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Why Homeowners Don’t Trust Traditional Advertising Anymore

  • James Drake
  • Aug 16
  • 3 min read

Introduction: Trust Has Moved Online


For decades, home service companies relied on traditional advertising to generate leads: TV commercials, radio spots, newspaper ads, billboards, and direct mail. These tactics worked because they were the primary way to reach homeowners. But in 2025, the landscape has changed dramatically: homeowners simply don’t trust traditional advertising the way they used to.


The Edelman Trust Barometer 2025 reports that just 30% of consumers trust traditional ads, while 70% trust online reviews, testimonials, and peer recommendations. Homeowners now expect proof before they hire anyone, and they’re finding that proof online—not on a billboard.


Why Traditional Advertising Has Lost Its Edge


1. It Feels One-Sided


Traditional advertising is a one-way message: you talk, the audience listens. But today’s consumers expect interaction. They want to ask questions, see real results, and engage with your business online. Ads that shout “We’re the best!” no longer resonate.


2. It Lacks Proof


A TV commercial can claim your company is “trusted” or “affordable,” but without reviews, ratings, and social proof, homeowners are skeptical. Online platforms like Google, Yelp, and Facebook make it easy for customers to cross-check your claims.


an electrician ponders the future of advertising

3. It’s Interruptive


Homeowners are bombarded with ads everywhere they go. Instead of waiting for commercials, they binge ad-free streaming. They skip radio spots using Spotify or Apple Music. Traditional advertising often feels like an unwanted interruption rather than a helpful resource.


Where Homeowners Put Their Trust Now


  1. Online Reviews and Ratings: 79% of consumers trust online reviews as much as personal recommendations (BrightLocal, 2024).

  2. Peer Recommendations on Social Media: Facebook community groups, neighborhood apps, and local forums have replaced water cooler talk.

  3. Video and Photo Proof: Homeowners want to see real before-and-after examples of your work.


The Role of Content in Building Trust


Content marketing—blogs, videos, social media posts—is now one of the most effective ways to build credibility. Why? Because it’s educational, not promotional.


Examples of trust-building content for home service businesses:


  • A video showing how you repaired a cracked sewer line.

  • A blog post titled, “5 Common HVAC Issues and How to Prevent Them.”

  • An Instagram Reel showing a before-and-after kitchen remodel.



When you share your expertise freely, homeowners see you as a helpful authority—not just a company trying to sell them something.


How to Replace (or Supplement) Traditional Ads


1. Double Down on Online Reviews


  • Ask every happy customer for a Google review.

  • Use tools like Podium or NiceJob to automate review requests.

  • Display reviews prominently on your website and social media.


2. Build a Strong Social Media Presence


  • Share your work consistently on Facebook, Instagram, and TikTok.

  • Post videos and photos of your team on the job.

  • Engage with your community by responding to comments and joining local groups.

  • Present content that has informational value


3. Invest in Google Local Services Ads (LSAs)


  • LSAs show at the very top of Google search results and include the Google Guaranteed badge, which homeowners trust.

  • They’re pay-per-lead, so you only pay when a potential customer contacts you.


4. Create Educational Content


  • Post weekly tips or FAQs on your blog or social media.

  • Use short-form video to answer common homeowner questions.

  • Write guides that help customers understand their options before they buy.


Case Study: A Roofer That Shifted from Billboards to Content


A roofing company in Denver spent $8,000/month on billboards and radio spots but saw inconsistent leads. They decided to reallocate half their budget into content marketing:


  • They optimized their Google Business Profile.

  • Posted weekly Instagram Reels of roofing projects.

  • Ran LSAs with a modest budget.


Within 6 months:


  • Website traffic increased by 87%.

  • Online leads doubled.

  • They appeared in the top 3 Map Pack positions for “roofers near me.”


Homeowners repeatedly mentioned that the company’s online reviews and project videos made them the obvious choice.


Does Traditional Advertising Still Have a Place?


Yes, but only as part of a broader strategy. Billboards or radio spots can build awareness, but they won’t convert on their own. If a homeowner sees your billboard, they’re still going to Google your business before they call.


If your online presence is weak—few reviews, no content, outdated website—traditional advertising may actually backfire because it highlights that gap.


The Bottom Line


Homeowners want proof, not promises. Traditional ads alone can’t provide that proof anymore. To win trust (and leads), you need a strong online presence backed by reviews, content, and social proof.


When done correctly, digital trust-building not only replaces the need for traditional advertising but often generates better ROI at a lower cost.


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