Hiring a marketing agency can be a game-changer for your home-service business—but choosing the wrong one can cost you time, money, and results. Before signing on the dotted line, here are 5 critical things you need to know to make the right decision.
1. Beware of “Proprietary Software”
If an agency pitches their “proprietary software” as the magic bullet for your marketing success, consider it a major red flag. Here’s why: proprietary software often locks you into systems that you can’t own or control. If you decide to leave the agency, you may lose access to the tools, data, and campaigns you paid to build.
Instead, your marketing should be built on widely recognized, transparent tools that allow you to maintain ownership. Think platforms like Google Ads, WordPress, or HubSpot—solutions that you can control, even if you switch providers.
Pro Tip: Always ask, “Can I access and keep the assets we create together?” If the answer is unclear or “no,” RUN!
2. Ask About Ownership of Marketing Assets
Ownership of your marketing assets is non-negotiable. Whether it’s your website, ad accounts, or content, you need to ensure that YOU are the rightful owner. Unfortunately, some agencies retain ownership as a way to keep you tied to their services.
Imagine investing thousands into a website only to realize the agency owns it, and you’ll lose it if you leave—that’s a nightmare no business owner wants.
Before signing any agreements, clarify:
- Who owns the website and its content?
- Will you have full access to your Google Ads, Facebook Ads, and analytics accounts?
Rule of Thumb: If an agency hesitates or says you won’t own what they create, don’t walk away—RUN!
3. Demand Transparency Upfront
When evaluating an agency, transparency is key. On a sales call, ask them to walk you through their strategy via a screen share. They should be able to show you their approach, tools, and processes clearly.
Here’s where many agencies fall short: instead of presenting concrete strategies, they rely on vague promises and sales scripts. If they dodge the question or can’t share specifics, you’re likely dealing with a salesperson—not a strategist.
Questions to Ask:
- “Can you show me what your plan would look like?”
- “How will you measure success and share results with me?”
An honest agency will welcome tough questions and provide clear answers.
4. Watch Out for Long-Term Contracts
Lengthy contracts might sound professional, but they’re often designed to lock you in—not help you grow. A reputable agency will prove their value month after month without needing a 12- or 24-month commitment.
If an agency pushes for a long-term contract, proceed with caution. Ask yourself:
- Do I feel confident in their ability to deliver results?
- What happens if I’m unhappy with their performance?
Many agencies will let you opt for shorter terms or month-to-month agreements. That way, you can hold them accountable for delivering consistent value.
Bottom Line: If a long contract feels like a trap, trust your instincts.
5. Find Out Their Specialty
No agency can truly be great at everything—and that’s okay. The best agencies know their strengths and focus on what they do best. Whether it’s Google Ads, SEO, direct mail, or social media, you should expect to work with different experts for each specialty.
When evaluating agencies, ask:
- What industries do you specialize in?
- What services are you BEST at delivering?
- Where do you refer clients who need services outside your expertise?
A great agency will have the confidence to say, “We’re not the best fit for that, but here’s someone who can help.” That kind of honesty speaks volumes.
The Final Word
Choosing the right marketing agency for your home-service business is one of the most important decisions you’ll make. By asking the tough questions about ownership, transparency, contracts, and expertise, you can avoid costly mistakes and find a partner that delivers real value.
Remember: If something feels off, it probably is. Trust your gut, do your research, and don’t settle for less than what your business deserves.
Ready to start your search? Ask the right questions, hold agencies accountable, and make an informed choice—your success depends on it!
