Successful home service marketing demands a relational business mindset. Opposite of this mindset is a low cost provider mindset that will lead you down a path of low profit margins, stress, and maybe even bankruptcy if you are not careful.
If this is your business, a change in positioning is needed. Change to a new position that transforms the way your business operates. Therefore, I would recommend trying a position geared around safety. Everything you and your employees say and do is geared around the safety and well being of your customers and employees. I guarantee you this will create a solid differentiation that none of your competitors will be able to match! Go crazy over safety!
It would be incredible to place on your website, "250 days without an employee accident and counting." Or when the Service Manager explains the service he or she is recommending, the conversation revolves around the safety and well being of the customer. It might not be the cheapest recommendation, but it is a conversation that breaks down why the service is needed and the conversation puts the customers needs first. Now that's relational selling!
In conclusion, a digital marketing plan will broadcast your positioning in the marketplace, target your desired ideal customer, and advertise the services you want to target locally.