Rising costs and shifting homeowner expectations demand a smarter approach. We help national home services brands get found, chosen, and trusted—by blending creativity, AI, and hyperlocal strategy. The result? More booked jobs, stronger loyalty, and profitable growth.
Transforming Home Services Marketing: Local Trust. National Scale. Proven Growth.
Download the Home Services Trends Report.
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Struggling to keep up with rising customer acquisition costs?
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Losing ground to local competitors?
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Need stronger reviews and community presence?
National home services brands face a critical challenge: balancing scale with trust. Homeowners demand instant, personalized experiences, but multi-location complexity makes it hard to deliver. Without the right strategy, national brands risk commoditization and wasted spend. The winners will be those who scale trust, local presence, and AI-powered performance marketing; block by block.
How We Help
Jan Kelley helps home service brands localize at scale, boost trust, and grow profitably. By uniting Humanology: human insight + AI - with deep category expertise, we deliver marketing that wins across awareness, consideration, and loyalty.
Get Found
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Get Found: Visibility Where It Matters
We make sure homeowners discover your brand first; whenever and wherever they search.
- Local SEO & Google Business Profile optimization at scale.
- Paid media and geo-targeted campaigns designed to capture “near me” searches.
- Directory and map management that ensures accuracy across hundreds of locations.
- AI-enabled performance marketing that drives down cost-per-lead.
Get Chosen
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Get Chosen: Differentiation & Trust at the Moment of Decision
We help your brand stand out in crowded, commoditized categories by earning choice when it matters most.
- Reputation and review management at the branch/technician level.
- Customer testimonials, UGC, and social proof that outperform polished ads.
- Differentiated creative that cuts through the "sea of same."
- Smart retargeting strategies that convert consideration into booked jobs.
Get Trusted
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Get Trusted: Loyalty & Growth Beyond the First Job
We build systems that turn first-time homeowners into repeat customers and brand advocates.
- Referral and loyalty programs designed for long-term retention.
- Content and campaigns that reinforce credibility and keep your brand top-of-mind.
- Seamless digital-to-real-world experiences that build consistency across every interaction.
- Advanced reporting and analytics that prove ROI from click to completed job.
What We Deliver: Local Scale, National Impact
Our growth engine turns complexity into opportunity: uniting strategy, creative, and performance to help national home service brands outpace local competition.
01AI-powered media and demand generation
02Multi-location SEO and geo-targeted campaigns
03Differentiated creative that builds trust
04Full-funnel measurement and optimization
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Download nowBrands We’ve Helped Build Success
See How Leading Brands Win With JK
Omni-channel demand generation
To grow its residential business, Orkin reframed pest control from fear to reassurance. Through data-driven omni-channel strategy and relatable storytelling, the brand built trust with homeowners—turning pest anxiety into action and measurable results.
View case studyHow Orkin took the fear out of residential pest control
6.7M
impressions
+756K
homeowner clicks
+39K
conversions
Starting point
Orkin Canada, a national leader in pest control with over 25 locations, sought to grow its residential business. The goal: connect with homeowners facing stressful pest problems and position Orkin as the trusted partner who brings reassurance and results.
Growth opportunity
Homeowners take pride in maintaining control and comfort in their homes. But when pests invade, fear and uncertainty take over. Orkin recognized the opportunity to move beyond fear-based messaging—transforming anxiety into confidence and showing homeowners that peace of mind starts with a trusted Pro.
Making it happen
Lead with empathy
Growth planning began with a human truth: pests disrupt more than homes—they disrupt peace of mind. The strategy focused on empathy, understanding what homeowners truly fear, and positioning Orkin as the reassuring expert who restores comfort and control.
Reframe the fear
Creative strategy centered on Orkin’s bold idea: “Be Afraid. Just Not of Pests.” The campaign used relatable, everyday stressors—like leaky roofs and rising bills—to reframe pest control as the one problem homeowners don’t need to worry about. The message replaced fear with confidence and humor.
Activate omni-channel trust
Through a full-funnel, omni-channel campaign, Orkin connected with homeowners at every stage of their decision journey. Google Performance Max, paid social, and organic content worked together to educate, reassure, and drive action—using data to optimize and scale results nationwide.
Omni-channel category growth
By deeply understanding how homeowners research and decide, a national exterior brand built an omni-channel strategy that transformed a rare, complex decision into measurable momentum—creating awareness, trust, and growth across every touchpoint.
View case studyHow a national home exterior brand built demand for a once-in-a-decade decision
88%
of impression goal achieved
1.1M
completed video views
111K
website sessions
Starting point
A national home exterior brand set out to connect with homeowners making one of the biggest renovation decisions of their lives—a choice that happens rarely, but carries lasting impact on value, design, and confidence.
Growth opportunity
Homeowners needed more than product specs—they needed reassurance, inspiration, and trust. The opportunity lay in reshaping the conversation from price and materials to long-term solutions, guiding every message and investment to move audiences through their complex decision journey.
Making it happen
Reframe the homeowner decision
The strategy began by shifting perspective—reframing the choice as an investment in the beauty, durability, and integrity of a home. By connecting to emotion and confidence, the campaign turned a practical purchase into a story of pride, security, and long-term value.
Build a connected omni-channel ecosystem
A precision-built omni-channel approach mapped every stage of the homeowner journey. From digital discovery to social inspiration and trade validation, each channel was designed to educate, reassure, and re-engage—ensuring homeowners met the brand wherever they were in their research process.
Use data to guide, measure, and optimize
Performance data connected all touchpoints, creating a continuous feedback loop. Insights into engagement and intent guided weekly optimizations—refining targeting, creative sequencing, and channel investment. Every interaction became an opportunity to learn, improve, and accelerate conversion.
Resources for Home Services Leaders
More tips, trends and strategies that will help you drive growth for your Home Service brand.
