Jan Kelley helps home and commercial service brands get found in every market, earn trust at the moment of decision, and keep customers coming back.
Home and commercial service brands don’t lose on price. They lose on trust.
Homeowners and commercial clients are making completely different decisions. Most marketing treats them like one.
See Your AI Visibility Gap
See where your brand is invisible when buyers are searching.
Brands We’ve Helped Grow
Two very different buyers. One growth partner.
A homeowner with a broken furnace and a facility manager evaluating a three-year contract aren’t just different customers. They’re a completely different marketing problem.
HVAC, plumbing, pest control, roofing, and landscaping
National and regional service brands operating across multiple cities and service areas. Marketing has to be locally relevant and brand-consistent at the same time, and the results have to connect to actual job volume, not just traffic.
Cleaning, pest management, waste, and facility maintenance
Commercial service providers competing for long-term, multi-site contracts. These buyers involve procurement teams and expect proof of performance before they sign. The marketing job is building credibility before the RFP lands.
Franchise networks where strategy lives at head office
Franchise networks where the real challenge isn’t the plan, it’s the gap between what head office intends and what actually happens in the field. We connect national strategy to local performance, market by market.
Why most home service brands look identical, and who pays for it
Similar pricing, similar service lists, similar claims. The brands that win aren’t always better at the job. They’re just easier to trust and easier to find.
The bigger you get, the harder it is to feel local.
A homeowner searching for pest control isn’t thinking about your national footprint. They’re thinking about who shows up first in their neighbourhood, who has the best nearby reviews, and who responds fastest. Generic national creative and campaigns that look the same in every market hand that advantage to every regional operator who actually shows up like they belong there.
What happens: You win on brand awareness and lose the booking to a competitor with better local signals and fresher reviews.
Get Found. Get Chosen. Get Trusted.
Our three-step growth framework for home and commercial service brands. We build the plan that connects all three stages and measures what’s actually driving completed jobs.
Get Found
Show up first in every market, for homeowners searching right now and facility managers starting a long vendor evaluation.
Services:
- Multi-location SEO and Google Business Profile management across every service area and branch location
- Google Local Services Ads and paid search campaigns built around how home service buyers actually search
- AI search visibility across ChatGPT, Perplexity, AI Overviews, and traditional search engines
- Commercial SEO targeting procurement teams, facility managers, and multi-site operators across key markets
- Geo-targeted and weather-triggered campaigns that adapt to local conditions, seasonal demand, and service availability
- Directory and map management that keeps business information accurate, consistent, and up to date across every location
What changes:
More calls and bookings from markets that were underperforming. Lower cost per lead. Visibility that builds over time for both residential searches and commercial procurement queries.
Get Chosen
In a category where most providers look the same, trust is the tiebreaker. We help you earn the booking before the competitor even gets a second look.
Services:
- Review and reputation management at the branch and technician level to increase trust and local visibility
- Customer testimonials, UGC, and social proof built throughout the buyer journey to strengthen customer confidence
- Creative that helps your brand stand out in crowded home service categories and competitive local markets
- Website and landing pages optimized to drive more bookings and qualified enquiries across every service
- Case studies, certifications, and compliance content that builds confidence with commercial buyers and procurement teams
- Retargeting campaigns that convert interest into booked jobs and qualified commercial leads through remarketing
What changes:
More searches turn into calls. More calls turn into booked jobs. Stronger credibility in the commercial sales cycle, earlier in the process.
Get Trusted
Winning the job is the start. The brands that grow profitably turn a first visit or first contract into a long-term relationship.
Services:
- CRM setup and customer communication programs for residential and commercial customers across every location
- Service reminders and re-engagement campaigns timed to when customers are most likely to book again
- Account-based marketing programs that strengthen retention and expansion with commercial clients over time
- Referral and loyalty programs that increase repeat business, referrals, and long-term customer value
- Review generation that builds local reputation without adding extra work for your internal team
- Reporting that connects marketing performance to completed jobs, repeat bookings, and revenue by location
What changes:
More repeat bookings. Stronger contract renewals. Revenue from customers you’ve already earned, not just new ones you’re constantly chasing.
See The Results
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"With less than 5 months to launch, they captured our unique strengths and spirit, and created a dynamic new name, logo, website and brand position. The response both internally and externally has been incredible."
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"Jan Kelley has not only built our brand from the ground up, but spent the last 4 years working with each of our business units to help navigate a complex marketing landscape by gaining a deeper understanding of their customers."
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"Their strategic approach not only amplified our visibility within The Home Depot's expansive customer base, but also delivered a campaign that was both compelling and data-driven. The results exceeded our project goals."
What should you do next? Start here.
What marketing leaders ask us most.
These are real questions from real conversations. We'd rather answer them here than leave you wondering.
How is marketing for commercial service brands different from residential?
The buyer is different, so almost everything else has to be too. Homeowners make fast, emotion-driven decisions based on availability, reviews, and price. Commercial buyers, facility managers, procurement teams, and operations leads move slowly, involve multiple stakeholders, and weigh proof of performance heavily. You need separate messaging, separate channels, and separate conversion paths. We build both, under the same brand.
What actually drives more calls and booked jobs?
Local SEO, Google Local Services Ads, and paid search bring in the most qualified demand because they reach people who are already looking. But they convert well only when the rest is in order: reviews that are recent and positive, listings that are accurate, a booking path that takes less than a minute, and creative that feels like it was made for that market. Get those right and the same spend produces significantly more jobs.
How can a national brand compete with local operators in every market?
By actually showing up locally. That means Google Business profiles that are maintained in every market, reviews that are actively generated and responded to, and creative that reflects the local area rather than the whole country. National brands lose local work because they look national. The ones that win look like they actually belong in the neighbourhood.
What does it take to win and retain commercial contracts?
Credibility built before the RFP, not during it. Procurement teams and facility managers need to see case studies that reflect their environment, proof of consistent performance across multiple locations, and a brand that already feels like a serious operator. That work has to happen through content, SEO, and account-based programs well before any formal evaluation begins.
How do you measure whether marketing is actually generating revenue?
By connecting it to the right outcomes. That means closing the loop between your campaigns and your CRM so you can see which channels drove which jobs, what each booking cost, and how customers behave over time. Most service companies have this data somewhere. The work is connecting it into reporting that answers what leadership is actually asking, not just what the advertising platforms make easy to report on.
How do you manage reputation and reviews across dozens of locations?
With a process that runs consistently, not with a policy that depends on individual initiative. Review generation, response workflows, and location-level monitoring have to be systematic. A single underperforming branch with a 3.2 rating is turning away customers that the rest of your marketing spent money to reach. At fifty locations, that’s not one problem, it’s fifty.
Let's find your growth opportunity.
Tell us about your business goals, and let’s discuss how we can build a growth engine tailored to your specific market demands.