Homeowners Prioritize Experience Over Price Alone, New Housecall Pro Study Finds

SAN DIEGO, CA — Housecall Pro has released a new industry report examining how customer expectations are reshaping success in the home services market. Titled The New Home Service Standard: How Systems, Not Just Skills, Win the Customer, the report shows that contractors who combine strong technical work with consistent, system-driven customer experiences are gaining a clear edge.

Based on a survey of more than 1,000 US homeowners, the study finds that while craftsmanship and price remain important, homeowners increasingly judge contractors on professionalism, transparency, and ease of doing business.

Customer Experience Now Influences Buying Decisions

Today’s homeowners expect more than a completed repair. The report shows that easy online booking, upfront pricing, and clear communication throughout the job play a major role in who gets hired.

According to the findings, 72% of homeowners say they would pay up to 10% more for a contractor with a better customer service reputation. Nearly all respondents—97%—expect transparent pricing before they commit to a service provider.

Transparency and Follow-Through Build Trust

Clear expectations don’t end once the appointment is booked. Homeowners say documentation, timely updates, and post-job follow-up all contribute to whether they view a contractor as reliable and professional.

Approximately three out of four homeowners report they would refer a service provider after receiving excellent service, reinforcing the connection between consistent processes and long-term business growth.

Homeowners Are Increasingly Comfortable With AI

The report also highlights growing acceptance of AI in customer interactions. A majority of homeowners—53%—say they are comfortable with AI handling an initial chat or phone call, provided the experience is smooth and helpful.

Used correctly, AI and internal systems can reduce administrative workload while improving response times and consistency across customer touchpoints.

“Homeowners pay attention to the small things. How fast you respond. How clear the price is before you show up. How well you document the work after you leave,” said Roland Ligtenberg, co-founder of Housecall Pro. “The best Pros pair strong craftsmanship with a smooth experience from booking to follow-up. Systems and AI team members handle the busywork so the tech can stay focused on the customer.”

A Clear Opportunity for Service Businesses

Despite rising expectations, nearly one in five homeowners say they can’t remember the last time a contractor delivered truly exceptional service. That gap, the report notes, represents a significant opportunity for contractors willing to invest in repeatable customer-focused systems.

“That gap is the opportunity,” Ligtenberg said. “Repeatable systems around the customer turn every visit into a trust-building moment. You earn more referrals, you stay top of mind, and you become the first call when something breaks again.”

Trades professionals can access the report’s key findings at:
https://www.housecallpro.com/resources/home-service-customer-service-report-trends-statistics

The full PDF report is available at:
https://www.housecallpro.com/wp-content/uploads/2025/12/120425-Customer-Service-Report.pdf