54% of consumers choose a contractor within 4 hours, report shows

Digital marketing company Scorpion recently published Scorpion Pulse, a report highlighting consumer behavior and digital marketing trends — and we rounded up some highlights.

• Findings are based on consumer surveys and Scorpion’s internal data. 

The big picture: “There’s been a slowdown in consumer demand in the last 18 months, and an increase in competition, mainly from private equity-backed consolidators that are spending more money on marketing and driving up costs on platforms like Google,” says Jamie Adams, Scorpion’s Chief Revenue Officer.

Highlights: Today’s consumers expect speed, with 54% deciding on a contractor within 4 hours, and over 80% deciding within 6 hours. 

• Reviews are important, obviously, but Scorpion found that half of consumers read at least seven before feeling confident in their decision. 

• 70% also stressed the importance of contractors having multiple contact options, including live web chat and texting.

• Get the full report.

“Consumers who work from eight to five are searching at night, from their phone in bed, or early in the morning, so thinking, ‘Do my potential customers have a way to get in touch with me no matter what time of day it is?’ is really critical,” Scorpion’s Andrew Adams tells Homepros. 

The big shift: Artificial intelligence, as we’ve covered, is reshaping search. “Find a plumber in 10001” is becoming “I have a leak and need a plumber tomorrow. Who is highly rated and affordable in my neighborhood?” the report says.

• “Authentic content that answers specific questions is the key to winning… If someone asks about credit cards, they will see names of [contractors] that mention that payment type on their site.”

• “While a star rating can impact where you show up in a list, the content of the reviews helps you show up in specific searches… You should encourage customers to provide specific and detailed reviews,” it adds.

The bottom line: “The Scorpion Pulse reveals that consumers today expect immediate responses and seamless interactions, making it crucial for home services [contractors] to be proactive and highly responsive," Adams says.