Google is King, Reviews Reign, and Phone Calls Close the Deal

Hello Legends!

We’re the “Clark Griswold” of newsletters—over-the-top, packed with holiday cheer, and ready to have the hap-hap-happiest Christmas since Bing Crosby tap-danced with Danny f*&%ing Kaye!

Here’s what we have this week in 5 minutes or less

1. Tree Industry Insight: The data that matters

2. Growth Hack of The Week: Rule Google, rock reviews, and answer the damn phone

3. Dad Joke of the Week: Christmas cheer!

Industry Insight: Stats that matter

Let’s talk numbers.

Whether you’re trimming branches or running your marketing strategy, the tree care business is a numbers game. Here are the numbers that effected your business in 2024 and some practical insight going into 2025.

From how often potential customers are searching for local services to what they’re looking for when they call, the stats don’t lie—they hold the key to smarter decision-making. This week, we’re diving into the data that shapes success in the home services industry.

Did you know 78% of local searches on mobile lead to a purchase within 24 hours? Or that businesses with 4+ star reviews rake in 32% more revenue? The numbers tell a clear story: mastering local search, reviews, and customer interaction isn’t just important—it’s the lifeblood of your growth. Here are the stats that matter most

Local Search Behavior

1. 46% of Google searches have local intent, meaning nearly half are aimed at finding local businesses or services.

2. Google controls 91.5% of the global search engine market, making it the go-to platform for home services searches.

3. 78% of local searches on mobile devices lead to a purchase within 24 hours.

4. 18% of local smartphone searches lead to a purchase within a day, compared to 7% of non-local searches.

5. Most home services consumers don’t have a company in mind when they run a search, creating opportunities to convert undecided searchers.

Google Business Profiles

6. Businesses with complete Google Business Profiles are 2.7x more likely to be seen as reputable.

7. Customers are 70% more likely to visit and 50% more likely to consider buying from businesses with complete profiles.

8. Consistency across Google Business Profile, websites, and other platforms helps businesses appear in relevant searches.

Review Behavior

9. 81% of consumers use Google as their most trusted review site, followed by Facebook (45%) and Yelp (44%).

10. 86% of consumers read reviews for local businesses.

11. 95% of consumers aged 18-34 read online reviews.

12. 57% of consumers only consider businesses with 4+ stars on local reviews.

13. Businesses with a 4-star rating or higher generate 32% more revenue compared to competitors with lower ratings.

14. Consumers read an average of 10 online reviews before trusting a business.

Customer Acquisition Costs (CAC)

15. Average organic CAC in home services: $90.

16. Average paid CAC in home services: $116.

Phone Call Behavior

17. 40% of home services consumers who call from search make a purchase.

18. Why consumers call businesses from search:

    • 73% to schedule an appointment.

    • 60% to check hours.

    • 54% to inquire about pricing.

    • 52% to ask about availability.

    • 40% to make a purchase.

19. Phone calls convert to 10-15x more revenue than web leads.

20. Callers convert 30% faster than web leads.

21. 62% of home services customers call during their purchasing journey.

22. 18% of home services calls go unanswered on weekdays, and 41% go unanswered on weekends.

Consumer Expectations and Service

23. 80% of customers say the experience a company provides is as important as its products and services.

24. 65% of consumers have cut ties with a brand over a single poor customer service experience.

25. 32% of consumers say phone calls are the most frustrating customer service channel.

Mobile and Search Behavior

26. 56.1% of home services searches are conducted on mobile devices.

27. Costs per click (CPC) for home services keywords can exceed $40 on Google Ads.

28. Costs per lead (CPL) for home services often exceed $100.

At the end of the day, the stats don’t just highlight challenges—they point to opportunities. Whether it’s making sure your calls don’t go unanswered (18% are missed on weekdays!) or optimizing your Google Business Profile to win that 2.7x trust boost, the path to growth is clear.

Every click, call, and review matters, and the businesses that pay attention to these details are the ones that thrive. So, use the insights, take action, and let the numbers work for you—not against you.

It’s time to move beyond guesswork and make decisions backed by data. Because in this industry, the only thing better than knowing the numbers is using them to win.

Growth Hack #1: Optimize Your Google Business Profile

A complete and optimized Google Business Profile (GBP) makes you 2.7x more likely to be seen as reputable and 70% more likely to attract customers. Here’s how to make it work for you:

• Fill It Out Completely: Add your business name, address, phone number (NAP), website, hours, and a detailed description of your services.

• Use High-Quality Photos: Show off your work with before-and-after shots of jobs you’ve completed.

• Post Updates Regularly: Use the “Posts” feature to share offers, seasonal services, or helpful tips. Fresh content shows Google (and customers) that you’re active and engaged.

• Pin Your Exact Location: Ensure your map pin is accurate to avoid confusing potential customers.

Growth Hack #2: Maximize Online Reviews

With 86% of consumers reading reviews and 57% only considering businesses with 4+ stars, managing your reviews is a game-changer.

• Ask Every Customer for Reviews: Send a polite follow-up email or text after completing a job, asking them to leave a review. Include a direct link to your GBP review page.

• Respond to All Reviews: Thank customers for positive feedback and professionally address any negative reviews. This shows you care about your clients’ experiences.

• Highlight Reviews in Your Marketing: Share glowing testimonials on social media, your website, or even printed materials to build trust.

Growth Hack #3: Answer Every Call (or Automate It!)

With 18% of calls going unanswered on weekdays and 41% on weekends, every missed call is money left on the table. Here’s how to stay on top:

• Set Up Call Forwarding: Use tools like Google Voice or a professional call answering service to ensure calls never go unanswered, even when you’re in the field.

• Automate Follow-Ups: If you can’t answer immediately, set up an automated text response that says something like:
  “Thanks for calling [Your Business Name]! We’re currently on a job, but we’ll get back to you ASAP. In the meantime, tell us how we can help!”

• Track Call Data: Use call tracking software to identify peak call times, missed opportunities, and how calls convert into jobs.

These three hacks will not only help you attract more leads but also convert those leads into big money!

Dad Joke of The Week

Why did Santa feel depressed?

That’s all for this week Legends! Until next time.