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The Rise of Subscription Models in Home Services

  • James Drake
  • Aug 18
  • 3 min read

Introduction: Why One-Off Jobs Aren’t Enough Anymore


Traditionally, most home service businesses have relied on one-off jobs: a customer calls when they need a repair, you complete the work, and you hope they call you again in the future. But that model leaves your revenue unpredictable and your customer relationships at risk.


Enter the subscription model (also called memberships or service plans). These programs allow customers to pay a monthly or annual fee for ongoing maintenance and exclusive benefits. For home service companies, subscriptions create recurring revenue, higher customer retention, and more predictable scheduling.


According to ServiceTitan’s 2024 Membership Benchmark Report, businesses with membership programs generate 40% more repeat service calls and 20% higher average ticket values compared to companies without them.


a subscription calendar


What Are Subscription Models for Home Services?



A subscription model is any recurring plan that gives customers access to ongoing services or perks. Examples include:


  • HVAC maintenance plans: Customers pay annually for spring and fall tune-ups plus priority scheduling and discounts.

  • Plumbing “VIP clubs”: Members get annual home plumbing inspections, waived trip fees, and exclusive rates.

  • Pest control programs: Monthly or quarterly visits with guaranteed service in between.



The goal is to provide value beyond a single transaction. Customers commit to you for the long term, and you gain steady revenue.





Why Subscription Models Are Growing



  1. Predictable cash flow: Instead of waiting for the phone to ring, you have a steady stream of income every month.

  2. Customer loyalty: Members are less likely to shop around. They call you first because they’ve already invested in your program.

  3. Higher lifetime value: Members often spend more over time because they trust your company.

  4. Easier scheduling: You can plan maintenance visits during slower seasons to keep techs busy year-round.



Pro Tip: Memberships also increase the likelihood of upsells. When you’re in a customer’s home regularly, you’re more likely to uncover additional issues.





How to Structure a Membership Program



Your plan should balance value for the customer with profitability for your business. Here’s how to design it:


  1. Set clear benefits:


    • Annual or semi-annual maintenance visits.

    • Discounts on parts and labor.

    • Priority scheduling and waived trip fees.


  3. Choose a price point:


    • HVAC memberships typically range from $120–$250 per year.

    • Plumbing memberships are usually $99–$199 per year.

    • Start with pricing that feels like a no-brainer for customers.


  5. Keep it simple:


    • Avoid too many tiers. One or two options are best.

    • Clearly explain the value in one sentence: “For $15/month, you get two tune-ups, priority scheduling, and 10% off repairs.”







How to Sell Memberships Without Feeling “Salesy”



Memberships are easiest to sell at the end of a service call. Your tech has already built trust by solving the customer’s problem, so they’re more receptive.


  • Train techs to explain the benefits: “If you’d like to avoid future breakdowns, we have a plan that includes two maintenance visits per year and 10% off all repairs.”

  • Offer same-day signup perks: “If you join today, we’ll waive the trip fee for this call.”

  • Provide a leave-behind flyer with clear benefits and pricing.



Pro Tip: Don’t make it feel like a hard sell. Present it as a way to help customers save money and prevent emergencies.





Marketing Your Membership Program



  • Email campaigns: Send reminders to customers who didn’t sign up at the time of service.

  • Social media: Share posts about the benefits of regular maintenance.

  • On your website: Feature your membership prominently with a “Join Now” button.

  • In-person: Put membership info on invoices and technician tablets.






Case Study: An HVAC Company That Doubled Its Membership Base



A mid-sized HVAC company in Texas revamped its maintenance plan in 2024. They simplified pricing, trained techs on how to present it, and promoted it through email and social media.


In one year:


  • Membership sales grew by 112%.

  • Off-season revenue increased by 35%.

  • The company added 1,200 predictable maintenance visits to its calendar, reducing downtime for techs.






Common Mistakes to Avoid



  1. Too many options: Customers get overwhelmed and say “I’ll think about it.”

  2. Over-promising: If you can’t deliver on the benefits (e.g., same-day service), it will backfire.

  3. Not training techs: Your membership program will flop if your team isn’t comfortable explaining it.






The Bottom Line



Membership programs aren’t just for big companies. Even small service businesses can benefit from predictable revenue, stronger customer loyalty, and more consistent scheduling.


The key is to start simple: design one membership plan, train your team to offer it, and promote it consistently. Over time, memberships can become one of the most profitable parts of your business.





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