for a modest $5 per day.  

I say, the best $150/m you can spend on advertising is Facebook advertising to leads — lead nurturing.    

🔥 Corey’s Note: I was recently on Perpetual Traffic, a Top 5 Rated marketing podcast discussing Facebook ads for contractors and providing insight into what is working for me.  You can listen here.

Use Video Marketing To Generate Leads


Attention spans are shortening, internet user behavior is subsequently shying away from reading text, and direct response marketing with strong calls to action is working well.  That leads us to VIDEO.   Video marketing holds attention, and works well easily across multiple devices, and forms a stronger impression.

I know video as a marketing tool has been in use for several years, but most contractors overlook video as it can be too complicated — or overwhelming / frustrating.  You need to figure out what you need to video.  It needs to be staged.  Then comes the talking part on camera; WTF do you say while you’re standing around a job site trying to make pvc pipes and concrete mud look glam?

I can only wonder how many contractors make a video and then say “F it” because it looks like crap.  That’s why I put together this simple video framework which shows you the simple process that can turn any contracting project into a lead generation video without the frustration of wondering what you’re going to say on camera or what the video will show!

Make Sure Your Website Is Fast — Page Speed Matters

Pre-req sections: One Page Website, Direct Response

Google has explicitly stated in the recent years that page speed is a ranking factor.  Considering the increased pace of user behavior online and the demand for instant information I expect this to become a more important organic ranking factor.

Admittedly maintaining page speed of a website is a pain in the ass.  One update to the site can lead to reduced page speed score and then the subsequent frustration of figuring out to get page speed increased while maintaining the update.

However this is such a priority, that a weekly page speed check has been implement to ensure that it is never overlooked.

You can check your page speed here at Google Page Speed Insights.  As of writing this (Dec 18) all wordpress sites are getting notoriously low scores.  All things relative to our competitors, a page speed score of 40 is our benchmark.

Interestingly enough, the only sites getting high scores are old school static websites.  

Plan On Spoon Feeding Content (Content Marketing)

Pre-req sections: One Page Website

I’ve already explained how the changes in internet user behavior is leading to a lack of content consumption.  And while this means that the value of creating and publishing content about your services and company is declining, it doesn’t mean that content is worthless. Educational and insightful content still has a powerful place in contractor marketing efforts but you need to be smart in your deliver and spoon feed it.  You can no longer assume that users will find and read it.

Instead you need to strategically put it in front of your prospects.  I find two ways effective in delivering it; Facebook ads, and emails.

Now when you receive an estimate request from Jane for a new pool, assume that she knows nothing about the process.  Make sure that you get her into a Facebook marketing funnel which showing those posts, and email the posts explaining their relevance.     


An Offline Marketing Idea That Is Cheap: Business Cards On Side of Truck

Yes business cards.  I’ve never been a fan of them but they do work particularly if the Baby Boomers are in your demographic.  

I don’t recommend aggressively handing them out, those just end up in the trash,  but you should have them available for those that want to take one. And what better way to make them available then putting them on the side of your truck?  

You won’t even need to get interrupted on a job site for someone to take one.  

This one is available on Amazon for $9.99.

🔥 Use a unique call tracking number on these cards to see just how many calls they generate.  YOU SHOUD BE TRACKING YOUR COST PER LEAD.

Get Ready To Follow Consumers… to the ‘BIG NAMES’

Pre-req sections: Facebook Advertising For The Full Customer Cycle.

A major factor in marketing success is being where your customers are.  I’ll be the first to say it sucks, but consumers are increasingly taking their search for a contractor onto ‘big name’ sites like Amazon, Thumbtack, Home Advisor, Houzz and the whole slew of other ones out there.  

While there are still many other options for marketing and generating leads it is time get serious about incorporating these 3rd party platforms into our current marketing plans.  That includes understanding your product ladder (next section) and remarketing to those in your sales process.

Understand Your Product Ladder

Product laddering can increase the value of a single customer and put your services within reach of a larger audience.  

This is of particular importance for trades that are seeing encroach from the Amazon / Groupons of other world.

Consider an contractor that specializes in full in home entertainment systems.  A full in home entertainment system may be out of reach or not on the mind of many homeowners, however simple TV mounting may be.  Advertising TV mounting with a strategic marketing plan, post the initial sale, will get you more sales for a much higher ticket service without the often high costs of generating leads for these types of projects directly.  You’ll also be selling to customers that have a connection with you.

Knowing your numbers is crucial to making this happen, so that you can improve each touch point to optimize for your ultimate goal… the next step on the ladder.  

Two of the largest companies I know (both hvac / electrical companies) operate entirely on the manner of product laddering.   

Deliver Notifications Where Consumers Aren’t Bombarded — VoiceMail Drops

Getting your message read in an email inbox is a challenge.  Getting a voice message heard though is incredibly easy.

Voicemail Drops are simply messages that are sent straight to an individual’s voicemail.

I don’t recommend using these aggressively, as you need to stay out of the ‘pesk zone’ but occasional use for important notifications or follow ups as yielded positive results.

Do note that voice mail drops must comply with telemarketing laws.

What About Blogging and SEO (Is It Worth It Anymore?)

First let’s clarify that most contractors are interested in blogging because that is supposed to get you high in the search results (search engine optimization), and then get you tons of free leads.

I’ve done well with blogging as an inbound lead generation strategy over the last 7 years since I started my business, but I wouldn’t recommend it as a lead generation strategy today.  In fact if I were to start a contracting business today, blogging would be very low on the priority list (if you’re wondering, my marketing priority would go; high converting one page website, Pay-per-click ads, Facebook Ads).  So what has changed over the last 7 years?

In short, search results have been buried beneath (more) Pay-Per-Click ads, in some markets Google Lead Ads take up top space, and the Google Local Map Pack further hides organic results.  At the same time, search visitors spend less time consuming the content.  My site has seen a decline of over 30% of time on page for those that land on blog posts, and a 42% reduction in pages per visit for traffic landing on the blog.

Blogging isn’t entirely useless though.  Blog content when delivered strategically (recall the ‘spoon feed content’ ), is still valuable as a tool to build trust and authority, however you should not expect blogging to generate inbound leads (at least not as many as it did 5 years ago).


Use Story To Differentiate Your Business

Your leads are going to get other estimates.  There’s no way around that.  And if they come through a lead generation service that might get contacted by a dozen contractors none of whom they consciously selected.  In other words, they might not know you from Adam.  You’ve got to stand out from the rest, if you want to sell the project at a higher price — you need to differentiate your contracting business.

The easiest, the easiest and lowest cost way to differentiate yourself is by using your business story in the sales process!

Let customers know who you are, how you came to be in business and why you do what you do.

You can read the full blog post on using story in the sales process here.

I like to have the differentiation by story done, before I even show up to do the estimate.  To make that happen, I deliver content based emails introducing myself and the business story as soon as leads enter the sales pipeline.  My goal is to have customers say “I feel like I know you” when they answer the door.  If they refer to me as “the screen guy” I know that I failed in differentiating myself thus far.


Ignite Word of Mouth Marketing

Most contractors sit around and wait for word of mouth marketing to ‘happen’ as a result of doing great work.

Savvy contractors know they can ignite it.  How?  With a talk trigger.

A talk triggers is one unique, and unexpected, but related thing you do or item you left behind on every project that turns your boring trades project into a talking point.

Maybe your could bring your customers coffee every morning while you are working on their project.

Maybe you could pay to send their dog to a boarding facility while you are working in home (a possible win for both parties).

You’ll need to be creative and I recommend Jay Baer’s Book Talk Triggers for ideas development.

I’ve been leaving these fake decoy owls on our projects for years turn them into a conversation piece.

It is unique.  It is unexpected.  It is related — the decoy owl intimidates other real birds from hanging out on the enclosure, shitting everywhere (no other way of wording that), and tearing the screen.  We find that when spending time in their screen enclosure with friends and family, the customer tends to pro-actively point out the fake bird that is hanging out on the top, the reason why it is there, and subsequently the company that left it there!

Get Rid Of The Local Pages On Your Website

Local Landing pages, stuffed with keywords and cities have been a search engine optimization tactic (SEO) for years.  The sole purpose of these pages, has been to get google search traffic for long tail keywords to your site and then direct them to another part of the site that is actually readable.  Any contractor that has done or hired SEO has certainly ended up with many of these pages on their site.

Google calls them ‘Doorway Pages’.

This worked well for many years through the mid 2000’s, and I repeated the benefits on my own website.   In the past 2-3 years however, the value of such pages has diminished to nearly 0 — and they may in fact even hurt your web presence.  Google considers these doorway pages a form of web spam as they are created primarily for search engines and add no value to the user experience.  Elaborated on further in this Google Official Post.  In general, spam detected on your website decreases the value of your site for search rankings.

On top of it all, fewer search users specifically use long tail keywords like ‘service city’, each year as Google is able to make location based inferences through your browser provided details.

With the clearly shunned tactics, and decreasing use of long tail keywords by searchers, it is time to put these doorway pages behind us, and focus on user experience.  I would suggest eliminating the local pages on your website, and redirecting them to one kick ass ‘service area’ page on your website (that’s what I did).

Another idea, although more time consuming,  would be to create a unique blog post discussing a specific project that you did in that city.  Discuss the local permitting / code requirements to make references to the locale.

Going Forward with Marketing as a Contractor In 2019

The marketing landscape continues to change and evolve.  Our websites need to be faster.  Nobody reads our content.  It’s all up to you as a business owner to stay on top of what is happening and where things are going.  Hopefully this post helps!

No matter what changes, marketing cannot make up for a shitty service.  Always keep that in mind and make sure that your customers and employee’s are happy before diving into new marketing ventures.

And when it comes to spending money on marketing, be sure to track your marketing costs using a program like Call Rail.  Once you can track your lead source you can confidently experiment with new marketing campaigns and quickly cut what is not working!


Above-Ground Pools

Here’s a business that will keep customers cool and profits hot. Startup Costs: $10,000 – $50,000
Franchises Available? No 
Online Operation? No

Air Conditioning Service

Put your talents to work with an air conditioning service. Startup Costs: $2,000 – $10,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? Yes 
Online Operation? No

Apartment Prep Service

Use your talent for handiwork to start an apartment prep service business. Startup Costs: Under $2,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? No 
Online Operation? No

Appliance Repair Service

Are you handy? Help people fix their appliances. Startup Costs: $10,000 – $50,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? Yes 
Online Operation? No

Attic Rooms

Help homeowners get the most out of their space by converting attics into usable rooms. Startup Costs: $10,000 – $50,000
Home Based: Can be operated from home.
Franchises Available? No 
Online Operation? No

Attic Ventilation And Insulation

An attic business is a great way to earn money, with a huge base of customers needing to air out their stuffy attics. Startup Costs: $2,000 – $10,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? No 
Online Operation? No

Basement Remodeling

Nobody wants their basement to look like a dungeon. You can help them out with a basement remodeling business. Startup Costs: $2,000 – $10,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? No 
Online Operation? No

Bathtub Reglazing

Soak in the success of a bathtub reglazing business. Startup Costs: $10,000 – $50,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? No 
Online Operation? No

Blind Cleaning Service

Not everyone has the time to dust off their windows. Keep customers’ blinds clean and watch the sun shine on your business. Startup Costs: $10,000 – $50,000
Part Time: Can be operated part-time.
Franchises Available? No 
Online Operation? No

Bug Screen Repair

Everyone has screens on their windows, and you can be the person to help maintain them. Startup Costs: $10,000 – $50,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? Yes 
Online Operation? No

Cabinet Door Replacements

Cabinetry businesses offer many different services and products. Find your niche through door replacement. Startup Costs: $2,000 – $10,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? No 
Online Operation? No

Cabinetmaking Service

Make the most of your skills by customizing cabinets for others. Startup Costs: $2,000 – $10,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? Yes 
Online Operation? No

Carpet and Upholstery Service

This maintenance business is in constant demand. Startup Costs: $2,000 – $10,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? Yes 
Online Operation? No

Carpet Installations

Use your handiwork skills to lay down a new business. Startup Costs: $2,000 – $10,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? Yes 
Online Operation? No

Carport Conversions

Make carports more secure for storage by turning them into a garage. Startup Costs: $2,000 – $10,000
Home Based: Can be operated from home.
Part Time: Can be operated part-time.
Franchises Available? No 
Online Operation? No

Niche-Focused Handyman Services… The Future of Small Home Repair Contracting?

There are many types of business models for handyman company out there, starting from do-it-all local handymen, tradesmen who selectively choose and all the way to national or even worldwide franchises. To be a niche-specialized handyman seems to stand out as one of the more profitable and less stressful types of repairmen.

But why is taking on a specialty the wave of the future for handymen?

Let’s step back for a second and look at where it all starts for the average beginner handyman

Most handymen start as average repairmen. Look at typical handyman/home repair ads in your local newspaper. “Big or small”, “No job too small” or “I do it all”. Such work experience descriptions are suitable for tradesmen with a basic set of skills. The so called “Jack of all trades” enjoys tackling various maintenance and repair tasks.

The problem is that the income of most handymen is within the lower range of the industry. One the other hand, tradesmen who choose to specialize in one or many tightly narrowed set of skills and services, i.e. wiring electrical installations for houses/apartments/or offices, heating repairs and replacements, woodworkers and joiners for bespoke carpentry and the list goes on.

Why handymen should niche-specialize?

The best option is to choose and focus on a specific trade and thus build up significant and valuable know-how. Niche-oriented handyman services naturally lead to higher rates and prices. Here’s why:

1. The Standpoint of an Expert PRO

When focused at a specific trade, the handyman evolves as a professional to a point where considered an expert. When based on hard to acquire know-how and experience, the reputation of a handyman levels up as PRO, rather than merely a man of all work weekend fixer.

In most occasions potential clients need to solve specific tasks, i.e. appliance maintenance, repair, installation or let’s say exterior or interior lighting and etc. home improvement. This means people need “an expert for the job”.

The tighter and more complex the focus, the better and more attractive customers a tradesmen attracts. No matter if a homeowner, tenant or landlord, nobody would trust a “Sunday handyman” to repair a 4 digit American style fridge freezer, right?

People don’t need: “I could handle this”.

People need: “I know what to do”.

2. Better handyman rates for better income and better profit

The more experienced in a certain niche a technician is, the better handyman rates/prices. Here are three solid arguments to back this up:

  • The shoes of a reputable professional offer a solid grip and serve as a guarantee. Homeowners (tenants or landlords) would choose to hire a reputable expert for a job well done, because it is “safe”.
  • Niche-specialized tradesmen develop know-how efficiency and thus jobs done in a timely manner. Happy clients are the best clients.
  • Niche-specialized handymen charge flat rates. This approach allows tradesmen to offer up-sale deals on combined or multiple handyman services i.e. fixing a leaky pipe plus changing a faucet and let’s say combine those with replacing a sink, a whole bathroom seat, or why not a great deal on bathroom renovation?

3. Niche-specialized handymen benefit from better inquiry/booking rates

Like it or not, more and more potential clients browse the web for handyman professionals and the fact is, trade-specialized professionals earn more trust online, than weekend do-it-all repairmen. Customers may more often call handymen who advertise as specialists simply because these clients know what type of handyman services they need!

Niche-specialized handymen are better positioned to get those better paying jobs all tradesman want, which can lead to long-term customers for the wider variety of services they offer.. This won’t make industry pros happy, since the nich-specialized handyman provides competition for many quick-but-profitable jobs… but that’s simply how business works. It’s fine to work hard, but you’ll make a lot more money by also working smart!

Example: Imagine a potential client hunts for the right handyman to assemble and fit a flat pack kitchen and comes across a handful of handymen websites or listings titled:

  • Local Handyman
  • Fixed rate per hour Handymen
  • Experienced Handyman Experienced Flat pack Kitchen Fitters

All handyman websites have the kitchen fitting service within their description, but which one will the client visit first? Clearly, most would click the most relevant handyman service first: “Experienced flat pack kitchen fitters.”

4. It is Easier for a Niche-handyman to Team Up with other Tradesmen

To focus at a tight niche of trades allows handymen to team up easier and thus thrive faster and more sustainable in terms of business.

No matter if niche-specialized or not, professional handymen often have to solve complex repair or maintenance problems, that require know-how in a wide range of fields. In some occasions this is an absolute advantage, while in others a serious disadvantage. It is important for a niche-focused handyman to be fully aware of the extent of his/her expert skill set in order to build or join a handyman company.

A great advantage of the niche-specialized handyman is the far less amount of time required to master the trade. It takes decades to become an all around handyman, while mastering a single niche, i.e. basic electrician repairs and installations of lighting fixtures, will take way less, especially when you want to train your team or simply to find a handyman company partner.

5. Focused Handyman Services make it Easier to set and determine the right Handyman Rates

Not all tradesmen offer free quotes, but for those who do, quoting often stands for a solid time investment. This means that the average handyman beginner has to visit a bunch of locations only to determine if jobs can be handled in the first place.

This is where one of the most challenging moments for any handyman or company: How to set the right handyman prices?

To be a niche-focused tradesman eases the burden of quoting by far, especially in person. When focused at a certain range of handyman services, professionals developed fixed handyman rates and job pricing, which makes it far easier to quote upon photos or over the phone.

Plus, it even allows to outsource incoming phone inquiries to a third party. This is one of the many benefits of niche-specializing, because it allows handymen to focus on the company and business development.

6. Last but not least – Job Security

Handyman company rates are crucial, but income is only considered to be number 3 for job satisfaction. Number 1 is “opportunity to use skills and abilities” and number 2 is how secure it is in the long term.

The truth nowadays – nothing can be really 100% sure. While the market may not always need bloggers, it will always demand electricians, carpenters, plumbing experts, odd job men and etc. Although trades do evolve in their own way, they simply can not be abandoned easily.

7. You can still be a “handyman” and a “niche-specialist” at the same time!

Beginning handymen tend to do low-skilled jobs… yard or basement cleanups, small painting jobs, etc. A joke among handymen is a business card with a job description, “Anything for a buck!” But as a handyman takes on more and more work, he will find that he is learning “on the job”, reading and gaining new skills. These skills, if the handyman is smart, can be expanded to be a niche service… a specialty that can increase income while still keeping the variety of work that leads to job security… with extra income to boot! A one-two punch that leads to a more successful handyman business.

Indeed, most people to go into handyman work go into it precisely because they like variety and don’t want to be locked in just painting, or just carpentry. But don’t dismiss the idea of also learning a specialty or even multiple specialies. It will benefit you in the long run by both increasing your income and making your services more valuable to your customers!

To sum it up

No matter if you are a beginner handyman or an expert with tons of know-how. To be a niche-specialized tradesman is an excellent way to grow client base, improve business development and of course – earn more.