Industry News

Gone are the days when word-of-mouth and a Yellow Pages listing kept your business calendar full.

Digital marketing has always been essential to trades- but unlike that trusty set of wrenches, marketing tools keep changing at lightning speed.

In 2024, building trade professionals face a newfound reality: adapt to new trade digital marketing trends, or risk watching competitors snap up the customers who now live their lives online.

Why Modern Marketing Matters for Trade Professionals

Here’s the thing: amazing technical skills alone won’t fill your schedule anymore.

Today’s property managers and homeowners research everything online before making a call.

They check reviews, watch project videos, and expect instant responses to their questions.

The good news?

Digital marketing doesn’t have to be complex – it just needs to be smart and consistent.

The Real Impact on Local Service Businesses

• More first-time customers finding you through Google searches and maps
• Higher customer retention through automated maintenance reminders
• Better qualified leads that understand your services before calling
• Reduced marketing costs compared to traditional advertising
• Easier tracking of which marketing efforts actually bring in jobs
• Greater ability to showcase your team’s craftsmanship through visual content
• Stronger relationships with property managers and general contractors

Just as you’d invest in quality tools, investing time into understanding trade digital marketing trends is about working smarter, not harder.

You don’t need to master everything at once – even small, consistent steps forward can lead to significant results.

Trend #1: AI, Your Always-On Digital Employee

Remember pulling all-nighters for emergency calls?

AI now handles the initial response, giving you back your sleep schedule.

Small trade businesses are discovering that AI isn’t just for tech giants – it’s becoming as basic as having a business phone number, but way more powerful.

How AI Changes Your Customer Service Game

The beauty of AI in trade services lies in its simplicity.

Think of it as having a super-efficient office manager who works 24/7, never takes breaks, and handles routine tasks without missing a beat.

This digital helper manages the basic stuff while you focus on what you do best: solving technical problems and delivering quality work.

• Smart chatbots answer common questions instantly (like “Do you service my area?” or “What’s your emergency call-out fee?”)
• AI scheduling tools fill your calendar intelligently, considering travel time between jobs
• Automated maintenance reminder systems keep customers on track with regular service
• Lead qualification happens automatically, sending only serious prospects your way

Trend #2: Video Content, Technical Expertise Meets Entertainment

If you’re active on social media, you’ve noticed something fascinating: people are hooked on watching others work.

From satisfying pressure washing videos to complete HVAC installations, viewers can’t get enough of skilled trades in action.

This shift means your everyday work projects can become powerful marketing tools that attract both homeowners and property managers.

What Makes Trade Videos Click

• Before-and-after transformations that showcase your problem-solving skills
• Quick tip videos that help customers with minor fixes
• Time-lapse footage of major installations or repairs

These videos do more than just rack up views – they build trust and show potential customers exactly what makes your work worth every penny.

When people see the complexity behind what you do, they better understand your value.

Platform-Specific Sweet Spots

• Instagram Reels: 30-second job highlights and quick maintenance tips
• YouTube: Detailed how-to guides and longer project walkthroughs
• LinkedIn: Professional case studies targeting commercial clients
• Facebook: Community-focused content and customer success stories

Your knowledge is valuable – and when packaged in bite-sized video content, it becomes irresistible to potential customers who appreciate seeing exactly what they’re paying for.

Trend #3: Local SEO and Google Business Profiles

Remember when customers used phone books to find local contractors?

Today, they ask Alexa or Google to “find a plumber near me.”

Local SEO has evolved beyond basic keywords – it’s now about matching the natural way people search for services, whether they’re typing or talking to their devices.

The New Local Search Landscape

• Voice-optimized descriptions that match how people actually speak
• Service area pages for each neighborhood you cover
• Emergency service keywords tied to specific locations
• Mobile-friendly contact information for quick calls

The closer your online presence matches natural customer behavior, the more likely you’ll show up when they need you.

Google Business Profile Must-Haves

• Current photos of your team and vehicles
• Clear list of services with accurate pricing indicators
• Regular posts about completed projects
• Quick responses to all customer questions
• Updated holiday and emergency hours
• Service area maps showing coverage zones

Your Google Business Profile works like a digital storefront – but unlike a physical location, you can update it instantly to match seasonal demands or highlight emergency availability.

Making these updates regularly signals to search engines that your business is active and reliable.

Expert Insight

According to Bullfinch, a web design Austin studio, “The biggest mistake trades make with local SEO is not updating their service areas when they expand. Add new service areas one at a time, and post content specific to each neighborhood. This gradual approach helps Google understand your true service footprint and ranks you better for those areas.”

Trend #4: Mobile-First Services

Your customers manage their entire lives through their phones – from ordering groceries to controlling their thermostats.

They expect the same convenience from their trade service providers, and the smart ones are delivering.

The Mobile Money Movement

Mobile payment systems aren’t just convenient – they get you paid faster and reduce those awkward payment conversations.

What Customers Expect From Mobile Services

• Instant quotes through text or app messaging
• Digital invoices they can pay with one tap
• Real-time project updates with photos
• Easy scheduling and rescheduling options
• Quick access to service history
• Simple ways to approve additional work
• Video chat options for initial consultations
• Digital signatures for contracts and approvals

The beauty of mobile-first service isn’t just about making things easier for customers – it’s about creating a paper trail that protects everyone and keeps projects moving smoothly.

When everything is documented in an app, there’s no more “he said, she said” about what was agreed upon.

The Time-Saving Reality

Mobile tools cut administrative time by up to 75%.

Instead of spending evenings catching up on paperwork, you can focus on growing your business or – imagine this – actually taking time off.

Trend #5: Data-Driven Personalization, Making Every Customer Feel Like Your Only Customer

Every interaction with your customers creates data, and that data tells a story.

Smart trade businesses are using these stories to predict needs, prevent problems, and show customers they’re paying attention.

• Seasonal patterns reveal perfect timing for maintenance offers
• Usage habits inform personalized service recommendations
• Customer preferences shape communication styles
• Service histories guide custom maintenance schedules

The Power of Prediction

When you know a customer’s water heater is nearing the end of its life, or their HVAC system typically needs attention in early spring, you can reach out at exactly the right moment.

This isn’t just good business – it’s great service that customers appreciate.

Smart Data Use in Action

• Birthday discounts on annual maintenance plans
• Weather-triggered reminders for seasonal services
• Custom portal access for property managers
• Personalized video updates on long-term projects

The Human Touch in Digital Form

Data-driven personalization actually makes your service more human, not less.

By remembering every detail about your customers’ systems and preferences, you’re showing them the kind of attention that used to only come from the neighborhood handyman who’d served their family for decades.

Making Digital Marketing Work For Your Trade Business

Here’s the simple truth: you don’t need to implement everything at once.

Start with what makes sense for your business right now.

Maybe that’s setting up a basic AI chatbot for after-hours inquiries, or creating a few quick videos showing your team’s expertise.

The key is picking one thing, mastering it, and then moving on to the next.

Your Next Steps

Pick the trend that solves your biggest current challenge.

If you’re missing after-hours calls, start with AI chat.

If customers don’t understand the value of your work, focus on video content.

If you’re struggling to get found online, prioritize local SEO.

The beauty of digital marketing is that you can add pieces one at a time, testing what works best for your specific situation and customer base.

The trades aren’t just changing – they’re leading the way in how local service businesses use technology to improve customer experience.

Your skills and knowledge are more valuable than ever – now it’s just about making sure the right people can find you when they need you.

The partnership introduces Reins’ innovative stock and equity solutions to home service business leaders

Reins, a pioneering technology firm dedicated to empowering small and mid-sized businesses through modern equity solutions, joined Nexstar Network as a Strategic Partner to offer its creative employee retention solutions to Nexstar’s membership throughout the United States.

“Nexstar curates the most relevant products, services and partners in our industry to support our membership through our impactful Strategic Partner program,” said Julian Scadden, President and CEO of Nexstar network. “We welcome the Reins team and their innovative solutions that can help our members scale their impact, growth and success by investing in their employees in a meaningful way.”

The partnership will allow Nexstar’s more than 1,000 members access to Reins’ custom equity incentive programs, including the unique Modern Agreement for Rewards & Equity (MARE).

Reins’ personalized plans and advanced software empower small to mid-sized business owners to give employees a stake in the business through employer-like benefits or profit-sharing initiatives. MARE incentivizes key employees and paves the way for smooth succession planning. Offering a stake in the company’s success can encourage key employees to become deeply invested in the long-term growth of the company.

“Partnering with Nexstar Network is a no-brainer given their extensive 32-year track record educating contractors about best business practices,” said Chris Buttenham, co-founder of Reins. “The partnership allows us to reach more innovative small and independent businesses and work with owners who may be struggling to beat their local competition. Strengthening their employee retention rates will be crucial for their success.”

For more information about Reins and the MARE program, visit https://www.myreins.com.

Malco Tools, Inc. one of the nation’s top manufacturers of high-quality tools for the HVAC and building construction industries, announces that it has been acquired by Aspen Pumps Group.

Aspen Pumps Group (Aspen) was founded by three air conditioning engineers in 1992, and now sells to over 100 countries worldwide. The United Kingdom-headquartered company has expanded globally to become an award-winning leader in products and solutions for the heating, ventilation, air conditioning and refrigeration (HVAC/R) industry, including condensate removal pumps, tools, cleaning chemicals, support systems and accessories.

With deep experience and capabilities in the HVAC/R aftermarket, Aspen has a strong portfolio of products and brands that strategically align with Malco, which will allow both brands to continue to grow and serve new markets. Malco Tools will continue to operate from its headquarters in Annandale, Minn., and will become the North American headquarters for Aspen, bringing on new tools and product lines that will serve a larger HVAC/R market. As part of this strategic expansion, Malco Tools President and CEO Rich Benninghoff will take on the new role of CEO of Aspen Pumps Group North America, effective immediately.

“Malco has built an extremely strong, and reputable business over the past 75 years and this agreement with Aspen Pumps Group will allow us to grow our business in ways that will allow us to be a successful, trusted brand for the next 75 years,” said Benninghoff. “Aspen Pumps Group is a strong partner for us from not only a business and opportunity perspective, but also from a mission and values standpoint as well. They’ve proven to us that they do what they say and focus on people first, which is important to what we do, and will continue to do at Malco.”

“We are very excited to welcome Malco Tools to the Aspen Pumps Group family,” said Adrian Thompson, CEO of Aspen Pumps Group. “Malco is an industry leader and has built a strong reputation among the HVAC and roofing/siding trades. We are looking forward to working with their talented team as we continue to grow the business and serve even more markets in the future.”

For more information about Malco Tools, visit www.malcotools.com. For more information about Aspen Pumps Group, visit www.aspenpumps.com.

Weil-McLain^® has launched its latest promotion, offering contractors two chances to win big this heating season. Contractors who purchase residential high-efficiency boilers from an authorized Weil-McLain distributor can earn valuable rewards. Those who register and install the units can unlock even more incentives. Additionally, by joining The Weil-McLain Advantage™ program during the 2024 Double Down, Double Chance promotion, contractors can compete for regional prizes, including a grand prize.

These promotions include the following incentives:

Deal #1 – Get Geared Up (Now through November 30, 2024)

Contractors who purchase five high-efficiency boilers will receive a Carhartt^® jacket (valued at $150) and a certificate they can redeem for a Parts Kit of their choice (up to $2,200 in value) by uploading a copy of their proof of purchase at www.weil-mclain.com/doubledownpromo. New and existing members of The Weil-McLain Advantage™ Program can earn an additional Carhartt jacket by installing and registering the five purchased boilers. This promotion runs until November 30, 2024.

Deal #2 – Compete to Win (Now through December 31, 2024)

New and existing members of The Weil-McLain Advantage Program who install and register the most high-efficiency condensing boilers during the promotion period, which runs until December 31, 2024, will win an ECO^® Tec Series 2 199-C High-Efficiency Combi Boiler (valued at $5,000). One boiler will be awarded to the top performer in each sales region – West, Central, Mid-Atlantic, New York/New Jersey and New England – and the contractor who registers the most boilers amongst those individuals will receive the grand prize of ten co-branded Carhartt jackets (valued at $1,500). Winners will be announced by January 31, 2025.

“Contractors are the backbone of our industry, and these promotions both express our gratitude for their ongoing trust and support of Weil-McLain and reinforce our commitment to their success,” said Mike Langen, Director of Sales for Weil-McLain. “Our high-efficiency residential boilers offer a full line of breadth and quality, and with this promotion, contractors can further boost their rewards while delivering top-tier heating solutions to their customers. We’re excited to see who will take home the top prizes!”

Contractors interested in participating in the Double Down, Double Chance promotion can visit www.weil-mclain.com/doubledownpromo for complete details, terms and conditions, and how to submit proof of purchase.

To learn more about the Weil-McLain high-efficiency lineup, visit a local distributor or www.weil-mclain.com/full-line#Residential-boilers.